无锡康明斯涡轮增压技术有限公司产品市场营销策略研究

发布时间：2019-02-12 07:30

【摘要】：随着中国经济的高速发展以及现代化进程的加速,在国内基础交通设施建设日趋完备的同时也带来了商用车市场的不断壮大,国内汽车的年销量和保有量已跃居世界第一。而在节能减排、环境保护方面,涡轮增压器在汽车发动机的广泛应用将是不可替代的,其发展潜力是存在巨大空间。国内当前的商用车涡轮增压器主机市场由康明斯、霍尼韦尔、博格华纳这些掌握核心技术的外资企业占据了绝大部分份额。其中康明斯作为主机市场的绝对领导者,多年来一直在主机市场凭借其先进的技术能力,丰富的产品系列,灵活的市场反应一直占据着主机市场的绝对领先的的市场份额。而涡轮增压器的零售市场有几百家厂商激烈的竞争,大多企业缺乏针对增压器部件零售市场特色而制定的销售策略,只顾眼前短期利益,不断降低产品价格甚至品质,既不利于增压器零售行业的整体良性发展,也会影响企业自身的长期盈利能力。本文的研究是从以上背景下展开的。首先,无锡康明斯涡轮增压技术有限公司作为主机市场的绝对领先者,在原装机的市场份额占优的情况下,如何设计行之有效的产品营销策略,在保持主机市场稳定的同时,持续稳定的提高部件零售市场的销售份额并为公司提供新的利润增长点将是文章的研究课题。而无锡康明斯公司现有的营销模式存在着运营成本较高、品牌推广乏力以及渠道能力欠佳等劣势,是当前急需解决的问题。其次,本文将从公司的经营状况、既定策略和营销环境入手,通过详细的分析研究,为今后的发展提出适应市场规律的营销策略。通过对无锡康明斯涡轮增压技术有限公司的目前的营销环境系统分析,从整体入手,运用分析理论、竞争模型,先是探讨宏观环境,然后移步行业环境,再比较了无锡康明斯涡轮增压技术有限公司的两家同行业公司的发展规划和具体经营,完成了竞争对手研究。运用SWOT分析方法,指出了公司未来发展的机会与威胁,结合企业内外部环境,来选择适合公司未来发展的营销策略组合方案。最后,通过营销环境分析的结果选择营销组合方案,并提出实施与保障措施。先是进行STP分析,然后以服务营销的4PS营销理论为基础为无锡康明斯涡轮增压技术有限公司制订了营销策略,并从人、财、物的角度提出营销策略实施的保障措施。本文指出,无锡康明斯适合选择差异化的营销策略,并着力于高端市场的开发。依据4PS理论,在产品策略方面,根据无锡康明斯自身的特点,建议将产品创新策略与品牌策略相结合;在营销渠道方面,应该采取短渠道策略,并将直销模式与分销模式相结合;在促销策略方面,应该从两点一起抓,一是大力发展人员推销策略,二是紧密结合营业推广策略。最后,在产品价格策略方面,新产品的定价适用差异性定价与竞争性定价相结合的定价策略模式。
[Abstract]:With the rapid development of China's economy and the acceleration of the modernization process, the construction of domestic basic transportation facilities is becoming more and more complete, and at the same time, the commercial vehicle market is growing. The annual sales volume and the quantity of domestic automobiles have already leapt to the first in the world. In the aspect of energy saving and environmental protection, the application of turbocharger in automobile engine will be irreplaceable, and its development potential is huge. The domestic current commercial turbocharger mainframe market by Cummins Honeywell Borg Warner such as the core technology of foreign companies accounted for most of the share. Cummins, as the absolute leader of the host market, has been in the host market for many years with its advanced technical capabilities, rich product series, flexible market response has been occupying the absolute leading market share of the host market. In the retail market of turbochargers, there is fierce competition among hundreds of manufacturers. Most enterprises lack a sales strategy based on the characteristics of the retail market for turbocharger components. They only focus on the immediate short-term benefits and continuously reduce the price and even quality of products. Not only is not conducive to the overall healthy development of the supercharger retail industry, but also affects the long-term profitability of enterprises. The research of this paper is carried out from the above background. First of all, Wuxi Cummins turbocharging Technology Co., Ltd. as the absolute leader in the host market, how to design an effective product marketing strategy while maintaining the stability of the host market while the market share of the original installed machine is dominant. Increasing the sales share of the retail market and providing the company with new profit growth will be the research topic of this paper. The existing marketing model of Wuxi Cummins Company has some disadvantages such as high operating cost, weak brand promotion and poor channel ability, which is an urgent problem to be solved at present. Secondly, this article will start from the company's management situation, the established strategy and the marketing environment, through the detailed analysis research, for the future development proposed the marketing strategy which adapts to the market law. Through the analysis of the current marketing environment of Wuxi Cummins turbocharging Technology Co., Ltd., starting from the whole, using the analysis theory and the competition model, we first discussed the macro environment, then moved the industry environment. The development plan and operation of two same industry companies in Wuxi Cummins turbocharging Technology Co., Ltd. are compared, and the competition research is completed. This paper points out the opportunities and threats of the company's future development by using the SWOT analysis method, and combines the internal and external environment of the enterprise to select the marketing strategy combination scheme suitable for the future development of the company. Finally, through the result of marketing environment analysis, the marketing combination scheme is selected, and the implementation and safeguard measures are put forward. First, STP analysis is carried out, then based on the 4PS marketing theory of service marketing, the marketing strategy is formulated for Wuxi Cummins turbocharging Technology Co., Ltd., and the safeguard measures for the implementation of the marketing strategy are put forward from the point of view of people, money and material. This paper points out that Wuxi Cummins is suitable to select differentiated marketing strategy and focus on the development of high-end market. According to 4PS theory, according to the characteristics of Wuxi Cummins' own product strategy, it is suggested to combine product innovation strategy with brand strategy. In the aspect of marketing channel, we should adopt short channel strategy, and combine direct selling mode with distribution mode; in the aspect of promotion strategy, we should pay attention to two aspects together, one is to vigorously develop the personnel marketing strategy, the other is to combine the marketing strategy closely with the business promotion strategy. Finally, in the aspect of product price strategy, the pricing of new products is based on the combination of differential pricing and competitive pricing.
【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;F426.471

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