CAMSO青岛公司工程轮胎营销策略研究

发布时间：2018-04-21 05:37

本文选题：CAMSO + “PEST”分析　；参考：《青岛大学》2017年硕士论文

【摘要】：随着全球经济的快速发展,工程机械行业需求不断增加,轮胎作为工程机械重要部分,需求量越来越大,同时轮胎制造行业也在迅猛发展,因此,轮胎市场不断扩大的同时也面对着巨大的市场竞争。在国内看来,轮胎制造业起步比较晚,多数轮胎类型和结构是根据国外产品来进行模仿的,技术研发能力相对较低,产品出现同质化现象较严重,不具备较强的核心竞争力。由于国内品牌轮胎在技术研发及营销方面创新不足,使得产品只能依靠价格优势占据一定的市场份额。CAMSO青岛公司是以工程轮胎类的“实心轮胎”和“斜交轮胎”为主要业务的外资企业,业务范围涵盖中国大陆、东南亚、日本、韩国和印度。本文将利用“4P”理论、“PEST”分析法、“五力模型”分析法、“SWOT”分析法,通过对CAMSO青岛公司基本现状和营销策略进行调查,采用市场调研法、案例分析法、座谈访问法、文献资料查询法进行分析,找出CAMSO青岛公司在市场营销现状存在的问题,通过“STP”营销策略和“4P”理论来制定符合公司营销策略的措施,制定制度流程和保障措施予以效果保障,最终达到提高产品核心竞争力、扩大市场和增强盈利能力的结果。本文将分七章:第一章,介绍研究背景和研究动态,阐述研究目的和范围,概括研究方法和研究结构,对国内外的研究动态进行分析。第二章,介绍相关研究理论。第三章,介绍CAMSO青岛公司概况和营销现状,通过分析找出当前营销策略中出现的问题以便予以解决。第四章,分析宏观环境并通过“SWOT”分析法找出优、劣势和面临的机遇及威胁。第五章,“STP”营销策略制定和“4P”设计。第六章,通过制定制度流程和保障措施来保障实施效果。第七章进行总结并进行实施效果展望。
[Abstract]:With the rapid development of the global economy, the demand of the construction machinery industry is increasing. As an important part of the construction machinery, the demand for tire is increasing. Meanwhile, the tire manufacturing industry is also developing rapidly. Tire market continues to expand at the same time also facing a huge market competition. At home, the tire manufacturing industry started relatively late, most tire types and structures are imitated according to foreign products, the technical R & D ability is relatively low, the phenomenon of product homogenization is serious, and it does not have strong core competitiveness. Due to lack of innovation in technology development and marketing of domestic brand tires, CAMSO Qingdao Company is a foreign-funded enterprise with "solid tire" and "skew tire" as its main business, covering mainland China, Southeast Asia, Japan, etc. South Korea and India. This article will use "4p" theory, "PEST" analysis method, "five forces model" analysis method, "SWOT" analysis method, through the CAMSO Qingdao company basic present situation and the marketing strategy carries on the investigation, uses the market research method, the case analysis method, the discussion interview method, Based on the analysis of literature, this paper finds out the problems existing in the marketing situation of CAMSO Qingdao Company, and formulates the measures according with the company's marketing strategy through "STP" marketing strategy and "4p" theory. Make the system process and safeguard measures to guarantee the effect, and finally achieve the result of improving the core competitiveness of products, expanding the market and enhancing profitability. This paper will be divided into seven chapters: the first chapter introduces the research background and research trends, describes the purpose and scope of the research, summarizes the research methods and research structure, and analyzes the research trends at home and abroad. The second chapter, introduces the related research theory. The third chapter introduces the general situation and marketing situation of CAMSO Qingdao Company, and finds out the problems in the current marketing strategy in order to solve them. In chapter 4, we analyze the macro environment and find out the advantages, disadvantages, opportunities and threats by "SWOT" analysis. Chapter V, STP marketing strategy formulation and 4 P design. Chapter VI, through the establishment of institutional processes and safeguards to ensure the implementation of the effect. Chapter 7 summarizes and prospects the effect of implementation.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.72;F274

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