本文關(guān)鍵詞： 汽車后市場 汽保設(shè)備 市場營銷　出處：《華東理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國汽車工業(yè)的飛速發(fā)展,汽保行業(yè)也遇到了千載難逢的好時(shí)機(jī),發(fā)展速度今非昔比。2015年,中國汽車后市場的營業(yè)額增至5000億元,年增長率達(dá)到26.9%①。2016年,中國汽車售后市場產(chǎn)值或?qū)⒃鲋?000億元,中國將超過美國成為全球第一大汽車后市場。有數(shù)據(jù)顯示,汽車后市場整體行業(yè)利潤率可以達(dá)到40%-50%,個(gè)別細(xì)分行業(yè)甚至可以達(dá)到100%-200%②。盡管業(yè)內(nèi)人士對(duì)這樣的數(shù)字沒有形成統(tǒng)一認(rèn)識(shí),認(rèn)為實(shí)際利潤有被高估的可能,但不可否認(rèn)的是,汽車后市場作為高利潤產(chǎn)業(yè)已經(jīng)成為中國整個(gè)汽車產(chǎn)業(yè)鏈中最為耀眼的金礦。中國汽保設(shè)備的產(chǎn)銷量以較快的速度縮小與國際同類產(chǎn)品的差距,目前已經(jīng)有多個(gè)種類的產(chǎn)品具備國際領(lǐng)先優(yōu)勢。汽保設(shè)備無論是在研發(fā)設(shè)計(jì)、生產(chǎn)工藝、技術(shù)含量,還是在服務(wù)、品牌方面都有了較大的提高,出口總額逐年上升。據(jù)海關(guān)資料顯示,2015年全年汽保設(shè)備出口近20個(gè)億人民幣,比2014年增加了3個(gè)億,呈現(xiàn)良好的發(fā)展趨勢③。但主要出口設(shè)備仍集中在技術(shù)含量相對(duì)不高的舉升機(jī)、烤漆房、輪胎設(shè)備、維修工具等機(jī)械類設(shè)備方面,出口國家主要分布在亞洲、非洲和美洲等國家。除此之外,一些發(fā)展中國家如越南、泰國等近幾年來汽車工業(yè)發(fā)展也很快,拉動(dòng)了相關(guān)配套產(chǎn)業(yè)的發(fā)展,為我國汽保產(chǎn)品出口提供了新的機(jī)遇本文所要研究的ZD公司是一家民營上市公司,多年來非常重視海內(nèi)外市場開拓。本文旨在通過對(duì)ZD公司現(xiàn)有產(chǎn)品線和市場營銷情況的了解,結(jié)合相關(guān)營銷理論對(duì)其營銷環(huán)境進(jìn)行分析,找到ZD公司當(dāng)前營銷過程中遇到的問題并加以分析,得出營銷策略的優(yōu)化措施,以期達(dá)到公司及同行從業(yè)者參考和借鑒的目的。
[Abstract]:With the rapid development of China's automobile industry, the auto insurance industry has also encountered a golden opportunity, the speed of development is not the same. In 2015, the turnover of China's automobile market increased to 500 billion yuan. With an annual growth rate of 26.91.2016, the output value of China's after-sale auto market may increase to 700 billion yuan, and China will overtake the United States to become the world's largest after-market car market, according to data. After the automobile market overall industry profit margin can reach 40-50, individual subdivision industry can even reach 100-200. 2. Although the industry does not form a unified understanding of such figures. It is possible to think that the actual profit is overvalued, but it is undeniable that. As a high-profit industry, the automobile after-market has become the most dazzling gold mine in the whole automobile industry chain in China. The production and sales of China's auto insurance equipment have narrowed the gap with the international similar products at a faster rate. At present, there are many kinds of products with international leading advantage. Whether in R & D design, production process, technology content, or service, the brand has been greatly improved. The total export volume has been increasing year by year. According to customs data, in 2015, the export of auto insurance equipment was nearly 2 billion yuan, an increase of 300 million yuan over 2014. 3. But the main export equipment is still concentrated in the relatively low technical content lifting machine, paint room, tire equipment, maintenance tools and other mechanical equipment, export countries are mainly distributed in Asia. In addition, some developing countries, such as Vietnam and Thailand, have also developed rapidly in recent years, which has led to the development of related supporting industries. The ZD Company, which is a private listed company, provides a new opportunity for the export of China's auto insurance products. Over the years, we have attached great importance to the development of markets at home and abroad. This paper aims to analyze the marketing environment of ZD Company through the understanding of its existing product lines and marketing situation, combined with the relevant marketing theory. The problems encountered in the current marketing process of ZD Company are found and analyzed, and the optimization measures of the marketing strategy are obtained in order to achieve the purpose of reference and reference of the company and its peers.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.471;F274

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