無錫康明斯渦輪增壓技術有限公司產(chǎn)品市場營銷策略研究
發(fā)布時間：2019-02-12 07:30
【摘要】：隨著中國經(jīng)濟的高速發(fā)展以及現(xiàn)代化進程的加速,在國內基礎交通設施建設日趨完備的同時也帶來了商用車市場的不斷壯大,國內汽車的年銷量和保有量已躍居世界第一。而在節(jié)能減排、環(huán)境保護方面,渦輪增壓器在汽車發(fā)動機的廣泛應用將是不可替代的,其發(fā)展?jié)摿κ谴嬖诰薮罂臻g。國內當前的商用車渦輪增壓器主機市場由康明斯、霍尼韋爾、博格華納這些掌握核心技術的外資企業(yè)占據(jù)了絕大部分份額。其中康明斯作為主機市場的絕對領導者,多年來一直在主機市場憑借其先進的技術能力,豐富的產(chǎn)品系列,靈活的市場反應一直占據(jù)著主機市場的絕對領先的的市場份額。而渦輪增壓器的零售市場有幾百家廠商激烈的競爭,大多企業(yè)缺乏針對增壓器部件零售市場特色而制定的銷售策略,只顧眼前短期利益,不斷降低產(chǎn)品價格甚至品質,既不利于增壓器零售行業(yè)的整體良性發(fā)展,也會影響企業(yè)自身的長期盈利能力。本文的研究是從以上背景下展開的。首先,無錫康明斯渦輪增壓技術有限公司作為主機市場的絕對領先者,在原裝機的市場份額占優(yōu)的情況下,如何設計行之有效的產(chǎn)品營銷策略,在保持主機市場穩(wěn)定的同時,持續(xù)穩(wěn)定的提高部件零售市場的銷售份額并為公司提供新的利潤增長點將是文章的研究課題。而無錫康明斯公司現(xiàn)有的營銷模式存在著運營成本較高、品牌推廣乏力以及渠道能力欠佳等劣勢,是當前急需解決的問題。其次,本文將從公司的經(jīng)營狀況、既定策略和營銷環(huán)境入手,通過詳細的分析研究,為今后的發(fā)展提出適應市場規(guī)律的營銷策略。通過對無錫康明斯渦輪增壓技術有限公司的目前的營銷環(huán)境系統(tǒng)分析,從整體入手,運用分析理論、競爭模型,先是探討宏觀環(huán)境,然后移步行業(yè)環(huán)境,再比較了無錫康明斯渦輪增壓技術有限公司的兩家同行業(yè)公司的發(fā)展規(guī)劃和具體經(jīng)營,完成了競爭對手研究。運用SWOT分析方法,指出了公司未來發(fā)展的機會與威脅,結合企業(yè)內外部環(huán)境,來選擇適合公司未來發(fā)展的營銷策略組合方案。最后,通過營銷環(huán)境分析的結果選擇營銷組合方案,并提出實施與保障措施。先是進行STP分析,然后以服務營銷的4PS營銷理論為基礎為無錫康明斯渦輪增壓技術有限公司制訂了營銷策略,并從人、財、物的角度提出營銷策略實施的保障措施。本文指出,無錫康明斯適合選擇差異化的營銷策略,并著力于高端市場的開發(fā)。依據(jù)4PS理論,在產(chǎn)品策略方面,根據(jù)無錫康明斯自身的特點,建議將產(chǎn)品創(chuàng)新策略與品牌策略相結合;在營銷渠道方面,應該采取短渠道策略,并將直銷模式與分銷模式相結合;在促銷策略方面,應該從兩點一起抓,一是大力發(fā)展人員推銷策略,二是緊密結合營業(yè)推廣策略。最后,在產(chǎn)品價格策略方面,新產(chǎn)品的定價適用差異性定價與競爭性定價相結合的定價策略模式。
[Abstract]:With the rapid development of China's economy and the acceleration of the modernization process, the construction of domestic basic transportation facilities is becoming more and more complete, and at the same time, the commercial vehicle market is growing. The annual sales volume and the quantity of domestic automobiles have already leapt to the first in the world. In the aspect of energy saving and environmental protection, the application of turbocharger in automobile engine will be irreplaceable, and its development potential is huge. The domestic current commercial turbocharger mainframe market by Cummins Honeywell Borg Warner such as the core technology of foreign companies accounted for most of the share. Cummins, as the absolute leader of the host market, has been in the host market for many years with its advanced technical capabilities, rich product series, flexible market response has been occupying the absolute leading market share of the host market. In the retail market of turbochargers, there is fierce competition among hundreds of manufacturers. Most enterprises lack a sales strategy based on the characteristics of the retail market for turbocharger components. They only focus on the immediate short-term benefits and continuously reduce the price and even quality of products. Not only is not conducive to the overall healthy development of the supercharger retail industry, but also affects the long-term profitability of enterprises. The research of this paper is carried out from the above background. First of all, Wuxi Cummins turbocharging Technology Co., Ltd. as the absolute leader in the host market, how to design an effective product marketing strategy while maintaining the stability of the host market while the market share of the original installed machine is dominant. Increasing the sales share of the retail market and providing the company with new profit growth will be the research topic of this paper. The existing marketing model of Wuxi Cummins Company has some disadvantages such as high operating cost, weak brand promotion and poor channel ability, which is an urgent problem to be solved at present. Secondly, this article will start from the company's management situation, the established strategy and the marketing environment, through the detailed analysis research, for the future development proposed the marketing strategy which adapts to the market law. Through the analysis of the current marketing environment of Wuxi Cummins turbocharging Technology Co., Ltd., starting from the whole, using the analysis theory and the competition model, we first discussed the macro environment, then moved the industry environment. The development plan and operation of two same industry companies in Wuxi Cummins turbocharging Technology Co., Ltd. are compared, and the competition research is completed. This paper points out the opportunities and threats of the company's future development by using the SWOT analysis method, and combines the internal and external environment of the enterprise to select the marketing strategy combination scheme suitable for the future development of the company. Finally, through the result of marketing environment analysis, the marketing combination scheme is selected, and the implementation and safeguard measures are put forward. First, STP analysis is carried out, then based on the 4PS marketing theory of service marketing, the marketing strategy is formulated for Wuxi Cummins turbocharging Technology Co., Ltd., and the safeguard measures for the implementation of the marketing strategy are put forward from the point of view of people, money and material. This paper points out that Wuxi Cummins is suitable to select differentiated marketing strategy and focus on the development of high-end market. According to 4PS theory, according to the characteristics of Wuxi Cummins' own product strategy, it is suggested to combine product innovation strategy with brand strategy. In the aspect of marketing channel, we should adopt short channel strategy, and combine direct selling mode with distribution mode; in the aspect of promotion strategy, we should pay attention to two aspects together, one is to vigorously develop the personnel marketing strategy, the other is to combine the marketing strategy closely with the business promotion strategy. Finally, in the aspect of product price strategy, the pricing of new products is based on the combination of differential pricing and competitive pricing.
