本文選題：汽車線纜　切入點(diǎn)：產(chǎn)品定位　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：當(dāng)前,汽車工業(yè)發(fā)展勢(shì)態(tài)良好,由此也帶動(dòng)了包括汽車線纜在內(nèi)的汽車周邊產(chǎn)業(yè)的繁榮。就國(guó)內(nèi)市場(chǎng)來說,雖說在2008年世界性的金融危機(jī)后,整個(gè)汽車行業(yè)出現(xiàn)大幅度的萎靡,然而中國(guó)汽車市場(chǎng)的銷售卻出現(xiàn)了超預(yù)期的高速增長(zhǎng)。隨著中國(guó)汽車市場(chǎng)規(guī)模逐步擴(kuò)大,市場(chǎng)結(jié)構(gòu)變得更為復(fù)雜,汽車市場(chǎng)的潛在空間也愈發(fā)龐大,以汽車電路網(wǎng)絡(luò)為主體的汽車電氣線纜市場(chǎng)前景可觀。但是,與國(guó)外相比,國(guó)內(nèi)的汽車線纜行業(yè)起步較晚,汽車線纜自主設(shè)計(jì)和研發(fā)的能力比較薄弱,主要依賴于國(guó)外技術(shù)。而國(guó)外合資或合作公司也不會(huì)將最先進(jìn)的汽車線纜技術(shù)引進(jìn)中國(guó),我國(guó)汽車線纜使用技術(shù)大多是保密的技術(shù),或者淘汰的技術(shù),因而導(dǎo)致國(guó)內(nèi)汽車線纜產(chǎn)品匱乏,產(chǎn)品同質(zhì)化現(xiàn)象嚴(yán)重。另外,由于銅、鋁導(dǎo)體金屬及塑料離子,硅膠絕緣皮等主要原材料價(jià)格的不穩(wěn)定浮動(dòng)增漲,慢速的國(guó)產(chǎn)化,國(guó)外技術(shù)產(chǎn)權(quán)的保護(hù),限制了包括汽車線纜產(chǎn)業(yè)在內(nèi)的所有線纜產(chǎn)業(yè)的再擴(kuò)大和再生產(chǎn)。也正因?yàn)榇?使得國(guó)內(nèi)汽車線纜行業(yè)的競(jìng)爭(zhēng)多停留在價(jià)格競(jìng)爭(zhēng)層面上,同行之間互相壓價(jià)現(xiàn)象非常嚴(yán)重。面對(duì)著瞬息萬變的市場(chǎng)形勢(shì),特別是汽車線纜行業(yè)傳統(tǒng)痼疾的不斷加深,生產(chǎn)汽車線纜的企業(yè)必須深入分析國(guó)內(nèi)外市場(chǎng)形勢(shì)及行業(yè)環(huán)境,分析市場(chǎng)需求,科學(xué)制定營(yíng)銷策略,獲取競(jìng)爭(zhēng)優(yōu)勢(shì),保障企業(yè)可持續(xù)發(fā)展。萊尼(中國(guó))公司是電纜、電線系統(tǒng)產(chǎn)品及相關(guān)服務(wù)的供應(yīng)商之一,公司生產(chǎn)的產(chǎn)品廣泛應(yīng)用于汽車及其他工業(yè)領(lǐng)域,在世界上具有領(lǐng)先地位。目前在中國(guó)也已經(jīng)有一定的生產(chǎn)規(guī)模,企業(yè)發(fā)展態(tài)勢(shì)良好,但營(yíng)銷策略還不夠完善。萊尼(中國(guó))公司一直以產(chǎn)品質(zhì)量和高端技術(shù)贏得市場(chǎng),非常重視大客戶的渠道資源,汽車線纜產(chǎn)品的價(jià)格在國(guó)內(nèi)市場(chǎng)上處于較高水平,促銷手段不完善。隨著國(guó)家發(fā)展交通、運(yùn)輸及其相關(guān)建設(shè)的力度加大,電氣線纜產(chǎn)品商機(jī)無限。抓住外部機(jī)會(huì),避開威脅,充分發(fā)揮內(nèi)部?jī)?yōu)勢(shì),是萊尼(中國(guó))公司的必然選擇。萊尼(中國(guó))公司應(yīng)集中于國(guó)內(nèi)市場(chǎng)、規(guī)模較大客戶和有較高信用的中小客戶,精準(zhǔn)定位,突出差別;尋求與競(jìng)爭(zhēng)者適當(dāng)?shù)募夹g(shù)質(zhì)量差異,注重汽車線纜的研發(fā),改良產(chǎn)品;根據(jù)公司的品牌定位,在彈性的價(jià)格上保證整個(gè)營(yíng)銷渠道不同企業(yè)的利潤(rùn)空間;維護(hù)直銷渠道,強(qiáng)化代理商管理,加強(qiáng)網(wǎng)絡(luò)營(yíng)銷,拓寬營(yíng)銷渠道;增加廣告推廣工作,加強(qiáng)人員促銷,加大在技術(shù)交流會(huì)議和產(chǎn)品展覽會(huì)上推廣萊尼(中國(guó))公司汽車線纜產(chǎn)品的力度,提高關(guān)系營(yíng)銷的精準(zhǔn)度,以滿足客戶的個(gè)性化需求。為保障上述策略的實(shí)施,要加強(qiáng)組織文化建設(shè),優(yōu)化人員培訓(xùn)模式,完善戰(zhàn)略獎(jiǎng)勵(lì)系統(tǒng),實(shí)施精益化的生產(chǎn)流程,實(shí)現(xiàn)企業(yè)效益和客戶利益的最大化,使公司業(yè)務(wù)實(shí)現(xiàn)穩(wěn)步快速增長(zhǎng)。
[Abstract]:At present, the automobile industry is in a good state of development, which has also led to the prosperity of the surrounding industries, including automobile cables. As far as the domestic market is concerned, although after the global financial crisis in 2008, the entire automobile industry has experienced a great decline. However, sales in the Chinese auto market have grown faster than expected. As the scale of the Chinese auto market expands, the structure of the market becomes more complex, and the potential space for the auto market grows larger. The market prospect of automobile electric cable with automobile electric circuit network as the main body is considerable. However, compared with foreign countries, the domestic automobile cable industry starts later, and the ability of independent design and development of automobile cable is relatively weak. Mainly relying on foreign technology. And foreign joint ventures or cooperative companies will not introduce the most advanced automotive cable technology into China. Most of the automotive cable use