轮胎翻新行业是轮胎工业的延伸和加工再利用,是节约资源、保护环境的重
要措施,各国政府都给予了重视或政策支持,所以也带动了翻胎设备行业的迅速
发展。随着大量中小型翻胎设备企业的涌入,部分市场竞争异常激烈;同时也有
一些市场因为技术门槛高,需求几乎没有被满足。QF公司和中国的同行们都面临
诸多疑问:影响翻胎设备需求的因素有哪些哪些国家市场应该重点开拓
为了解决这两个问题,本文试图通过以下方式来分析:首先,从介绍轮胎翻
新行业入手,按硫化工艺将轮胎翻新分为三类。根据翻胎的应用特点和翻胎特备
情况,分析影响其市场销售的几方面原因:道路状况、新轮胎销售、竞争情况,
和其它偶然因素;接着对QF公司的宏观和微观环境进行分析,确定QF公司在市
场上的位置;接着对上述影响因素按重要性给予权重,制定了翻胎设备亚洲市场
的吸引力评估模型,并利用该模型对亚洲地区各国吸引力大小做了分析;然后根
据上述因素中最重要的两个因素“路况”和“竞争优势”将亚洲各国市场细分,
目标市场选择“主要市场”。最后,对目标市场上QF公司的产品、价格、渠道和
促销策略进一步明细,并提出了具体的保障措施。
本文主要目的是通过科学的市场评估和环境分析,细分市场,使QF公司在新
兴的亚洲市场上,找到有吸引力的并能满足其需求的目标市场。发挥资源优势,
树立品牌形象,为企业的长远发展打好基础,具有一定的理论和实践意义。
关键词:轮胎翻新;市场细分;目标市场选择;亚洲市场
ABSTRACT
Along with the research and promotion of the market segmentation theory and
target market selection theory, more and more companies put high priority on these two
point: how to make market segmentation And how to make target market selection
On the one hand, companies can't meet all the demands from the market, on the other
hand, it is more and more difficult to profit under severe competition. By research on
the demands of customers, and scientific market segmentation, then choose the proper
target market accordingly, will help companies to get the competitive advantage and
improve the market performance.
Tyre retreading industry is the extension and reuse of the tire industry, it helps to
protect environment and save resources, more and more governments pay high priority
and subsidy to this industry, which helps the fast development of the tire- retreading
industry. There are many medium and small-sized enterprises stepped in this field, and
competition is much severe. But there is also some demand which is not satisfied due to
the high technology barriers. At this moment, all Chinese tire retreading equipments
manufacturers including QF have to think over following questions: What were the
factors that influenced the demand How can we find the right market among all
overseas Markets
This paper tries to use following method to answer above two questions: Firstly,
analyzes and finds out the factors that affect tire retreading equipments market.
Secondly, analyzes the macro and micro environment of QF company. Thirdly, builds a
market attraction assessment model based on the above factors and use the model to
evaluate all Asian markets. Fourthly, divides all Asian markets into four segments by
two critical factors: New tire price,,and Road condition”,and choose main market as
the target market. Finally, the author gives suggestions to improve QF’s target market
selection in the aspects of 4Ps: product,price, place and promotion.
The main purpose of this paper is to help QF to identify and choose their target
market on Asian market, through scientific segmenting of market and proper target
market selection method. Then distribute the company resources to each target market
properly, make proper marketing strategies, for further develop. It has a certain
theoretical and practical significance.
Key Words: Tire Retreading; Market Segmentation; Target Market Selection;
第1章绪论
1.1研究的背景和意义
1.1.1研究的背景
轮胎翻新是延长轮胎使用寿命的重要手段,是节约橡胶资源、保护环境的重
要措施,因此倍受社会关注。目前,翻胎生产已经遍布全球100多个国家和地区,
经济发达国家因为起步早,翻胎工艺和技术水平已经非常成熟。但是,因为发达
国家翻胎成本很高,近年来翻新轮胎市场又受到质优价廉的新轮胎冲击,翻胎行
业逐渐萎缩,所以这些国家的翻胎设备生产企业幵始转向翻胎行业新兴的欠发达
国家和地E,尤其是亚洲市场。
亚洲市场的翻胎行业,除了 R本、新加坡,基本上是从上世纪90年代幵始的。
因为翻胎成本低,利润高,且缺少法律法规或产业政策限制,这接市场在混乱中
迅速发展,众多的中小型翻胎设备制造厂基本上是模仿主流设备的外观和主要功
能,生产简揚廉价的设备,翻胎产品质量很差。
随着设备制造企业数量的进一步增加,价格竞争越来越激烈,低端产品充斥
市场,不仅降低了翻胎产品的档次,还损害了人们对翻新轮胎的信任,使得很多
市场不敢再使用翻胎。同时,还有很多市场需要翻胎来节省成本,却找不到技术
合格、质量过硬,价格有竞争力的设备供应商。为了使企业在这样的市场环境中
发挥优势、健康发展,必须找到对策来解决这些问题。
本文以翻胎设备在亚洲市场的目标市场选择为研究对象,基于影响翻胎设备
需求的影响因素,结合亚洲市场宏观环境分析和QF公司微观环境分析,找到关键
因.f:细分市场,并找到适合QF公司的目标市场,同时提出目标市场营销策略的建
议,为企业的长远发展打下基础。
1.1.2研究的意义
翻胎行业的快速发展,给翻胎设备企业带来了巨大的利润,同时随着竞争者
的增加,也给企业的生存和发展带來了挑战。翻胎行业在发达国家已经非常成熟,
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