本文選題：汽車行業(yè)　切入點(diǎn)：營(yíng)銷策略　出處：《南京理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：PTI公司是PTI集團(tuán)設(shè)立在中國(guó)揚(yáng)州儀征的專業(yè)生產(chǎn)車用電預(yù)熱器的外資公司,得益于中國(guó)汽車行業(yè)的飛速發(fā)展,一些國(guó)際化客戶的新興項(xiàng)目的投資以及一些中資企業(yè)海外市場(chǎng)的拓展,給我司的發(fā)展帶來一個(gè)比較大的機(jī)遇。隨著我國(guó)經(jīng)濟(jì)的快速增長(zhǎng),國(guó)民消費(fèi)水平的快速提高,我國(guó)的汽車產(chǎn)業(yè)也快速地發(fā)展起來。近幾年,我國(guó)的汽車產(chǎn)業(yè)取得了輝煌的成績(jī)。產(chǎn)量和銷量趕超英美,成為世界第一。我國(guó)汽車產(chǎn)業(yè)的結(jié)構(gòu)也在不斷地優(yōu)化,作為汽車產(chǎn)業(yè)上游的汽車零部件行業(yè)取得了長(zhǎng)足的發(fā)展,所占比重越來越大。中國(guó)的汽車產(chǎn)業(yè)已經(jīng)成為我國(guó)國(guó)民經(jīng)濟(jì)的支柱產(chǎn)業(yè)之一。然而,關(guān)于汽車工業(yè)的理論研究卻相對(duì)滯后。對(duì)汽車工業(yè)相關(guān)聯(lián)的汽車零部件工業(yè)的關(guān)注度就更少。其相關(guān)理論研究特別是在企業(yè)運(yùn)營(yíng)管理、戰(zhàn)略研究和營(yíng)銷市場(chǎng)分析這三個(gè)方面的研究更加滯后。如何破解市場(chǎng)迷局,掌控市場(chǎng)規(guī)律,發(fā)揮自身優(yōu)勢(shì),逐步把企業(yè)做大做強(qiáng)是每個(gè)汽車零部件企業(yè)所面臨的緊迫任務(wù)。本文以PTI公司為研究對(duì)象,基于營(yíng)銷管理理論,從以下三個(gè)方面對(duì)PTI公司進(jìn)行分析,并在此基礎(chǔ)上對(duì)PTI公司提出合理的營(yíng)銷策略和保障措施。第一,總體分析該公司目前的營(yíng)銷戰(zhàn)略環(huán)境。第二,對(duì)該公司現(xiàn)有的市場(chǎng)平臺(tái)進(jìn)行SWOT分析,分析得出企業(yè)的機(jī)會(huì)與存在的威脅。第三,深入分析該公司的細(xì)分市場(chǎng)和目標(biāo)市場(chǎng),找出當(dāng)前營(yíng)銷策略存在的問題及產(chǎn)生的原因。在此基礎(chǔ)上運(yùn)用營(yíng)銷組合策略理論,對(duì)企業(yè)在產(chǎn)品、價(jià)格、渠道、促銷以及關(guān)系營(yíng)銷等營(yíng)銷策略提出具體的改進(jìn)措施,希望解決PTI公司目前營(yíng)銷方面存在的問題。力求實(shí)現(xiàn)既有理論的依據(jù),又有現(xiàn)實(shí)可操作性的方案,為PTI公司的發(fā)展壯大提供積極有效的建議。期望本文能為PTI公司等廣大汽車零部件企業(yè)提供營(yíng)銷戰(zhàn)略解決方案。
[Abstract]:PTI is a foreign company established by PTI Group in Yangzhou Yizheng, China, which specializes in the production of electric preheaters for vehicles. It has benefited from the rapid development of the Chinese auto industry. The investment in some new projects of international customers and the expansion of overseas markets of some Chinese enterprises have brought us a relatively large opportunity for our development. With the rapid growth of our economy, the level of national consumption has increased rapidly. China's automobile industry has also developed rapidly. In recent years, China's automobile industry has made brilliant achievements. The output and sales volume has surpassed that of the United States and the United States, becoming the first in the world. The structure of our automobile industry is also constantly being optimized. As the upstream of automobile industry, automobile parts industry has made great progress, which accounts for more and more. China's automobile industry has become one of the pillar industries of our national economy. However, the theoretical research on the automobile industry is relatively lagging behind. There is less attention to the automobile parts industry associated with the automobile industry, and the related theoretical research is especially in the operation management of the enterprise. The study of strategic research and marketing market analysis is lagging behind. How to solve the market confusion, control the market law, and give play to its own advantages, It is an urgent task for every automobile parts enterprise to gradually make the enterprise bigger and stronger. This paper takes PTI Company as the research object, based on the marketing management theory, analyzes the PTI Company from the following three aspects. On this basis, the reasonable marketing strategy and safeguard measures are put forward for PTI Company. First, the overall analysis of the company's current marketing strategy environment. Secondly, the SWOT analysis of the company's existing market platform. The opportunity and threat of the enterprise are analyzed. Thirdly, the market segmentation and target market of the company are deeply analyzed, and the existing problems and the causes of the current marketing strategy are found out. Based on this, the theory of marketing combination strategy is applied. In order to solve the problems existing in the marketing of PTI Company, this paper puts forward concrete improvement measures to the marketing strategy of the enterprise, such as product, price, channel, promotion and relationship marketing, and tries its best to realize the existing theoretical basis. There are practical and operable schemes to provide positive and effective suggestions for the development and growth of PTI Company. It is expected that this paper can provide a marketing strategy solution for PTI and other auto parts companies.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.6

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