本文選題：邁梭上海 + 中國汽車零部件市場��； 參考：《蘭州大學(xué)》2015年碩士論文

【摘要】：近些年來,隨著中國政府大力支持和發(fā)展汽車行業(yè),其相關(guān)的汽車零部件業(yè)在國內(nèi)也實(shí)現(xiàn)了持續(xù)、快速和穩(wěn)定的增長。根據(jù)全球領(lǐng)先的汽車及零部件咨詢公司LMC Automotive(原JD Power)的預(yù)測,2015年中國乘用車產(chǎn)銷售總量接近2000萬臺,整車市場的蓬勃發(fā)展勢必將激發(fā)起汽車零部件市場的活躍以及愈演愈烈的市場競爭。目前,國內(nèi)各大汽車制造企業(yè)根據(jù)市場的需求,為了進(jìn)一步提升自身品牌價值,需要選擇成本更低、科技含量更高、品質(zhì)性能更好、服務(wù)體系更優(yōu)的汽車零部件企業(yè)進(jìn)行配套供貨。因此,對于位于行業(yè)鏈下游的汽車零部件公司而言,及時制定出有針對性的、創(chuàng)新性的營銷策略來滿足汽車整車廠不斷提高的需求,對擴(kuò)大公司產(chǎn)品的市場份額、保證公司的持續(xù)和穩(wěn)定的發(fā)展就顯得至關(guān)重要。邁梭電子集團(tuán)(Methode Electronics Inc)是一家位于紐約證券交易所掛牌上市的美國汽車零部件企業(yè),公司成立于1946年,多年來在全球一直致力于用戶界面(HMI)產(chǎn)品業(yè)務(wù),特別是汽車零部件行業(yè),如整車電子開關(guān)、車用傳感器等產(chǎn)品,客戶包括美國通用汽車集團(tuán)、美國福特汽車集團(tuán)、菲亞特克萊斯勒汽車集團(tuán)、德國大眾汽車集團(tuán)、德國戴姆勒奔馳汽車集團(tuán)、日本三菱汽車株式會社、日本本田汽車集團(tuán)等眾多全球知名汽車整車汽車制造企業(yè)。邁梭電子上海有限公司(以下簡稱邁梭上海)是邁梭集團(tuán)的在華唯一的全資子公司,自公司2003年投產(chǎn)后,海外業(yè)務(wù)量穩(wěn)步攀升,出口業(yè)務(wù)市場份額始終位于行業(yè)前列。但是由于國內(nèi)和海外業(yè)務(wù)配比失衡以及公司總部對國內(nèi)汽車整車市場的謹(jǐn)慎觀望,公司一直未能真正分享到中國車市高速發(fā)展所帶來的紅利。同時,隨著國內(nèi)競爭對手研發(fā)實(shí)力的逐步增強(qiáng)和產(chǎn)品成本的持續(xù)優(yōu)化,邁梭集團(tuán)的產(chǎn)品正在喪失其傳統(tǒng)的規(guī)模優(yōu)勢。如何應(yīng)對這種情況?本研究主要通過以下五個方面的論述,為邁梭上海找出最適合的營銷策略,并為其在中國的發(fā)展提供最具可行性的建議。第一,針對本研究所涉及的相關(guān)的營銷理論進(jìn)行必要的闡述和說明,為本研究論證相關(guān)市場分析和實(shí)施相應(yīng)的營銷策略提供一定的理論基礎(chǔ)。第二,通過翻閱相關(guān)的二手資料,對中國汽車行業(yè)包括其零部件行業(yè)進(jìn)行深入的調(diào)研,同時詳細(xì)比對同類競爭企業(yè)間的優(yōu)劣勢,對邁梭上海進(jìn)行一個較為全面的SWOT分析。第三,通過STP營銷理論對邁梭上�，F(xiàn)有及潛在客戶和優(yōu)勢及劣勢產(chǎn)品重新定位和細(xì)分,找到邁梭上海的目標(biāo)客戶和核心產(chǎn)品,為邁梭上海提供與其相符合的,具有可操作性4Ps市場營銷策略。第四,結(jié)合邁梭上海的自身情況,為其提出實(shí)施該營銷策略相適應(yīng)的保障措施,為邁梭上海拓展國內(nèi)業(yè)務(wù)進(jìn)行保駕護(hù)航。第五,通過對該案例的分析及總結(jié),為國外類似企業(yè)的在中國發(fā)展、確立符合中國國情的營銷策略提供寶貴的借鑒。
[Abstract]:In recent years, with the Chinese government vigorously supporting and developing the auto industry, the related auto parts industry has also achieved sustained, rapid and stable growth in China. According to forecasts from LMC Automotive, the world's leading automotive and parts consulting company, China's passenger car sales totaled nearly 20 million units in 2015. The vigorous development of the whole car market is bound to stimulate the active auto parts market and the increasingly fierce market competition. At present, according to the needs of the market, the major domestic automobile manufacturing enterprises need to choose lower cost, higher technology content, better quality and better performance in order to further enhance their brand value. Better service system of auto parts enterprises to support the supply. Therefore, for automotive parts companies located downstream of the industry chain, timely formulation of targeted, innovative marketing strategies to meet the increasing demand of automotive plants, to expand the market share of the company's products, It is essential to ensure the sustained and stable development of the company. Maceau Electronics Incc is an American auto parts company listed on the New York Stock Exchange. Founded in 1946, the company has been working globally for many years on the product business of user Interface (HMI), especially in the automotive parts industry. Customers include General Motors, Ford, Fiat Chrysler, Volkswagen, Daimler and Mercedes-Benz. Japan Mitsubishi Automotive Co., Ltd., Japan Honda Automotive Group and many other world-renowned automotive vehicle manufacturers. Maissoon Electronics Shanghai Co., Ltd. is the only wholly owned subsidiary of Maishao Group in China. Since the company put into production in 2003, the overseas business volume has risen steadily, and the market share of export business has always been in the forefront of the industry. However, due to the imbalance between domestic and overseas business and the cautious wait-and-see of the company headquarters to the domestic auto market, the company has been unable to really share the dividend brought by the rapid development of the Chinese auto market. At the same time, with the gradual enhancement of domestic competitors'R & D strength and the continuous optimization of product cost, the products of Mercer Group are losing their traditional advantage of scale. How to deal with this situation? This study mainly through the following five aspects of the discussion, to find out the most suitable marketing strategy for Maishao Shanghai, and to provide the most feasible suggestions for its development in China. First, the related marketing theory involved in this study is expounded and explained, which provides a theoretical basis for the analysis of relevant market and the implementation of relevant marketing strategies. Secondly, by looking through the relevant second-hand materials, the author makes a thorough investigation on China's automobile industry, including its parts industry, and compares the advantages and disadvantages of the similar competitive enterprises in detail, and carries on a relatively comprehensive SWOT analysis of Maisol Shanghai. Thirdly, through the STP marketing theory, we reposition and subdivide the existing and potential customers and strengths and weaknesses of Maishao Shanghai, and find out the target customers and core products of Maissos Shanghai. Operational 4 Ps marketing strategy. Fourthly, combining with the situation of Shanghai, the author puts forward the appropriate safeguard measures to carry out the marketing strategy, and carries on the escort for the expansion of the domestic business of Maissos Shanghai. Fifthly, through the analysis and summary of this case, it provides valuable reference for the development of foreign similar enterprises in China and the establishment of marketing strategy in accordance with China's national conditions.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F416.471;F274

【共引文獻(xiàn)】

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