路畅科技汽车导航产品的营销战略规划.doc

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摘    要

近年来随着汽车行业的迅猛发展，车载导航产业也在这样的环境中迅速走红，当行业迅速发展的同时，也引来许多的竞争者，随着竞争的加剧，各种竞争手段日益凸显，行业逐渐出现洗牌的局面，在众多企业惨烈竞争的今天，各个企业都寻求自己未来的发展道路，深圳市路畅科技也在不断探索着行业的未来模式。本文主要研究深圳市路畅科技在车载导航中所采用的营销战略，在产品差异化、完善客户服务，建立营销体系等各方面如何有效实施。本文运用定性研究的方法，从车载导航的发展现状到车联网的运用，到一键导航，到未来的智能交通领域的发展，这些发展战略的制定都需要企业一步步的实现好维护好企业当下的经营战略，才能在未来的研究领域有所建树。本文以路畅科技当下的经营战略为主线，阐述这一行业，希望对以后的经营战略决策有一定的借鉴。
 
关键词：车载导航； 经营战略； 竞争； 路畅科技

 Abstract

With the rapid development of the automotive industry in recent years, the car navigation industry also become popular in such an environment quickly, with the rapidly developement of the industry, and also attracted many competitors, so, many competition means become more and more fierce,the industry gradually emerge resource integration, with so fierce competition, many companies are seeking their development of the future.Shenzhen RoadRover Technology are constantly exploring the future of the industry pattern.This paper studies the marketing strategy of the RoadRover in navigation industry , the product differentiation, improveing customer service, marketing system and how to establish effective implementation.This paper uses qualitative research methods, from the development of the car navigation to the car networking, from the key navigation to the future development of intelligent transportation, which require companies to maintain good step of the business strategy in order to accomplish something in the area of the future .the main line of this paper described the industry and hope that it can reference the decisions of the RoadRover on future business strategy.

Key words: Car Navigation; Business Strategy; Competition; RoadRover Technology

目    录

序    言 1
一、公司及产品简介 1
（一）公司简介 1
（二）产品简介 2
二、环境分析 4
（一）宏观环境分析 4
（二）中观环境分析 7
（三）微观环境分析 10
（四）SWOT分析 13
三、战略规划 15
（一）战略目标及步骤 15
（二）目标市场选择及定位 16
（三）主要营销战略 17
四、战略实施保障措施 21
（一）加强人才队伍的建设 21
（二）加大企业的研发力度 22
（三）加强与其他公司的合作 23
（四）加强企业文化的建设 23
五、结束语 24
致    谢 25
参考文献 26