新信息技术环境下LX公司汽车零部件营销模式研究

发布时间：2019-01-04 18:41

【摘要】：汽车行业是伴随着社会经济发展以来迅速发展最为明显之一，同时也就必然带动了汽车零部件产业的高速度发展。随着国际化程度的加大以及汽车零部件市场潜力的增强，市场竞争变得越来越严峻。作为汽车零部件公司如何增强企业的销售能力，在市场上处于有利地位，如何根据汽车市场的竞争需求，为企业提升品牌效益、质量等各方面的竞争力，为市场提高成本更低、质量更好、响应速度更快以及更优的服务的质量，所以汽车零部件公司需要对此进行研究。本文主要采用了个案分析的方法，以LX公司的汽车零部件的销售为具体的实例.首先介绍了相关市场营销的理论与分析方法，然后针对LX公司的具体情况，采用STP理论的分析方法，对目前LX公司的市场进行了细分，以确定公司的目标市场。接着根据波特五力模型，对LX公司应用新信息技术与电子商务系统的使用各阶段进行具体的分析判断，得出LX公司正处于该矩阵的E类。最后本文结合个人的相关经验以及4P的销售理论，提出了一系列在新信息技术环境下以及激烈的竞争市场中，公司应该采用何种营销策略以及模式组合。通过具体的分析，从而探索出对LX公司汽车零部件销售的最好策略，以提高公司的销售业绩与公司的整体工作效率，最终提升公司在汽车零部件市场上的品牌形象以及公司形象，从而增强公司的竞争能力。此外，通过对LX公司在新信息技术环境下营销策略的探究，，可以将该公司的试验成功经验应用于整个行业，以此推动整个汽车零部件行业的发展，这对于先进的信息技术以及电子商务技术的进一步开发利用同样具有重要的意义。
[Abstract]:With the rapid development of social economy, automobile industry is one of the most obvious, at the same time, it will inevitably drive the rapid development of automotive parts industry. With the increase of internationalization and the potentiality of auto parts market, the market competition becomes more and more severe. As an automobile parts company how to enhance the sales ability of the enterprise, in a favorable position in the market, how to according to the competitive demand of the automobile market, how to enhance the brand efficiency, quality and other aspects of competitiveness for the enterprise, and improve the cost for the market lower, Better quality, faster response and better quality of service, so auto parts companies need to study this. This paper mainly adopts the method of case analysis, taking the sales of automobile parts of LX Company as a concrete example. This paper first introduces the relevant marketing theories and analysis methods, then, according to the specific situation of LX Company, uses the STP theory analysis method to segment the current LX company's market in order to determine the target market of the company. Then, according to Porter's five-force model, this paper makes a concrete analysis and judgment on the application of new information technology and electronic commerce system in LX Company, and concludes that LX Company is in category E of the matrix. Finally, based on the personal experience and 4P sales theory, this paper puts forward a series of marketing strategies and model combinations in the new information technology environment and the fierce competition market. In order to improve the sales performance and overall working efficiency of LX Company, the best strategy of auto parts sales of LX Company is explored through concrete analysis. Finally, enhance the company's brand image and company image in the auto parts market, thus enhancing the competitiveness of the company. In addition, through the research on the marketing strategy of LX Company under the new information technology environment, the successful experience of the company can be applied to the whole industry, so as to promote the development of the whole auto parts industry. This is also of great significance for the further development and utilization of advanced information technology and e-commerce technology.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.471;F274

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