恩坦华汽车零部件（长春）有限公司长春地区营销策略研究

发布时间：2018-03-02 17:13

本文选题：汽车零部件　切入点：汽车天窗　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：恩坦华汽车零部件(长春)有限公司是美国恩坦华集团2006年在中国长春建立的一家独资汽车零部件制造企业。主要为中国东北地区的汽车制造厂提供汽车天窗产品以及售后服务。目前,面对长春地区汽车天窗市场激烈的市场竞争,恩坦华汽车零部件(长春)有限公司需要调整自己的营销策略来稳固在长春地区的市场份额,提升企业的综合竞争力。本文通过对恩坦华汽车零部件(长春)有限公司的营销现状进行分析,发现其存在的营销问题。通过对公司营销环境在宏观与微观上进行分析,发现其自身具备的优势和未来发展的机遇。宏观环境上,在对我国汽车行业的国家政策、经济发展、社会需求以及技术进步四个方面进行进行研究后,可预见汽车零部件行业将在中国继续蓬勃发展;微观环境上,在对汽车天窗产品的行业市场环境、地区市场环境、竞争市场环境与供应链环境进行研究后,可得知恩坦华汽车零部件(长春)有限公司在市场中所处的位置与面临的机会。通过SWOT分析法,在优势、劣势、机会、威胁四个层面又进行了详细的分析,利用优势与机会结合,形成有针对性的营销策略。随后运用营销管理所学的STP理论,以客户企业规模为标准对长春地区的汽车天窗产品市场进行细分,并对目标市场进行选择,最终形成针对不同目标市场一汽大众和一汽轿车差异化的产品定位。继而结合4P和4E理论、服务营销理论等相关知识,提出适合恩坦华汽车零部件(长春)有限公司针对长春地区业务长期稳定发展的营销组合策略。在产品方面,针对不同客户形成差异化的产品策略,同时拓展产品线的宽度和深度,强调品牌文化;在价格方面,优化报价流程、定价方法和定价策略,同时追求价值型营销模式;在渠道方面,形成单一产品的多渠道营销;在促销方面,提供价格促销的同时注重与客户信任关系的建立;在服务创新方面,实行技术展创新、环保材料应用创新、互联网+创新。最后,制定营销策略的实施保障计划,从对战略目标的明确、信息传递的优化、人员素质的提升、财务审计的规范、本地流程的优化以及企业文化的建设几方面着手,切实达到帮助恩坦华汽车零部件(长春)有限公司提升在长春地区的市场占有率和盈利能力的目的。
[Abstract]:Inteva automotive parts (Changchun) Co., Ltd. is a wholly-owned U.S. inteva automotive components group in 2006 in Chinese Changchun established manufacturing enterprises. The main northeast Chinese car factory to provide products and customer service service car sunroof. At present, in the face of Changchun area car sunroof market competition in the market, auto parts (inteva Changchun) Limited need to adjust its marketing strategy to stabilize in the Changchun area of the market share, and enhance the competitiveness of enterprises. Based on the En Tanhua auto parts (Changchun) have limited the marketing situation analysis, find the marketing problems. Through the company's marketing environment in macro and micro analysis, found with its own advantages and future development opportunities. The macro environment, the economic development of China's automobile industry in the national policy, social Four aspects of demand and technological progress to the research, the auto parts industry in the foreseeable Chinese will continue to flourish; micro environment, the sunroof industry market environment, market environment, research competition market environment and the environment of the supply chain, to China auto parts (Changchun Tan Temple) Ltd. is located in the market position and opportunities. Through the SWOT analysis, the advantages, disadvantages, opportunities and threats, four aspects are analyzed in detail, and take advantage of the opportunity to combine, the formation of targeted marketing strategy. Then using the STP theory of marketing management, customer the scale of the enterprise as the standard to classify the sunroof product market Changchun area, and the target market choice, and ultimately the formation of product positioning for different target market FAW Volkswagen and FAW car differential The combination of 4P and 4E. Then the theory, service marketing theory and other related knowledge, put forward the suitable inteva automotive parts (Changchun) Limited company for marketing strategy Changchun business in the long-term stable development. In terms of products for different customers, the formation of differentiated product strategy, and to expand the product line width and depth, emphasis on brand culture; in terms of price, optimize the quotation process, pricing methods and strategies, and the pursuit of value marketing mode; in the channel, the formation of a single product and multi channel marketing; in the promotion, and price promotions and pay attention to the establishment of customer trust relationship; in service innovation, the implementation of technology innovation and application of innovation the environmental protection material, Internet plus innovation. Finally, the formulation of the marketing strategy implementation plan, from the strategic objectives clear, optimization transfer information, upgrading the quality of personnel, financial audit The specification, local process optimization and the construction of enterprise culture of several aspects, to help inteva Automotive Parts Co. Ltd. (Changchun) in Changchun area to enhance market share and profitability.

【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;F416.471

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