摘要
上海陆晟公司德林特轮胎营销策略研究
国内的市场对轮胎的需求持续在增长、全世界的轮胎产业都发生了转移，
由国外向国内转移，在很多因素的作用下，这几年我国的轮胎产业规模扩大飞
速发展，我国已经成为了轮胎生产的大国。就目前而言，轮胎市场的竞争很激
烈，我国轮胎联合股份-上海陆晟投资股份有限公司于 2014 年 11 月 03 日成立，
虽然经过 2 年多的发展，上海陆晟投资股份有限公司广受好评，但是，如何在
激烈的市场竞争中占据一定的优势仍然是上海陆晟需要考虑的问题，以市场中
市场占有率较高的普利司通轮胎为例，在价格方面上海陆晟投资股份有限公司
经营的品牌与大品牌相比几乎毫无优势

在此背景下本文选取上海陆晟投资股份有限公司作为案例开展研究工作，
上海陆晟投资股份有限公司是由我国轮胎联合股份于 2014 年投资成立的一家公
司，目前，该公司主要由我国轮胎行业的顶尖人才组成的团队进行管理，但随
着上海地区的经营条件、人力资源成本、公司的实际效益以及轮胎行业的其他
企业冲击等多方面因素影响，公司正面临着一系列的困境，研究分析了上海陆
晟投资股份有限公司的内部环境还有外部环境，利用这些分析法找出了上海陆
晟投资股份有限公司的优势与劣势、以及企业所面临的的机会与威胁。同时，
本文基于以上分析论述，最终从加强企业的文化建设、深化企业的结构改革、
企业的人力资源升级优化管理，建立适合企业人员的考核机制等方面给出了企
业营销相关策略建议，从促使企业不断提升自身市场竞争力

本文结合了目前轮胎行业的状况，通过对德林特轮胎进行细分市场，找出
适合其发展的目标市场，并正确的进行市场定位，从而得出上海陆晟投资公司
的市场策略方案，并对公司战略进行保障措施。首先，笔者在研究中采用了理
论指导营销，实施策略，对产品价格还有销售渠道、促销等策略上做出规划，II
同时也增加在服务方面的营销策略，提出多元化产品策略、同等质量价格差异
策略、新型销售渠道策略和服务与促销相互结合策略。其次，笔者在产品营销
中拟定出相应的保障措施，如深化企业的文化建设、不断探索企业组织结构改
革、优化企业人力资源来源及管理模式，同时加强公司对于员工绩效考核的科
学合理性，并用于指导优化和创新公司薪酬管理体制，这些方面的保障措施的
提出对上海陆晟未来战略的顺利实施都具有十分重要的意义。最后，通过对上
海陆晟投资公司市场营销方案的探索，探讨得出了针对性的问题解决策略建议，
为企业市场营销工作的进一步向前发展提供参考意见

