长春一汽四环运达贸易有限公司出口产品营销策略研究

发布时间：2018-01-15 22:27

本文关键词：长春一汽四环运达贸易有限公司出口产品营销策略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国在加入WTO后的2002年,汽车零部件的出口才真正产生规模,随着中国经济突飞猛进的发展,给我国汽车零部件出口企业带来前所未有的机遇和挑战,我国汽车零部件企业凭借自己的优势现在出口已经覆盖全世界近220个国家和地区,已经成为世界上最大的汽车零件制造和出口国。本文以长春一汽四环运达贸易有限公司为研究对象,对公司现状和存在的问题加以分析,为公司出口产品多样化提出营销策略和实施保障。首先针对长春一汽四环运达贸易有限公司现有的营销状况,对现有出口产品和市场概况进行分析,发现四环公司客户单一,只有美国蘑古一家客户并且只为该客户供应一个系列的产品。自2006年以来,虽然每年订单都会增加但是产品系列很单一,一直没有增加新的系列产品。所以公司需要改变现有的营销策略,针对现有客户开发出更多系列的新产品。其次,对汽车零部件出口市场,长春一汽四环运达贸易有限公司内部环境和外部环境进行分析,从目前汽车零部件企业分布来看,外企占我国汽车零部件出口相当大的比重,汽车零部件出口竞争激烈,要想保持竞争力我们必须价格低廉的同时提高出口产品的技术水平。通过SWOT分析法,从长春一汽四环内部因素和外部因素两个方面对公司的优势和劣势,机会和威胁进行分析,分析一汽四环的优势来了解该公司的所处的环境从而为改进营销策略奠定基础。最后,根据长春一汽四环目前的经营状况,从市场细分、选择目标市场和市场定位三个方面对该公司进行STP分析。通过分析确定长春一汽四环运达贸易有限公司的客户还是汽车底盘件的生产商,并且通过前面的分析对现在的营销策略进行改进,从以下五个方面进行改进:产品、服务、价格、促销和渠道。通过提高现在的技术水平,使现有产品工艺变得更简单,产品质量更好,降低生产成本来给客户的产品降低价格从而稳定住现有客户,才能得到更多系列的新产品。通过改进长春一汽四环运达贸易有限公司的营销策略,使四环公司更具竞争力,不仅稳定现有客户,开发更多现有客户的新系列产品,实现出口产品多样化,还可以开发出更多的客户,同时还提高了公司的营销管理水平,完善了公司的管理制度,这样才能使公司更好更稳定的发展壮大。
[Abstract]:Chinese after joining the WTO in 2002, auto parts exports really produce scale, with the rapid economic development of Chinese, brought hitherto unknown opportunities and challenges to China's auto parts export enterprises, China's auto parts enterprises with their own advantages now export has been covering the world nearly 220 countries and regions, has become the world the largest auto parts manufacturer and exporter. In this paper, Changchun fawsihuanyunda Trade Co. Ltd as the research object, on the company's current situation and existing problems are analyzed, for the company to export diversification to put forward the marketing strategy and implementation of security. Firstly, Changchun fawsihuanyunda Trade Co. Ltd. the current marketing situation, the existing export products market overview and analysis, found the fourth company customers only a single, ancient mushroom and only for the American customer customer supply A series of products. Since 2006, although the annual orders will be increased but the product series is a single, there has been no increase in new products. So the company needs to change the existing marketing strategy for existing customers to develop more new products series. Secondly, the export market for auto parts, Changchun fawsihuanyunda trade limited company internal and external environment analysis, from the current auto parts enterprise distribution, foreign companies accounted for China's auto parts exports a large proportion of auto parts export competition, in order to maintain the competitiveness of low price at the same time, we must improve the technical level of export products. Through the SWOT analysis, from Changchun Faw-sihuan inside and external factors on the two aspects of the company's strengths and weaknesses, opportunities and threats analysis, analysis to understand the advantages of FAW Sihuan The company's environment so as to lay the foundation for improving the marketing strategy. Finally, according to the Changchun Faw-sihuan current operating conditions, from the three aspects of market segmentation, target market selection and market positioning of the company STP analysis. To determine the Changchun fawsihuanyunda trade limited company customers or manufacturers by automobile chassis parts through the above analysis and analysis, to improve the current marketing strategy was improved from the following five aspects: product, service, price, promotion and channel. By improving the current level of technology, the existing product process easier, better product quality, reduce the production cost of the products to customers to reduce the price to stabilize for existing customers, in order to get more new products series. By improving the Changchun fawsihuanyunda trade limited company marketing strategy, make the company more competitive city of Victoria Force, not only the stability of existing customers, new product development more current customers, export product diversification, also can develop more customers, but also improve the company's marketing management level, improve the company's management system development, so as to make the company better and more stable growth.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F752.6

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