本文選題：HH公司　切入點(diǎn)：汽車配件市場(chǎng)　出處：《天津大學(xué)》2013年碩士論文

【摘要】：近年來，隨著中國(guó)汽車保有量的不斷增加，汽車零配件行業(yè)的發(fā)展也越來越迅速，許多國(guó)外著名品牌進(jìn)入我國(guó)市場(chǎng)，，國(guó)內(nèi)汽車配件行業(yè)涌現(xiàn)出許多新的汽車配件公司，這無疑加劇了國(guó)內(nèi)汽車配件行業(yè)的市場(chǎng)競(jìng)爭(zhēng)。 各類汽車配件企業(yè)采取各種分銷手段，拓展分銷渠道，不惜成本的爭(zhēng)奪客戶資源，各大品牌工廠為了擴(kuò)大其市場(chǎng)知名度及占有率，給各汽車配件代理商的任務(wù)壓力越來越大，造成汽車配件企業(yè)間更加無序的競(jìng)爭(zhēng)，企業(yè)利潤(rùn)受到很大影響。HH公司也不可避免的面臨這些問題，那么，如何細(xì)分目標(biāo)市場(chǎng)，制定適合企業(yè)的、切實(shí)可行的營(yíng)銷策略，如何運(yùn)用科學(xué)有效的營(yíng)銷手段更加有利于企業(yè)擴(kuò)大市場(chǎng)占有率并打造企業(yè)核心優(yōu)勢(shì)，已經(jīng)成為HH公司當(dāng)下迫切需要解決的問題。 通過對(duì)HH公司營(yíng)銷策略問題展開深入的分析和研究，對(duì)HH公司市場(chǎng)營(yíng)銷環(huán)境進(jìn)行分析，明確企業(yè)的目標(biāo)市場(chǎng)定位，制定企業(yè)的營(yíng)銷策略，有針對(duì)性的對(duì)企業(yè)現(xiàn)存的營(yíng)銷問題提出解決方法，分別從產(chǎn)品、價(jià)格、促銷、渠道四大方面進(jìn)行展開說明。 在對(duì)營(yíng)銷理論研究的基礎(chǔ)上，以HH公司為具體的研究對(duì)象，通過運(yùn)用實(shí)證進(jìn)行分析和研究，提出了HH公司營(yíng)銷策略方案，力求為公司長(zhǎng)遠(yuǎn)、健康發(fā)展提供一些參考意見，也希望能夠?yàn)槲覈?guó)汽車配件行業(yè)的發(fā)展起到一些借鑒作用。
[Abstract]:In recent years, with the continuous increase of automobile ownership in China, the auto parts industry has been developing more and more rapidly. Many famous foreign brands have entered the Chinese market, and many new auto parts companies have emerged in the domestic auto parts industry. This undoubtedly intensified the domestic auto parts industry market competition. All kinds of auto parts enterprises adopt various distribution methods, expand distribution channels, and compete for customer resources at any cost. In order to expand their market awareness and share, the major brand factories are under increasing pressure on their auto parts agents. As a result of more disorderly competition among auto parts enterprises, the profits of the enterprises are greatly affected. HH Company is inevitably faced with these problems. Then, how to segment the target market and formulate a feasible marketing strategy suitable for the enterprises, How to use scientific and effective marketing means to help enterprises expand their market share and build their core advantages has become an urgent problem to be solved by HH Company. Through the in-depth analysis and research of HH Company's marketing strategy, the marketing environment of HH Company is analyzed, the target market positioning of the enterprise is clarified, and the marketing strategy of the enterprise is formulated. This paper puts forward the solutions to the existing marketing problems of enterprises, and explains them from four aspects: product, price, promotion and channel. On the basis of the research on marketing theory, taking HH Company as the specific research object, through the use of empirical analysis and research, the paper puts forward the marketing strategy plan of HH Company, and tries to provide some reference suggestions for the long-term and healthy development of HH Company. Also hope to be able to China's auto parts industry development to play some reference role.
【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.471

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