本文選題：CAMSO + “PEST”分析�。� 參考：《青島大學(xué)》2017年碩士論文

【摘要】：隨著全球經(jīng)濟(jì)的快速發(fā)展,工程機(jī)械行業(yè)需求不斷增加,輪胎作為工程機(jī)械重要部分,需求量越來越大,同時(shí)輪胎制造行業(yè)也在迅猛發(fā)展,因此,輪胎市場(chǎng)不斷擴(kuò)大的同時(shí)也面對(duì)著巨大的市場(chǎng)競(jìng)爭(zhēng)。在國(guó)內(nèi)看來,輪胎制造業(yè)起步比較晚,多數(shù)輪胎類型和結(jié)構(gòu)是根據(jù)國(guó)外產(chǎn)品來進(jìn)行模仿的,技術(shù)研發(fā)能力相對(duì)較低,產(chǎn)品出現(xiàn)同質(zhì)化現(xiàn)象較嚴(yán)重,不具備較強(qiáng)的核心競(jìng)爭(zhēng)力。由于國(guó)內(nèi)品牌輪胎在技術(shù)研發(fā)及營(yíng)銷方面創(chuàng)新不足,使得產(chǎn)品只能依靠?jī)r(jià)格優(yōu)勢(shì)占據(jù)一定的市場(chǎng)份額。CAMSO青島公司是以工程輪胎類的“實(shí)心輪胎”和“斜交輪胎”為主要業(yè)務(wù)的外資企業(yè),業(yè)務(wù)范圍涵蓋中國(guó)大陸、東南亞、日本、韓國(guó)和印度。本文將利用“4P”理論、“PEST”分析法、“五力模型”分析法、“SWOT”分析法,通過對(duì)CAMSO青島公司基本現(xiàn)狀和營(yíng)銷策略進(jìn)行調(diào)查,采用市場(chǎng)調(diào)研法、案例分析法、座談訪問法、文獻(xiàn)資料查詢法進(jìn)行分析,找出CAMSO青島公司在市場(chǎng)營(yíng)銷現(xiàn)狀存在的問題,通過“STP”營(yíng)銷策略和“4P”理論來制定符合公司營(yíng)銷策略的措施,制定制度流程和保障措施予以效果保障,最終達(dá)到提高產(chǎn)品核心競(jìng)爭(zhēng)力、擴(kuò)大市場(chǎng)和增強(qiáng)盈利能力的結(jié)果。本文將分七章:第一章,介紹研究背景和研究動(dòng)態(tài),闡述研究目的和范圍,概括研究方法和研究結(jié)構(gòu),對(duì)國(guó)內(nèi)外的研究動(dòng)態(tài)進(jìn)行分析。第二章,介紹相關(guān)研究理論。第三章,介紹CAMSO青島公司概況和營(yíng)銷現(xiàn)狀,通過分析找出當(dāng)前營(yíng)銷策略中出現(xiàn)的問題以便予以解決。第四章,分析宏觀環(huán)境并通過“SWOT”分析法找出優(yōu)、劣勢(shì)和面臨的機(jī)遇及威脅。第五章,“STP”營(yíng)銷策略制定和“4P”設(shè)計(jì)。第六章,通過制定制度流程和保障措施來保障實(shí)施效果。第七章進(jìn)行總結(jié)并進(jìn)行實(shí)施效果展望。
[Abstract]:With the rapid development of the global economy, the demand of the construction machinery industry is increasing. As an important part of the construction machinery, the demand for tire is increasing. Meanwhile, the tire manufacturing industry is also developing rapidly. Tire market continues to expand at the same time also facing a huge market competition. At home, the tire manufacturing industry started relatively late, most tire types and structures are imitated according to foreign products, the technical R & D ability is relatively low, the phenomenon of product homogenization is serious, and it does not have strong core competitiveness. Due to lack of innovation in technology development and marketing of domestic brand tires, CAMSO Qingdao Company is a foreign-funded enterprise with "solid tire" and "skew tire" as its main business, covering mainland China, Southeast Asia, Japan, etc. South Korea and India. This article will use "4p" theory, "PEST" analysis method, "five forces model" analysis method, "SWOT" analysis method, through the CAMSO Qingdao company basic present situation and the marketing strategy carries on the investigation, uses the market research method, the case analysis method, the discussion interview method, Based on the analysis of literature, this paper finds out the problems existing in the marketing situation of CAMSO Qingdao Company, and formulates the measures according with the company's marketing strategy through "STP" marketing strategy and "4p" theory. Make the system process and safeguard measures to guarantee the effect, and finally achieve the result of improving the core competitiveness of products, expanding the market and enhancing profitability. This paper will be divided into seven chapters: the first chapter introduces the research background and research trends, describes the purpose and scope of the research, summarizes the research methods and research structure, and analyzes the research trends at home and abroad. The second chapter, introduces the related research theory. The third chapter introduces the general situation and marketing situation of CAMSO Qingdao Company, and finds out the problems in the current marketing strategy in order to solve them. In chapter 4, we analyze the macro environment and find out the advantages, disadvantages, opportunities and threats by "SWOT" analysis. Chapter V, STP marketing strategy formulation and 4 P design. Chapter VI, through the establishment of institutional processes and safeguards to ensure the implementation of the effect. Chapter 7 summarizes and prospects the effect of implementation.
【學(xué)位授予單位】：青島大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F416.72;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 蘇博;;“工業(yè)4.0”對(duì)國(guó)內(nèi)輪胎制造業(yè)的引領(lǐng)和技術(shù)提升[J];中國(guó)橡膠;2016年04期

2 李家偉;;世界輪胎工業(yè)發(fā)展與國(guó)內(nèi)輪胎工業(yè)調(diào)整[J];輪胎工業(yè);2014年03期

3 李自托;;國(guó)內(nèi)輪胎行業(yè)落后產(chǎn)能成因分析及應(yīng)對(duì)策略[J];化學(xué)工業(yè);2013年07期

4 蘇娜;;淺談當(dāng)代市場(chǎng)營(yíng)銷新觀念[J];現(xiàn)代營(yíng)銷(學(xué)苑版);2012年04期

5 張麗芳;;市場(chǎng)營(yíng)銷戰(zhàn)略[J];陜西建筑;2011年05期

6 江彬;周藝紅;;企業(yè)文化建設(shè)探析[J];管理工程師;2010年06期

7 歐陽洪利;;也談我國(guó)輪胎行業(yè)存在問題和市場(chǎng)形勢(shì)[J];中國(guó)橡膠;2010年17期

8 郗新明;;SWOT分析應(yīng)用[J];經(jīng)濟(jì)師;2010年04期

9 甘麗樺;;質(zhì)量營(yíng)銷:企業(yè)持續(xù)發(fā)展的根本出路[J];市場(chǎng)論壇;2009年05期

10 甘麗樺;;區(qū)域市場(chǎng)維護(hù)與管理策略探討[J];市場(chǎng)論壇;2009年03期

相關(guān)博士學(xué)位論文 前1條

1 常雪;基于參考價(jià)格的消費(fèi)者價(jià)格評(píng)價(jià)研究[D];山東大學(xué);2008年

相關(guān)碩士學(xué)位論文 前2條

1 李軍;中國(guó)轎車輪胎替換市場(chǎng)的營(yíng)銷渠道研究[D];電子科技大學(xué);2008年

2 吳中闖;中國(guó)現(xiàn)代工業(yè)品營(yíng)銷策略研究[D];對(duì)外經(jīng)濟(jì)貿(mào)易大學(xué);2005年

，

本文編號(hào)：1781141