H公司汽车零配件市场营销策略研究

发布时间：2018-05-06 15:14

本文选题：汽车零配件市场 + 市场营销　；参考：《安徽大学》2017年硕士论文

【摘要】：2016,中国汽车市场的产销量连续八年蝉联世界第一,中国汽车市场潜力无限。汽车工业的进一步发展,给汽车零配件产也带来了春天。但是在机遇来临的同时,也给汽车零配件企业带来了挑战。国外资金不断流入,外资企业进入国内汽车零配件市场。国内汽车零配件企业盈利空间逐步变小,价格愈发透明,盈利进一步压缩。许多小微型汽车零配件公司难以在汽车零配件市场生存,企业发展举步维艰。如何对汽车零配件市场及其市场营销环境拥有一个清晰的认识?企业自身所存在的优点和缺点分别是什么?怎样才能制定符合企业发展的市场营销策略并予以实施?这些都是小微型汽车零配件企业为了更好地生存而需要面对并亟待解决的问题。为了更好地给小微型汽车零配件企业提供支持与帮助,本文以小微型汽车零配件民营企业H公司为代表,对其进行深入调研,同时结合市场营销理论和系列分析工具,对该公司进一步展开分析研究。作者拟用4P营销理论和4C营销理论为根本出发点,以H公司作为本文的研究对象,采用文献研究、比较分析、实地调研等多种方法整合的专题研究的定性研究方法,运用PEST分析法、波特五力模型分析和SWOT分析法等系列分析工具,对目标企业所处的宏观环境、企业面临的机遇和威胁等要素进行深层次剖析,对该公司所运用的市场营销策略进行分析并指出其不足之处。通过分析研究,本文提出,以H公司为代表的小微型汽车零配件企业应当将4P营销理论与4C营销理论相结合,改变思想,以客户所需作为企业的核心。同时本文从消费者需求、消费者所支付成本、为消费者提供方便和与消费者加强沟通等方面,就此类汽车零配件企业市场营销策略提出改进建议,并提出了相应的保障措施。希望本文的研究结论能为以H公司为代表的小微型汽车零配件企业营销策略改进提供借鉴,更好的推动国内汽车零配件企业的发展。
[Abstract]:In 2016, China's auto market ranked first in the world for eight consecutive years, and the Chinese auto market has unlimited potential. The further development of automobile industry brings spring to automobile spare parts. But the opportunity comes at the same time, also brings the challenge to the automobile spare parts enterprise. Foreign capital inflow, foreign enterprises into the domestic auto parts market. Domestic auto parts business profit space gradually become smaller, prices become more transparent, profit further compression. Many mini-auto parts companies are struggling to survive in the auto parts market. How to have a clear understanding of the auto parts market and its marketing environment? What are the advantages and disadvantages of the enterprise itself? How can we formulate and implement marketing strategies in line with the development of enterprises? These are small and micro-car spare parts enterprises in order to better survive and need to face and urgent problems. In order to provide better support and help for small and micro automobile spare parts enterprises, this paper takes H Company, a private enterprise of small and micro automobile spare parts, as the representative, carries on the thorough investigation to it, at the same time unifies the marketing theory and the series analysis tool, Further analysis of the company. The author intends to use 4P marketing theory and 4C marketing theory as the basic starting point, take H company as the research object of this paper, adopt the qualitative research method of the special topic research which is integrated by literature research, comparative analysis, field investigation and so on. With the help of PEST analysis, Porter's five-force model analysis and SWOT analysis, this paper makes a deep analysis of the macro environment, opportunities and threats faced by the target enterprises. The marketing strategy used by the company is analyzed and its shortcomings are pointed out. Through the analysis and research, this paper puts forward that the small and micro automobile spare parts enterprise represented by H company should combine the 4P marketing theory with the 4C marketing theory, change the thought, take the customer needs as the core of the enterprise. At the same time, from the aspects of consumer demand, consumer cost, providing convenience for consumers and strengthening communication with consumers, this paper puts forward some suggestions for improving the marketing strategy of this kind of automobile spare parts enterprises, and puts forward the corresponding safeguard measures. It is hoped that the conclusions of this paper can be used for reference to improve the marketing strategy of small and micro auto parts enterprises represented by H Company, and to promote the development of domestic auto parts enterprises better.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471

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