HH汽车零配件公司市场营销策略研究

发布时间：2018-03-24 01:19

本文选题：HH公司　切入点：汽车配件市场　出处：《天津大学》2013年硕士论文

【摘要】：近年来，随着中国汽车保有量的不断增加，汽车零配件行业的发展也越来越迅速，许多国外著名品牌进入我国市场，，国内汽车配件行业涌现出许多新的汽车配件公司，这无疑加剧了国内汽车配件行业的市场竞争。各类汽车配件企业采取各种分销手段，拓展分销渠道，不惜成本的争夺客户资源，各大品牌工厂为了扩大其市场知名度及占有率，给各汽车配件代理商的任务压力越来越大，造成汽车配件企业间更加无序的竞争，企业利润受到很大影响。HH公司也不可避免的面临这些问题，那么，如何细分目标市场，制定适合企业的、切实可行的营销策略，如何运用科学有效的营销手段更加有利于企业扩大市场占有率并打造企业核心优势，已经成为HH公司当下迫切需要解决的问题。通过对HH公司营销策略问题展开深入的分析和研究，对HH公司市场营销环境进行分析，明确企业的目标市场定位，制定企业的营销策略，有针对性的对企业现存的营销问题提出解决方法，分别从产品、价格、促销、渠道四大方面进行展开说明。在对营销理论研究的基础上，以HH公司为具体的研究对象，通过运用实证进行分析和研究，提出了HH公司营销策略方案，力求为公司长远、健康发展提供一些参考意见，也希望能够为我国汽车配件行业的发展起到一些借鉴作用。
[Abstract]:In recent years, with the continuous increase of automobile ownership in China, the auto parts industry has been developing more and more rapidly. Many famous foreign brands have entered the Chinese market, and many new auto parts companies have emerged in the domestic auto parts industry. This undoubtedly intensified the domestic auto parts industry market competition. All kinds of auto parts enterprises adopt various distribution methods, expand distribution channels, and compete for customer resources at any cost. In order to expand their market awareness and share, the major brand factories are under increasing pressure on their auto parts agents. As a result of more disorderly competition among auto parts enterprises, the profits of the enterprises are greatly affected. HH Company is inevitably faced with these problems. Then, how to segment the target market and formulate a feasible marketing strategy suitable for the enterprises, How to use scientific and effective marketing means to help enterprises expand their market share and build their core advantages has become an urgent problem to be solved by HH Company. Through the in-depth analysis and research of HH Company's marketing strategy, the marketing environment of HH Company is analyzed, the target market positioning of the enterprise is clarified, and the marketing strategy of the enterprise is formulated. This paper puts forward the solutions to the existing marketing problems of enterprises, and explains them from four aspects: product, price, promotion and channel. On the basis of the research on marketing theory, taking HH Company as the specific research object, through the use of empirical analysis and research, the paper puts forward the marketing strategy plan of HH Company, and tries to provide some reference suggestions for the long-term and healthy development of HH Company. Also hope to be able to China's auto parts industry development to play some reference role.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

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