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MBA硕士范文_KL公司电控喷油器关系营销策略研究(58页).rar

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文本描述
描商
彌安
汽车产业作为国家的经济支柱,它的水平和规模是衡量一个国家综合实力的主要标
志。汽车零部件在整个汽车产业中的价值构成了汽车工业的基础,零部件强,则汽车工
业强。目前,国家已开始对中国汽车工业和汽车零部件在经济中的地位开始有了全新的
认识,并出台了相应的政策大力扶持。
随着国家环境和能源问题的日趋严重,对机动车的排放标准也愈加的严格,汽车电
控喷油器的发展是适应汽车环保、节能的产业政策调整的需要。面对汽配产业全球化的
格局和市场增速放缓的竞争格局,汽车零配件作为工业品来营销,如何在新的背景下做
好营销是汽配企业需要思考和解决的问题。
本文首先以关系营销理论为基础,分析KL公司企业内部条件的优势和劣势,外部
环境的机会和威胁,对发展中的KL公司实施关系营销的实证进行了案例研究,分别对

KL公司目前进行的关系营销中存在的问题以及如何克服与解决当前面临的种种困难与
问题提出了建议。民营企业作为中国经济发展中新的引擎,本文旨在帮助本土汽配企业
形成自己独特的关系营销策略,创造竞争优势,走出一条切实可行的适合中小汽配企业
发展的成功之路。
关键字:汽车零部件;关系营销;喷油器;
第II页
华东理工大学硕士学位论文

Relationship marketing Strategic for Fuel injectors in Company KL

Abstract

The automotive industry as a pillar industry of national econnomy,It's developing

leveland scale have become an important sign for measure of a country's comprehensive

strength.The value of auto parts in the automotive industry forms the basis of automobile

industry, The stronger automobile parts industry is, The stronger automobile industry is.At

present, The country has formed a new understanding of the status of China's auto industry

and auto parts in economy and enacts relevent preferential policy.

With more and more serious problem of energy and environment,The state introduce

Strictly the motor vehicle emission standards, The development of eletronic fuel injection

is adapted to the needs of adjustment of policy on automobile environmental protection and

energy conservation,In the face of the slowdown in auto industry globalization and market

growth, Enterprises have regarded auto parts as industrial products marketing. It is the

urgent question that auto parts enterprises must think about and solve how to be a good

marketing under the new situation.

Depending on the marketing fundamental theory and the company's internal and external

environment, The essay uses SWOT model to sum up the company's strengths, weaknesses

and opportunities and threats and to give a series preliminary countermeasures. Private

enterprises have played a crucial roal in china's economic development,The purpose of this

paper is to help the local auto parts enterprises to form their own unique relationship

marketing strategy and to create competitive advantage and to find a successful road of

development that is practicable and suitable for small and medium auto parts enterprises.

Keywords: relationship marketing, Automobile spare part, Fuel injectors