上世纪 90 年代开始，中国的卡车市场开始细分，重卡出现了大的发
展，社会上涌现了各种各样的重卡，其中相当部分是重型牵引车，21 世纪
前十年，国民经济飞速发展，到近阶段已步入经济发展的平稳期，牵引车的
产品技术趋于成熟，在现有的技术框架下，产品的研发与升级，局限于局部
小改进性质的研发与升级，牵引车的基本技术原理已经发展成熟，大的技术
革新很难实现，市场表现为“传统的重型牵引车”同质性的竞争白热化，所
有厂家推出的牵引车，其基本外形、基本原理、主要总成件，基本大同小
异，竞争体现在外形、性能指标的轻微差距、局部零部件的不同等一些细微
方面，比如本文将要研究的轮毂单元，就属于牵引车的一种高端选配部件，
各牵引车厂可以通过“判别是否配备了高端的轮毂单元”来判别车型的高端
程度

本文详细介绍了 C 公司的轮毂单元产品在当前中国牵引车市场的竞争格
局，分析了 C 公司的优势和劣势，建议 C 公司要合理进行市场定位，采取“价
值链优先”的竞争策略，从产品策略入手，依靠典型客户的“验证测试成功”
的成功经验，综合利用公司资源，采取多重形式促销手段，针对产品区别于
竞争对手的特征与优点，制定有竞争力的策略，增强 C 公司的竞争力，提高
轮毂单元的占有率，从而提升 C 公司在国内的市场地位和影响力

关键词 轮毂单元 C 公司 营销策略 市场地位Abstract
III
Abstract
Trucks entered into the perspective of Chinese people before the foundation of the
P.R.C. Either during the war or later during the economic construction period of the country,
trucks of various types played an important role in all walks of life. However, at that time
there were only medium and light duty trucks. There were no heavy duty trucks dedicated
for civil purposes, not to mention tractors.
Starting from 1990s, the Chinese truck market began its segmentation process. Heavy
duty truck segment witnessed a remarkable development. All kinds of heavy duty trucks
came into being, out of which a big portion are heavy duty tractors. In 2000s, the Chinese
economy witnessed a rapid growth. Recently the economy enters a new phase of a stable
development. Meanwhile, the technologies of tractors are becoming more amd more
advanced and mature. Under the current technological framework, it is difficult to achieve
major technological break-through. Instead, only minor improvement in R&D and
technological upgrade within a limited area can be achieved. As a result, the market
competition for tractors is becoming increasingly homogenous and fierce. Tractors made by
all OEMs are more or less the same in terms of design concept, exterior feature, key
components and so on. Nowadays the competition lies only in minor differentiations in
exterior feature, vehicle performance, and certain components. For example, wheel end,
which is a subject matter in this dissertation, is commonly regarded as a high-end component
for tractors. Whether equiped with a high-end wheel end can be a clear indication to judge if
a tractor is a high-end one or not.
In this dissertation, through a detailed introduction of the competition status of the
wheel end produced by Company C and a thorough analysis of the strength & weakness of
Company C, the author suggests that Company C should define a rational market position,
adopt a clear competition strategy namely “Value Chain Priority”, focus on product strategy,
rely on successful testing & verification experiences of key customers, utilize company
resources in a comprehensive manner, make use of multiple marketing methods, developAbstract
IV
competitive strategies based on product features and advantages over competitors, so as to
increase market share of the wheel end produced by Company C and ultimately enhance
competitiveness and market position of Company C in the Chinese tractor market.
Key Words: Wheel End, Company C, Marketing Strategy, Market Position目录
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目录
摘要......... I
Abstract .....III
第一章 绪论...........1
1.1 选题背景 .....1
1.2 研究目的和意义 .....3
1.3 研究内容 .....3
1.4 研究方法与技术线路 .........5
第二章 C 公司现状分析....6
2.1 C 公司基本情况 ......6
2.1.1 公司介绍 .........6
2.1.2 产品介绍 .........6
2.2 C 公司能力介绍 ......8
2.2.1 技术能力介绍 .8
2.2.2 营销能力介绍 .9
2.2.3 生产能力介绍 .9
2.2.4 服务能力介绍 ...........10
2.3 C 公司面临的环境介绍 ....10
2.3.1 市场环境 .......10
2.3.2 经济环境 .......11
2.3.3 政策环境 .......12
2.3.4 技术环境 .......13
2.3.5 中国市场下的 SWOT 分析 .....14
2.4 C 公司营销方面存在的问题分析 16
2.4.1 市场混乱 .......16
2.4.2 产品开发未充分考虑国情 ...18
2.4.3 新产品开发与市场脱节 .......21
2.4.4 价格体系与市场脱节 ...........22
2.4.5 渠道开发与市场脱节 ...........23
2.4.6 错误的市场宣传 .......24
2.4.7 不当的促销方式 .......26目录
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第三章 C 公司用户需求及产品调研分析 .........30
3.1 用户需求问卷调查分析 ...30
3.1.1 用户需求问卷调查 ...31
3.1.2 对问卷调查结果的总结 .......34
3.1.3 对问卷填写者的统计分析 ...35
3.2 轮毂单元的市场适应性调查 .......36
3.3 市场定位和产品调研分析 ...........39
3.3.1 STP 调研分析 39
3.3.2 产品调研分析 ...........43
第四章 C 公司营销策略的改进 .51
4.1 4P 策略的改进 ......51
4.1.1 产品策略的改进 .......51
4.1.2 价格策略的改进 .......51
4.1.3 渠道策略的改进 ..........
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