【摘要】：重中輕馬力發(fā)動(dòng)機(jī),在國(guó)內(nèi)市場(chǎng)占據(jù)了柴油機(jī)總的市場(chǎng)總銷(xiāo)量的最大部分,是柴油機(jī)中真正意義上的主流市場(chǎng)。重中輕馬力發(fā)動(dòng)機(jī)市場(chǎng)作為一個(gè)充分競(jìng)爭(zhēng)的市場(chǎng),業(yè)務(wù)環(huán)境更具復(fù)雜性。從國(guó)內(nèi)整個(gè)行業(yè)的現(xiàn)狀來(lái)看,各個(gè)柴油機(jī)制造商的后市場(chǎng)業(yè)務(wù)對(duì)整體利潤(rùn)的貢獻(xiàn)率都很低,與發(fā)達(dá)國(guó)家差距較大。作為全球知名的柴油機(jī)制造商,C公司在中國(guó)的重中輕馬力發(fā)動(dòng)機(jī)業(yè)務(wù)的戰(zhàn)略定位于本地化。在前市場(chǎng)快速增長(zhǎng)的同時(shí),后市場(chǎng)同樣面臨著諸多的制約業(yè)務(wù)發(fā)展的問(wèn)題。本文采用以問(wèn)題為導(dǎo)向的研究方法,通過(guò)闡述C公司重中輕馬力發(fā)動(dòng)機(jī)后市場(chǎng)業(yè)務(wù)開(kāi)展中遇到的問(wèn)題和障礙,結(jié)合PEST市場(chǎng)環(huán)境分析、客戶(hù)群體的分析、競(jìng)爭(zhēng)狀況的分析,綜合運(yùn)用如波特五力模型、SWOT經(jīng)典市場(chǎng)分析理論找出問(wèn)題之所在,并結(jié)合STP過(guò)程分析嘗試出業(yè)務(wù)拓展的策略方向。作為本文的重點(diǎn)部分,通過(guò)運(yùn)用4Ps營(yíng)銷(xiāo)組合策略,深入的分析C公司后市場(chǎng)產(chǎn)品、價(jià)格、渠道及促銷(xiāo)活動(dòng)的現(xiàn)狀和存在的不足,結(jié)合對(duì)市場(chǎng)發(fā)展趨勢(shì)和客戶(hù)需求的深入分析及研究,提出相對(duì)于競(jìng)爭(zhēng)對(duì)手更具創(chuàng)新性的差異化業(yè)務(wù)增長(zhǎng)策略和模式,是本文研究的目的所在。本文最后,通過(guò)在C公司重中輕馬力發(fā)動(dòng)機(jī)后市場(chǎng)業(yè)務(wù)具有代表性一個(gè)省級(jí)市場(chǎng)運(yùn)用本研究得出的部分市場(chǎng)策略和模式推行的成功案例,對(duì)本研究結(jié)論進(jìn)行了市場(chǎng)驗(yàn)證。本文的創(chuàng)新點(diǎn)在于,以客戶(hù)價(jià)值為導(dǎo)向,通過(guò)集約化、專(zhuān)業(yè)化的業(yè)務(wù)模式打造圍繞客戶(hù)需求,結(jié)合競(jìng)爭(zhēng)對(duì)手特點(diǎn),以差異化的業(yè)務(wù)模式打造為業(yè)務(wù)的拓展方向,努力找出重中輕馬力后市場(chǎng)業(yè)務(wù)的藍(lán)海。這對(duì)C公司建立起區(qū)別于競(jìng)爭(zhēng)對(duì)手的業(yè)務(wù)模式及核心競(jìng)爭(zhēng)力,持續(xù)提升市場(chǎng)份額和盈利能力,并對(duì)行業(yè)內(nèi)后市場(chǎng)業(yè)務(wù)的拓展,都有積極的指導(dǎo)意義和現(xiàn)實(shí)的運(yùn)用價(jià)值。
[Abstract]:Heavy, medium and light horsepower engines occupy the largest part of the total sales volume of diesel engines in the domestic market, and are the real mainstream market of diesel engines. Heavy, medium and light horsepower engine market as a fully competitive market, business environment is more complex. Judging from the present situation of the whole domestic industry, the contribution rate of the post-market business of each diesel engine manufacturer to the overall profit is very low, which is far from that of the developed countries. As a world-renowned diesel engine manufacturer, C Company in China's heavy medium-light horsepower engine business strategic positioning in localization. In front of the rapid growth of the market, the post-market also faces a lot of constraints on business development. In this paper, a problem-oriented research method is adopted to analyze the problems and obstacles encountered in the development of market business after heavy, medium and light horsepower engines in C Company, combined with the analysis of PEST market environment, the analysis of customer groups, and the analysis of competitive situation. With the help of Porter's five-force model, the classical market analysis theory of SWOT finds out the problem, and tries to find out the strategic direction of business expansion by combining with the analysis of STP process. As the key part of this paper, through the use of 4Ps marketing mix strategy, in-depth analysis of C company post-market products, prices, channels and promotional activities of the current situation and shortcomings, Combined with the in-depth analysis and research on the market development trend and customer demand, this paper proposes a more innovative growth strategy and model of differentiated business compared with competitors, which is the purpose of this paper. In the end, this paper verifies the conclusion of this study by using some successful cases of market strategies and models carried out in the provincial market after the heavy, medium and light horsepower engine of C Company. The innovation of this paper lies in the orientation of customer value, through the intensive, specialized business model around customer needs, combining with the characteristics of competitors, the differentiated business model is the direction of business expansion. Try to find out the market after heavy light horsepower blue sea business. It has positive guiding significance and practical application value for C company to establish the business model and core competence which is different from the competitors, to continuously enhance market share and profitability, and to expand the market business in the industry.
【學(xué)位授予單位】：云南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F416.471;F274

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本文編號(hào)：2373005