本文選題：汽配 + 易損件��； 參考：《東北大學(xué)》2014年碩士論文

【摘要】：伴隨著中國(guó)經(jīng)濟(jì)的快速增長(zhǎng),汽車及其零部件產(chǎn)業(yè)的也飛速發(fā)展,易損件行業(yè)作為汽車產(chǎn)業(yè)鏈中的重要一環(huán),擁有著巨大的市場(chǎng)潛力。但是,我國(guó)汽配行業(yè)的起步晚,技術(shù)相對(duì)落后,介入市場(chǎng)的時(shí)候,洋品牌已經(jīng)占據(jù)了大部分的市場(chǎng)。本文以沈陽(yáng)富城汽配企業(yè)為研究對(duì)象,通過(guò)對(duì)其所在的市場(chǎng)環(huán)境與企業(yè)內(nèi)部狀況的分析,探討其在汽配市場(chǎng)上的產(chǎn)品銷售策略,研究和解決目前其在市場(chǎng)營(yíng)銷過(guò)程中所遇到的問(wèn)題,使企業(yè)在市場(chǎng)競(jìng)爭(zhēng)中能夠突出自身的優(yōu)勢(shì),打破競(jìng)爭(zhēng)對(duì)手對(duì)于市場(chǎng)的壟斷,在激烈的市場(chǎng)競(jìng)爭(zhēng)中立于不敗的地位。正是在這樣的背景下,作者開(kāi)展了富城汽配營(yíng)銷策略的研究,力圖運(yùn)用現(xiàn)代的市場(chǎng)營(yíng)銷學(xué)理論和分析模型,為富城汽配制定合理的營(yíng)銷策略,從而保障公司的成功銷售。論文介紹了汽車易損件行業(yè)的市場(chǎng)背景,現(xiàn)狀,并通過(guò)在學(xué)習(xí)中收集到的市場(chǎng)營(yíng)銷方面的資料和運(yùn)用市場(chǎng)營(yíng)銷學(xué)中的4P、4C、4R等相關(guān)的營(yíng)銷知識(shí),對(duì)富城汽配企業(yè)所在的內(nèi)外部環(huán)境進(jìn)行了分析,包括：宏觀環(huán)境、經(jīng)濟(jì)環(huán)境、企業(yè)內(nèi)部資源等。針對(duì)目前富城汽配公司存在的營(yíng)銷問(wèn)題：濾清器市場(chǎng)產(chǎn)品型號(hào)較少,剎車片產(chǎn)品知名度不高；二級(jí)代理商的銷售積極性不足等問(wèn)題,提出了相應(yīng)的實(shí)施方案：引入濾清器產(chǎn)品的產(chǎn)品線,利用促銷手段,擴(kuò)大剎車片產(chǎn)品的知名度；建立和健全二級(jí)渠道的促銷方法,激勵(lì)經(jīng)銷商；培育最適合富城品牌銷售的銷售渠道等。雖然汽車配件行業(yè)在我國(guó)伴隨著汽車工業(yè)的發(fā)展,有了一定的積累,但是目前汽車后市場(chǎng)類出版物大多是基礎(chǔ)理論或圖文教材,可供參考的國(guó)外文獻(xiàn)尚且不多,論文通過(guò)對(duì)富城汽配現(xiàn)狀進(jìn)行深入的研究,幫助和解決國(guó)內(nèi)相關(guān)汽車配件經(jīng)銷商,了解和掌握運(yùn)用現(xiàn)代的市場(chǎng)分析的方法,根據(jù)企業(yè)自身的環(huán)境,制定適合自身發(fā)展的營(yíng)銷策略,有一定的參考作用。
[Abstract]:With the rapid growth of Chinese economy and the rapid development of automobile and its parts industry, the vulnerable parts industry, as an important part of the automobile industry chain, has great market potential. However, China's auto parts industry started late, the technology is relatively backward, foreign brands have occupied most of the market. Based on the analysis of the market environment and the internal situation of the auto parts enterprise in Shenyang City, this paper discusses the product sales strategy in the auto parts market. To study and solve the problems encountered in the marketing process at present, enterprises can highlight their own advantages in the market competition, break the monopoly of the market by competitors, and stand in the position of undefeated in the fierce market competition. It is under this background that the author carries out the research on the marketing strategy of urban auto parts, and tries to use the modern marketing theory and analysis model to make reasonable marketing strategy for urban auto parts, so as to ensure the successful sales of the company. This paper introduces the market background and present situation of the automobile parts industry, and through the marketing information collected in the course of study and using the relevant marketing knowledge, such as 4PX 4CX 4R, etc., in the marketing science, the paper introduces the market background and the present situation of the automobile parts industry. This paper analyzes the internal and external environment of urban auto parts enterprises, including macro environment, economic environment, internal resources and so on. In view of the marketing problems existing in urban auto parts companies at present: the market models of filters are relatively small, the products of brake pads are not well known, the sales enthusiasm of secondary agents is insufficient, and so on. Put forward the corresponding implementation plan: introduce the product line of filter product, use the promotion means, expand the popularity of the brake pad product, establish and perfect the promotion method of the secondary channel, encourage the dealer; Cultivate the most suitable for urban brand sales channels and so on. Although the auto parts industry has accumulated along with the development of automobile industry in our country, at present, most of the publications in the rear market of automobile are basic theories or graphic and text materials, and there are few foreign documents for reference. Through the in-depth study of the present situation of automobile parts in urban, this paper helps and solves the domestic automobile accessories dealers, understands and grasps the methods of applying modern market analysis, and according to the enterprise's own environment, Make the marketing strategy that suits oneself development, have certain reference function.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.471;F274

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本文編號(hào)：1966144