Category Number： Level of Secrecy：
Serial Number ： Student Number：52152346124
Master's Dissertation of Chongqing University of Technology
Research on the Marketing Strategy
of company A
Postgraduate: Zhang Qixian
Supervisor: Professor Liu Junyue
Degree Category： Professional Degree
Specialty: MBA
Research Direction: Marketing
Training Unit: MBA Education Center
Thesis Deadline: March 14,2018
Oral Defense Date: May 26,2018
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I
摘要
随着中国汽车行业的快速发展及其与世界汽车行业深度接轨，汽车行业呈现产销
两旺迅猛发展的势头，汽车已经成为一般家庭的标准配置，汽车保有量增长迅速。行
业数据显示，2017年底中国汽车保有量将达到2亿辆，全球汽车保有量将达到10亿
辆。作为汽车行业配套的汽车零部件行业，近年来紧跟汽车行业和技术革新的发展趋
势，呈现加速整合的态势。汽车摩擦件作为汽车安全系统的关键控制性部件，对汽车
产业及汽车用户有着至关重要的作用。目前，中国汽车摩擦件行业仍处在整合阶段，
生产企业数量大，大中型生产企业配套主机市场，作坊式中小企业依托成本价格优势
盘踞汽车后市场，产品质量参差不齐，价格竞争激烈，行业秩序混乱。部分综合实力
较强的生产企业在立足国内市场的基础上，积极开拓国际市场，并成功占领一定国际
市场份额
A公司是国内大中型汽车摩擦件生产企业，该公司在在国有企业基础上改制，形
成由多种股份组建的混合所有制企业。2017年全年实现销售收入1.5亿元人民币，其
中出口业务实现销售210万美元，约占10%，集中于汽车后市场；国内销售业务约占
90%，集中于主机配套市场
近年来，国内主机市场正呈现出容量饱和甚至逐步下降的趋势，伴随着竞争的加
剧和经营风险的升高，企业经营利润率和资源利用率却日益下降。2011年公司开始
探索国内汽车后市场，至今仍未在国内汽车AM市场开辟出成功路径。2012年，企
业以非洲和南美汽车AM市场作为突破口，开始尝试国际市场开发，获得一定业绩和
经验，但出口水平仍然相对低下，竞争优势不突出
为帮助企业进一步开拓市场，提高市场竞争能力，本论文以A公司为研究对象，
从该企业实际出发，通过深入企业调研，梳理企业资源能力和优势；通过深度挖掘行
业数据，深入分析国内外市场环境，结合企业发展战略，为企业制定具备适用性的营
销战略
关键词：A公司，汽车零配件，刹车片，营销战略
III
Abstract
With the rapid development of China's auto industry and its deep integration with the
world's auto industry, the automotive industry has shown rapid development in both
production and sales. Autos have become the standard configuration of the average family,
and auto ownership has grown rapidly. Data shows that by the end of 2017, China’s car
ownership will reach 200 million, and the global car ownership will reach 1 billion. As the
auto parts industry supporting the automotive industry, in recent years, the fast
development of automotive industry and of technological innovation has been closely
followed by the accelerated of integration. As the key components of the automotive safety
system, automotive friction parts industry has played a crucial role in the automotive
industry and automotive users. At present, China's automobile friction parts industry is still
in the integration stage. The number of production enterprises is increasing. Large and
medium-sized production enterprises account for the host market. Workshop-type SMEs
rely on the cost and price advantage to compete in the auto aftermarket. The quality of
products is uneven, the price competition is fierce and the market is in chaos. Some
manufacturers with relatively strong overall strength have actively explored the
international market based on the domestic market and succeeded in occupying certain
international market share.
The company A is a domestically large and medium-sized automobile friction parts
manufacturing company. The company has reformed its system on the basis of state-owned
enterprises and formed a mixed-ownership company with multiple shares. In 2017, the
company sales reached 150 million yuan, of which export business achieved sales of 2.1
million US dollars, accounting for about 10%, with focusing on the automotive aftermarket;
domestic sales accounted for about 90%, with focusing on the host market.
In recent years, the domestic host market is showing a trend of capacity saturation or
even a gradual decline. With the intensification of competition and the increase of business
risks, the operating margins and resource utilization rate of enterprises are on the decline.
In 2011, the company began to explore the domestic auto aftermarket and has not yet
established a successful path in the domestic automotive AM market. In 2012, the
company took the automotive AM market in Africa and South America as a breakthrough,
began to try international market development, and obtained certain achievements and
experience, but the export level was still relatively low, and the competitive advantage was
not prominent.。