C公司重中轻马力发动机中国后市场业务营销策略研究

发布时间：2018-12-11 18:17

【摘要】：重中轻马力发动机,在国内市场占据了柴油机总的市场总销量的最大部分,是柴油机中真正意义上的主流市场。重中轻马力发动机市场作为一个充分竞争的市场,业务环境更具复杂性。从国内整个行业的现状来看,各个柴油机制造商的后市场业务对整体利润的贡献率都很低,与发达国家差距较大。作为全球知名的柴油机制造商,C公司在中国的重中轻马力发动机业务的战略定位于本地化。在前市场快速增长的同时,后市场同样面临着诸多的制约业务发展的问题。本文采用以问题为导向的研究方法,通过阐述C公司重中轻马力发动机后市场业务开展中遇到的问题和障碍,结合PEST市场环境分析、客户群体的分析、竞争状况的分析,综合运用如波特五力模型、SWOT经典市场分析理论找出问题之所在,并结合STP过程分析尝试出业务拓展的策略方向。作为本文的重点部分,通过运用4Ps营销组合策略,深入的分析C公司后市场产品、价格、渠道及促销活动的现状和存在的不足,结合对市场发展趋势和客户需求的深入分析及研究,提出相对于竞争对手更具创新性的差异化业务增长策略和模式,是本文研究的目的所在。本文最后,通过在C公司重中轻马力发动机后市场业务具有代表性一个省级市场运用本研究得出的部分市场策略和模式推行的成功案例,对本研究结论进行了市场验证。本文的创新点在于,以客户价值为导向,通过集约化、专业化的业务模式打造围绕客户需求,结合竞争对手特点,以差异化的业务模式打造为业务的拓展方向,努力找出重中轻马力后市场业务的蓝海。这对C公司建立起区别于竞争对手的业务模式及核心竞争力,持续提升市场份额和盈利能力,并对行业内后市场业务的拓展,都有积极的指导意义和现实的运用价值。
[Abstract]:Heavy, medium and light horsepower engines occupy the largest part of the total sales volume of diesel engines in the domestic market, and are the real mainstream market of diesel engines. Heavy, medium and light horsepower engine market as a fully competitive market, business environment is more complex. Judging from the present situation of the whole domestic industry, the contribution rate of the post-market business of each diesel engine manufacturer to the overall profit is very low, which is far from that of the developed countries. As a world-renowned diesel engine manufacturer, C Company in China's heavy medium-light horsepower engine business strategic positioning in localization. In front of the rapid growth of the market, the post-market also faces a lot of constraints on business development. In this paper, a problem-oriented research method is adopted to analyze the problems and obstacles encountered in the development of market business after heavy, medium and light horsepower engines in C Company, combined with the analysis of PEST market environment, the analysis of customer groups, and the analysis of competitive situation. With the help of Porter's five-force model, the classical market analysis theory of SWOT finds out the problem, and tries to find out the strategic direction of business expansion by combining with the analysis of STP process. As the key part of this paper, through the use of 4Ps marketing mix strategy, in-depth analysis of C company post-market products, prices, channels and promotional activities of the current situation and shortcomings, Combined with the in-depth analysis and research on the market development trend and customer demand, this paper proposes a more innovative growth strategy and model of differentiated business compared with competitors, which is the purpose of this paper. In the end, this paper verifies the conclusion of this study by using some successful cases of market strategies and models carried out in the provincial market after the heavy, medium and light horsepower engine of C Company. The innovation of this paper lies in the orientation of customer value, through the intensive, specialized business model around customer needs, combining with the characteristics of competitors, the differentiated business model is the direction of business expansion. Try to find out the market after heavy light horsepower blue sea business. It has positive guiding significance and practical application value for C company to establish the business model and core competence which is different from the competitors, to continuously enhance market share and profitability, and to expand the market business in the industry.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.471;F274

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