萨克斯商用车离合器本土化营销策略研究

发布时间：2018-05-21 10:23

本文选题：商用车 + 离合器　；参考：《华东理工大学》2017年硕士论文

【摘要】：选题源于对萨克斯离合器在国内商用车离合器行业尤其是中高端市场营销现状的分析。随着国内商用车整车行业以及零部件行业的迅速发展,国内主机厂对离合器供应商技术支持力度有更高的要求,同行业竞争者制造水平也在不断地提高,行业竞争日趋激烈。萨克斯离合器作为全球知名汽车零部件企业采埃孚旗下的离合器品牌,从1895年成立伊始至今,一直是全球商用车离合器行业的领导者,自1998年萨克斯商用车离合器事业部进入中国市场至今,其销量一直处于强劲的增长的趋势。但是近年来随着中国国民经济的发展环境的变化,以往依靠全球标准化营销策略即可轻松占有国内中高端离合器市场的营销策略不断受到市场的冲击和同行业国内外竞争者的挑战。为了继续保持竞争优势,调整集团公司现有的公司战略,实施本土化营销策略,加强本土的技术支持和服务力度,切实体高客户的价值感知度,已经成为适应国内市场变化的当务之急。以贸易为主导的商业模式,居高不下的产品成本,单一的产品型谱,不完善的售后服务体系成为了制约公司发展的主要因素。如何调整目前的企业战略适应市场需求成为公司发展的当务之急。考虑到跨国企业不同的文化背景和公司战略造成不同的竞争策略,本文从本土化营销策略入手分析国内市场离合器行业的运营环境,细分市场以及营销现状。目标通过将全球化标准营销和本土化营销有机结合起来,有效的调整和优化目前的营销策略,以应付日益加剧的行业竞争态势。“全球化思考,本地化经营”,从而解决目前的行业困境,为事业部的发展注入新的活力。本文的创新点在于,在研究本土化策略的同时,更加关注产品的售后服务体系本土化,更加专注于客户需求和客户满意度的提升,以及差异化的技术优势,对营销策略的调整和开展提供更有效的支撑。
[Abstract]:The topic comes from the analysis of saxophone clutch in domestic commercial vehicle clutch industry, especially in the middle-high-end market. With the rapid development of domestic commercial vehicle industry and parts industry, domestic mainframe factory has higher requirements for clutch suppliers' technical support, and the manufacturing level of competitors in the same industry is also constantly improving, and the competition in the industry is becoming increasingly fierce. Saxophone clutch, as the clutch brand owned by Zefu, a world-famous automobile parts company, has been the world leader in the commercial vehicle clutch industry since its inception in 1895. Since 1998 saxophone commercial vehicle clutch division entered the Chinese market, its sales volume has been in the strong growth trend. But in recent years, with the changes in the development environment of China's national economy, In the past, relying on the global standardized marketing strategy can easily occupy the domestic high-end clutch market marketing strategy is constantly affected by the impact of the market and the same industry competitors at home and abroad challenges. In order to maintain the competitive advantage, adjust the existing company strategy of the group company, implement the localization marketing strategy, strengthen the local technical support and service dynamics, and effectively raise the value perception of the customer. It has become an urgent task to adapt to the changes in the domestic market. Trade oriented business model, high product cost, single product type spectrum and imperfect after-sales service system have become the main factors restricting the development of the company. How to adjust the current enterprise strategy to meet the market demand has become the top priority for the development of the company. Considering the different cultural backgrounds and different competitive strategies of multinational enterprises, this paper analyzes the operating environment, market segmentation and marketing status of clutch industry in domestic market from the perspective of localization marketing strategy. The aim is to effectively adjust and optimize the current marketing strategy by organically combining the globalization standard marketing with the local marketing in order to cope with the increasing competition situation of the industry. "Global thinking, local management", so as to solve the current industry dilemma, for the development of the division into a new vitality. The innovation of this paper lies in that, while studying the localization strategy, we should pay more attention to the localization of the after-sales service system of products, focus more on the improvement of customer demand and customer satisfaction, as well as the technological advantages of differentiation. Provide more effective support to the adjustment and development of marketing strategy.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.471;F274

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