無(wú)錫康明斯渦輪增壓技術(shù)有限公司產(chǎn)品市場(chǎng)營(yíng)銷策略研究
發(fā)布時(shí)間：2019-02-12 07:30
【摘要】：隨著中國(guó)經(jīng)濟(jì)的高速發(fā)展以及現(xiàn)代化進(jìn)程的加速,在國(guó)內(nèi)基礎(chǔ)交通設(shè)施建設(shè)日趨完備的同時(shí)也帶來(lái)了商用車市場(chǎng)的不斷壯大,國(guó)內(nèi)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(hù)方面,渦輪增壓器在汽車發(fā)動(dòng)機(jī)的廣泛應(yīng)用將是不可替代的,其發(fā)展?jié)摿κ谴嬖诰薮罂臻g。國(guó)內(nèi)當(dāng)前的商用車渦輪增壓器主機(jī)市場(chǎng)由康明斯、霍尼韋爾、博格華納這些掌握核心技術(shù)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(jī)市場(chǎng)的絕對(duì)領(lǐng)導(dǎo)者,多年來(lái)一直在主機(jī)市場(chǎng)憑借其先進(jìn)的技術(shù)能力,豐富的產(chǎn)品系列,靈活的市場(chǎng)反應(yīng)一直占據(jù)著主機(jī)市場(chǎng)的絕對(duì)領(lǐng)先的的市場(chǎng)份額。而渦輪增壓器的零售市場(chǎng)有幾百家廠商激烈的競(jìng)爭(zhēng),大多企業(yè)缺乏針對(duì)增壓器部件零售市場(chǎng)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(jià)格甚至品質(zhì),既不利于增壓器零售行業(yè)的整體良性發(fā)展,也會(huì)影響企業(yè)自身的長(zhǎng)期盈利能力。本文的研究是從以上背景下展開(kāi)的。首先,無(wú)錫康明斯渦輪增壓技術(shù)有限公司作為主機(jī)市場(chǎng)的絕對(duì)領(lǐng)先者,在原裝機(jī)的市場(chǎng)份額占優(yōu)的情況下,如何設(shè)計(jì)行之有效的產(chǎn)品營(yíng)銷策略,在保持主機(jī)市場(chǎng)穩(wěn)定的同時(shí),持續(xù)穩(wěn)定的提高部件零售市場(chǎng)的銷售份額并為公司提供新的利潤(rùn)增長(zhǎng)點(diǎn)將是文章的研究課題。而無(wú)錫康明斯公司現(xiàn)有的營(yíng)銷模式存在著運(yùn)營(yíng)成本較高、品牌推廣乏力以及渠道能力欠佳等劣勢(shì),是當(dāng)前急需解決的問(wèn)題。其次,本文將從公司的經(jīng)營(yíng)狀況、既定策略和營(yíng)銷環(huán)境入手,通過(guò)詳細(xì)的分析研究,為今后的發(fā)展提出適應(yīng)市場(chǎng)規(guī)律的營(yíng)銷策略。通過(guò)對(duì)無(wú)錫康明斯渦輪增壓技術(shù)有限公司的目前的營(yíng)銷環(huán)境系統(tǒng)分析,從整體入手,運(yùn)用分析理論、競(jìng)爭(zhēng)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(wú)錫康明斯渦輪增壓技術(shù)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(yíng),完成了競(jìng)爭(zhēng)對(duì)手研究。運(yùn)用SWOT分析方法,指出了公司未來(lái)發(fā)展的機(jī)會(huì)與威脅,結(jié)合企業(yè)內(nèi)外部環(huán)境,來(lái)選擇適合公司未來(lái)發(fā)展的營(yíng)銷策略組合方案。最后,通過(guò)營(yíng)銷環(huán)境分析的結(jié)果選擇營(yíng)銷組合方案,并提出實(shí)施與保障措施。先是進(jìn)行STP分析,然后以服務(wù)營(yíng)銷的4PS營(yíng)銷理論為基礎(chǔ)為無(wú)錫康明斯渦輪增壓技術(shù)有限公司制訂了營(yíng)銷策略,并從人、財(cái)、物的角度提出營(yíng)銷策略實(shí)施的保障措施。本文指出,無(wú)錫康明斯適合選擇差異化的營(yíng)銷策略,并著力于高端市場(chǎng)的開(kāi)發(fā)。依據(jù)4PS理論,在產(chǎn)品策略方面,根據(jù)無(wú)錫康明斯自身的特點(diǎn),建議將產(chǎn)品創(chuàng)新策略與品牌策略相結(jié)合;在營(yíng)銷渠道方面,應(yīng)該采取短渠道策略,并將直銷模式與分銷模式相結(jié)合;在促銷策略方面,應(yīng)該從兩點(diǎn)一起抓,一是大力發(fā)展人員推銷策略,二是緊密結(jié)合營(yíng)業(yè)推廣策略。最后,在產(chǎn)品價(jià)格策略方面,新產(chǎn)品的定價(jià)適用差異性定價(jià)與競(jìng)爭(zhēng)性定價(jià)相結(jié)合的定價(jià)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(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.471
本文編號(hào)：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(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.471
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