山地自行车的营销策略分析-以捷安特为例_英语论文                     

Marketing Strategy Analysis of Mountain Bike —Taking Giant as an Example   

摘要

随着人民生活水平的显著提高和改善，使得很多产业迅猛发展。自行车作为一个传统行业也因此受到了极大的冲击。由于科技与经济的发展，自行车作为交通工具在城市中其功能日渐衰退，更多的人会选择公共交通或自驾出行。但自行车作为健身、休闲工具的功能去日渐体现出来，尤其是山地自行车。山地自行车作为一种新型自行车发展速度之快，已经引起了许多投资者的关注。在人们的生活方面，山地自行车同传统自行车相比，有自身的优势和特点。但由于山地车流行的时间较短，质量参差不齐等原因，现在的山地车行业还有很多不足。依靠传统自行车行业，山地自行车发展迅猛。山地自行车不仅在健身、休闲、比赛方面有所建树，不同的山地车种类型号也满足了客户与观众的个性化需求，实现多样化盈利的手段。

本文先研究现今山地自行车营销的策略与影响，讨论并分析山地车现存的优点与缺点，并通过研究找出巩固山地车发展的因素。同时，本文进一步以捷安特为例，了解捷安特发展历程，尤其是山地车的发展。山地自行车要想获得最好的发展，就要以质量为核心竞争力，掌握宣传渠道，树立品牌形象，整合营销策略。本文将进一步揭示如何把握山地车营销的正确方向，探索未来山地车的发展战略，以期给自行车行业带来更大的市场。

关键词：山地车，捷安特，健身，休闲

Abstract

With the dramatic advances of people's living standard, many industries have developed rapidly. As a traditional industry, bicycles industry have been greatly impacted. Due to the development of science and technology, bicycles as a means of transport in the city had been declining, more people will choose public transport or self driving travel. However, the function of fitness and leisure has  embodied  increasingly. Mountain bike, as a new type of bicycle, has attracted the attention of many investors. Compared with traditional bicycles, mountain bike has its own advantages and characteristics in people's life. However, due to the relatively short time, the uneven quality of mountain bike and other reasons, there are still many deficiencies in the mountain bike industry. Rely on the traditional bicycle industry, the mountain bikes develop rapidly. Mountain bike not only has made many achievements in fitness, leisure, competition, different types and models of mountain bike also meet the individual needs of customers and the audiences, to achieve diversification of the means of profit.

In this paper, we first study the marketing strategy and the impact of mountain bike, discuss and analyze the existing advantages and disadvantages of mountain bike, and find out the factors that can strengthen the development of mountain bike. At the same time, this paper further takes Giant as an example, know the development history of Giant, especially the development of mountain bike. Mountain bike industry in order to get the best development, companies must take the quality as the core competitiveness, grasp the publicity channels, establish a brand image, integrate marketing strategy. This article will further reveal how to grasp the correct direction of mountain bike marketing, explore the future development strategy of mountain bike, in order to bring greater market for the bicycle industry.

Key words: Giant, mountain bike, marketing

Contents

摘要 3

Abstract 4

Chapter 1 Introduction 5

Chapter 2 Mountain Bike Marketing Strategies and Influences 7

2.1 Definition of Mountain Bike 7

2.2 Characteristics of Mountain Bike 7

2.3Marketing Strategies 8

2.3.1 Emphasis in Quality and Strengthening the Brand Effect 8

2.3.2 Appropriate Customer Groups 8

2.4 Marketing Influences 9

2.4.1 Enriching People’s Life 9

2.4.2 Promote Economic Development 9

Chapter 3 Bicycle Industry Analysis 10

3.1  Bicycle Industry Overview 10

3.2 Main Characteristics of Industry Economic Operation 10

3.2.1. Smooth and Steady Economic Performance 10

3.2.2 Continuously Improving the Technical Content of Products 10

3.2.3 Obvious Dominant Position 11

3.3  Development Tendency of China's Bicycle Industry 11

3.4  Major Problems of Bicycle Industry 12

3.4.1 Industrial Structure 12

3.4.2 The Lack of Well-known Brands 12

3.4.3.Industry Profitability 12

Chapter 4 The development of Giant 14

4.1 The Four Stage 14

4.1.1 First Stage: Deeply Root in Taiwan(1972—1985) 14

4.1.2 The Second Stage: Brand Internationalization(1986--1991) 14

4.1.3 The Third Stage: Manufacturing Internationalization(1992--1999) 14

4.1.4 The Forth Stage: Multinational Operation (2000--2017) 15

4.2 Customer Choice 15

4.2.1 Customer Groups 15

4.2.2 Market Segmentation 16

4.2.3 Sales Channels 16

Chapter 5 Future Development Strategy 17

5.1 Product Strategy 17

5.1.1 Emphasizing on Product Quality, Enhancing Brand Competitiveness 17

5.1.2 Developing New Products and Upgrading Existing Products 17

5.2 Price Strategy 18

5.2.1 Optimizing Cost Performance 18

5.2.2 Paying Close Attention to Consumer Groups 18

5.3 Promotion Strategy 18

5.4 Distribution Strategy 18

5.4.1 Direct Sales Channels from Manufacturers to Consumers 18

5.4.2 Network Channel 19

Chapter 6 Conclusion 20

Acknowledgments 21

Reference 22