迈梭电子上海有限公司汽车零部件营销策略研究

发布时间：2018-06-21 05:06

本文选题：迈梭上海 + 中国汽车零部件市场　；参考：《兰州大学》2015年硕士论文

【摘要】：近些年来,随着中国政府大力支持和发展汽车行业,其相关的汽车零部件业在国内也实现了持续、快速和稳定的增长。根据全球领先的汽车及零部件咨询公司LMC Automotive(原JD Power)的预测,2015年中国乘用车产销售总量接近2000万台,整车市场的蓬勃发展势必将激发起汽车零部件市场的活跃以及愈演愈烈的市场竞争。目前,国内各大汽车制造企业根据市场的需求,为了进一步提升自身品牌价值,需要选择成本更低、科技含量更高、品质性能更好、服务体系更优的汽车零部件企业进行配套供货。因此,对于位于行业链下游的汽车零部件公司而言,及时制定出有针对性的、创新性的营销策略来满足汽车整车厂不断提高的需求,对扩大公司产品的市场份额、保证公司的持续和稳定的发展就显得至关重要。迈梭电子集团(Methode Electronics Inc)是一家位于纽约证券交易所挂牌上市的美国汽车零部件企业,公司成立于1946年,多年来在全球一直致力于用户界面(HMI)产品业务,特别是汽车零部件行业,如整车电子开关、车用传感器等产品,客户包括美国通用汽车集团、美国福特汽车集团、菲亚特克莱斯勒汽车集团、德国大众汽车集团、德国戴姆勒奔驰汽车集团、日本三菱汽车株式会社、日本本田汽车集团等众多全球知名汽车整车汽车制造企业。迈梭电子上海有限公司(以下简称迈梭上海)是迈梭集团的在华唯一的全资子公司,自公司2003年投产后,海外业务量稳步攀升,出口业务市场份额始终位于行业前列。但是由于国内和海外业务配比失衡以及公司总部对国内汽车整车市场的谨慎观望,公司一直未能真正分享到中国车市高速发展所带来的红利。同时,随着国内竞争对手研发实力的逐步增强和产品成本的持续优化,迈梭集团的产品正在丧失其传统的规模优势。如何应对这种情况?本研究主要通过以下五个方面的论述,为迈梭上海找出最适合的营销策略,并为其在中国的发展提供最具可行性的建议。第一,针对本研究所涉及的相关的营销理论进行必要的阐述和说明,为本研究论证相关市场分析和实施相应的营销策略提供一定的理论基础。第二,通过翻阅相关的二手资料,对中国汽车行业包括其零部件行业进行深入的调研,同时详细比对同类竞争企业间的优劣势,对迈梭上海进行一个较为全面的SWOT分析。第三,通过STP营销理论对迈梭上海现有及潜在客户和优势及劣势产品重新定位和细分,找到迈梭上海的目标客户和核心产品,为迈梭上海提供与其相符合的,具有可操作性4Ps市场营销策略。第四,结合迈梭上海的自身情况,为其提出实施该营销策略相适应的保障措施,为迈梭上海拓展国内业务进行保驾护航。第五,通过对该案例的分析及总结,为国外类似企业的在中国发展、确立符合中国国情的营销策略提供宝贵的借鉴。
[Abstract]:In recent years, with the Chinese government vigorously supporting and developing the auto industry, the related auto parts industry has also achieved sustained, rapid and stable growth in China. According to forecasts from LMC Automotive, the world's leading automotive and parts consulting company, China's passenger car sales totaled nearly 20 million units in 2015. The vigorous development of the whole car market is bound to stimulate the active auto parts market and the increasingly fierce market competition. At present, according to the needs of the market, the major domestic automobile manufacturing enterprises need to choose lower cost, higher technology content, better quality and better performance in order to further enhance their brand value. Better service system of auto parts enterprises to support the supply. Therefore, for automotive parts companies located downstream of the industry chain, timely formulation of targeted, innovative marketing strategies to meet the increasing demand of automotive plants, to expand the market share of the company's products, It is essential to ensure the sustained and stable development of the company. Maceau Electronics Incc is an American auto parts company listed on the New York Stock Exchange. Founded in 1946, the company has been working globally for many years on the product business of user Interface (HMI), especially in the automotive parts industry. Customers include General Motors, Ford, Fiat Chrysler, Volkswagen, Daimler and Mercedes-Benz. Japan Mitsubishi Automotive Co., Ltd., Japan Honda Automotive Group and many other world-renowned automotive vehicle manufacturers. Maissoon Electronics Shanghai Co., Ltd. is the only wholly owned subsidiary of Maishao Group in China. Since the company put into production in 2003, the overseas business volume has risen steadily, and the market share of export business has always been in the forefront of the industry. However, due to the imbalance between domestic and overseas business and the cautious wait-and-see of the company headquarters to the domestic auto market, the company has been unable to really share the dividend brought by the rapid development of the Chinese auto market. At the same time, with the gradual enhancement of domestic competitors'R & D strength and the continuous optimization of product cost, the products of Mercer Group are losing their traditional advantage of scale. How to deal with this situation? This study mainly through the following five aspects of the discussion, to find out the most suitable marketing strategy for Maishao Shanghai, and to provide the most feasible suggestions for its development in China. First, the related marketing theory involved in this study is expounded and explained, which provides a theoretical basis for the analysis of relevant market and the implementation of relevant marketing strategies. Secondly, by looking through the relevant second-hand materials, the author makes a thorough investigation on China's automobile industry, including its parts industry, and compares the advantages and disadvantages of the similar competitive enterprises in detail, and carries on a relatively comprehensive SWOT analysis of Maisol Shanghai. Thirdly, through the STP marketing theory, we reposition and subdivide the existing and potential customers and strengths and weaknesses of Maishao Shanghai, and find out the target customers and core products of Maissos Shanghai. Operational 4 Ps marketing strategy. Fourthly, combining with the situation of Shanghai, the author puts forward the appropriate safeguard measures to carry out the marketing strategy, and carries on the escort for the expansion of the domestic business of Maissos Shanghai. Fifthly, through the analysis and summary of this case, it provides valuable reference for the development of foreign similar enterprises in China and the establishment of marketing strategy in accordance with China's national conditions.
【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】：F416.471;F274

【共引文献】