伊顿公司重型商用车自动机械变速器营销策略研究

发布时间：2018-02-01 03:17

本文关键词： 商用车自动机械变速器营销策略　出处：《吉林大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着经济的不断发展，基建和物流行业随之发展壮大，作为一种生产资料，重型商用车的需求日益旺盛。与此同时，作为车辆核心零部件之一的变速器也面临新的发展机会。受技术和制造水平的限制，以前国内的商用车基本上都使用手动变速器，以及数量少得可以忽略的液力变距结构自动变速器，随着技术的发展，，自动机械变速器开始进入国内市场。伊顿公司从上世纪七十年代开始研发重型商用车自动机械变速器技术，至今已有超过三十年的技术和生产经验积累，并且在美洲和澳洲市场占有绝对的市场份额，然而如何跟上快速发展的中国市场，成功将这个产品推向国内整车生产企业则成为了当前最重要的问题。国内商用车零部件市场竞争日趋激烈，各变速器企业目前也在技术和成本上占据了一定优势，如何将伊顿公司的重型商用车自动机械变速器成功引入国内将是本文研究的重点。本文从伊顿公司与国内各个整车生产厂的合作关系，以及终端重型商用车市场需求为出发点，对伊顿公司重型商用车自动机械变速器的竞争环境及SWOT分析进行深入研究，对产品的营销策略进行设计，重点探讨产品、价格、促销及渠道等方面的影响因素。研究表明，伊顿公司应采取以下策略将重型商用车自动机械变速器推向中国市场：（1）分析产品阵营，挑选具有核心竞争优势的产品，为整体营销活动奠定坚实的基础；（2）剖析客户对产品的成本的敏感度，结合伊顿公司内部价格制定流程，确定该产品的销售价格；（3）围绕公司自有资源、客户资源以及终端消费者的资源进行精准的促销活动；（4）将现有客户的销售和服务渠道共享，进行精准销售，合理搭建终端销售和服务平台。该研究成果可为伊顿公司将重型商用车自动机械变速器引入中国市场提供有益参考，并为将来伊顿公司将其他类型新产品引入国内商用车市场提供经验支持。
[Abstract]:With the continuous development of economy, the capital construction and logistics industry has developed, as a means of production, the demand for heavy commercial vehicles is increasingly strong. At the same time. As one of the core parts of the vehicle transmission is also facing new development opportunities. Due to the technical and manufacturing level constraints domestic commercial vehicles are basically using manual transmission. With the development of technology, automatic mechanical transmission began to enter the domestic market. In -30s, Eaton began to develop the technology of automatic mechanical transmission of heavy commercial vehicles, and has accumulated more than 30 years of technology and production experience. And in the Americas and Australia market share of the absolute market, however, how to keep up with the rapid development of the Chinese market. It has become the most important problem to successfully push this product to domestic automobile manufacturing enterprises. The domestic commercial vehicle parts market is becoming more and more competitive. Each transmission enterprise also occupies a certain advantage in technology and cost at present. How to successfully introduce the heavy duty commercial vehicle automatic mechanical transmission of Eaton Company into China will be the focus of this paper. This paper starts from the cooperative relationship between Eton Company and domestic vehicle manufacturers and the market demand of terminal heavy-duty commercial vehicles. The competition environment and SWOT analysis of the automatic mechanical transmission of heavy duty commercial vehicle of Eton Company are studied deeply, the marketing strategy of the product is designed, and the product and price are discussed emphatically. Factors affecting sales promotion and channel. The research shows that Eton should adopt the following strategy to push the automatic mechanical transmission of heavy commercial vehicles to the Chinese market: 1) analyze the product camp and select the products with core competitive advantage. To lay a solid foundation for the overall marketing activities; (2) analyze the sensitivity of the customer to the cost of the product, and determine the sales price of the product according to the Eaton internal price process; Around the company's own resources, customer resources and end-consumer resources for accurate promotional activities; 4) share the sales and service channels of existing customers, and carry out accurate sales. The research results can provide a useful reference for Eton Company to introduce the automatic mechanical transmission of heavy commercial vehicles into the Chinese market. And provide experience support for Eton to introduce other types of new products into domestic commercial vehicle market.
【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】：F274;F426.471

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