愛克公司營銷策略研究
發(fā)布時間：2019-01-26 19:23
【摘要】：2015年度中國整體汽車市場的產(chǎn)銷增幅再次下滑至個位數(shù),產(chǎn)銷量分別是2450.33萬輛與2459.76萬輛,同比增長僅為3.25%與4.68%�？偟膩砜�,中國汽車市場的高增長時代已經(jīng)愈行愈遠,低速增長、或者漲跌交替的“新常態(tài)”或?qū)砼R。2017年,中國汽車市場也面臨著市場需求不足的壓力,需求增長的速度難以跟上產(chǎn)能增長和釋放的速度,供需矛盾可能會進一步加劇,使得市場競爭更加嚴峻。在當前的經(jīng)營和競爭壓力下,越來越多的車企通過降低售價等辦法降低庫存,減緩運營和銷售壓力;受此影響,汽車零部件產(chǎn)業(yè)也面臨著愈加激烈的競爭。在過去的十多年時間里,諸多國際零部件企業(yè)巨頭都加快了在中國的本土化布局,推動研發(fā)、生產(chǎn)、采購的本土化,但是許多跨國汽車零部件公司市場營銷理念還沒有適應(yīng)本土化的需求。那么在嚴酷的競爭環(huán)境中,汽車零部件配套行業(yè)如何根據(jù)市場的要求,實施正確的營銷戰(zhàn)略,提升產(chǎn)品力和品牌力,為整車企業(yè)提供更優(yōu)質(zhì)低價的產(chǎn)品、提供更好更快的服務(wù),是汽車零部件企業(yè)需要研究的課題。本文首先描述了選題的背景與意義、論文的研究方法和內(nèi)容;并從理論角度出發(fā),描述了本文涉及的市場營銷策略對應(yīng)的理論;這些營銷理論也是本論文研究的基礎(chǔ)及使用的工具。其次,文章介紹了愛克公司市場營銷之現(xiàn)狀及存在的問題,包括價格策略單一、對自主品牌汽車配套市場的重視度和開發(fā)力度不夠、對售后維修市場關(guān)注不足,和對新能源汽車市場的開發(fā)力度不夠。文章隨后對愛克公司的市場營銷環(huán)境,包括宏觀環(huán)境、微觀環(huán)境進行了剖析;并對愛克公司進行了SWOT分析,探討了愛克公司的品牌、技術(shù)、管理和質(zhì)量等方面存在的內(nèi)部優(yōu)勢,及愛克公司的內(nèi)部劣勢,包括成本相對較高、市場相應(yīng)速度慢、業(yè)務(wù)理念單一、與自主品牌車企的合作關(guān)系欠缺;對愛克公司的外部機會和威脅也進行了詳盡的分析。最后,本文采用了STP營銷理論對愛克公司所在的市場進行細分,尋找到愛克公司的目標市場,并對目標市場進行精準的定位,然后據(jù)此制定相應(yīng)的營銷策略組合,包括產(chǎn)品策略、價格策略、渠道策略、品牌傳播策略;并從營銷團隊建設(shè)、營銷制度建設(shè)、企業(yè)文化和員工培訓等方面提出了營銷策略的實施保障措施。
[Abstract]:China's overall auto market saw another single-digit growth in 2015, with sales of 24.5033 million vehicles and 24.5976 million vehicles, up only 3.25 percent and 4.68 percent from a year earlier. In general, the era of high growth in China's auto market has gone further and further, with a "new normal" of slow growth or alternating ups and downs. In 2017, China's auto market is also under pressure from insufficient market demand. Demand growth has struggled to keep pace with capacity growth and release, and the contradiction between supply and demand is likely to intensify, making the market more competitive. Under the current pressure of operation and competition, more and more auto companies are facing more and more fierce competition by lowering their inventory and reducing the pressure of operation and sales. In the past decade or so, many international parts and components giants have accelerated their localization in China, promoting the localization of research and development, production and procurement. However, many multinational auto parts companies marketing concept has not adapted to the needs of localization. Well, in the harsh competitive environment, how to implement the correct marketing strategy in accordance with the requirements of the market, how to enhance the product strength and brand strength, and how to provide better and faster service to the automobile enterprises by providing higher quality and lower price products and better and faster service? Is the automobile parts enterprise needs to study the topic. This paper first describes the background and significance of the topic, the research methods and contents of the paper, and from a theoretical point of view, describes the corresponding theory of marketing strategies involved in this paper. These marketing theories are also the basis of this paper and the use of tools. Secondly, the article introduces the current situation and existing problems of Aike Company's marketing, including the single price strategy, the insufficient attention to the independent brand automobile matching market and the insufficient attention to the after-sales maintenance market. And the development of new energy vehicle market is not enough. The article then analyzes the marketing environment, including macro environment and micro environment; This paper also analyzes the SWOT of Aike Company, discusses the internal advantages of the company's brand, technology, management and quality, and its internal disadvantages, including relatively high cost and slow market speed. Single business concept, lack of cooperation with independent brand car enterprises; The external opportunities and threats of Eck are also analyzed in detail. Finally, this paper uses the STP marketing theory to segment the market of Aike Company, to find the target market of Aike Company, and then to make the corresponding marketing strategy combination according to the precise positioning of the target market. Including product strategy, price strategy, channel strategy, brand communication strategy; The paper also puts forward the measures to guarantee the implementation of marketing strategy from the aspects of marketing team building, marketing system construction, enterprise culture and staff training, etc.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F416.471
