本文選題：營銷環(huán)境　切入點：SWOT分析　出處：《吉林大學(xué)》2015年碩士論文

【摘要】：中國汽車市場的繁榮導(dǎo)致了汽車行業(yè)的劇烈競爭，汽車細(xì)分市場逐步擴展，汽車電子產(chǎn)品及智能化汽車配置逐步下探，這直接導(dǎo)致了汽車?yán)麧櫬实南陆�，引發(fā)了汽車零部件市場產(chǎn)品集成的迅速發(fā)展以及產(chǎn)品的升級換代加快，同類產(chǎn)品競爭格局發(fā)生變化。市場的變化給鏡泰（上海）公司帶來了機遇同時也帶來了威脅，一方面公司受益于智能化配置下探，銷量保持高速增長，另一方面?zhèn)�別產(chǎn)品不斷受到汽車零部件產(chǎn)品集成化的影響，智能遠(yuǎn)近光及倒車影像產(chǎn)品受到多功能攝像頭及導(dǎo)航系統(tǒng)集成化產(chǎn)品的沖擊,銷售停滯不前,甚至出現(xiàn)劇烈震蕩，公司出現(xiàn)了嚴(yán)重的銷售結(jié)構(gòu)失衡問題，同時家車互聯(lián)產(chǎn)品即將引入到中國市場，公司需要制定正確的營銷策略。面對這老產(chǎn)品的銷售停滯以及新產(chǎn)品的市場開拓，擺在鏡泰（上海）公司面前急需解決的問題是，面對市場的變化，如何重新制定正確的產(chǎn)品營銷策略以擺脫目前的銷售困境并順利地開展新產(chǎn)品市場引入工作。 本文的研究對象是鏡泰(上海)電子技術(shù)有限公司的產(chǎn)品營銷策略，首先通過案例分析法，以鏡泰（上海）公司目前產(chǎn)品營銷中存在的問題為研究對象，從宏觀環(huán)境、行業(yè)環(huán)境、產(chǎn)業(yè)政策、技術(shù)環(huán)境和社會文化環(huán)境等外部因素和品牌、產(chǎn)品、價格及團隊等內(nèi)部因素上探尋問題產(chǎn)生的原因；接著采用文獻分析法，通過對大量汽車市場研究文獻的搜集和閱讀，整理出中國汽車各細(xì)分市場的銷售數(shù)據(jù)，歸納出中國汽車市場的發(fā)展趨勢以及各個產(chǎn)品的市場需求前景，并通過分析汽車零部件市場的消費者調(diào)研報告，找到鏡泰（上海）公司產(chǎn)品與同類產(chǎn)品在產(chǎn)品功能、產(chǎn)品價格和產(chǎn)品外觀上存在的優(yōu)勢與不足；之后運用了SWOT分析法找到鏡泰（上海）公司在產(chǎn)品競爭力、市場分額、品牌影響力、產(chǎn)品價格及公司團隊上存在的優(yōu)勢與劣勢，同時分析鏡泰（上海）公司在內(nèi)外部環(huán)境上所面對的機遇與威脅，并在SO（優(yōu)劣與機遇）、WO（劣勢與機遇）、ST（優(yōu)勢與威脅）和WT（劣勢與威脅）四個不同的方面提出具體的應(yīng)對策略；然后以STP理論為指導(dǎo)，首先以品牌、地域、汽車軸距、外觀及使用用途、變速箱、發(fā)動機以及產(chǎn)品配置為劃分標(biāo)準(zhǔn)，進行中國汽車市場細(xì)分，之后結(jié)合公司產(chǎn)品自身的特點和各個細(xì)分市場的特點制定目標(biāo)市場選擇，優(yōu)化產(chǎn)品定位；最后根據(jù)市場營銷學(xué)中的經(jīng)典4Ps理論,從價格、產(chǎn)品、渠道及促銷四個方面重新制定鏡泰(上海)公司的產(chǎn)品營銷組合策略。 本文通過對鏡泰（上海）公司產(chǎn)品營銷策略的深度刨析，找到了鏡泰（上海）公司銷售問題的根本原因，并用過市場營銷學(xué)中的4Ps理論，制定了鏡泰（上海）在產(chǎn)品、價格、渠道及促銷上的營銷策略，首先產(chǎn)品在功能上必須要考慮目前中國汽車零部件集成化趨勢，采用平臺化戰(zhàn)略開發(fā)出多功能于一身的平臺產(chǎn)品，提高產(chǎn)品優(yōu)勢以保證不被同類產(chǎn)品所替代，其次在產(chǎn)品價格上，面對具有集成化產(chǎn)品的產(chǎn)品優(yōu)勢，從價格上拉開與同類產(chǎn)品的價格區(qū)間，找到差異化目標(biāo)市場選擇，避免產(chǎn)品定位交疊，，從而規(guī)避競爭風(fēng)險；之后在銷售渠道上，迎合互聯(lián)網(wǎng)銷售的快速發(fā)展趨勢，改變單一前加裝銷售渠道模式，建立起后加裝市場互聯(lián)網(wǎng)銷售模式；最后在促銷上不斷地迎合消費者心理，在前加裝市場和后加裝市場制定不同的促銷體系。通過本文的研究，希望對鏡泰（上海）公司迅速擺脫銷售困境并找到正確的產(chǎn)品營銷策略有一定的促進作用，同時對于其他汽車零部件供應(yīng)商如何正確開展產(chǎn)品營銷策略具有一定的借鑒意義。
[Abstract]:China car boom led to intense competition in the automobile industry, the automobile market segments gradually expanded, automotive electronics and intelligent vehicle configuration gradually dropping, which directly led to the decline in auto profit margins, led auto parts market integration of the rapid development and accelerate the upgrading of products, similar products, changes in competition the changes in the market. To mirror Tai (Shanghai) company has brought opportunities but also pose a threat, on the one hand the company to benefit from intelligent configuration dropping, sales to maintain rapid growth, on the other hand, individual products continue to be affected by the integration of auto parts products, intelligent distance light and reversing video products are multifunctional camera and navigation system integrated product impact, sales stagnated, and even severe concussion, the company appeared in the sales structure of serious imbalance problem, at the same time home The car is introduced to Chinese Internet products market, companies need to develop the right marketing strategy. In the face of the old product sales stagnation and new product market development, placed in the mirror Tai (Shanghai) company is an urgent problem, to the market changes, how to make the correct marketing strategy in order to get rid of the plight of sales the present and successfully carry out new products into the market.
