本文選題：汽車零配件市場 + 市場營銷�。� 參考：《安徽大學(xué)》2017年碩士論文

【摘要】：2016,中國汽車市場的產(chǎn)銷量連續(xù)八年蟬聯(lián)世界第一,中國汽車市場潛力無限。汽車工業(yè)的進(jìn)一步發(fā)展,給汽車零配件產(chǎn)也帶來了春天。但是在機(jī)遇來臨的同時,也給汽車零配件企業(yè)帶來了挑戰(zhàn)。國外資金不斷流入,外資企業(yè)進(jìn)入國內(nèi)汽車零配件市場。國內(nèi)汽車零配件企業(yè)盈利空間逐步變小,價格愈發(fā)透明,盈利進(jìn)一步壓縮。許多小微型汽車零配件公司難以在汽車零配件市場生存,企業(yè)發(fā)展舉步維艱。如何對汽車零配件市場及其市場營銷環(huán)境擁有一個清晰的認(rèn)識?企業(yè)自身所存在的優(yōu)點(diǎn)和缺點(diǎn)分別是什么?怎樣才能制定符合企業(yè)發(fā)展的市場營銷策略并予以實(shí)施?這些都是小微型汽車零配件企業(yè)為了更好地生存而需要面對并亟待解決的問題。為了更好地給小微型汽車零配件企業(yè)提供支持與幫助,本文以小微型汽車零配件民營企業(yè)H公司為代表,對其進(jìn)行深入調(diào)研,同時結(jié)合市場營銷理論和系列分析工具,對該公司進(jìn)一步展開分析研究。作者擬用4P營銷理論和4C營銷理論為根本出發(fā)點(diǎn),以H公司作為本文的研究對象,采用文獻(xiàn)研究、比較分析、實(shí)地調(diào)研等多種方法整合的專題研究的定性研究方法,運(yùn)用PEST分析法、波特五力模型分析和SWOT分析法等系列分析工具,對目標(biāo)企業(yè)所處的宏觀環(huán)境、企業(yè)面臨的機(jī)遇和威脅等要素進(jìn)行深層次剖析,對該公司所運(yùn)用的市場營銷策略進(jìn)行分析并指出其不足之處。通過分析研究,本文提出,以H公司為代表的小微型汽車零配件企業(yè)應(yīng)當(dāng)將4P營銷理論與4C營銷理論相結(jié)合,改變思想,以客戶所需作為企業(yè)的核心。同時本文從消費(fèi)者需求、消費(fèi)者所支付成本、為消費(fèi)者提供方便和與消費(fèi)者加強(qiáng)溝通等方面,就此類汽車零配件企業(yè)市場營銷策略提出改進(jìn)建議,并提出了相應(yīng)的保障措施。希望本文的研究結(jié)論能為以H公司為代表的小微型汽車零配件企業(yè)營銷策略改進(jìn)提供借鑒,更好的推動國內(nèi)汽車零配件企業(yè)的發(fā)展。
[Abstract]:In 2016, China's auto market ranked first in the world for eight consecutive years, and the Chinese auto market has unlimited potential. The further development of automobile industry brings spring to automobile spare parts. But the opportunity comes at the same time, also brings the challenge to the automobile spare parts enterprise. Foreign capital inflow, foreign enterprises into the domestic auto parts market. Domestic auto parts business profit space gradually become smaller, prices become more transparent, profit further compression. Many mini-auto parts companies are struggling to survive in the auto parts market. How to have a clear understanding of the auto parts market and its marketing environment? What are the advantages and disadvantages of the enterprise itself? How can we formulate and implement marketing strategies in line with the development of enterprises? These are small and micro-car spare parts enterprises in order to better survive and need to face and urgent problems. In order to provide better support and help for small and micro automobile spare parts enterprises, this paper takes H Company, a private enterprise of small and micro automobile spare parts, as the representative, carries on the thorough investigation to it, at the same time unifies the marketing theory and the series analysis tool, Further analysis of the company. The author intends to use 4P marketing theory and 4C marketing theory as the basic starting point, take H company as the research object of this paper, adopt the qualitative research method of the special topic research which is integrated by literature research, comparative analysis, field investigation and so on. With the help of PEST analysis, Porter's five-force model analysis and SWOT analysis, this paper makes a deep analysis of the macro environment, opportunities and threats faced by the target enterprises. The marketing strategy used by the company is analyzed and its shortcomings are pointed out. Through the analysis and research, this paper puts forward that the small and micro automobile spare parts enterprise represented by H company should combine the 4P marketing theory with the 4C marketing theory, change the thought, take the customer needs as the core of the enterprise. At the same time, from the aspects of consumer demand, consumer cost, providing convenience for consumers and strengthening communication with consumers, this paper puts forward some suggestions for improving the marketing strategy of this kind of automobile spare parts enterprises, and puts forward the corresponding safeguard measures. It is hoped that the conclusions of this paper can be used for reference to improve the marketing strategy of small and micro auto parts enterprises represented by H Company, and to promote the development of domestic auto parts enterprises better.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.471

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