C公司在牵引车市场的营销策略研究

发布时间：2018-05-12 18:52

本文选题：轮毂单元 + C公司　；参考：《东华大学》2017年硕士论文

【摘要】：卡车在解放前就已经走进了中国人民大众的视野,战争中、经济建设中,随处可见的是各种卡车,但是当时的卡车,只有中型、轻型,并没有专司民用的重型卡车,更没有专用的牵引车。上世纪90年代开始,中国的卡车市场开始细分,重卡出现了大的发展,社会上涌现了各种各样的重卡,其中相当部分是重型牵引车,21世纪前十年,国民经济飞速发展,到近阶段已步入经济发展的平稳期,牵引车的产品技术趋于成熟,在现有的技术框架下,产品的研发与升级,局限于局部小改进性质的研发与升级,牵引车的基本技术原理已经发展成熟,大的技术革新很难实现,市场表现为“传统的重型牵引车”同质性的竞争白热化,所有厂家推出的牵引车,其基本外形、基本原理、主要总成件,基本大同小异,竞争体现在外形、性能指标的轻微差距、局部零部件的不同等一些细微方面,比如本文将要研究的轮毂单元,就属于牵引车的一种高端选配部件,各牵引车厂可以通过“判别是否配备了高端的轮毂单元”来判别车型的高端程度。本文详细介绍了C公司的轮毂单元产品在当前中国牵引车市场的竞争格局,分析了C公司的优势和劣势,建议C公司要合理进行市场定位,采取“价值链优先”的竞争策略,从产品策略入手,依靠典型客户的“验证测试成功”的成功经验,综合利用公司资源,采取多重形式促销手段,针对产品区别于竞争对手的特征与优点,制定有竞争力的策略,增强C公司的竞争力,提高轮毂单元的占有率,从而提升C公司在国内的市场地位和影响力。
[Abstract]:Before liberation, trucks had already entered the field of view of the masses of the Chinese people. During the war and in economic construction, all kinds of trucks were found everywhere, but at that time trucks were only medium and light, and there were no heavy-duty trucks specializing in civilian use. There is no special tractor. Since the 1990s, the truck market in China has begun to subdivide, the heavy truck market has developed greatly, and a variety of heavy trucks have emerged in the society, among which a considerable number of them are heavy-duty towing vehicles and the first decade of the 21st century, with the rapid development of the national economy. In the recent stage, the product technology of the tractor tends to be mature. Under the existing technical framework, the research and development and upgrading of the product is limited to the research and development and upgrade of the local minor improvement. The basic technical principle of the tractor has developed and matured, the big technological innovation is very difficult to realize, the market performance is "traditional heavy-duty tractor" homogenous competition is intense, all the manufacturers introduce the tractor, its basic shape, basic principle, The main assemblies are basically the same, and the competition is reflected in the slight differences in shape, performance indicators, and some subtle aspects of the local parts, such as the hub unit to be studied in this paper, which belongs to a high-end optional component of the tractor. Tractor factories can judge the high-end degree of the vehicle by "judging whether it is equipped with high-end hub unit". This paper introduces in detail the competitive pattern of C company's wheel hub unit products in the current Chinese tractor market, analyzes the advantages and disadvantages of C Company, and suggests that C Company should reasonably position the market and adopt the competitive strategy of "value chain first". Starting with the product strategy, relying on the successful experience of "verification test success" of typical customers, making comprehensive use of company resources, adopting multiple forms of promotion, and aiming at the characteristics and advantages of products different from those of competitors, a competitive strategy is formulated. Enhance the competitiveness of C, increase the share of hub units, thereby enhancing C's market position and influence in China.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.471

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