无锡康明斯涡轮增压技术产品营销策略研究

发布时间：2018-02-01 18:14

本文关键词： 柴油发动机涡轮增压器组合营销策略　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：国内的汽车产业在过去15年内取得了巨大发展,从2009开始,我国已经成为世界上最大的汽车产销国家。作为汽车产业的重要一部分,我国的汽车零部件产业发展也非常迅速。无锡康明斯涡轮增压技术有限公司作为一家国际品牌公司,从1996年进入中国,主要生产配套于汽车柴油发动机用的涡轮增压器,在国内主机市场,公司市场份额在中重柴油机市场一直处于领先地位。但随着行业的发展,越来越多的涡轮增压器厂商开始进入中国市场,无锡康明斯涡轮增压技术有限公司目前面临着激烈的市场竞争压力,现有市场份额被竞争对手逐步蚕食,新市场份额较低并发展缓慢。公司急需建立新的产品营销策略,以巩固和提高市场份额,实现业务增长计划。本文从分析该公司当前面临的市场需求状况及产品、价格、渠道和促销活动等方面的营销现状基础上发现存在的问题,尝试提出建议改进方向。应用STP战略分析,对公司所在领域的市场进行细分,研究各市场消费行为分析进而找到公司的目标市场。通过竞争对手和公司能力分析,在目标市场中发现可以提供给客户的价值定位。最终通过上述分析研究,提出相比竞争对手更具创新性的差异化的4C组合营销策略,同时对关系营销和品牌营销做出一些初步的探讨。在过程中使用了创新性的客户价值包规范和财务模型等工具和产品规划等流程对客户需求价值进行准确捕捉和翻译,保证了所提出营销策略内容的准确性和合理性。文中最后提出新组合营销策略的实施保障措施,通过建立一个新的辅助流程来接收客户的动态反馈,保证新策略的有效实施并实现持续改进。本文的特点在于以客户价值为导向,从客户视角来系统分析和把握产品价值需求,规划和开发满足客户需求的公司内部的产品线、价格策略等,帮助公司建立区别于竞争对手的差异化竞争力。研究结论表明,工业品营销和日常消费品一样,前期必须对市场需求进行调查搜集,进行市场细分并选择公司的目标市场和定位,同时必须紧密跟踪竞争对手信息。其特别之处在于,企业不能直接将客户需求声音直接设定为产品设计目标,需要专业人员对目标客户和市场的需求进行翻译和排序,然后才能准确设定产品设计目标,进而通过设计和推出新产品来体现这些需求价值。同时由于工业品受国家法规、行业规范等非常大,需要对这些内容做出更深层次的解读并包含在产品设计目标当中。工业品营销对营销人员的技术能力、规划能力复杂度等要求高于日常消费品行业。关系营销,品牌营销等在工业品营销中也能起到非常重要的作用。
[Abstract]:Domestic automobile industry has made great development in the past 15 years. Since 2009, China has become the largest automobile production and marketing country in the world, as an important part of automobile industry. Wuxi Cummins turbocharging Technology Co., Ltd. as an international brand company, entered China from 1996. The main production of turbochargers used in automobile diesel engines, in the domestic mainframe market, the company's market share in the diesel engine market has been in a leading position, but with the development of the industry. More and more turbocharger manufacturers begin to enter the Chinese market, Wuxi Cummins turbocharger Technology Co., Ltd. is currently facing fierce market competition pressure, the existing market share is gradually eroded by competitors. The new market share is low and the development is slow. The company urgently needs to establish the new product marketing strategy in order to consolidate and increase the market share. This paper analyzes the current situation of the company's market demand and the marketing status of products, prices, channels and promotional activities, and finds out the problems on the basis of the analysis of the current market demand and the marketing situation of the products, prices, channels and promotional activities. Try to propose the direction of improvement. Use STP strategic analysis to segment the market of the company in the field. Through the analysis of the competitors and the ability of the company, we can find the value orientation that can be provided to the customers in the target market. Finally, through the above analysis and research. The 4C combination marketing strategy, which is more innovative than the competitors, is put forward. At the same time, it makes some preliminary discussion on relationship marketing and brand marketing. In the process, innovative tools such as customer value package specification and financial model and product planning are used to accurately capture customer demand value. Translation. The content of the proposed marketing strategy to ensure the accuracy and reasonableness. Finally, the implementation of the new combination of marketing strategy security measures, through the establishment of a new auxiliary process to receive dynamic feedback from customers. To ensure the effective implementation of the new strategy and achieve continuous improvement. The characteristics of this paper is customer value oriented, from the customer perspective to systematically analyze and grasp the needs of product value. To plan and develop the internal product line, price strategy and so on, which can help the company to establish different competitiveness from the competitors. The conclusion of the research shows that industrial products marketing is the same as the daily consumer goods. In the early stage, we must investigate and collect the market demand, segment the market and select the target market and position of the company. At the same time, we must closely track the information of the competitors. Enterprises can not directly set the voice of customer needs as product design goals, need professionals to translate and sort the needs of the target customers and the market, and then can accurately set the product design goals. Then through the design and introduction of new products to reflect the value of these needs. At the same time, industrial products are subject to national laws and regulations, industry norms and other very large. Need to make a deeper interpretation of these content and include in the product design objectives. Industrial product marketing to marketers' technical ability, planning ability complexity and other requirements are higher than the daily consumer goods industry. Relationship marketing. Brand marketing and so on can also play a very important role in the marketing of industrial products.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.471

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