普瑞姆公司的市場戰(zhàn)略研究
發(fā)布時間：2018-08-13 12:59
【摘要】：汽車產業(yè)是國民經濟重要的支柱產業(yè)，產業(yè)鏈長、關聯(lián)度高、就業(yè)面廣、消費拉動大，在國民經濟和社會發(fā)展中發(fā)揮著重要作用。汽車零部件行業(yè)是汽車的支柱型行業(yè)，也是各國政府大力支持的產業(yè)之一。普瑞姆公司三十年前是歐洲數(shù)一數(shù)二的汽車揚聲器的設計和生產商，以其出色的設計和穩(wěn)定的質量聞名。而近幾年來，隨著中國民營企業(yè)和臺灣企業(yè)紛紛崛起，原有的競爭格局正在逐漸改變。由于產品同質化的現(xiàn)象日益嚴重，作為歐洲的揚聲器企業(yè)，普瑞姆被客戶步步壓價，加之受到通貨膨脹和人工成本上漲的巨大壓力，普瑞姆進入了薄利時代。然而，，普瑞姆公司該如何利用本身的優(yōu)勢，走出困境呢？本文通過對普瑞姆內外環(huán)境的分析、五力分析和SWOT分析得出普瑞姆市場定位應在中高端市場，提升自身的品牌塑造和影響力，加強中高端市場產品種類的研發(fā)，并實現(xiàn)與下游功放供應鏈的一體化。同時，普瑞姆需要改變以產品為中心的市場戰(zhàn)略，堅持以客戶為中心的市場戰(zhàn)略，為客戶創(chuàng)造獨特的價值，才能在商場立于不敗之地。
[Abstract]:The automobile industry is an important pillar industry of the national economy. It has a long industrial chain, a high degree of correlation, a wide range of employment and a large consumption pull. It plays an important role in the national economic and social development. In recent years, with the rise of Chinese private enterprises and Taiwan enterprises, the original competition pattern is gradually changing. As the phenomenon of product homogeneity is becoming increasingly serious, Prim, as a European loudspeaker enterprise, is being pressed by customers step by step. Prim has entered the era of low profit because of the pressure of inflation and rising labor costs. However, how can Prim make use of its advantages to get out of the predicament? This paper analyzes Prim's internal and external environment, five forces analysis and SWOT analysis and draws the conclusion that Prim should be positioned in the middle and high-end market and upgrade itself. At the same time, Prim needs to change the product-centric market strategy, adhere to the customer-centric market strategy, create unique value for customers, in order to be invincible in the business.
【學位授予單位】：上海交通大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F416.6;F274
[Abstract]:The automobile industry is an important pillar industry of the national economy. It has a long industrial chain, a high degree of correlation, a wide range of employment and a large consumption pull. It plays an important role in the national economic and social development. In recent years, with the rise of Chinese private enterprises and Taiwan enterprises, the original competition pattern is gradually changing. As the phenomenon of product homogeneity is becoming increasingly serious, Prim, as a European loudspeaker enterprise, is being pressed by customers step by step. Prim has entered the era of low profit because of the pressure of inflation and rising labor costs. However, how can Prim make use of its advantages to get out of the predicament? This paper analyzes Prim's internal and external environment, five forces analysis and SWOT analysis and draws the conclusion that Prim should be positioned in the middle and high-end market and upgrade itself. At the same time, Prim needs to change the product-centric market strategy, adhere to the customer-centric market strategy, create unique value for customers, in order to be invincible in the business.
【學位授予單位】：上海交通大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F416.6;F274
【共引文獻】
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