【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;F426.471
本文編號：2420207
[Abstract]:With the rapid development of China's economy and the acceleration of the modernization process, the construction of domestic basic transportation facilities is becoming more and more complete, and at the same time, the commercial vehicle market is growing. The annual sales volume and the quantity of domestic automobiles have already leapt to the first in the world. In the aspect of energy saving and environmental protection, the application of turbocharger in automobile engine will be irreplaceable, and its development potential is huge. The domestic current commercial turbocharger mainframe market by Cummins Honeywell Borg Warner such as the core technology of foreign companies accounted for most of the share. Cummins, as the absolute leader of the host market, has been in the host market for many years with its advanced technical capabilities, rich product series, flexible market response has been occupying the absolute leading market share of the host market. In the retail market of turbochargers, there is fierce competition among hundreds of manufacturers. Most enterprises lack a sales strategy based on the characteristics of the retail market for turbocharger components. They only focus on the immediate short-term benefits and continuously reduce the price and even quality of products. Not only is not conducive to the overall healthy development of the supercharger retail industry, but also affects the long-term profitability of enterprises. The research of this paper is carried out from the above background. First of all, Wuxi Cummins turbocharging Technology Co., Ltd. as the absolute leader in the host market, how to design an effective product marketing strategy while maintaining the stability of the host market while the market share of the original installed machine is dominant. Increasing the sales share of the retail market and providing the company with new profit growth will be the research topic of this paper. The existing marketing model of Wuxi Cummins Company has some disadvantages such as high operating cost, weak brand promotion and poor channel ability, which is an urgent problem to be solved at present. Secondly, this article will start from the company's management situation, the established strategy and the marketing environment, through the detailed analysis research, for the future development proposed the marketing strategy which adapts to the market law. Through the analysis of the current marketing environment of Wuxi Cummins turbocharging Technology Co., Ltd., starting from the whole, using the analysis theory and the competition model, we first discussed the macro environment, then moved the industry environment. The development plan and operation of two same industry companies in Wuxi Cummins turbocharging Technology Co., Ltd. are compared, and the competition research is completed. This paper points out the opportunities and threats of the company's future development by using the SWOT analysis method, and combines the internal and external environment of the enterprise to select the marketing strategy combination scheme suitable for the future development of the company. Finally, through the result of marketing environment analysis, the marketing combination scheme is selected, and the implementation and safeguard measures are put forward. First, STP analysis is carried out, then based on the 4PS marketing theory of service marketing, the marketing strategy is formulated for Wuxi Cummins turbocharging Technology Co., Ltd., and the safeguard measures for the implementation of the marketing strategy are put forward from the point of view of people, money and material. This paper points out that Wuxi Cummins is suitable to select differentiated marketing strategy and focus on the development of high-end market. According to 4PS theory, according to the characteristics of Wuxi Cummins' own product strategy, it is suggested to combine product innovation strategy with brand strategy. In the aspect of marketing channel, we should adopt short channel strategy, and combine direct selling mode with distribution mode; in the aspect of promotion strategy, we should pay attention to two aspects together, one is to vigorously develop the personnel marketing strategy, the other is to combine the marketing strategy closely with the business promotion strategy. Finally, in the aspect of product price strategy, the pricing of new products is based on the combination of differential pricing and competitive pricing.
【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;F426.471
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