摘 要
GHMC 公司是一家以生产重型卡车为主的中日合资企业。目前面临着国内老牌重
型卡车企业和新的合资重型卡车企业的双重竞争压力，为了应对复杂的竞争环境，扩
大市场占有率，营销策略的制定和执行成了当务之急。本文研究的目的就是运用 6P 分
析模型，提出 GHMC 公司重型卡车的营销策略。

首先，论文第 1 章、第 2 章阐述了本文研究的背景、意义以及理论基础和论文结
构安排，并对 GHMC 公司营销现状进行了剖析。其次，在第 3 章中分析了重型卡车市
场总体情况和营销环境，通过分析得出国内重型卡车的市场需求空间巨大的结论。对
营销环境进行分析，包括宏观经济因素、国家产业政策、公路运输业情况、消费信贷
等方面，同时对市场趋势进行了评估。在第 4 章中，根据前面的分析情况运用菲利普
科特勒先生的6P模型详细阐述了公司营销策略的6大关键要素，着重对产品服务策略、
价格策略、渠道策略和促销推广策略进行了分析。论文最后还就加强营销管理提出三
点建议。

通过本文的研究，对 GHMC 公司重型卡车或者其他重型卡车的发展有一定的指导
意义，对重型卡车企业的营销策略制定、执行和控制，提供了一些思路。

关键词：日野；重型卡车；营销策略；6P

ABSTRACT
GHMC is a production of heavy trucks of the Sino-Japanese joint venture. At present,
GHMC faces the old domestic and new joint truck enterprises double pressure of
competition. In order to deal with the complicated competition environment, it is a task of
top priority in the complicated competition environment to make a perfect marketing
strategy. The paper would make marketing strategy of GHMC heavy trucks with 6P analysis
model.
Firstly, in the first two chapters the paper introduced the background, significance, theories
and structure, and also analyzed the strategic position of GHMC Company and problem.
Secondly, in the third chapter, the paper analyzed the marketing environment, including
macroeconomic, the national auto industry policy, highway transport industry, consumer
credit. It inferred a huge market space of heavy trucks in domestic market through the
analysis of the development status and trend. In the fourth chapter, the paper used the 6P
model of Philip Mr. Kotler describes to analysis GHMC marketing strategy, it focused on
product and service strategy, price strategy, channel strategy and promotion strategy. The
paper finally put forward the implementation and control of marketing strategy suggestions.
Through this paper, it has certain significance on the development of GHMC heavy trucks or
others. Finally, the paper put forward 3 suggestions for GHMC to strengthen marketing
management.
Key Words：HINO；Heavy truck；Marketing strategy；6P