麒麟汽车零部件公司定价策略研究

发布时间：2018-03-28 15:50

本文选题：麒麟公司　切入点：汽车零部件　出处：《西南交通大学》2016年硕士论文

【摘要】：2015年中国乘用车产销量突破2459万辆,产销量均跃居世界第一。汽车零部件产业作为整个汽车产业链前沿阵地,其优劣直接关系到一个国家汽车工业发展的水平。然而汽车的零部件行业形势不容乐观,一方面由于产品附加值较低的影响,汽车零部件公司容易受到上下游企业的挤压,另一方面,外资零部件巨头加大在华建厂力度,并以其优惠的价格、较高的质量等优势瓜分了我国汽车零部件的市场份额,给我国本土零部件企业带来了前所未有的挑战和竞争；与此同时,导致部分汽车零配件还面临进一步降价的压力,这将对零部件企业的利润带来严重影响。在此背景下,如何采取科学的定价策略,提高企业的利润空间,已成为我国本土汽车零部件企业亟待解决的问题。本文基于这种认识出发,对麒麟汽车零部件公司的定价问题进行全面分析,提出适合该公司未来发展,切实可行的定价策略。本文的研究思路如下：首先,运用PEST宏观环境分析模型解析了麒麟公司的外部环境,着重分析了公司目前面临的发展现状与行业竞争状态,通过目标市场营销(STP)法分析了麒麟公司的细分市场,目标市场,并最终定位产品。其次,根据麒麟公司目前的组织架构与定价流程,阐述了现有定价策略中内部成本与外部市场竞争环境的相互作用。分析了麒麟公司的定价目标与定价方法中的不足之处。最后,提出相关解决方案。优化公司定价组织架构,从流程上优化定价方式。运用价值分布图制定动态的战略性定价策略。本篇论文结合相关理论知识及模型工具对麒麟公司定价的不足与问题进行了分析。针对麒麟公司的定价问题提出了针对性的改善措施,有利于麒麟公司制定科学的定价体系,提高公司的利润空间,同时也为同类汽车零部件企业提供了价格指导策略。
[Abstract]:In 2015, the production and sales of passenger cars in China exceeded 24.59 million, ranking first in the world. The auto parts industry, as the frontier position of the whole automobile industry chain, Its advantages and disadvantages are directly related to the level of development of a country's automobile industry. However, the situation of automobile parts industry is not optimistic. On the one hand, because of the influence of low added value of products, auto parts companies are easily squeezed by upstream and downstream enterprises. On the other hand, the foreign-funded spare parts giant has increased its efforts to build factories in China and, with its advantages of preferential prices and higher quality, has divided up the market share of China's auto parts. It has brought unprecedented challenge and competition to the local parts enterprises in our country. At the same time, some auto parts parts are also faced with the pressure of further price reduction, which will have a serious impact on the profits of the parts enterprises. How to adopt the scientific pricing strategy to improve the profit margin of the enterprises has become a problem to be solved urgently in China's domestic auto parts enterprises. Based on this understanding, this paper makes a comprehensive analysis of the pricing problems of Kirin Automotive parts Company. Put forward the feasible pricing strategy suitable for the future development of the company. The research ideas of this paper are as follows: firstly, using the PEST macro environment analysis model to analyze the external environment of Kirin Company, This paper analyzes the current situation of the company's development and industry competition, analyzes the segmented market, the target market, and the final positioning of the products through the method of target marketing (STP). According to the current organization structure and pricing process of Kirin Company, this paper expounds the interaction between internal cost and external market competition environment in the current pricing strategy, and analyzes the disadvantages of pricing objectives and pricing methods of Kirin Company. Propose relevant solutions. Optimize the company's pricing organization, This paper analyzes the shortage and problem of Kirin Company's pricing by using the relevant theory knowledge and model tools, and makes use of the value distribution map to formulate dynamic strategic pricing strategy from the point of view of the process of optimizing the pricing mode and making use of the value distribution map to formulate the dynamic strategic pricing strategy. The pricing of the company put forward targeted improvement measures, It is beneficial to Kirin Company to establish a scientific pricing system and to improve the profit margin of the company. It also provides a price guidance strategy for the similar auto parts enterprises.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.471

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