 ==>> 点击下载文档 |
市场规模十分巨大，各大连接器厂家也不断地在布局中国市场
M 公司作为一家综合性的电子零部件生产厂家，其连接器产
品于 2008 年进入中国汽车连接器市场。根据自身的产品特性，一
直专注于汽车内部信息传输与信号传输领域以及娱乐系统领域
2015 年的中国市场销售额在 5 亿左右，市场占比约为 2.5%左右
近年来，巨大市场以及高利润的吸引，促使更多的外资品牌以及
本土连接器品牌参与竞争。M 公司如何在巨大且竞争激烈的市场
中保持持续的增长并获得更多的市场份额，需要对 M 公司的营销
策略进行研究并加以改善
论文以市场营销理论为基本依据，以 M 公司连接器为主要研
究对象，结合 PESTEL 方法、波特 5 力模型、SWOT 分析法对 M
公司连接器所处的行业背景以及营销环境进行了分析。从营销策
略 4P 的产品策略、价格策略、渠道策略、促销策略四个方面，对摘要
II
M 公司现有的营销策略进行了总结。运用问卷调查的方法，从产
品价格、产品种类、品牌知名度、产品性能、技术支持服务、供
货渠道、供货周期这 7 个方面对 M 公司的营销现状以及对客户的
市场调查了解客户需求以及自身的不足。最后在此基础上提出公
司营销策略需改进的具体方案
关键词：M 公司； 汽车连接器； 营销策略ABSTRACT
III
RESEARCH ON THE MARKETING STRATEGY OF M
COMPANY IN AUTOMOBILE CONNECTOR MARKET
ABSTRACT
After rapid growth of domestic car consumption in the past 10 years, car sales in 2015
reached 24.50 million, among which passenger cars had exceeded 20 million for the first
time by arriving at 21.40 million. China has been the world&39;s largest automobile
consumption market for 7 consecutive years, and the growing rate of automobile
consumption has stepped into a steady stage.
Automobile connector is an important component of the car. In 2015, scale of Chinese
auto connector market reached 20 billion, which accounted for about 30% of the global
market. With continuous development of new energy vehicles and automotive entertainment,
the annual growth rate is still expected to reach about 10%. The size of market size is very
large. Connector manufacturers are constantly expanding Chinese market.
As a comprehensive electronic part manufacturer, connector products of M company
entered Chinese auto connector market in 2008. According to characteristics of their
products, M company has been focusing on the field of internal automotive information
transmission, signal transmission and entertainment system. In 2015 Chinese market, M’s
sales reached around 500 million, accounting for about 2.5% of the market. In recent years,
being attracted by the huge size of market and high profit, more foreign brands and local
brands participate in the competition. In order to maintain sustainable growth and get more
market share in such a huge and competitive market, M company needs to study and improve
marketing strategy.
The dissertation primarily studies automobile connector of M company based upon
marketing theory, analyzes the business background and marketing environment of the
connecter. The paper illustrates the marketing strategy of M from four perspectives of 4P,
including strategy of product, price, channel and promotion. Questionnaire is also used, for
the price of product, the type of product, the popularity of brand, the performance of product,
technology support service, the channel of supply and the lifecycle of supply. Marketing
research is also used for customers’ needs and M’s own shortcomings. Accordingly, the
thesis will put forward specific optimization proposal for M&39;s marketing strategy.ABSTRACT
IV
KEY WORDS: M company, Automobile connector, Marketing strategy
不要删
除行尾的分节符，此行不会被打印目录
V
目录
摘要...........I
ABSTRACT ..........III
第一章 绪论...........1
1.1 研究背景..1
1.2 研究目的意义......2
1.3 研究内容与研究方法......2
1.3.1 研究内容 ....2
1.3.2 研究方法 ....3
1.4 技术路线..4
1.5 相关理论基础......4
1.5.1 市场营销理论的演化 ........4
1.5.2 相关理论营销阐述 6
1.6 本章小结11
第二章 连接器行业发展现状及宏观环境分析 .12
2.1 国内外连接器行业现状.12
2.2 汽车连接器的宏观环境分析.....13
2.3 本章小结.19
第三章 M 公司汽车连接器营销环境与策略分析.........21
3.1M 公司介绍..........21
3.1.1 公司概述 ..21
3.1.2 公司主营板块介绍 ..........21
3.1.3 公司组织架构 ......22
3.1.4 公司汽车连接器业务板块介绍 ..23
3.1.5 公司汽车连接器客户划分 ..........24
3.2M 公司连接器竞争力分析..........24
3.3 公司资源能力分析.........27
3.3.1 生产运营资源 ......28目录
VI
3.3.2 技术资源 ...28
3.3.3 组织架构资源 .......28
3.3.4 市场营销资源 ........29
3.3.5 财务资源 ....29
3.4 SWOT 矩阵分析.30
3.4.1 内部优势 ....30
3.4.2 内部劣势 ....30
3.4.3 外部机遇 ....31
3.4.4 外部风险 ....32
3.5 竞争对手分析.....34
3.6 公司营销策略组合.........35
3.6.1 产品策略 ....35
3.6.2 价格策略 ....37
3.6.3 渠道策略 ....37
3.6.4 促销策略 ....
。。。以上简介无排版格式，详细内容请下载查看
