AACN公司市场营销策略研究

发布时间：2018-03-24 16:42

本文选题：市场营销　切入点：因子分析　出处：《燕山大学》2014年硕士论文

【摘要】：中国汽车工业自2002年开始得到迅猛发展，汽车玻璃产品的本土化不断深入，本土企业对于外资企业造成了进一步的威胁，外资企业的竞争优势正在逐步被削弱。 AACN公司（旭硝子汽车玻璃（中国）有限公司AGC Automotive (China)CO.,Ltd）凭借AGC集团在全球汽车市场份额第一的优势，近年来在中国市场上销售收入逐年增加。但AACN公司实际的增长速度较之预计目标存在一定差距，尤其是市场营销策略上暴露出了一些问题，阻碍了其快速发展的步伐。本文创造性地将影响企业市场营销因素的传统理论分析方法和因子分析方法进行结合，通过对中国30家汽车企业进行问卷调查，找到关键影响因素。基于定性、定量的分析结果，针对AACN公司市场制定了针对性的营销策略，期望AGC集团中国市场的营销具有借鉴意义。本文的研究内容主要分为四个部分：首先，本文对于市场营销的理论动态、研究背景等进行了概述，并对相关概念和基本理论进行了说明，为本文最终结论提供依据和指导。其次，结合AACN公司总体情况状，运用PEST等分析工具、4P理论对AACN公司的营销内外环境和影响因素进行定性分析，以期找到新的营销基本思路和方向。再次，建立营销影响因素指标体系，并进行问卷调查。统计分析问卷调查结果，运用因子分析方法进行数据处理，定量分析营销策略的关键影响因素，为新的营销策略组合的制定提供依据。最后，结合AACN公司未来的市场发展趋势提出了基于4P理论新的营销策略组合建议，，以及相应的营销策略保障措施。
[Abstract]:China's auto industry has been developing rapidly since 2002, and the localization of automotive glass products is deepening. Local businesses have further threatened foreign enterprises, and the competitive advantages of foreign enterprises are being weakened.
AACN company (Asahi Glass Company Limited (China) AGC Automotive (China) CO., Ltd) with the AGC group in the global car market first advantage, in recent years China market sales revenue increased year by year. But the AACN company's actual growth rate than expected there is a certain gap between the target, especially the market marketing strategy some problems have been exposed, has hindered its rapid pace of development.
Combined with the traditional theory of enterprise marketing factor analysis method and factor analysis method will affect the paper creatively, through a questionnaire survey of China 30 automobile companies, to find the key influencing factors. Based on the qualitative and quantitative analysis results, the market for AACN company developed a targeted marketing strategy, with reference to expectations of AGC group China market marketing.
The research content of this article is divided into four parts:
First of all, this paper summarizes the theory and research background of marketing, and explains the related concepts and basic theories, so as to provide the basis and guidance for the final conclusion.
Secondly, combined with the general situation of AACN company, using PEST and other analysis tools, 4P theory is used to make qualitative analysis of AACN company's marketing internal and external environment and influencing factors, in order to find new marketing ideas and directions.
Thirdly, we set up an index system of marketing influencing factors and conduct questionnaire survey. The results of questionnaires were statistically analyzed, and data processing was done by factor analysis method, and the key influencing factors of marketing strategy were quantitatively analyzed, providing a basis for the formulation of new marketing strategy combinations.
Finally, combined with the future market development trend of AACN company, this paper puts forward a new marketing strategy combination proposal based on 4P theory, and the corresponding marketing strategy guarantee measures.

【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.471

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