莱尼（中国）公司汽车线缆营销策略研究

发布时间：2018-03-19 20:11

本文选题：汽车线缆　切入点：产品定位　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：当前,汽车工业发展势态良好,由此也带动了包括汽车线缆在内的汽车周边产业的繁荣。就国内市场来说,虽说在2008年世界性的金融危机后,整个汽车行业出现大幅度的萎靡,然而中国汽车市场的销售却出现了超预期的高速增长。随着中国汽车市场规模逐步扩大,市场结构变得更为复杂,汽车市场的潜在空间也愈发庞大,以汽车电路网络为主体的汽车电气线缆市场前景可观。但是,与国外相比,国内的汽车线缆行业起步较晚,汽车线缆自主设计和研发的能力比较薄弱,主要依赖于国外技术。而国外合资或合作公司也不会将最先进的汽车线缆技术引进中国,我国汽车线缆使用技术大多是保密的技术,或者淘汰的技术,因而导致国内汽车线缆产品匮乏,产品同质化现象严重。另外,由于铜、铝导体金属及塑料离子,硅胶绝缘皮等主要原材料价格的不稳定浮动增涨,慢速的国产化,国外技术产权的保护,限制了包括汽车线缆产业在内的所有线缆产业的再扩大和再生产。也正因为此,使得国内汽车线缆行业的竞争多停留在价格竞争层面上,同行之间互相压价现象非常严重。面对着瞬息万变的市场形势,特别是汽车线缆行业传统痼疾的不断加深,生产汽车线缆的企业必须深入分析国内外市场形势及行业环境,分析市场需求,科学制定营销策略,获取竞争优势,保障企业可持续发展。莱尼(中国)公司是电缆、电线系统产品及相关服务的供应商之一,公司生产的产品广泛应用于汽车及其他工业领域,在世界上具有领先地位。目前在中国也已经有一定的生产规模,企业发展态势良好,但营销策略还不够完善。莱尼(中国)公司一直以产品质量和高端技术赢得市场,非常重视大客户的渠道资源,汽车线缆产品的价格在国内市场上处于较高水平,促销手段不完善。随着国家发展交通、运输及其相关建设的力度加大,电气线缆产品商机无限。抓住外部机会,避开威胁,充分发挥内部优势,是莱尼(中国)公司的必然选择。莱尼(中国)公司应集中于国内市场、规模较大客户和有较高信用的中小客户,精准定位,突出差别;寻求与竞争者适当的技术质量差异,注重汽车线缆的研发,改良产品;根据公司的品牌定位,在弹性的价格上保证整个营销渠道不同企业的利润空间;维护直销渠道,强化代理商管理,加强网络营销,拓宽营销渠道;增加广告推广工作,加强人员促销,加大在技术交流会议和产品展览会上推广莱尼(中国)公司汽车线缆产品的力度,提高关系营销的精准度,以满足客户的个性化需求。为保障上述策略的实施,要加强组织文化建设,优化人员培训模式,完善战略奖励系统,实施精益化的生产流程,实现企业效益和客户利益的最大化,使公司业务实现稳步快速增长。
[Abstract]:At present, the automobile industry is in a good state of development, which has also led to the prosperity of the surrounding industries, including automobile cables. As far as the domestic market is concerned, although after the global financial crisis in 2008, the entire automobile industry has experienced a great decline. However, sales in the Chinese auto market have grown faster than expected. As the scale of the Chinese auto market expands, the structure of the market becomes more complex, and the potential space for the auto market grows larger. The market prospect of automobile electric cable with automobile electric circuit network as the main body is considerable. However, compared with foreign countries, the domestic automobile cable industry starts later, and the ability of independent design and development of automobile cable is relatively weak. Mainly relying on foreign technology. And foreign joint ventures or cooperative companies will not introduce the most advanced automotive cable technology into China. Most of the automotive cable use technologies in China are classified technologies, or obsolete technologies. As a result, domestic automobile cable products are scarce, and the product homogenization is serious. In addition, due to the unstable fluctuations in the prices of copper, aluminum conductor metals and plastic ions, silica gel insulating skins, and other major raw materials, the slow localization of the products, The protection of foreign technology property rights has restricted the expansion and reproduction of all cable industries, including the automobile cable industry. Because of this, the competition in domestic automobile cable industry has stayed at the level of price competition. In the face of the rapidly changing market situation, especially the deepening of the traditional malady of automobile cable industry, the enterprises producing automobile cable must deeply analyze the market situation and industry environment at home and abroad. Analyze market demand, scientifically formulate marketing strategy, gain competitive advantage, and ensure the sustainable development of enterprises. Lenny (China) is one of the suppliers of cable, wire system products and related services. The products produced by the company are widely used in automotive and other industrial fields and have a leading position in the world. At present, the company has a certain scale of production in China, and the development situation of the enterprises is good. But the marketing strategy is not perfect enough. Lenny (China) has always won the market with product quality and high-end technology, attaches great importance to the channel resources of major customers, and the price of automotive cable products is at a high level in the domestic market. With the development of transportation, transportation and related construction, the electric cable products have unlimited business opportunities. Seize the external opportunities, avoid threats, give full play to the internal advantages, Lenny (China) Company should concentrate on the domestic market, large customers and small and medium-sized customers with high credit, with precise positioning and outstanding differences; seek appropriate technical quality differences with competitors, Pay attention to the research and development of automobile cables and cables, improve the products; according to the company's brand positioning, guarantee the profit space of different enterprises in the whole marketing channel on the flexible price; maintain the direct selling channel, strengthen the agent management, strengthen the network marketing, Expand marketing channels, increase advertising and promotion work, strengthen staff promotions, increase efforts to promote Lenny (China) automotive cable products at technical exchange conferences and product fairs, and improve the accuracy of relationship marketing, In order to meet the individual needs of customers. In order to ensure the implementation of the above strategy, we should strengthen the construction of organizational culture, optimize the training mode of personnel, perfect the strategic reward system, and implement the lean production process. Realize the maximization of enterprise benefit and customer benefit, make company business achieve steady and fast growth.
【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;F416.6

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