AACN 公司（旭硝子汽车玻璃（中国）有限公司 AGC Automotive (China)
CO.,Ltd ）凭借 AGC 集团在全球汽车市场份额第一的优势，近年来在中国市场上销
售收入逐年增加。但 AACN 公司实际的增长速度较之预计目标存在一定差距，尤其
是市场营销策略上暴露出了一些问题，阻碍了其快速发展的步伐。
本文创造性地将影响企业市场营销因素的传统理论分析方法和因子分析方法进
行结合，通过对中国 30 家汽车企业进行问卷调查，找到关键影响因素。基于定性、
定量的分析结果，针对 AACN 公司市场制定了针对性的营销策略，期望 AGC 集团
中国市场的营销具有借鉴意义。
本文的研究内容主要分为四个部分：
首先，本文对于市场营销的理论动态、研究背景等进行了概述，并对相关概念
和基本理论进行了说明，为本文最终结论提供依据和指导。
其次，结合 AACN 公司总体情况状，运用 PEST 等分析工具、4P 理论对 AACN
公司的营销内外环境和影响因素进行定性分析，以期找到新的营销基本思路和方向。
再次，建立营销影响因素指标体系，并进行问卷调查。统计分析问卷调查结果，
运用因子分析方法进行数据处理，定量分析营销策略的关键影响因素，为新的营销
策略组合的制定提供依据。
最后，结合 AACN 公司未来的市场发展趋势提出了基于 4P 理论新的营销策略
组合建议，以及相应的营销策略保障措施。
关键词：市场营销；因子分析；营销策略组合；AACN 公司
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Abstract
With the fast development of Chinese economy, the automobile industry has been
developed since 2002. The market competition becomes fierce. The local companies pose
threats to companies in China. The competitiveness of foreign companies is weakened.
AACN (AGC Automotive (China) CO. Ltd) has increased revenue year by year in
Chinese market, due to its NO.1 advantages in the global market share and resources.
However, because of the growth of local companies, there are still gaps between the
actual growth speed and the forecasted targets. Many problems in many aspects
especially the marketing strategies come into being, thus impeding its development.
This paper combines the traditional marketing factors analysis method with
influence factor analysis method, conducts a questionnaire survey through 30 industrial
customers in China, analyzes the result of questionnaire by the influence factor method
and find out the key influential factors. Based on analysis, this paper makes a targeted
marketing strategy for AACN, expecting to provide a reference to AGC local marketing.
This research is mainly divided into four parts:
First, then it will explain some related concepts and basic theories, which is to
provide evidence and instructions for the final conclusion.
Second, analyzes AACN’s internal and external marketing environment and key
influential factors by means of PEST and 4P and other theories, in view of AACN
situation and market, expecting to find out its marketing basic direction.
Third, establishes the marketing influence factors index system, makes and collects
questionnaire, analyzes influence factor with factor analysis method, providing evidence
for making new marketing strategies portfolio.
Finally, proposes new marketing strategies and marketing countermeasures
combined with the future market development tendency of AACN based on 4P theory.
Keywords: marketing; influence factor; marketing strategy; marketing strategies
portfolio；AACN Company
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