普瑞姆公司的市场战略研究
发布时间：2018-08-13 12:59
【摘要】：汽车产业是国民经济重要的支柱产业，产业链长、关联度高、就业面广、消费拉动大，在国民经济和社会发展中发挥着重要作用。汽车零部件行业是汽车的支柱型行业，也是各国政府大力支持的产业之一。普瑞姆公司三十年前是欧洲数一数二的汽车扬声器的设计和生产商，以其出色的设计和稳定的质量闻名。而近几年来，随着中国民营企业和台湾企业纷纷崛起，原有的竞争格局正在逐渐改变。由于产品同质化的现象日益严重，作为欧洲的扬声器企业，普瑞姆被客户步步压价，加之受到通货膨胀和人工成本上涨的巨大压力，普瑞姆进入了薄利时代。然而，，普瑞姆公司该如何利用本身的优势，走出困境呢？本文通过对普瑞姆内外环境的分析、五力分析和SWOT分析得出普瑞姆市场定位应在中高端市场，提升自身的品牌塑造和影响力，加强中高端市场产品种类的研发，并实现与下游功放供应链的一体化。同时，普瑞姆需要改变以产品为中心的市场战略，坚持以客户为中心的市场战略，为客户创造独特的价值，才能在商场立于不败之地。
[Abstract]:The automobile industry is an important pillar industry of the national economy. It has a long industrial chain, a high degree of correlation, a wide range of employment and a large consumption pull. It plays an important role in the national economic and social development. In recent years, with the rise of Chinese private enterprises and Taiwan enterprises, the original competition pattern is gradually changing. As the phenomenon of product homogeneity is becoming increasingly serious, Prim, as a European loudspeaker enterprise, is being pressed by customers step by step. Prim has entered the era of low profit because of the pressure of inflation and rising labor costs. However, how can Prim make use of its advantages to get out of the predicament? This paper analyzes Prim's internal and external environment, five forces analysis and SWOT analysis and draws the conclusion that Prim should be positioned in the middle and high-end market and upgrade itself. At the same time, Prim needs to change the product-centric market strategy, adhere to the customer-centric market strategy, create unique value for customers, in order to be invincible in the business.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.6;F274
[Abstract]:The automobile industry is an important pillar industry of the national economy. It has a long industrial chain, a high degree of correlation, a wide range of employment and a large consumption pull. It plays an important role in the national economic and social development. In recent years, with the rise of Chinese private enterprises and Taiwan enterprises, the original competition pattern is gradually changing. As the phenomenon of product homogeneity is becoming increasingly serious, Prim, as a European loudspeaker enterprise, is being pressed by customers step by step. Prim has entered the era of low profit because of the pressure of inflation and rising labor costs. However, how can Prim make use of its advantages to get out of the predicament? This paper analyzes Prim's internal and external environment, five forces analysis and SWOT analysis and draws the conclusion that Prim should be positioned in the middle and high-end market and upgrade itself. At the same time, Prim needs to change the product-centric market strategy, adhere to the customer-centric market strategy, create unique value for customers, in order to be invincible in the business.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.6;F274
【共引文献】
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