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该研究立足于LY电动自行车并紧紧围绕其主要竞争对手AM和YD展开,从当前电动自行车市场的实际情况出发,以描述性统计分析、对应分析为主要研究方法,以SAS 9.3统计软件为主要分析工具,对电动自行车消费者购车决策行为展开定量的研究,进而发现LY电动自行车与竞争对手在销售现状、经营策略、消费者偏好等方面的差异,从而有针对性地开发出一系列有效的营销策略,包括品牌、价格、服务、渠道等方面,以期能帮助LY电动自行车在市场竞争中取得更多的竞争优势,实现企业健康、持续、快速地发展.
The research is based on LY electric bicycle and closely around its main competitors AM and YD. Starting from the current actual situation of electric bicycle market, this study uses descriptive statistical analysis and correspondence analysis as the main research methods, with SAS 9.3 statistical software as its main Analysis tools to conduct quantitative research on decision-making behavior of consumers of electric bicycles, and then find out the differences between LY electric bicycles and their competitors in terms of sales status, business strategy and consumer preference so as to develop a series of effective Marketing strategy, including brand, price, service, channel and so on, with a view to help LY electric bicycle in the market competition to achieve more competitive advantage, to achieve healthy, sustained and rapid development.