本文編號：2415822
[Abstract]:China's overall auto market saw another single-digit growth in 2015, with sales of 24.5033 million vehicles and 24.5976 million vehicles, up only 3.25 percent and 4.68 percent from a year earlier. In general, the era of high growth in China's auto market has gone further and further, with a "new normal" of slow growth or alternating ups and downs. In 2017, China's auto market is also under pressure from insufficient market demand. Demand growth has struggled to keep pace with capacity growth and release, and the contradiction between supply and demand is likely to intensify, making the market more competitive. Under the current pressure of operation and competition, more and more auto companies are facing more and more fierce competition by lowering their inventory and reducing the pressure of operation and sales. In the past decade or so, many international parts and components giants have accelerated their localization in China, promoting the localization of research and development, production and procurement. However, many multinational auto parts companies marketing concept has not adapted to the needs of localization. Well, in the harsh competitive environment, how to implement the correct marketing strategy in accordance with the requirements of the market, how to enhance the product strength and brand strength, and how to provide better and faster service to the automobile enterprises by providing higher quality and lower price products and better and faster service? Is the automobile parts enterprise needs to study the topic. This paper first describes the background and significance of the topic, the research methods and contents of the paper, and from a theoretical point of view, describes the corresponding theory of marketing strategies involved in this paper. These marketing theories are also the basis of this paper and the use of tools. Secondly, the article introduces the current situation and existing problems of Aike Company's marketing, including the single price strategy, the insufficient attention to the independent brand automobile matching market and the insufficient attention to the after-sales maintenance market. And the development of new energy vehicle market is not enough. The article then analyzes the marketing environment, including macro environment and micro environment; This paper also analyzes the SWOT of Aike Company, discusses the internal advantages of the company's brand, technology, management and quality, and its internal disadvantages, including relatively high cost and slow market speed. Single business concept, lack of cooperation with independent brand car enterprises; The external opportunities and threats of Eck are also analyzed in detail. Finally, this paper uses the STP marketing theory to segment the market of Aike Company, to find the target market of Aike Company, and then to make the corresponding marketing strategy combination according to the precise positioning of the target market. Including product strategy, price strategy, channel strategy, brand communication strategy; The paper also puts forward the measures to guarantee the implementation of marketing strategy from the aspects of marketing team building, marketing system construction, enterprise culture and staff training, etc.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F416.471
【參考文獻】
相關(guān)期刊論文 前2條
1 戴開勛;;差異化營銷策略及應(yīng)用[J];物流工程與管理;2010年10期
2 李皓;;中國汽車行業(yè)特點及戰(zhàn)略環(huán)境分析[J];科技信息;2009年20期
，本文編號：2415822
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