青岛双星轮胎公司卡客车轮胎产品营销策略研究

发布时间：2018-08-13 08:45

【摘要】：随着汽车工业及物流行业的发展，公路运输行业越来越发达，无论是在客运还是在货运方面，都远远超过了铁路，水运和空运三种运输方式。在公路运输行业的蓬勃发展下，卡客车轮胎作为汽车的主要的零部件之一，又属于易耗品，拥有非常广阔的市场空间。与此同时，卡客车轮胎市场竞争也非常激烈。另外，国内的轮胎行业相对于国外起步较晚，目前国内很多花纹的设计与研发大多仿效国外畅销的花纹产品，自主设计和研发的产品匮乏，产品同质化现象严重。也正是因为在技术，研发和营销方式上没有创新和突破点，使得国内轮胎行业的竞争多停留在价格竞争的层面上。虽然国内的轮胎行业市场较大，各个轮胎厂家的产能也颇具规模，但是国内的轮胎行业面临大到强的转变问题，青岛双星轮胎公司制订一个优异的市场营销策略势在必行。双星轮胎公司是一家有国企背景的大型轮胎生产制造企业，也是世界知名的轮胎制造企业之一，拥有自己的研究院，产品通过了多项技术质量认证。目前，双星轮胎公司更换了管理层，新建了世界一流的环保的生产工厂，通过一系列的管理模式的创新和技术手段的创新将实现“全球领先，中国第一”作为目标。但是双星轮胎公司目前正处于新的管理层和旧的管理体系逐步磨合的阶段，也正是因为目前的管理层缺乏轮胎方面的管理经验，造成了双星营销的工作中市场定位不清，营销策略不明晰的问题。文章主要针对双星轮胎公司的营销管理方面的问题进行论述，通过大量的查阅参考文献为此文提供有力的理论支撑，结合自己是营销人员的优势，通过在工作中对双星轮胎公司目前营销现状及问题进行调研，并对双星轮胎公司的当前的营销现状及问题进行分析，找出双星轮胎公司的优劣势。另外，对双星轮胎公司卡客车轮胎产品的营销环境进行分析，通过对内外部环境以及市场需求的分析，得出目前双星轮胎公司在营销环境下，哪些营销工作应该加强。最后通过对双星轮胎公司的卡客车轮胎产品的营销策略设计并制定出实施保障，，来指明双星轮胎公司下一步的工作重点。
[Abstract]:With the development of automobile industry and logistics industry, road transportation industry is more and more developed, both in passenger transport and freight transport, which are far more than three modes of transportation: railway, water and air transportation. With the rapid development of road transportation industry, truck tire, as one of the main parts of automobile, also belongs to consumable goods, and has a very broad market space. At the same time, car tire market competition is also very fierce. In addition, the domestic tire industry started relatively late compared with foreign countries. At present, most of the domestic design and research and development of patterns follow foreign best-selling pattern products, the lack of independent design and R & D products, product homogenization phenomenon is serious. Because of the lack of innovation and breakthrough in technology, R & D and marketing, the competition of domestic tire industry stays on the level of price competition. Although the domestic tire industry has a large market and the production capacity of each tire manufacturer is quite large, the domestic tire industry is faced with the problem of big to strong transformation, so it is imperative for Qingdao Shuangxing Tire Company to formulate an excellent marketing strategy. Shuangxing Tire Company is a large tire manufacturing enterprise with the background of state-owned enterprise, and also one of the world famous tire manufacturing enterprises. It has its own research institute, and its products have passed a number of technical quality certification. At present, Shuangxing Tire Company has changed management and built a world class environmental protection production plant. Through a series of management model innovation and technological means innovation, the company will achieve the goal of "world leading, China first". However, the company is now at the stage of gradual running-in between the new management and the old management system. It is precisely because the current management lacks the management experience in tire that the market position of the double Star marketing work is not clear. The problem of unclear marketing strategy. The article mainly discusses the marketing management problems of double Star Tire Company. Through a large number of reference documents, it provides a powerful theoretical support for this article, combining with its advantages as a marketing personnel. Through the investigation of the current marketing situation and problems of the double Star Tire Company, and the analysis of the current marketing situation and problems of the double Star Tire Company, we find out the advantages and disadvantages of the double Star Tire Company. In addition, through the analysis of the internal and external environment and the market demand, we can find out which marketing work should be strengthened in the marketing environment. Finally, through the marketing strategy design of the car and bus tire products of the double Star Tire Company, the implementation guarantee is worked out to indicate the key work of the double Star Tire Company in the next step.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72

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