本文選題：汽車零部件　切入點(diǎn)：營(yíng)銷管理　出處：《吉林大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：伴隨我國(guó)市場(chǎng)經(jīng)濟(jì)的持續(xù)發(fā)展，汽車越來越普及。同時(shí)，我國(guó)的汽車市場(chǎng)也逐漸成為了競(jìng)爭(zhēng)非常激烈的市場(chǎng)。全球很多跨國(guó)汽車企業(yè)都相繼參與到我國(guó)汽車市場(chǎng)的爭(zhēng)奪中。為了獲得市場(chǎng)競(jìng)爭(zhēng)優(yōu)勢(shì)，眾多汽車制造都根據(jù)市場(chǎng)的新需求創(chuàng)造新出新車品，設(shè)計(jì)新的營(yíng)銷戰(zhàn)略，來滿足現(xiàn)代客戶的需求，，獲得市場(chǎng)競(jìng)爭(zhēng)優(yōu)勢(shì)。偉巴斯特公司是全球大型汽車零部件制造公司之一，作為一家擁有一百多年歷史的汽車零部件領(lǐng)頭公司，偉巴斯特公司擁有著比較強(qiáng)大的汽車零部件開發(fā)隊(duì)伍，也具有比較成熟的營(yíng)銷和管理體系和制度。偉巴斯特車頂系統(tǒng)長(zhǎng)春有限公司在2002年成立，是既上�？偣境闪⒅蟮谝粋�(gè)建立的分公司，長(zhǎng)春公司的建立標(biāo)志著偉巴斯特公司天窗業(yè)務(wù)在我國(guó)逐漸開始擴(kuò)大。面對(duì)我國(guó)汽車市場(chǎng)飛速發(fā)展的背景下，偉巴斯特車頂系統(tǒng)長(zhǎng)春有限公司需要構(gòu)建增強(qiáng)其競(jìng)爭(zhēng)力的營(yíng)銷策略。本文作者針對(duì)長(zhǎng)春公司市場(chǎng)營(yíng)銷管理中存在的問題進(jìn)行剖析，經(jīng)過分析，找到問題存在的原因。最后，根據(jù)偉巴斯特車頂系統(tǒng)長(zhǎng)春有限公司產(chǎn)品的特點(diǎn)，兼顧產(chǎn)品品質(zhì)和服務(wù)質(zhì)量，提出適合長(zhǎng)春有限公司的市場(chǎng)營(yíng)銷改善策略，解決偉巴斯特車頂系統(tǒng)長(zhǎng)春有限公司存在的問題，不斷提升公司的核心競(jìng)爭(zhēng)力。 詳細(xì)地，本研究分為六個(gè)部分。第一章為本研究的緒論，在緒論中作者主要綜述了本研究的選題背景、研究意義與本文研究目的，以及研究方法和主要研究?jī)?nèi)容。第二章為相關(guān)理論概述，此章節(jié)中作者主要從營(yíng)銷管理理論、核心競(jìng)爭(zhēng)力理論為基礎(chǔ)，同時(shí)結(jié)合了競(jìng)爭(zhēng)力優(yōu)勢(shì)與服務(wù)營(yíng)銷等相關(guān)理論，為本文的實(shí)踐研究奠定理論基礎(chǔ)。第三章和第四章是本研究的重點(diǎn)部分。在第三章中，作者詳細(xì)闡釋了偉巴斯特車頂系統(tǒng)(長(zhǎng)春)有限公司的概況，并通過內(nèi)部環(huán)境和外部環(huán)境兩個(gè)方面分析了營(yíng)銷管理現(xiàn)狀分析，對(duì)公司營(yíng)銷存在的問題進(jìn)行剖析。在第四章中，作者根據(jù)偉巴斯特車頂系統(tǒng)(長(zhǎng)春)有限公司的發(fā)展與營(yíng)銷現(xiàn)狀，對(duì)公司的營(yíng)銷競(jìng)爭(zhēng)力進(jìn)行分析，并通過SWOT方法對(duì)公司的營(yíng)銷優(yōu)勢(shì)、劣勢(shì)、威脅和機(jī)會(huì)進(jìn)行全面的分析，得出綜合評(píng)價(jià)。在第五部分中，作者提出了促進(jìn)偉巴斯特車頂系統(tǒng)(長(zhǎng)春)有限公司競(jìng)爭(zhēng)力發(fā)展的策略建議，以推公司持續(xù)發(fā)展的戰(zhàn)略實(shí)施保障措施。最后，在第六章中作者對(duì)本研究進(jìn)行了總結(jié)，也同時(shí)對(duì)未來的進(jìn)一步研究進(jìn)行了展望和規(guī)劃。
[Abstract]:With the sustained development of market economy in our country, cars are becoming more and more popular. At the same time, The automobile market of our country has gradually become a very competitive market. Many multinational automobile enterprises all over the world have participated in the competition of our automobile market one after another. In order to gain the competitive advantage of the market, Many automobile manufacturers have created new new products, designed new marketing strategies to meet the needs of modern customers and gained a competitive edge in the market according to the new demand of the market. As a leading auto parts company with a history of more than 100 years, Vibast has a strong team of auto parts development. There is also a relatively mature marketing and management system and system. Vibast Roof system Changchun Co., Ltd. was established in 2002. It is the first branch established since the establishment of the Shanghai head Office. The establishment of Changchun Company marks the beginning of the expansion of Vibast's skylight business in China. In the face of the rapid development of the automobile market in China, Vibar Roof system Changchun Co., Ltd. needs to build a marketing strategy to enhance its competitiveness. The author analyzes the problems existing in the marketing management of Changchun Company and finds out the reasons for the problems. According to the characteristics of the products of Vibast Roof system Changchun Co., Ltd., taking into account the product quality and service quality, the paper puts forward the marketing improvement strategy suitable for Changchun Co., Ltd. to solve the problems existing in Changchun Co., Ltd. Constantly improve the core competitiveness of the company. The first chapter is the introduction of this study. In the introduction, the author summarizes the background, significance and purpose of this study. The second chapter is a summary of relevant theories, which is based on marketing management theory, core competence theory, competitive advantage, service marketing and so on. Chapter 3 and 4th are the key parts of this study. In the third chapter, the author explains the general situation of Vibast Roof system (Changchun) Co., Ltd. And through the internal environment and the external environment to analyze the marketing management status quo analysis, analyze the company marketing problems. In the 4th chapter, According to the development and marketing situation of Vibast Roof system (Changchun) Co., Ltd, the author analyzes the marketing competitiveness of the company, and analyzes the company's marketing strengths, weaknesses, threats and opportunities through SWOT method. In the 5th part, the author puts forward the strategic suggestions to promote the competitive development of Vibast Roof system (Changchun) Co., Ltd., in order to push forward the strategy of sustainable development of the company to implement the safeguard measures. In Chapter 6th, the author summarizes the research and prospects for the future research.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.471;F274

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