technologies in China are classified technologies, or obsolete technologies. As a result, domestic automobile cable products are scarce, and the product homogenization is serious. In addition, due to the unstable fluctuations in the prices of copper, aluminum conductor metals and plastic ions, silica gel insulating skins, and other major raw materials, the slow localization of the products, The protection of foreign technology property rights has restricted the expansion and reproduction of all cable industries, including the automobile cable industry. Because of this, the competition in domestic automobile cable industry has stayed at the level of price competition. In the face of the rapidly changing market situation, especially the deepening of the traditional malady of automobile cable industry, the enterprises producing automobile cable must deeply analyze the market situation and industry environment at home and abroad. Analyze market demand, scientifically formulate marketing strategy, gain competitive advantage, and ensure the sustainable development of enterprises. Lenny (China) is one of the suppliers of cable, wire system products and related services. The products produced by the company are widely used in automotive and other industrial fields and have a leading position in the world. At present, the company has a certain scale of production in China, and the development situation of the enterprises is good. But the marketing strategy is not perfect enough. Lenny (China) has always won the market with product quality and high-end technology, attaches great importance to the channel resources of major customers, and the price of automotive cable products is at a high level in the domestic market. With the development of transportation, transportation and related construction, the electric cable products have unlimited business opportunities. Seize the external opportunities, avoid threats, give full play to the internal advantages, Lenny (China) Company should concentrate on the domestic market, large customers and small and medium-sized customers with high credit, with precise positioning and outstanding differences; seek appropriate technical quality differences with competitors, Pay attention to the research and development of automobile cables and cables, improve the products; according to the company's brand positioning, guarantee the profit space of different enterprises in the whole marketing channel on the flexible price; maintain the direct selling channel, strengthen the agent management, strengthen the network marketing, Expand marketing channels, increase advertising and promotion work, strengthen staff promotions, increase efforts to promote Lenny (China) automotive cable products at technical exchange conferences and product fairs, and improve the accuracy of relationship marketing, In order to meet the individual needs of customers. In order to ensure the implementation of the above strategy, we should strengthen the construction of organizational culture, optimize the training mode of personnel, perfect the strategic reward system, and implement the lean production process. Realize the maximization of enterprise benefit and customer benefit, make company business achieve steady and fast growth.
【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;F416.6

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