本论文以 L 汽车零部件公司端子连接器事业部为研究对象，通过研究国内外的市
场营销理论和相关的期刊文献，依据市场营销原理，迈克尔波特的竞争战略理论，
PEST 模型和波特的 5 力模型对 L 公司的外部宏观环境和行业状态进行分析，借助
SWOT 矩阵分析 L 公司的优势、劣势、面临的机会和威胁，用鱼骨图分析方法分析
目前端子连接器的销售现状，找出其存在的问题并对这些问题进行分析，结合汽车端
子连接器行业和 L 公司实际情况，基于 STP 营销理论选定目标市场，用 4Ps 营销理
论为指导对 L 公司的营销战略进行精准的设计，制定适合 L 公司的、低成本和集中
差异化的营销战略，通过技术、组织、人事和财务四个方面为战略实施提供保障措施，
确保 L 公司的产品实现设计和生产本地化，在技术上保持持续的领先能力，以高性价
比的产品适应市场需求。
本文对 L 公司端子连接器市场营销战略的研究将对其他端子连接器生产企业的
市场营销提供一定的理论借鉴和指导。
关键词：市场营销；营销战略；端子连接器III
Abstract
With the rapid development of the China’s traditional automotive industry, as well as
the increasing demand of New Energy Vehicles, it shows a tremendous potential demand in
automotive electronic market. Terminals and connectors become more important and this
industry will have a great development opportunity. With the development of automobile
networking and automatic driving technology concept, it will be the crucial strategy for the
automotive parts enterprises to win the competitiveness in the future by catching the
opportunity, leaning in the technology front and occupying the market.
This Thesis will take L-Corporation as an example, through the study of domestic and
overseas marketing theory and related journal literature, on the basis of marketing theory
and Michael Porter competitive strategy theory, using the PEST model and Porter&39;s five
forces model to analyze L-Corporation&39;s external macro environment and industry status.
At the same time, SWOT analysis matrix is used to analyze the advantages and
disadvantages, the external opportunities and threats L-Corporation facing, to analyze the
current Terminals and Connectors sales status and problems. In combination with the
practical situation of automobile Terminals and Connector industry and L-Corporation,
based on the STP marketing theory to select target market, to accurate positioning the
marketing strategy, so as to design the low-cost lead ship and focused differentiation
marketing strategy which is suitable for L Corporation, implementation of the strategy with
advanced technology and adaptability; maintaining a high cost-efficiency performance
products with high value; localization of design and production. Finally, in order to make
sure the implementation of the marketing strategy, there are four measures are provided to
guarantee the execution of the strategy in aspects of technology, organization, personnel
and finance.
The research of Marketing Strategy of Automotive Terminals and Connectors of L
Corporation in China will provide certain theory reference and guidance for other
automotive manufacturing companies in developing relevant marketing strategy.
Keywords：Sales and Marketing; Marketing Strategy; Terminals and Connector目录
致谢.....I
摘要...II
Abstract ........ III
第 1 章 绪 论1
1.1 选题背景.......... 1
1.2 研究目的与意义.......... 3
1.2.1 研究目的...3
1.2.2 理论意义...4
1.2.3 实践意义...4
1.3 文献综述.......... 4
1.3.1 国内相关研究文献综述...5
1.3.2 国外相关研究文献综述...6
1.3.3 国内外文献评述...7
1.4 研究内容.......... 8
1.5 研究思路与方法.......... 8
第 2 章 市场营销相关理论基础....10
2.1 STP 市场营销理论概述........ 10
2.1.1 市场细分.10
2.1.2 目标市场选择.....10
2.1.3 市场定位.11
2.2 4Ps 营销理论. 11
2.2.1 产品.........11
2.2.2 价格.........12
2.2.3 渠道.........12
2.2.4 促销........
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