伟巴斯特车顶系统（长春）有限公司营销竞争力研究

发布时间：2018-03-09 12:28

本文选题：汽车零部件　切入点：营销管理　出处：《吉林大学》2015年硕士论文　论文类型：学位论文

【摘要】：伴随我国市场经济的持续发展，汽车越来越普及。同时，我国的汽车市场也逐渐成为了竞争非常激烈的市场。全球很多跨国汽车企业都相继参与到我国汽车市场的争夺中。为了获得市场竞争优势，众多汽车制造都根据市场的新需求创造新出新车品，设计新的营销战略，来满足现代客户的需求，，获得市场竞争优势。伟巴斯特公司是全球大型汽车零部件制造公司之一，作为一家拥有一百多年历史的汽车零部件领头公司，伟巴斯特公司拥有着比较强大的汽车零部件开发队伍，也具有比较成熟的营销和管理体系和制度。伟巴斯特车顶系统长春有限公司在2002年成立，是既上海总公司成立之后第一个建立的分公司，长春公司的建立标志着伟巴斯特公司天窗业务在我国逐渐开始扩大。面对我国汽车市场飞速发展的背景下，伟巴斯特车顶系统长春有限公司需要构建增强其竞争力的营销策略。本文作者针对长春公司市场营销管理中存在的问题进行剖析，经过分析，找到问题存在的原因。最后，根据伟巴斯特车顶系统长春有限公司产品的特点，兼顾产品品质和服务质量，提出适合长春有限公司的市场营销改善策略，解决伟巴斯特车顶系统长春有限公司存在的问题，不断提升公司的核心竞争力。详细地，本研究分为六个部分。第一章为本研究的绪论，在绪论中作者主要综述了本研究的选题背景、研究意义与本文研究目的，以及研究方法和主要研究内容。第二章为相关理论概述，此章节中作者主要从营销管理理论、核心竞争力理论为基础，同时结合了竞争力优势与服务营销等相关理论，为本文的实践研究奠定理论基础。第三章和第四章是本研究的重点部分。在第三章中，作者详细阐释了伟巴斯特车顶系统(长春)有限公司的概况，并通过内部环境和外部环境两个方面分析了营销管理现状分析，对公司营销存在的问题进行剖析。在第四章中，作者根据伟巴斯特车顶系统(长春)有限公司的发展与营销现状，对公司的营销竞争力进行分析，并通过SWOT方法对公司的营销优势、劣势、威胁和机会进行全面的分析，得出综合评价。在第五部分中，作者提出了促进伟巴斯特车顶系统(长春)有限公司竞争力发展的策略建议，以推公司持续发展的战略实施保障措施。最后，在第六章中作者对本研究进行了总结，也同时对未来的进一步研究进行了展望和规划。
[Abstract]:With the sustained development of market economy in our country, cars are becoming more and more popular. At the same time, The automobile market of our country has gradually become a very competitive market. Many multinational automobile enterprises all over the world have participated in the competition of our automobile market one after another. In order to gain the competitive advantage of the market, Many automobile manufacturers have created new new products, designed new marketing strategies to meet the needs of modern customers and gained a competitive edge in the market according to the new demand of the market. As a leading auto parts company with a history of more than 100 years, Vibast has a strong team of auto parts development. There is also a relatively mature marketing and management system and system. Vibast Roof system Changchun Co., Ltd. was established in 2002. It is the first branch established since the establishment of the Shanghai head Office. The establishment of Changchun Company marks the beginning of the expansion of Vibast's skylight business in China. In the face of the rapid development of the automobile market in China, Vibar Roof system Changchun Co., Ltd. needs to build a marketing strategy to enhance its competitiveness. The author analyzes the problems existing in the marketing management of Changchun Company and finds out the reasons for the problems. According to the characteristics of the products of Vibast Roof system Changchun Co., Ltd., taking into account the product quality and service quality, the paper puts forward the marketing improvement strategy suitable for Changchun Co., Ltd. to solve the problems existing in Changchun Co., Ltd. Constantly improve the core competitiveness of the company. The first chapter is the introduction of this study. In the introduction, the author summarizes the background, significance and purpose of this study. The second chapter is a summary of relevant theories, which is based on marketing management theory, core competence theory, competitive advantage, service marketing and so on. Chapter 3 and 4th are the key parts of this study. In the third chapter, the author explains the general situation of Vibast Roof system (Changchun) Co., Ltd. And through the internal environment and the external environment to analyze the marketing management status quo analysis, analyze the company marketing problems. In the 4th chapter, According to the development and marketing situation of Vibast Roof system (Changchun) Co., Ltd, the author analyzes the marketing competitiveness of the company, and analyzes the company's marketing strengths, weaknesses, threats and opportunities through SWOT method. In the 5th part, the author puts forward the strategic suggestions to promote the competitive development of Vibast Roof system (Changchun) Co., Ltd., in order to push forward the strategy of sustainable development of the company to implement the safeguard measures. In Chapter 6th, the author summarizes the research and prospects for the future research.
【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】：F426.471;F274

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