【摘要】：汽車電子包含車控電子、車身電子、車載電子三部分，其中，車控電子和車身電子屬于前裝市場，而車載電子產(chǎn)品則屬于前裝市場和后裝市場并行。前裝市場指的是相關(guān)電子產(chǎn)品在車輛出廠前就安裝到商品車輛上，而后裝市場則表示商品車出廠后的汽車加裝市場，后裝市場又分為準前裝（即4S店在銷售商品車的過程中預(yù)裝）和純后裝市場，車載導(dǎo)航系統(tǒng)屬于車載電子范疇。 啟明公司自主研發(fā)的車載電子產(chǎn)品——導(dǎo)航視聽系統(tǒng)，由啟明公司自主知識產(chǎn)權(quán)研發(fā)，按照德國汽車級前裝標準制造，具有語音導(dǎo)航、音頻娛樂、DVD視頻播放、車載藍牙、收音機、倒車影像、車載信息服務(wù)等功能，是一款綜合性車載嵌入式導(dǎo)航娛樂系統(tǒng)。其中，啟明公司針對一汽-大眾車型自主研發(fā)的導(dǎo)航產(chǎn)品，是啟明公司與一汽-大眾戰(zhàn)略合作產(chǎn)品，是啟明公司重點戰(zhàn)略型產(chǎn)品，但該產(chǎn)品雖然具備獨立自主的核心技術(shù)，但產(chǎn)品成本過高，功能需要完善，產(chǎn)品穩(wěn)定性有待提高，這給市場營銷帶來巨大困難。那么，在產(chǎn)品不斷升級完善的過程中，如何提高市場占有率，建立成熟、穩(wěn)定、可靠的客戶體系，成為啟明公司銷售部門的當(dāng)務(wù)之急。 2013年，與一汽大眾戰(zhàn)略合作的車載導(dǎo)航產(chǎn)品銷售業(yè)績不佳，公司計劃該款導(dǎo)航產(chǎn)品年銷售任務(wù)為5000臺，而通過一起-大眾精品附件渠道銷售數(shù)量僅為820臺，在后裝市場沒有銷售渠道，所以整體的銷售業(yè)績僅完成公司年初制定的年度銷售任務(wù)的16.4%，由于此款導(dǎo)航銷售業(yè)績不佳，造成成品庫存和物料庫存大量堆積，導(dǎo)致啟明車載電子事業(yè)體處在虧損狀態(tài)。那么，啟明車載導(dǎo)航如何通過改善營銷策略，扭虧為盈；如何能夠抓住這個市場機遇，在市場開拓初級階段，快速搶占、擴大市場份額，成為本文研究重點。 啟明公司車載導(dǎo)航產(chǎn)品正處在市場開拓初期階段，為公司提供產(chǎn)品市場前瞻性分析，針對公司車載導(dǎo)航產(chǎn)品做市場調(diào)研和營銷策略，使啟明車載導(dǎo)航產(chǎn)品扭虧為盈。啟明公司車載導(dǎo)航產(chǎn)品在市場營銷過程中存在諸多問題，例如銷售渠道單一，渠道內(nèi)管理制度不夠完善；銷售區(qū)域劃分不夠明確，缺乏區(qū)域內(nèi)部集中管理，區(qū)域之間資源共享，協(xié)同作戰(zhàn)的精神；銷售團隊的銷售與服務(wù)力量，在不增加太大成本的前提下需要加大人員配置，以保證對市場做出快速反應(yīng)。 結(jié)合上述營銷策略需要改善的問題，，本文首先對營銷策略、戰(zhàn)略管理相關(guān)文獻的收集、整理、研究，結(jié)合啟明車載導(dǎo)航產(chǎn)品市場運營現(xiàn)狀，確定啟明車載導(dǎo)航產(chǎn)品市場競爭趨勢分析。對啟明車載導(dǎo)航產(chǎn)品的營銷策略進行SWOT分析、細分、定位客戶群體及需求。最后對市場營銷策略提出建議，從而提高啟明車載導(dǎo)航產(chǎn)品的市場競爭力。
[Abstract]:Automotive electronics include automotive electronics, body electronics and vehicle-mounted electronics. Among them, vehicle-controlled electronics and body electronics belong to the front-loading market, while vehicle-mounted electronic products belong to the front-loading market and post-loading market. The front market refers to the market in which relevant electronic products are installed on commercial vehicles before the vehicles leave the factory, and the latter market indicates that after the goods vehicles leave the factory, the car loading market, The afterloading market is also divided into quasi-front (that is, 4S store in the process of selling commercial vehicles preloaded) and pure afterloading market, vehicle navigation system belongs to the field of vehicle electronics. The navigation audio-visual system, a vehicle electronic product independently developed by Qiming Company, is developed by Qiming Company. It is manufactured according to the German automobile grade front assembly standard. It has voice navigation, audio entertainment, DVD video playback, car Bluetooth, Radio, reverse image, vehicle information services and other functions, is a comprehensive vehicle embedded navigation and entertainment system. Among them, Qiming company aimed at FAW-VW vehicle model independently developed navigation product, Qiming company and FAW-Volkswagen strategic cooperation product, Qiming company key strategic products, but this product has independent core technology, However, the product cost is too high, the function needs to be improved, and the product stability needs to be improved, which brings great difficulties to marketing. So, in the process of product upgrading, how to increase market share, establish mature, stable and reliable customer system has become the top priority of Qiming sales department. In 2013, FAW-VW 's on-board navigation product sales were poor, and the company plans to sell 5000 units a year, compared with 820 via the one-stop, boutique accessories channel. There is no sales channel in the rear market, so the overall sales results are only 16.4% of the company's annual sales tasks set at the beginning of the year. As a result of this poor navigation sales performance, the inventory of finished products and materials is piled up in large quantities. Leading to Qiming vehicle electronic institutions in a state of deficit. So, Qiming vehicle navigation how to improve the marketing strategy, how to turn losses into profits; how to seize this market opportunity, in the initial stage of market development, quickly seize, expand market share, become the focus of this article. The vehicle navigation products of Qiming Company are in the initial stage of market development, which provides the company with a forward-looking analysis of the product market, and makes a market research and marketing strategy for the vehicle navigation products of the company, so that the vehicle navigation products of Qiming turn losses into profits. Qiming company vehicle navigation products in the marketing process there are many problems, such as a single sales channel, channel management system is not perfect; The division of sales area is not clear enough, lack of centralized management within the region, sharing of resources among regions, and the spirit of coordinated combat; The sales and service forces of the sales team need to increase staffing without adding too much cost to ensure a rapid response to the market. Combined with the above marketing strategies need to be improved, this paper first of all on the marketing strategy, strategic management related literature collection, collation, research, combined with Qiming vehicle navigation products market operation situation, Determine Qiming vehicle navigation products market competition trend analysis. Carry on the SWOT analysis, subdivide, locate the customer group and demand to the Qiming vehicle navigation product marketing strategy. Finally, some suggestions are put forward to improve the market competitiveness of Qiming vehicle navigation products.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.6;F274

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