發(fā)布時(shí)間：2018-02-01 18:14

  本文關(guān)鍵詞： 柴油發(fā)動(dòng)機(jī) 渦輪增壓器 組合營(yíng)銷策略　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：國(guó)內(nèi)的汽車產(chǎn)業(yè)在過(guò)去15年內(nèi)取得了巨大發(fā)展,從2009開(kāi)始,我國(guó)已經(jīng)成為世界上最大的汽車產(chǎn)銷國(guó)家。作為汽車產(chǎn)業(yè)的重要一部分,我國(guó)的汽車零部件產(chǎn)業(yè)發(fā)展也非常迅速。無(wú)錫康明斯渦輪增壓技術(shù)有限公司作為一家國(guó)際品牌公司,從1996年進(jìn)入中國(guó),主要生產(chǎn)配套于汽車柴油發(fā)動(dòng)機(jī)用的渦輪增壓器,在國(guó)內(nèi)主機(jī)市場(chǎng),公司市場(chǎng)份額在中重柴油機(jī)市場(chǎng)一直處于領(lǐng)先地位。但隨著行業(yè)的發(fā)展,越來(lái)越多的渦輪增壓器廠商開(kāi)始進(jìn)入中國(guó)市場(chǎng),無(wú)錫康明斯渦輪增壓技術(shù)有限公司目前面臨著激烈的市場(chǎng)競(jìng)爭(zhēng)壓力,現(xiàn)有市場(chǎng)份額被競(jìng)爭(zhēng)對(duì)手逐步蠶食,新市場(chǎng)份額較低并發(fā)展緩慢。公司急需建立新的產(chǎn)品營(yíng)銷策略,以鞏固和提高市場(chǎng)份額,實(shí)現(xiàn)業(yè)務(wù)增長(zhǎng)計(jì)劃。本文從分析該公司當(dāng)前面臨的市場(chǎng)需求狀況及產(chǎn)品、價(jià)格、渠道和促銷活動(dòng)等方面的營(yíng)銷現(xiàn)狀基礎(chǔ)上發(fā)現(xiàn)存在的問(wèn)題,嘗試提出建議改進(jìn)方向。應(yīng)用STP戰(zhàn)略分析,對(duì)公司所在領(lǐng)域的市場(chǎng)進(jìn)行細(xì)分,研究各市場(chǎng)消費(fèi)行為分析進(jìn)而找到公司的目標(biāo)市場(chǎng)。通過(guò)競(jìng)爭(zhēng)對(duì)手和公司能力分析,在目標(biāo)市場(chǎng)中發(fā)現(xiàn)可以提供給客戶的價(jià)值定位。最終通過(guò)上述分析研究,提出相比競(jìng)爭(zhēng)對(duì)手更具創(chuàng)新性的差異化的4C組合營(yíng)銷策略,同時(shí)對(duì)關(guān)系營(yíng)銷和品牌營(yíng)銷做出一些初步的探討。在過(guò)程中使用了創(chuàng)新性的客戶價(jià)值包規(guī)范和財(cái)務(wù)模型等工具和產(chǎn)品規(guī)劃等流程對(duì)客戶需求價(jià)值進(jìn)行準(zhǔn)確捕捉和翻譯,保證了所提出營(yíng)銷策略內(nèi)容的準(zhǔn)確性和合理性。文中最后提出新組合營(yíng)銷策略的實(shí)施保障措施,通過(guò)建立一個(gè)新的輔助流程來(lái)接收客戶的動(dòng)態(tài)反饋,保證新策略的有效實(shí)施并實(shí)現(xiàn)持續(xù)改進(jìn)。本文的特點(diǎn)在于以客戶價(jià)值為導(dǎo)向,從客戶視角來(lái)系統(tǒng)分析和把握產(chǎn)品價(jià)值需求,規(guī)劃和開(kāi)發(fā)滿足客戶需求的公司內(nèi)部的產(chǎn)品線、價(jià)格策略等,幫助公司建立區(qū)別于競(jìng)爭(zhēng)對(duì)手的差異化競(jìng)爭(zhēng)力。研究結(jié)論表明,工業(yè)品營(yíng)銷和日常消費(fèi)品一樣,前期必須對(duì)市場(chǎng)需求進(jìn)行調(diào)查搜集,進(jìn)行市場(chǎng)細(xì)分并選擇公司的目標(biāo)市場(chǎng)和定位,同時(shí)必須緊密跟蹤競(jìng)爭(zhēng)對(duì)手信息。其特別之處在于,企業(yè)不能直接將客戶需求聲音直接設(shè)定為產(chǎn)品設(shè)計(jì)目標(biāo),需要專業(yè)人員對(duì)目標(biāo)客戶和市場(chǎng)的需求進(jìn)行翻譯和排序,然后才能準(zhǔn)確設(shè)定產(chǎn)品設(shè)計(jì)目標(biāo),進(jìn)而通過(guò)設(shè)計(jì)和推出新產(chǎn)品來(lái)體現(xiàn)這些需求價(jià)值。同時(shí)由于工業(yè)品受國(guó)家法規(guī)、行業(yè)規(guī)范等非常大,需要對(duì)這些內(nèi)容做出更深層次的解讀并包含在產(chǎn)品設(shè)計(jì)目標(biāo)當(dāng)中。工業(yè)品營(yíng)銷對(duì)營(yíng)銷人員的技術(shù)能力、規(guī)劃能力復(fù)雜度等要求高于日常消費(fèi)品行業(yè)。關(guān)系營(yíng)銷,品牌營(yíng)銷等在工業(yè)品營(yíng)銷中也能起到非常重要的作用。
[Abstract]:Domestic automobile industry has made great development in the past 15 years. Since 2009, China has become the largest automobile production and marketing country in the world, as an important part of automobile industry. Wuxi Cummins turbocharging Technology Co., Ltd. as an international brand company, entered China from 1996. The main production of turbochargers used in automobile diesel engines, in the domestic mainframe market, the company's market share in the diesel engine market has been in a leading position, but with the development of the industry. More and more turbocharger manufacturers begin to enter the Chinese market, Wuxi Cummins turbocharger Technology Co., Ltd. is currently facing fierce market competition pressure, the existing market share is gradually eroded by competitors. The new market share is low and the