广州快鱼公司市场营销战略研究

发布时间：2018-03-21 06:52

本文选题：汽车零配件　切入点：市场营销战略　出处：《兰州大学》2015年硕士论文　论文类型：学位论文

【摘要】：汽车工业已经成为中国国民经济的支柱产业,在增强国家经济实力,促进科学技术的发展,解决社会就业问题,提高国民的生活品质等方面有着其他行业不可替代的作用。中国汽车工业经过了近半个世纪的发展,从一个技术落后,产品单一,产量低,管理落后的状态发展成为目前世界最大的汽车生产国和消费市场。汽车零配件行业作为汽车产业的重要组成部分,紧跟汽车工业发展的步伐发生了翻天覆地的变化。根据市场营销学的市场细分的原理,汽车零配件市场主要分为两大细分市场,主机配套市场和售后服务市场,主机配套市场是相对稳定的,变化最大的就是售后市场。在近十多年以来,在售后市场出现了一些例如假冒伪劣产品泛滥,企业规模普遍不大,低水平无序的竞争,盈利和管理能力有待改善,企业库存风险和资金压力等问题。伴随着国家法律法规的完善和日趋理性的消费者,可以预见未来汽车零配件行业的竞争态势将日益激烈、有序,因此,任何一家零配件销售企业都应该结合自身的发展情况,充分考虑未来市场环境变化,制定适应当下经营环境的市场营销战略以满足客户多样化的需求。广州快鱼公司成立超过十年,见证了中国汽车零配件行业的发展,经历了市场的巨大变化,经营上也出现过困难和面临转型。本文以企业战略管理和市场营销理论为指导,通过了宏观环境PEST分析法、SWOT分析方法、文献法等分别从宏观和微观两方面对广州快鱼公司的所处的市场环境进行分析,同时还研究了广州快鱼公司内部的优势、劣势,以及所面临外部带来的机会与威胁。在此基础上进行了市场细分、目标市场选择和市场定位分析,提出了广州快鱼公司的市场营销战略。依据市场营销战略还相应地研究了公司的营销组合策略(4Ps策略),即产品策略、价格策略、渠道策略和促销策略。为了市场营销战略的顺利实施,公司制定了相应的保障措施,包括组织结构、销售管理制度、财务制度、后勤物流制度。通过制定适应营销环境变化要求的市场营销战略,提高在行业内的竞争力并逐步扩大市场份额,提高公司整体的营销管理水平,使公司保持健康、稳定的发展。
[Abstract]:The automobile industry has become the pillar industry of China's national economy. It is strengthening the country's economic strength, promoting the development of science and technology, and solving the problem of social employment. Improving the quality of life of the people plays an irreplaceable role in other industries. After nearly half a century of development, China's automobile industry has developed from a backward technology, a single product, and a low output. The backward management has developed into the world's largest automobile producing country and consumer market. The auto parts industry is an important part of the automobile industry. According to the principle of market segmentation, the auto parts market is divided into two main segments, the mainframe matching market and the after-sales service market. The mainframe supporting market is relatively stable, and the biggest change is the after-sale market. In the past decade or so, there have been some competition in the after-sales market, such as the proliferation of fake and inferior products, the scale of enterprises is generally small, and the low level of disorderly competition has emerged. With the improvement of national laws and regulations and the increasingly rational consumers, it can be predicted that the competition situation of auto parts industry will be increasingly fierce and orderly in the future. Therefore, any spare parts sales enterprise should take into account the changes in the market environment in the future in the light of its own development. To develop a marketing strategy adapted to the current business environment to meet the diverse needs of customers. Guangzhou Fast Fish Company has been established for more than 10 years, witnessing the development of the auto parts industry in China, and has experienced tremendous changes in the market. This paper, guided by the theory of enterprise strategic management and marketing, has adopted the PEST analysis method of macro environment. The literature has analyzed the market environment of Guangzhou Fast Fish Company from both macro and micro aspects, and has also studied the advantages and disadvantages of Guangzhou Fast Fish Company. Based on the analysis of market segmentation, target market selection and market positioning, The marketing strategy of Guangzhou fast fish company is put forward. According to the marketing strategy, the marketing combination strategy of Guangzhou fast fish company is also studied, which is product strategy and price strategy. For the smooth implementation of marketing strategy, the company has formulated corresponding safeguard measures, including organizational structure, sales management system, financial system, Logistics system. Through the formulation of marketing strategy to meet the requirements of the changing marketing environment, improve the competitiveness in the industry and gradually expand the market share, improve the company's overall marketing management level, so that the company to maintain a healthy and stable development.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.471

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