本文選題：輪轂單元 + C公司��； 參考：《東華大學(xué)》2017年碩士論文

【摘要】：卡車在解放前就已經(jīng)走進(jìn)了中國人民大眾的視野,戰(zhàn)爭中、經(jīng)濟(jì)建設(shè)中,隨處可見的是各種卡車,但是當(dāng)時(shí)的卡車,只有中型、輕型,并沒有專司民用的重型卡車,更沒有專用的牽引車。上世紀(jì)90年代開始,中國的卡車市場開始細(xì)分,重卡出現(xiàn)了大的發(fā)展,社會(huì)上涌現(xiàn)了各種各樣的重卡,其中相當(dāng)部分是重型牽引車,21世紀(jì)前十年,國民經(jīng)濟(jì)飛速發(fā)展,到近階段已步入經(jīng)濟(jì)發(fā)展的平穩(wěn)期,牽引車的產(chǎn)品技術(shù)趨于成熟,在現(xiàn)有的技術(shù)框架下,產(chǎn)品的研發(fā)與升級,局限于局部小改進(jìn)性質(zhì)的研發(fā)與升級,牽引車的基本技術(shù)原理已經(jīng)發(fā)展成熟,大的技術(shù)革新很難實(shí)現(xiàn),市場表現(xiàn)為“傳統(tǒng)的重型牽引車”同質(zhì)性的競爭白熱化,所有廠家推出的牽引車,其基本外形、基本原理、主要總成件,基本大同小異,競爭體現(xiàn)在外形、性能指標(biāo)的輕微差距、局部零部件的不同等一些細(xì)微方面,比如本文將要研究的輪轂單元,就屬于牽引車的一種高端選配部件,各牽引車廠可以通過“判別是否配備了高端的輪轂單元”來判別車型的高端程度。本文詳細(xì)介紹了C公司的輪轂單元產(chǎn)品在當(dāng)前中國牽引車市場的競爭格局,分析了C公司的優(yōu)勢和劣勢,建議C公司要合理進(jìn)行市場定位,采取“價(jià)值鏈優(yōu)先”的競爭策略,從產(chǎn)品策略入手,依靠典型客戶的“驗(yàn)證測試成功”的成功經(jīng)驗(yàn),綜合利用公司資源,采取多重形式促銷手段,針對產(chǎn)品區(qū)別于競爭對手的特征與優(yōu)點(diǎn),制定有競爭力的策略,增強(qiáng)C公司的競爭力,提高輪轂單元的占有率,從而提升C公司在國內(nèi)的市場地位和影響力。
[Abstract]:Before liberation, trucks had already entered the field of view of the masses of the Chinese people. During the war and in economic construction, all kinds of trucks were found everywhere, but at that time trucks were only medium and light, and there were no heavy-duty trucks specializing in civilian use. There is no special tractor. Since the 1990s, the truck market in China has begun to subdivide, the heavy truck market has developed greatly, and a variety of heavy trucks have emerged in the society, among which a considerable number of them are heavy-duty towing vehicles and the first decade of the 21st century, with the rapid development of the national economy. In the recent stage, the product technology of the tractor tends to be mature. Under the existing technical framework, the research and development and upgrading of the product is limited to the research and development and upgrade of the local minor improvement. The basic technical principle of the tractor has developed and matured, the big technological innovation is very difficult to realize, the market performance is "traditional heavy-duty tractor" homogenous competition is intense, all the manufacturers introduce the tractor, its basic shape, basic principle, The main assemblies are basically the same, and the competition is reflected in the slight differences in shape, performance indicators, and some subtle aspects of the local parts, such as the hub unit to be studied in this paper, which belongs to a high-end optional component of the tractor. Tractor factories can judge the high-end degree of the vehicle by "judging whether it is equipped with high-end hub unit". This paper introduces in detail the competitive pattern of C company's wheel hub unit products in the current Chinese tractor market, analyzes the advantages and disadvantages of C Company, and suggests that C Company should reasonably position the market and adopt the competitive strategy of "value chain first". Starting with the product strategy, relying on the successful experience of "verification test success" of typical customers, making comprehensive use of company resources, adopting multiple forms of promotion, and aiming at the characteristics and advantages of products different from those of competitors, a competitive strategy is formulated. Enhance the competitiveness of C, increase the share of hub units, thereby enhancing C's market position and influence in China.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.471

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