本文關(guān)鍵詞： 商用車 自動機械變速器 營銷策略　出處：《吉林大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟的不斷發(fā)展，基建和物流行業(yè)隨之發(fā)展壯大，作為一種生產(chǎn)資料，重型商用車的需求日益旺盛。與此同時，作為車輛核心零部件之一的變速器也面臨新的發(fā)展機會。受技術(shù)和制造水平的限制，以前國內(nèi)的商用車基本上都使用手動變速器，以及數(shù)量少得可以忽略的液力變距結(jié)構(gòu)自動變速器，隨著技術(shù)的發(fā)展，，自動機械變速器開始進入國內(nèi)市場。 伊頓公司從上世紀(jì)七十年代開始研發(fā)重型商用車自動機械變速器技術(shù)，至今已有超過三十年的技術(shù)和生產(chǎn)經(jīng)驗積累，并且在美洲和澳洲市場占有絕對的市場份額，然而如何跟上快速發(fā)展的中國市場，成功將這個產(chǎn)品推向國內(nèi)整車生產(chǎn)企業(yè)則成為了當(dāng)前最重要的問題。國內(nèi)商用車零部件市場競爭日趨激烈，各變速器企業(yè)目前也在技術(shù)和成本上占據(jù)了一定優(yōu)勢，如何將伊頓公司的重型商用車自動機械變速器成功引入國內(nèi)將是本文研究的重點。 本文從伊頓公司與國內(nèi)各個整車生產(chǎn)廠的合作關(guān)系，以及終端重型商用車市場需求為出發(fā)點，對伊頓公司重型商用車自動機械變速器的競爭環(huán)境及SWOT分析進行深入研究，對產(chǎn)品的營銷策略進行設(shè)計，重點探討產(chǎn)品、價格、促銷及渠道等方面的影響因素。 研究表明，伊頓公司應(yīng)采取以下策略將重型商用車自動機械變速器推向中國市場：（1）分析產(chǎn)品陣營，挑選具有核心競爭優(yōu)勢的產(chǎn)品，為整體營銷活動奠定堅實的基礎(chǔ)；（2）剖析客戶對產(chǎn)品的成本的敏感度，結(jié)合伊頓公司內(nèi)部價格制定流程，確定該產(chǎn)品的銷售價格；（3）圍繞公司自有資源、客戶資源以及終端消費者的資源進行精準(zhǔn)的促銷活動；（4）將現(xiàn)有客戶的銷售和服務(wù)渠道共享，進行精準(zhǔn)銷售，合理搭建終端銷售和服務(wù)平臺。該研究成果可為伊頓公司將重型商用車自動機械變速器引入中國市場提供有益參考，并為將來伊頓公司將其他類型新產(chǎn)品引入國內(nèi)商用車市場提供經(jīng)驗支持。
[Abstract]:With the continuous development of economy, the capital construction and logistics industry has developed, as a means of production, the demand for heavy commercial vehicles is increasingly strong. At the same time. As one of the core parts of the vehicle transmission is also facing new development opportunities. Due to the technical and manufacturing level constraints domestic commercial vehicles are basically using manual transmission. With the development of technology, automatic mechanical transmission began to enter the domestic market. In -30s, Eaton began to develop the technology of automatic mechanical transmission of heavy commercial vehicles, and has accumulated more than 30 years of technology and production experience. And in the Americas and Australia market share of the absolute market, however, how to keep up with the rapid development of the Chinese market. It has become the most important problem to successfully push this product to domestic automobile manufacturing enterprises. The domestic commercial vehicle parts market is becoming more and more competitive. Each transmission enterprise also occupies a certain advantage in technology and cost at present. How to successfully introduce the heavy duty commercial vehicle automatic mechanical transmission of Eaton Company into China will be the focus of this paper. This paper starts from the cooperative relationship between Eton Company and domestic vehicle manufacturers and the market demand of terminal heavy-duty commercial vehicles. The competition environment and SWOT analysis of the automatic mechanical transmission of heavy duty commercial vehicle of Eton Company are studied deeply, the marketing strategy of the product is designed, and the product and price are discussed emphatically. Factors affecting sales promotion and channel. The research shows that Eton should adopt the following strategy to push the automatic mechanical transmission of heavy commercial vehicles to the Chinese market: 1) analyze the product camp and select the products with core competitive advantage. To lay a solid foundation for the overall marketing activities; (2) analyze the sensitivity of the customer to the cost of the product, and determine the sales price of the product according to the Eaton internal price process; Around the company's own resources, customer resources and end-consumer resources for accurate promotional activities; 4) share the sales and service channels of existing customers, and carry out accurate sales. The research results can provide a useful reference for Eton Company to introduce the automatic mechanical transmission of heavy commercial vehicles into the Chinese market. And provide experience support for Eton to introduce other types of new products into domestic commercial vehicle market.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.471

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