法雷奥汽车（深圳）有限公司市场营销策略研究

发布时间：2018-04-04 07:36

本文选题：法雷奥　切入点：汽车零部件　出处：《电子科技大学》2015年硕士论文

【摘要】：中国自加入WTO世贸组织以来,随着经济的进一步开放,居民可支配收入得到了大幅的提高,国内汽车市场需求出现了爆发性的增长,随着需求的增长,跨国车企加大了对中国汽车市场的投入,而国产汽车公司也在市场需求的刺激下不断的扩张产能,2014年我国整车销量超过了两千三百万辆,不过由于各车企产能的过度扩张,出现了严重过剩,行业产能平均利用率普遍不高于84%,自主品牌利用率甚至更低于行业的警戒线。预计到2020年我国车企的产能将达到4000万台,市场将处于严重过剩状态。可见市场竞争异常激烈。法雷奥汽车内部控制(深圳)有限公司是法雷奥汽车集团全资子公司,成立于2007年,总部在巴黎,主要从事生产汽车倒车雷达、空调控制器、组合开关、汽车内部控制开关产品等,主要客户是南北大众汽车、长安福特、神龙汽车、日产汽车等,公司业务在近几年实现了快速的增长,但是由于业务过度集中于合资汽车客户,特别是大众汽车客户占接近一半,存在巨大的隐患,近些年增长率已经明显下降,并且落后于主要竞争对手,而随着市场竞争的加剧,公司复杂而低效的组织架构和居高的成本,严重削弱了公司的综合竞争力。本文在营销理论的指导下,应用营销理论模型和方法,通过对法雷奥深圳公司营销策略的研究,对国内整车生产企业进行市场细分,选择目标市场,通过对法雷奥深圳公司重新市场定位,结合公司现有的营销情况和营销策略,力图探索构建与深圳法雷奥公司相匹配的更有优势的市场营销策略。希望通过深圳法雷奥公司营销策略的再思考和规划,保持乃至扩大公司的市场份额,同时公司的管理水平以及规范公司的规章制度,使公司长期可持续、稳定的发展。
[Abstract]:Chinese since joining the WTO WTO since, with the further opening of the economy, the disposable income of residents has been significantly improved, the domestic auto market demand has seen explosive growth, with the increase of the demand, multinational enterprises to increase the China automobile market investment, while domestic car companies in the market to stimulate demand unceasing expansion in 2014, China's vehicle production capacity, sales of more than twenty-three million vehicles, but due to the excessive expansion of the car production, a serious excess capacity in the industry, the average utilization rate is not higher than 84%, independent brand utilization rate even lower than the industry warning line is expected that by 2020 China's car prices capacity will reach 40 million units. The market will be in a serious state of excess. The market competition is fierce. Valeo interior control (Shenzhen) Co., Ltd is a wholly owned subsidiary of Valeo group, set up In 2007, headquartered in Paris, mainly engaged in the production of car reversing radar, air conditioning controller, combination switch, auto internal control switch products, the main customers are the Volkswagen, Changan Ford, Citroen, Nissan, the company's business has achieved rapid growth in recent years, but due to the excessive focus on joint venture car customers, especially Volkswagen customers accounted for nearly half, there is a huge risk, in recent years the growth rate has dropped significantly, and behind the main competitors, and with the intensification of market competition, the company's organizational structure complex and inefficient and high cost, weaken the overall competitiveness of the company. Based on the marketing theory the application of marketing theory, model and method, through the research on the marketing strategy of Shenzhen company, Valeo, market segmentation of domestic vehicle production enterprises, selection of target market According to the Shenzhen company, Valeo re positioning in the market, combined with the company's existing marketing and marketing strategy, tried to construct a match with Shenzhen Valeo more advantage of the marketing strategy. Through the marketing strategy of Shenzhen Valeo re thinking and planning, to maintain and expand the company's market share, while the company's management level and the norms of the rules and regulations of the company, the company's long-term sustainable and stable development.

【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.471;F274

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