沈阳富城汽配营销组合策略研究

发布时间：2018-06-01 23:18

本文选题：汽配 + 易损件　；参考：《东北大学》2014年硕士论文

【摘要】：伴随着中国经济的快速增长,汽车及其零部件产业的也飞速发展,易损件行业作为汽车产业链中的重要一环,拥有着巨大的市场潜力。但是,我国汽配行业的起步晚,技术相对落后,介入市场的时候,洋品牌已经占据了大部分的市场。本文以沈阳富城汽配企业为研究对象,通过对其所在的市场环境与企业内部状况的分析,探讨其在汽配市场上的产品销售策略,研究和解决目前其在市场营销过程中所遇到的问题,使企业在市场竞争中能够突出自身的优势,打破竞争对手对于市场的垄断,在激烈的市场竞争中立于不败的地位。正是在这样的背景下,作者开展了富城汽配营销策略的研究,力图运用现代的市场营销学理论和分析模型,为富城汽配制定合理的营销策略,从而保障公司的成功销售。论文介绍了汽车易损件行业的市场背景,现状,并通过在学习中收集到的市场营销方面的资料和运用市场营销学中的4P、4C、4R等相关的营销知识,对富城汽配企业所在的内外部环境进行了分析,包括：宏观环境、经济环境、企业内部资源等。针对目前富城汽配公司存在的营销问题：滤清器市场产品型号较少,刹车片产品知名度不高；二级代理商的销售积极性不足等问题,提出了相应的实施方案：引入滤清器产品的产品线,利用促销手段,扩大刹车片产品的知名度；建立和健全二级渠道的促销方法,激励经销商；培育最适合富城品牌销售的销售渠道等。虽然汽车配件行业在我国伴随着汽车工业的发展,有了一定的积累,但是目前汽车后市场类出版物大多是基础理论或图文教材,可供参考的国外文献尚且不多,论文通过对富城汽配现状进行深入的研究,帮助和解决国内相关汽车配件经销商,了解和掌握运用现代的市场分析的方法,根据企业自身的环境,制定适合自身发展的营销策略,有一定的参考作用。
[Abstract]:With the rapid growth of Chinese economy and the rapid development of automobile and its parts industry, the vulnerable parts industry, as an important part of the automobile industry chain, has great market potential. However, China's auto parts industry started late, the technology is relatively backward, foreign brands have occupied most of the market. Based on the analysis of the market environment and the internal situation of the auto parts enterprise in Shenyang City, this paper discusses the product sales strategy in the auto parts market. To study and solve the problems encountered in the marketing process at present, enterprises can highlight their own advantages in the market competition, break the monopoly of the market by competitors, and stand in the position of undefeated in the fierce market competition. It is under this background that the author carries out the research on the marketing strategy of urban auto parts, and tries to use the modern marketing theory and analysis model to make reasonable marketing strategy for urban auto parts, so as to ensure the successful sales of the company. This paper introduces the market background and present situation of the automobile parts industry, and through the marketing information collected in the course of study and using the relevant marketing knowledge, such as 4PX 4CX 4R, etc., in the marketing science, the paper introduces the market background and the present situation of the automobile parts industry. This paper analyzes the internal and external environment of urban auto parts enterprises, including macro environment, economic environment, internal resources and so on. In view of the marketing problems existing in urban auto parts companies at present: the market models of filters are relatively small, the products of brake pads are not well known, the sales enthusiasm of secondary agents is insufficient, and so on. Put forward the corresponding implementation plan: introduce the product line of filter product, use the promotion means, expand the popularity of the brake pad product, establish and perfect the promotion method of the secondary channel, encourage the dealer; Cultivate the most suitable for urban brand sales channels and so on. Although the auto parts industry has accumulated along with the development of automobile industry in our country, at present, most of the publications in the rear market of automobile are basic theories or graphic and text materials, and there are few foreign documents for reference. Through the in-depth study of the present situation of automobile parts in urban, this paper helps and solves the domestic automobile accessories dealers, understands and grasps the methods of applying modern market analysis, and according to the enterprise's own environment, Make the marketing strategy that suits oneself development, have certain reference function.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F274

【参考文献】