PTI公司市场营销策略研究

发布时间：2018-03-17 22:10

本文选题：汽车行业　切入点：营销策略　出处：《南京理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：PTI公司是PTI集团设立在中国扬州仪征的专业生产车用电预热器的外资公司,得益于中国汽车行业的飞速发展,一些国际化客户的新兴项目的投资以及一些中资企业海外市场的拓展,给我司的发展带来一个比较大的机遇。随着我国经济的快速增长,国民消费水平的快速提高,我国的汽车产业也快速地发展起来。近几年,我国的汽车产业取得了辉煌的成绩。产量和销量赶超英美,成为世界第一。我国汽车产业的结构也在不断地优化,作为汽车产业上游的汽车零部件行业取得了长足的发展,所占比重越来越大。中国的汽车产业已经成为我国国民经济的支柱产业之一。然而,关于汽车工业的理论研究却相对滞后。对汽车工业相关联的汽车零部件工业的关注度就更少。其相关理论研究特别是在企业运营管理、战略研究和营销市场分析这三个方面的研究更加滞后。如何破解市场迷局,掌控市场规律,发挥自身优势,逐步把企业做大做强是每个汽车零部件企业所面临的紧迫任务。本文以PTI公司为研究对象,基于营销管理理论,从以下三个方面对PTI公司进行分析,并在此基础上对PTI公司提出合理的营销策略和保障措施。第一,总体分析该公司目前的营销战略环境。第二,对该公司现有的市场平台进行SWOT分析,分析得出企业的机会与存在的威胁。第三,深入分析该公司的细分市场和目标市场,找出当前营销策略存在的问题及产生的原因。在此基础上运用营销组合策略理论,对企业在产品、价格、渠道、促销以及关系营销等营销策略提出具体的改进措施,希望解决PTI公司目前营销方面存在的问题。力求实现既有理论的依据,又有现实可操作性的方案,为PTI公司的发展壮大提供积极有效的建议。期望本文能为PTI公司等广大汽车零部件企业提供营销战略解决方案。
[Abstract]:PTI is a foreign company established by PTI Group in Yangzhou Yizheng, China, which specializes in the production of electric preheaters for vehicles. It has benefited from the rapid development of the Chinese auto industry. The investment in some new projects of international customers and the expansion of overseas markets of some Chinese enterprises have brought us a relatively large opportunity for our development. With the rapid growth of our economy, the level of national consumption has increased rapidly. China's automobile industry has also developed rapidly. In recent years, China's automobile industry has made brilliant achievements. The output and sales volume has surpassed that of the United States and the United States, becoming the first in the world. The structure of our automobile industry is also constantly being optimized. As the upstream of automobile industry, automobile parts industry has made great progress, which accounts for more and more. China's automobile industry has become one of the pillar industries of our national economy. However, the theoretical research on the automobile industry is relatively lagging behind. There is less attention to the automobile parts industry associated with the automobile industry, and the related theoretical research is especially in the operation management of the enterprise. The study of strategic research and marketing market analysis is lagging behind. How to solve the market confusion, control the market law, and give play to its own advantages, It is an urgent task for every automobile parts enterprise to gradually make the enterprise bigger and stronger. This paper takes PTI Company as the research object, based on the marketing management theory, analyzes the PTI Company from the following three aspects. On this basis, the reasonable marketing strategy and safeguard measures are put forward for PTI Company. First, the overall analysis of the company's current marketing strategy environment. Secondly, the SWOT analysis of the company's existing market platform. The opportunity and threat of the enterprise are analyzed. Thirdly, the market segmentation and target market of the company are deeply analyzed, and the existing problems and the causes of the current marketing strategy are found out. Based on this, the theory of marketing combination strategy is applied. In order to solve the problems existing in the marketing of PTI Company, this paper puts forward concrete improvement measures to the marketing strategy of the enterprise, such as product, price, channel, promotion and relationship marketing, and tries its best to realize the existing theoretical basis. There are practical and operable schemes to provide positive and effective suggestions for the development and growth of PTI Company. It is expected that this paper can provide a marketing strategy solution for PTI and other auto parts companies.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.6

【相似文献】