关键词：
汽车产品，轮胎营销，营销策略III
Abstract
Research on Delinte &39;s Tire Marketing Strategy of Shanghai
Lu Sheng Company
The domestic market demand for tires continued to grow, the tire industry
around the world have shifted from abroad to domestic transfer, under the influence
of many factors, the past few years, China&39;s tire industry to expand the scale of rapid
development, China has become Tire production. For the time being, the tire market
competition is fierce, China Tire Joint Stock - Shanghai Lu Sheng Investment Co.,
Ltd. was established on November 03, 2014, although after more than a year of
development, Shanghai Lu Sheng Investment Co., Ltd. widely However, how to
occupy a certain advantage in the fierce market competition is still the need to
consider the issue of Shanghai Lu Sheng to the market share of the higher market
Bridgestone tires, for example, in terms of price Shanghai Lu Sheng Investment
shares Limited brand operating with the big brand compared to almost no advantage.
In this context, this paper selected Shanghai Lu Sheng Investment Co., Ltd. as a
case to carry out research work, Shanghai Lu Sheng Investment Co., Ltd. is China&39;s
tire joint stock investment in 2014 set up a company, the company mainly by China&39;s
tire industry The company is facing a series of difficulties, research and analysis, but
the company is facing a series of difficulties, the company is facing a series of
difficulties, the company is facing a series of difficulties, research and analysis The
internal environment of Shanghai Lu Sheng Investment Co., Ltd. and the external
environment, the use of these analytical methods to find the Shanghai Lu Sheng
Investment Co., Ltd. advantages and disadvantages, as well as the opportunities and
threats faced by enterprises. And to carry out targeted marketing programs to ensure
that measures can be effectively implemented, the specific contents include: to
strengthen the corporate culture, deepen the structural reform of enterprises,
enterprise human resources to optimize the management of the establishment ofIV
suitable for enterprise personnel assessment mechanism , Encourage marketing staff,
from the above aspects of the content to allow enterprises to have market
competitiveness.
This paper combines the current situation of the tire industry, through the
Delingtires to market segments, find out the target market for its development, and
the correct market positioning, which came to Shanghai Lu Sheng Investment
Company&39;s market strategy program, and The company&39;s strategy to safeguard
measures. First of all, the author used the theory to guide the marketing, the
implementation of the strategy, the product price there are sales channels, promotions
and other strategies to make planning, but also increase the marketing strategy in the
service, put forward a diversified product strategy, the same quality price
Differentiation strategy, new sales channel strategy and service and promotion
strategy. Secondly, the author in the product marketing to develop appropriate
safeguards, such as deepening the cultural construction of enterprises, institutional
reform, optimize human resources, while the establishment of a new incentive
mechanism to assess marketing performance, these aspects of the safeguards
Proposed the success of Shanghai Lu Sheng future strategy has a very important
significance. Finally, through research of Shanghai Lu Sheng Investment Company&39;s
marketing strategy, the corresponding combination marketing scheme is formulated.
If the enterprise is actively engaged in the organization and implementation, it is
believed that it will achieve better results and the efficiency of the enterprise will be
improved.
Key words:
strategic planning，marketing strategy，optimization managementV
目 录
第 1 章 绪论....... 1
1.1 研究背景与意义 .... 1
1.2 研究方法与内容 .... 3
1.3 理论基础和文献综述 ........ 4
第 2 章 上海陆晟公司德林特轮胎营销现状及存在问题....... 8
2.1 上海陆晟公司德林特产品简介 .... 8
2.2 上海陆晟公司德林特轮胎营销现状........ 8
2.3 上海陆晟公司德林特轮胎营销存在的问题...... 11
第 3 章 上海陆晟公司德林特轮胎营销环境分析..... 12
3.1 上海陆晟公司德林特轮胎宏观营销环境分析.. 12
3.2 上海陆晟公司德林特轮胎微观营销环境分析.. 15
3.3 SWOT 分析.......... 23
第 4 章 上海陆晟公司德林特轮胎市场营销策略及实施保障 ........ 26
4.1 德林特轮胎 STP 策略 ..... 26
4.2 上海陆晟公司德林特轮胎营销组合策略.......... 28
4.3 上海陆晟公司德林特轮胎市场营销策略的保障措施.. 33
结 论 ..... 37
参考文献 . 38
致 谢 ..... 401
第 1 章 绪论
1.1 研究背景与意义
1.1.1 研究背景
国内的市场对轮胎的需求持续在增长、全世界的轮胎产业都发生了转移，
由国外向国内转移，在很多因素的作用下，这几年我国的轮胎产业规模扩大飞
速发展，我国已经成为了轮胎生产的大国
[1]
。中橡协的轮胎分会有过统计，到
2014 年我国轮胎的年产量超过 56，000 万条，成为了世界第一，从 2005 年到
2014 年十年间我国年产轮胎量的年平均复合增长率高达 9.4%；其中全钢子午胎
年产量达到了 11,000 万条，年平均的复合增长率达 16.6%；半钢子午胎年产量
达到 39,900 万条，年平均复合增长率达 14.8%。根据有关部门的预测，我国在
2015 年的轮胎预计产量约 5.63 亿条，比 2014 年略微有所增涨，增速相对会
放缓

未来的几年时间我国的轮胎行业就会进入到稳定的增长期。据中橡协轮胎
分会的相关数据统计，我国“十一五”期间，轮胎行业的年平均复合增长率高
达百分之十二；“十二五”期间由于受到了宏观的经济调控，整体的增长速度
都会减缓、汽车行业会增长，但是速度会减缓，影响因素会有很多的，我国的
轮胎行业只是增加的速度变得缓慢一些，但是总体上来讲会保持稳上涨。我国
橡胶行
。。。以上简介无排版格式，详细内容请下载查看