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,同時輪胎制造行業(yè)也在迅猛發(fā)展,因此,輪胎市場不斷擴(kuò)大的同時也面對著巨大的市場競爭。在國內(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)國外產(chǎn)品來進(jìn)行模仿的,技術(shù)研發(fā)能力相對較低,產(chǎn)品出現(xiàn)同質(zhì)化現(xiàn)象較嚴(yán)重,不具備較強的核心競爭力。由于國內(nèi)品牌輪胎在技術(shù)研發(fā)及營銷方面創(chuàng)新不足,使得產(chǎn)品只能依靠價格優(yōu)勢占據(jù)一定的市場份額。CAMSO青島公司是以工程輪胎類的“實心輪胎”和“斜交輪胎”為主要業(yè)務(wù)的外資企業(yè),業(yè)務(wù)范圍涵蓋中國大陸、東南亞、日本、韓國和印度。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CAMSO青島公司基本現(xiàn)狀和營銷策略進(jìn)行調(diào)查,采用市場調(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青島公司在市場營銷現(xiàn)狀存在的問題,通過“STP”營銷策略和“4P”理論來制定符合公司營銷策略的措施,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)品核心競爭力、擴(kuò)大市場和增強盈利能力的結(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),對國內(nèi)外的研究動態(tài)進(jìn)行分析。第二章,介紹相關(guān)研究理論。第三章,介紹CAMSO青島公司概況和營銷現(xiàn)狀,通過分析找出當(dāng)前營銷策略中出現(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)、劣勢和面臨的機(jī)遇及威脅。第五章,“STP”營銷策略制定和“4P”設(shè)計。第六章,通過制定制度流程和保障措施來保障實施效果。第七章進(jìn)行總結(jié)并進(jìn)行實施效果展望。
[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)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F416.72;F274

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