ZD公司汽保设备营销策略研究

发布时间：2018-01-23 02:22

本文关键词： 汽车后市场汽保设备市场营销　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国汽车工业的飞速发展,汽保行业也遇到了千载难逢的好时机,发展速度今非昔比。2015年,中国汽车后市场的营业额增至5000亿元,年增长率达到26.9%①。2016年,中国汽车售后市场产值或将增至7000亿元,中国将超过美国成为全球第一大汽车后市场。有数据显示,汽车后市场整体行业利润率可以达到40%-50%,个别细分行业甚至可以达到100%-200%②。尽管业内人士对这样的数字没有形成统一认识,认为实际利润有被高估的可能,但不可否认的是,汽车后市场作为高利润产业已经成为中国整个汽车产业链中最为耀眼的金矿。中国汽保设备的产销量以较快的速度缩小与国际同类产品的差距,目前已经有多个种类的产品具备国际领先优势。汽保设备无论是在研发设计、生产工艺、技术含量,还是在服务、品牌方面都有了较大的提高,出口总额逐年上升。据海关资料显示,2015年全年汽保设备出口近20个亿人民币,比2014年增加了3个亿,呈现良好的发展趋势③。但主要出口设备仍集中在技术含量相对不高的举升机、烤漆房、轮胎设备、维修工具等机械类设备方面,出口国家主要分布在亚洲、非洲和美洲等国家。除此之外,一些发展中国家如越南、泰国等近几年来汽车工业发展也很快,拉动了相关配套产业的发展,为我国汽保产品出口提供了新的机遇本文所要研究的ZD公司是一家民营上市公司,多年来非常重视海内外市场开拓。本文旨在通过对ZD公司现有产品线和市场营销情况的了解,结合相关营销理论对其营销环境进行分析,找到ZD公司当前营销过程中遇到的问题并加以分析,得出营销策略的优化措施,以期达到公司及同行从业者参考和借鉴的目的。
[Abstract]:With the rapid development of China's automobile industry, the auto insurance industry has also encountered a golden opportunity, the speed of development is not the same. In 2015, the turnover of China's automobile market increased to 500 billion yuan. With an annual growth rate of 26.91.2016, the output value of China's after-sale auto market may increase to 700 billion yuan, and China will overtake the United States to become the world's largest after-market car market, according to data. After the automobile market overall industry profit margin can reach 40-50, individual subdivision industry can even reach 100-200. 2. Although the industry does not form a unified understanding of such figures. It is possible to think that the actual profit is overvalued, but it is undeniable that. As a high-profit industry, the automobile after-market has become the most dazzling gold mine in the whole automobile industry chain in China. The production and sales of China's auto insurance equipment have narrowed the gap with the international similar products at a faster rate. At present, there are many kinds of products with international leading advantage. Whether in R & D design, production process, technology content, or service, the brand has been greatly improved. The total export volume has been increasing year by year. According to customs data, in 2015, the export of auto insurance equipment was nearly 2 billion yuan, an increase of 300 million yuan over 2014. 3. But the main export equipment is still concentrated in the relatively low technical content lifting machine, paint room, tire equipment, maintenance tools and other mechanical equipment, export countries are mainly distributed in Asia. In addition, some developing countries, such as Vietnam and Thailand, have also developed rapidly in recent years, which has led to the development of related supporting industries. The ZD Company, which is a private listed company, provides a new opportunity for the export of China's auto insurance products. Over the years, we have attached great importance to the development of markets at home and abroad. This paper aims to analyze the marketing environment of ZD Company through the understanding of its existing product lines and marketing situation, combined with the relevant marketing theory. The problems encountered in the current marketing process of ZD Company are found and analyzed, and the optimization measures of the marketing strategy are obtained in order to achieve the purpose of reference and reference of the company and its peers.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F274

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