The research object of this paper is mirror Thailand (Shanghai) Electronic Technology Co., Ltd. product marketing strategy, first through the case analysis, in order to mirror Tai (Shanghai) company product currently exists in the marketing as the research object, from the macro environment, industry environment, industry policy, external factors of technology environment and social and cultural environment and brand product, price, and team internal factors to explore the causes of the problem; then using the method of literature analysis based on a large number of automobile market research literature collecting and reading, sorting out the sales data China automobile market segments, summed up the development trend of market demand outlook China Auto market and various products, and through research the consumer report analysis of auto parts market, find the mirror Thailand (Shanghai) company products and similar products in the product function, product price and appearance on the advantage and Insufficient; after using the SWOT analysis method to find the mirror Tai (Shanghai) Company in product competitiveness, market share, brand influence, advantage and disadvantage of the product prices and the company team, at the same time, analysis Thailand mirror (Shanghai) company is facing opportunities and threats in the external environment, and in the SO (pros and cons (WO), opportunities and opportunities, weaknesses) ST (strengths and threat) and WT (weaknesses and threats) put forward specific coping strategies in four different aspects; then based on STP theory, first with the brand, regional, car wheelbase, appearance and make use of, gearbox, engine, product configuration the division standard, China of automobile market segmentation, combined with features of the company after the product itself and the various market segments to develop target market selection, optimization of product positioning; finally, according to the marketing of the classic 4Ps theory, from the product, price, channel and promotion The marketing mix strategy of the Shanghai company is reformulated in four aspects.
Based on the mirror Thailand (Shanghai) depth analyze product marketing strategy of the company, to find the mirror Thailand (Shanghai) root cause sales problems, and use the marketing theory of 4Ps, developed a mirror Thailand (Shanghai) in the product, price, channel and promotion of the marketing strategy, the first product must consider the current Chinese auto parts integration trend in function, the platform strategy developed in one platform products, improve product advantages to guarantee not to be replaced by similar products, in product prices, with integrated product advantages, from the price of open and similar products the price range, to find the differences of target market selection, product positioning to avoid overlap, thus avoiding the risk of competition; after the rapid development in the sales channels, to cater to the trend of Internet sales, a single change before the installation of sales channel mode Type, set up after the installation of the Internet market sales model; finally, to cater to the consumer psychology in the promotion, with the market development of different promotion system in the market before the installation and after. Through this study, hope to mirror Tai (Shanghai) company quickly get rid of sales difficulties and find the correct marketing strategy has a certain role in promoting at the same time, for other auto parts suppliers how to carry out the marketing strategy has a certain significance.

【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;F426.63

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