启明公司车载导航产品市场营销策略研究

发布时间：2018-12-21 14:18

【摘要】：汽车电子包含车控电子、车身电子、车载电子三部分，其中，车控电子和车身电子属于前装市场，而车载电子产品则属于前装市场和后装市场并行。前装市场指的是相关电子产品在车辆出厂前就安装到商品车辆上，而后装市场则表示商品车出厂后的汽车加装市场，后装市场又分为准前装（即4S店在销售商品车的过程中预装）和纯后装市场，车载导航系统属于车载电子范畴。启明公司自主研发的车载电子产品——导航视听系统，由启明公司自主知识产权研发，按照德国汽车级前装标准制造，具有语音导航、音频娱乐、DVD视频播放、车载蓝牙、收音机、倒车影像、车载信息服务等功能，是一款综合性车载嵌入式导航娱乐系统。其中，启明公司针对一汽-大众车型自主研发的导航产品，是启明公司与一汽-大众战略合作产品，是启明公司重点战略型产品，但该产品虽然具备独立自主的核心技术，但产品成本过高，功能需要完善，产品稳定性有待提高，这给市场营销带来巨大困难。那么，在产品不断升级完善的过程中，如何提高市场占有率，建立成熟、稳定、可靠的客户体系，成为启明公司销售部门的当务之急。 2013年，与一汽大众战略合作的车载导航产品销售业绩不佳，公司计划该款导航产品年销售任务为5000台，而通过一起-大众精品附件渠道销售数量仅为820台，在后装市场没有销售渠道，所以整体的销售业绩仅完成公司年初制定的年度销售任务的16.4%，由于此款导航销售业绩不佳，造成成品库存和物料库存大量堆积，导致启明车载电子事业体处在亏损状态。那么，启明车载导航如何通过改善营销策略，扭亏为盈；如何能够抓住这个市场机遇，在市场开拓初级阶段，快速抢占、扩大市场份额，成为本文研究重点。启明公司车载导航产品正处在市场开拓初期阶段，为公司提供产品市场前瞻性分析，针对公司车载导航产品做市场调研和营销策略，使启明车载导航产品扭亏为盈。启明公司车载导航产品在市场营销过程中存在诸多问题，例如销售渠道单一，渠道内管理制度不够完善；销售区域划分不够明确，缺乏区域内部集中管理，区域之间资源共享，协同作战的精神；销售团队的销售与服务力量，在不增加太大成本的前提下需要加大人员配置，以保证对市场做出快速反应。结合上述营销策略需要改善的问题，，本文首先对营销策略、战略管理相关文献的收集、整理、研究，结合启明车载导航产品市场运营现状，确定启明车载导航产品市场竞争趋势分析。对启明车载导航产品的营销策略进行SWOT分析、细分、定位客户群体及需求。最后对市场营销策略提出建议，从而提高启明车载导航产品的市场竞争力。
[Abstract]:Automotive electronics include automotive electronics, body electronics and vehicle-mounted electronics. Among them, vehicle-controlled electronics and body electronics belong to the front-loading market, while vehicle-mounted electronic products belong to the front-loading market and post-loading market. The front market refers to the market in which relevant electronic products are installed on commercial vehicles before the vehicles leave the factory, and the latter market indicates that after the goods vehicles leave the factory, the car loading market, The afterloading market is also divided into quasi-front (that is, 4S store in the process of selling commercial vehicles preloaded) and pure afterloading market, vehicle navigation system belongs to the field of vehicle electronics. The navigation audio-visual system, a vehicle electronic product independently developed by Qiming Company, is developed by Qiming Company. It is manufactured according to the German automobile grade front assembly standard. It has voice navigation, audio entertainment, DVD video playback, car Bluetooth, Radio, reverse image, vehicle information services and other functions, is a comprehensive vehicle embedded navigation and entertainment system. Among them, Qiming company aimed at FAW-VW vehicle model independently developed navigation product, Qiming company and FAW-Volkswagen strategic cooperation product, Qiming company key strategic products, but this product has independent core technology, However, the product cost is too high, the function needs to be improved, and the product stability needs to be improved, which brings great difficulties to marketing. So, in the process of product upgrading, how to increase market share, establish mature, stable and reliable customer system has become the top priority of Qiming sales department. In 2013, FAW-VW 's on-board navigation product sales were poor, and the company plans to sell 5000 units a year, compared with 820 via the one-stop, boutique accessories channel. There is no sales channel in the rear market, so the overall sales results are only 16.4% of the company's annual sales tasks set at the beginning of the year. As a result of this poor navigation sales performance, the inventory of finished products and materials is piled up in large quantities. Leading to Qiming vehicle electronic institutions in a state of deficit. So, Qiming vehicle navigation how to improve the marketing strategy, how to turn losses into profits; how to seize this market opportunity, in the initial stage of market development, quickly seize, expand market share, become the focus of this article. The vehicle navigation products of Qiming Company are in the initial stage of market development, which provides the company with a forward-looking analysis of the product market, and makes a market research and marketing strategy for the vehicle navigation products of the company, so that the vehicle navigation products of Qiming turn losses into profits. Qiming company vehicle navigation products in the marketing process there are many problems, such as a single sales channel, channel management system is not perfect; The division of sales area is not clear enough, lack of centralized management within the region, sharing of resources among regions, and the spirit of coordinated combat; The sales and service forces of the sales team need to increase staffing without adding too much cost to ensure a rapid response to the market. Combined with the above marketing strategies need to be improved, this paper first of all on the marketing strategy, strategic management related literature collection, collation, research, combined with Qiming vehicle navigation products market operation situation, Determine Qiming vehicle navigation products market competition trend analysis. Carry on the SWOT analysis, subdivide, locate the customer group and demand to the Qiming vehicle navigation product marketing strategy. Finally, some suggestions are put forward to improve the market competitiveness of Qiming vehicle navigation products.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F274

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