爱克公司营销策略研究
发布时间：2019-01-26 19:23
【摘要】：2015年度中国整体汽车市场的产销增幅再次下滑至个位数,产销量分别是2450.33万辆与2459.76万辆,同比增长仅为3.25%与4.68%。总的来看,中国汽车市场的高增长时代已经愈行愈远,低速增长、或者涨跌交替的“新常态”或将来临。2017年,中国汽车市场也面临着市场需求不足的压力,需求增长的速度难以跟上产能增长和释放的速度,供需矛盾可能会进一步加剧,使得市场竞争更加严峻。在当前的经营和竞争压力下,越来越多的车企通过降低售价等办法降低库存,减缓运营和销售压力;受此影响,汽车零部件产业也面临着愈加激烈的竞争。在过去的十多年时间里,诸多国际零部件企业巨头都加快了在中国的本土化布局,推动研发、生产、采购的本土化,但是许多跨国汽车零部件公司市场营销理念还没有适应本土化的需求。那么在严酷的竞争环境中,汽车零部件配套行业如何根据市场的要求,实施正确的营销战略,提升产品力和品牌力,为整车企业提供更优质低价的产品、提供更好更快的服务,是汽车零部件企业需要研究的课题。本文首先描述了选题的背景与意义、论文的研究方法和内容;并从理论角度出发,描述了本文涉及的市场营销策略对应的理论;这些营销理论也是本论文研究的基础及使用的工具。其次,文章介绍了爱克公司市场营销之现状及存在的问题,包括价格策略单一、对自主品牌汽车配套市场的重视度和开发力度不够、对售后维修市场关注不足,和对新能源汽车市场的开发力度不够。文章随后对爱克公司的市场营销环境,包括宏观环境、微观环境进行了剖析;并对爱克公司进行了SWOT分析,探讨了爱克公司的品牌、技术、管理和质量等方面存在的内部优势,及爱克公司的内部劣势,包括成本相对较高、市场相应速度慢、业务理念单一、与自主品牌车企的合作关系欠缺;对爱克公司的外部机会和威胁也进行了详尽的分析。最后,本文采用了STP营销理论对爱克公司所在的市场进行细分,寻找到爱克公司的目标市场,并对目标市场进行精准的定位,然后据此制定相应的营销策略组合,包括产品策略、价格策略、渠道策略、品牌传播策略;并从营销团队建设、营销制度建设、企业文化和员工培训等方面提出了营销策略的实施保障措施。
[Abstract]:China's overall auto market saw another single-digit growth in 2015, with sales of 24.5033 million vehicles and 24.5976 million vehicles, up only 3.25 percent and 4.68 percent from a year earlier. In general, the era of high growth in China's auto market has gone further and further, with a "new normal" of slow growth or alternating ups and downs. In 2017, China's auto market is also under pressure from insufficient market demand. Demand growth has struggled to keep pace with capacity growth and release, and the contradiction between supply and demand is likely to intensify, making the market more competitive. Under the current pressure of operation and competition, more and more auto companies are facing more and more fierce competition by lowering their inventory and reducing the pressure of operation and sales. In the past decade or so, many international parts and components giants have accelerated their localization in China, promoting the localization of research and development, production and procurement. However, many multinational auto parts companies marketing concept has not adapted to the needs of localization. Well, in the harsh competitive environment, how to implement the correct marketing strategy in accordance with the requirements of the market, how to enhance the product strength and brand strength, and how to provide better and faster service to the automobile enterprises by providing higher quality and lower price products and better and faster service? Is the automobile parts enterprise needs to study the topic. This paper first describes the background and significance of the topic, the research methods and contents of the paper, and from a theoretical point of view, describes the corresponding theory of marketing strategies involved in this paper. These marketing theories are also the basis of this paper and the use of tools. Secondly, the article introduces the current situation and existing problems of Aike Company's marketing, including the single price strategy, the insufficient attention to the independent brand automobile matching market and the insufficient attention to the after-sales maintenance market. And the development of new energy vehicle market is not enough. The article then analyzes the marketing environment, including macro environment and micro environment; This paper also analyzes the SWOT of Aike Company, discusses the internal advantages of the company's brand, technology, management and quality, and its internal disadvantages, including relatively high cost and slow market speed. Single business concept, lack of cooperation with independent brand car enterprises; The external opportunities and threats of Eck are also analyzed in detail. Finally, this paper uses the STP marketing theory to segment the market of Aike Company, to find the target market of Aike Company, and then to make the corresponding marketing strategy combination according to the precise positioning of the target market. Including product strategy, price strategy, channel strategy, brand communication strategy; The paper also puts forward the measures to guarantee the implementation of marketing strategy from the aspects of marketing team building, marketing system construction, enterprise culture and staff training, etc.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.471
本文编号：2415822
[Abstract]:China's overall auto market saw another single-digit growth in 2015, with sales of 24.5033 million vehicles and 24.5976 million vehicles, up only 3.25 percent and 4.68 percent from a year earlier. In general, the era of high growth in China's auto market has gone further and further, with a "new normal" of slow growth or alternating ups and downs. In 2017, China's auto market is also under pressure from insufficient market demand. Demand growth has struggled to keep pace with capacity growth and release, and the contradiction between supply and demand is likely to intensify, making the market more competitive. Under the current pressure of operation and competition, more and more auto companies are facing more and more fierce competition by lowering their inventory and reducing the pressure of operation and sales. In the past decade or so, many international parts and components giants have accelerated their localization in China, promoting the localization of research and development, production and procurement. However, many multinational auto parts companies marketing concept has not adapted to the needs of localization. Well, in the harsh competitive environment, how to implement the correct marketing strategy in accordance with the requirements of the market, how to enhance the product strength and brand strength, and how to provide better and faster service to the automobile enterprises by providing higher quality and lower price products and better and faster service? Is the automobile parts enterprise needs to study the topic. This paper first describes the background and significance of the topic, the research methods and contents of the paper, and from a theoretical point of view, describes the corresponding theory of marketing strategies involved in this paper. These marketing theories are also the basis of this paper and the use of tools. Secondly, the article introduces the current situation and existing problems of Aike Company's marketing, including the single price strategy, the insufficient attention to the independent brand automobile matching market and the insufficient attention to the after-sales maintenance market. And the development of new energy vehicle market is not enough. The article then analyzes the marketing environment, including macro environment and micro environment; This paper also analyzes the SWOT of Aike Company, discusses the internal advantages of the company's brand, technology, management and quality, and its internal disadvantages, including relatively high cost and slow market speed. Single business concept, lack of cooperation with independent brand car enterprises; The external opportunities and threats of Eck are also analyzed in detail. Finally, this paper uses the STP marketing theory to segment the market of Aike Company, to find the target market of Aike Company, and then to make the corresponding marketing strategy combination according to the precise positioning of the target market. Including product strategy, price strategy, channel strategy, brand communication strategy; The paper also puts forward the measures to guarantee the implementation of marketing strategy from the aspects of marketing team building, marketing system construction, enterprise culture and staff training, etc.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.471
【参考文献】
相关期刊论文 前2条
1 戴开勋;;差异化营销策略及应用[J];物流工程与管理;2010年10期
2 李皓;;中国汽车行业特点及战略环境分析[J];科技信息;2009年20期
，本文编号：2415822
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