镜泰（上海）电子技术有限公司产品营销策略研究

发布时间：2018-03-23 10:30

本文选题：营销环境　切入点：SWOT分析　出处：《吉林大学》2015年硕士论文

【摘要】：中国汽车市场的繁荣导致了汽车行业的剧烈竞争，汽车细分市场逐步扩展，汽车电子产品及智能化汽车配置逐步下探，这直接导致了汽车利润率的下降，引发了汽车零部件市场产品集成的迅速发展以及产品的升级换代加快，同类产品竞争格局发生变化。市场的变化给镜泰（上海）公司带来了机遇同时也带来了威胁，一方面公司受益于智能化配置下探，销量保持高速增长，另一方面个别产品不断受到汽车零部件产品集成化的影响，智能远近光及倒车影像产品受到多功能摄像头及导航系统集成化产品的冲击,销售停滞不前,甚至出现剧烈震荡，公司出现了严重的销售结构失衡问题，同时家车互联产品即将引入到中国市场，公司需要制定正确的营销策略。面对这老产品的销售停滞以及新产品的市场开拓，摆在镜泰（上海）公司面前急需解决的问题是，面对市场的变化，如何重新制定正确的产品营销策略以摆脱目前的销售困境并顺利地开展新产品市场引入工作。本文的研究对象是镜泰(上海)电子技术有限公司的产品营销策略，首先通过案例分析法，以镜泰（上海）公司目前产品营销中存在的问题为研究对象，从宏观环境、行业环境、产业政策、技术环境和社会文化环境等外部因素和品牌、产品、价格及团队等内部因素上探寻问题产生的原因；接着采用文献分析法，通过对大量汽车市场研究文献的搜集和阅读，整理出中国汽车各细分市场的销售数据，归纳出中国汽车市场的发展趋势以及各个产品的市场需求前景，并通过分析汽车零部件市场的消费者调研报告，找到镜泰（上海）公司产品与同类产品在产品功能、产品价格和产品外观上存在的优势与不足；之后运用了SWOT分析法找到镜泰（上海）公司在产品竞争力、市场分额、品牌影响力、产品价格及公司团队上存在的优势与劣势，同时分析镜泰（上海）公司在内外部环境上所面对的机遇与威胁，并在SO（优劣与机遇）、WO（劣势与机遇）、ST（优势与威胁）和WT（劣势与威胁）四个不同的方面提出具体的应对策略；然后以STP理论为指导，首先以品牌、地域、汽车轴距、外观及使用用途、变速箱、发动机以及产品配置为划分标准，进行中国汽车市场细分，之后结合公司产品自身的特点和各个细分市场的特点制定目标市场选择，优化产品定位；最后根据市场营销学中的经典4Ps理论,从价格、产品、渠道及促销四个方面重新制定镜泰(上海)公司的产品营销组合策略。本文通过对镜泰（上海）公司产品营销策略的深度刨析，找到了镜泰（上海）公司销售问题的根本原因，并用过市场营销学中的4Ps理论，制定了镜泰（上海）在产品、价格、渠道及促销上的营销策略，首先产品在功能上必须要考虑目前中国汽车零部件集成化趋势，采用平台化战略开发出多功能于一身的平台产品，提高产品优势以保证不被同类产品所替代，其次在产品价格上，面对具有集成化产品的产品优势，从价格上拉开与同类产品的价格区间，找到差异化目标市场选择，避免产品定位交叠，，从而规避竞争风险；之后在销售渠道上，迎合互联网销售的快速发展趋势，改变单一前加装销售渠道模式，建立起后加装市场互联网销售模式；最后在促销上不断地迎合消费者心理，在前加装市场和后加装市场制定不同的促销体系。通过本文的研究，希望对镜泰（上海）公司迅速摆脱销售困境并找到正确的产品营销策略有一定的促进作用，同时对于其他汽车零部件供应商如何正确开展产品营销策略具有一定的借鉴意义。
[Abstract]:China car boom led to intense competition in the automobile industry, the automobile market segments gradually expanded, automotive electronics and intelligent vehicle configuration gradually dropping, which directly led to the decline in auto profit margins, led auto parts market integration of the rapid development and accelerate the upgrading of products, similar products, changes in competition the changes in the market. To mirror Tai (Shanghai) company has brought opportunities but also pose a threat, on the one hand the company to benefit from intelligent configuration dropping, sales to maintain rapid growth, on the other hand, individual products continue to be affected by the integration of auto parts products, intelligent distance light and reversing video products are multifunctional camera and navigation system integrated product impact, sales stagnated, and even severe concussion, the company appeared in the sales structure of serious imbalance problem, at the same time home The car is introduced to Chinese Internet products market, companies need to develop the right marketing strategy. In the face of the old product sales stagnation and new product market development, placed in the mirror Tai (Shanghai) company is an urgent problem, to the market changes, how to make the correct marketing strategy in order to get rid of the plight of sales the present and successfully carry out new products into the market.
The research object of this paper is mirror Thailand (Shanghai) Electronic Technology Co., Ltd. product marketing strategy, first through the case analysis, in order to mirror Tai (Shanghai) company product currently exists in the marketing as the research object, from the macro environment, industry environment, industry policy, external factors of technology environment and social and cultural environment and brand product, price, and team internal factors to explore the causes of the problem; then using the method of literature analysis based on a large number of automobile market research literature collecting and reading, sorting out the sales data China automobile market segments, summed up the development trend of market demand outlook China Auto market and various products, and through research the consumer report analysis of auto parts market, find the mirror Thailand (Shanghai) company products and similar products in the product function, product price and appearance on the advantage and Insufficient; after using the SWOT analysis method to find the mirror Tai (Shanghai) Company in product competitiveness, market share, brand influence, advantage and disadvantage of the product prices and the company team, at the same time, analysis Thailand mirror (Shanghai) company is facing opportunities and threats in the external environment, and in the SO (pros and cons (WO), opportunities and opportunities, weaknesses) ST (strengths and threat) and WT (weaknesses and threats) put forward specific coping strategies in four different aspects; then based on STP theory, first with the brand, regional, car wheelbase, appearance and make use of, gearbox, engine, product configuration the division standard, China of automobile market segmentation, combined with features of the company after the product itself and the various market segments to develop target market selection, optimization of product positioning; finally, according to the marketing of the classic 4Ps theory, from the product, price, channel and promotion The marketing mix strategy of the Shanghai company is reformulated in four aspects.
Based on the mirror Thailand (Shanghai) depth analyze product marketing strategy of the company, to find the mirror Thailand (Shanghai) root cause sales problems, and use the marketing theory of 4Ps, developed a mirror Thailand (Shanghai) in the product, price, channel and promotion of the marketing strategy, the first product must consider the current Chinese auto parts integration trend in function, the platform strategy developed in one platform products, improve product advantages to guarantee not to be replaced by similar products, in product prices, with integrated product advantages, from the price of open and similar products the price range, to find the differences of target market selection, product positioning to avoid overlap, thus avoiding the risk of competition; after the rapid development in the sales channels, to cater to the trend of Internet sales, a single change before the installation of sales channel mode Type, set up after the installation of the Internet market sales model; finally, to cater to the consumer psychology in the promotion, with the market development of different promotion system in the market before the installation and after. Through this study, hope to mirror Tai (Shanghai) company quickly get rid of sales difficulties and find the correct marketing strategy has a certain role in promoting at the same time, for other auto parts suppliers how to carry out the marketing strategy has a certain significance.

【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;F426.63

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