development is slow. The company urgently needs to establish the new product marketing strategy in order to consolidate and increase the market share. This paper analyzes the current situation of the company's market demand and the marketing status of products, prices, channels and promotional activities, and finds out the problems on the basis of the analysis of the current market demand and the marketing situation of the products, prices, channels and promotional activities. Try to propose the direction of improvement. Use STP strategic analysis to segment the market of the company in the field. Through the analysis of the competitors and the ability of the company, we can find the value orientation that can be provided to the customers in the target market. Finally, through the above analysis and research. The 4C combination marketing strategy, which is more innovative than the competitors, is put forward. At the same time, it makes some preliminary discussion on relationship marketing and brand marketing. In the process, innovative tools such as customer value package specification and financial model and product planning are used to accurately capture customer demand value. Translation. The content of the proposed marketing strategy to ensure the accuracy and reasonableness. Finally, the implementation of the new combination of marketing strategy security measures, through the establishment of a new auxiliary process to receive dynamic feedback from customers. To ensure the effective implementation of the new strategy and achieve continuous improvement. The characteristics of this paper is customer value oriented, from the customer perspective to systematically analyze and grasp the needs of product value. To plan and develop the internal product line, price strategy and so on, which can help the company to establish different competitiveness from the competitors. The conclusion of the research shows that industrial products marketing is the same as the daily consumer goods. In the early stage, we must investigate and collect the market demand, segment the market and select the target market and position of the company. At the same time, we must closely track the information of the competitors. Enterprises can not directly set the voice of customer needs as product design goals, need professionals to translate and sort the needs of the target customers and the market, and then can accurately set the product design goals. Then through the design and introduction of new products to reflect the value of these needs. At the same time, industrial products are subject to national laws and regulations, industry norms and other very large. Need to make a deeper interpretation of these content and include in the product design objectives. Industrial product marketing to marketers' technical ability, planning ability complexity and other requirements are higher than the daily consumer goods industry. Relationship marketing. Brand marketing and so on can also play a very important role in the marketing of industrial products.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.471

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