丽明科技汽车电子产品营销策略研究

发布时间：2018-10-23 17:06

【摘要】：自20世纪80年代以来,汽车产业作为现代工业发展的支柱产业,在政策支持与消费水平提高需求增加的情况下,不断飞速发展。现代汽车工业已正式步入成熟时期,随着全球汽车产能过剩的情况出现,市场竞争更加激烈。汽车产业的发展也带来许多问题,如石油能源消耗急剧增加,价格持续上涨,交通事故不断增多,汽车尾气污染日趋严重等,消费者对汽车的性能、安全和舒适情况的要求越来越高。全球大型汽车公司纷纷试图从提高汽车的安全性,改善驾驶以及乘坐舒适性,节约能源减少污染等方面做出改进,争夺世界汽车市场,进一步提高企业的竞争力。而汽车工业发展时间较长,机械系统已较为完善,以此来改进汽车性能的空间有限,难以有重大突破。而电子信息技术的发展和广泛的应用为汽车生产制造商提供了新的选择,也给汽车工业的发展带来了新的变革,汽车电子信息技术显著提升了汽车在安全性、舒适性以及节能环保等方面的性能,使汽车工业进入了一个信息化时代。同时,汽车工业发展也带动了汽车电子市场的发展变化,消费者的个性化需求使其迅速发展,甚至超过了汽车行业增长的趋势。不断增加的需求也使得竞争愈加激烈。长春丽明科技开发股份有限公司,简称丽明科技。是一家以研发和销售汽车电子产品为重要核心业务的企业。然而,丽明科技汽车电子产品进入汽车电子产品市场以来不断面临着产品、价格、渠道等方面的问题。丽明科技在如今的汽车电子产品市场的环境中,该如何摆脱目前的困境,得到持续良好的发展,进而在汽车电子产品市场中占有一席之地呢?本文的研究对象正是长春丽明科技,通过对当前汽车市场和汽车电子市场的宏观环境,汽车电子行业现状、需求以及竞争的分析,确定丽明科技发展的机会和优势,也发现了劣势与挑战。运用PEST、SWOT、STP、4Ps等市场营销理论分析针对丽明科技当前产品和营销现状对其营销策略进行了符合其自身特点的优化。本文对丽明科技的营销策略进行了深入剖析,并提出了改进措施,为其未来的完善和发展产品营销策略提供了参考,既有助于丽明科技产品的销售和市场份额的提升,也提升其品牌的形象,增强的客户的品牌忠诚度,为丽明科技在汽车电子行业市场的发展提供了可行的措施,也为与其相似的许多本土企业制度新的营销策略提供了较为有价值的参考信息。
[Abstract]:Since 1980s, automobile industry, as the pillar industry of modern industry development, has been developing rapidly under the condition of increasing demand for policy support and increasing consumption level. The modern automobile industry has formally entered the mature period, with the emergence of global automobile overcapacity, the market competition is more intense. The development of the automobile industry has also brought many problems, such as the sharp increase in oil energy consumption, the continuous rise in prices, the increasing number of traffic accidents, the increasing pollution of automobile exhaust, and the consumer's performance of the car. Safety and comfort conditions are increasingly demanding. Large automobile companies around the world have tried to improve the safety of cars, improve driving and ride comfort, save energy and reduce pollution, to compete for the world car market, and further improve the competitiveness of enterprises. But the automobile industry develops for a long time, the mechanical system has been more perfect, so the space to improve the automobile performance is limited, so it is difficult to make a major breakthrough. The development and wide application of electronic information technology provide new choices for automobile manufacturers, and also bring new changes to the development of automobile industry. Automotive electronic information technology has significantly improved the safety of automobiles. Comfort and energy-saving environmental protection and other aspects of the performance of the automotive industry into an information age. At the same time, the development of automobile industry also drives the development and change of automobile electronic market, which is made by consumers' individualized demand, and even exceeds the increasing trend of automobile industry. Growing demand also makes competition more intense. Changchun Liming Technology Development Co., Ltd. Is a research and development and sales of automotive electronics as an important core business enterprises. However, since Liming entered the automotive electronics market, it has been confronted with the problems of product, price, channel and so on. In today's automotive electronics market environment, how to get rid of the current predicament, get a sustained and good development, and then occupy a place in the automotive electronics market? The research object of this paper is Changchun Liming Science and Technology. By analyzing the macro environment of the current automobile market and automobile electronics market, the present situation, demand and competition of automobile electronics industry, we can determine the opportunity and advantage of the development of Liming science and technology. Weaknesses and challenges have also been identified. According to the current product and marketing situation of Liming Technology, the marketing strategy is optimized according to its own characteristics by using the marketing theory such as PEST,SWOT,STP,4Ps. In this paper, the marketing strategy of Liming Science and Technology is deeply analyzed, and the improvement measures are put forward, which provide a reference for its future perfection and development of product marketing strategy, which is helpful to the sales and market share promotion of Liming Science and Technology products. It also enhances its brand image and customer brand loyalty, which provides feasible measures for the development of Liming Technology in the automotive electronics market. It also provides valuable reference information for many new marketing strategies of local enterprises.
【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;F426.6

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