分类号 密级公开
U D C学校代码 10500
硕士学位论文
题目新经济形态下铝轮企业差异化营销战略研究
——以WFAW为例
英文题目 Study On Marketing Strategy Of Aluminum
Wheel Company Under The New Economy Pattern
——Taking WFAW As An Example
研究生姓名（签名）
指导教师姓名（签名）职 称教授
申请学位学科名称 工商管理 学科代码 125100
论文答辩日期20180519学位授予日期20180611
学院负责人（签名）
评阅人姓名 李明武 评阅人姓名杜春丽
2018年06月 11日
学位论文原创性声明和使用授权说明
原创性声明
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I
摘要
随着全球科学技术快速发展，市场需求多样化，市场竞争比以往任何时期都
要更加激烈。如何在新形势下研发具有高技术含量、高品质、高附加值产品，运
用适宜的市场营销战略去占领市场是摆在每一个企业管理者面前的难题。本文以
WFAW为研究对象，通过对未来汽车市场中顾客的需求、国内外铝轮行业同类竞
争产品及WFAW产品三者之间的关系进行分析，针对性地制定出有利于企业发展、
快速提升企业竞争力的营销战略
本文着重阐述了铝轮行业营销策略的研究背景和在研究过程中所需要用到的
各种理论，为后续研究的开展奠定了基础。对WFAW“十二五”期间所采用的营
销策略，进行了详尽的分析，指出了其中存在的问题，如渠道方面市场策划开拓
滞缓，产品方面尖端技术开发能力不足，管理体系和管理团队亟待强化提升等
通过使用SWOT分析、PEST分析及波特五力模型分析，对汽车行业的发展趋
势、铝轮产业的发展前景以及WFAW自身的优势和不足进行了全面分析。本文还
为WFAW找出了在目标市场、市场定位、产品策略、定价策略、产品服务及产品
形象等方面的差异，为后续营销战略的制定奠定了基础
基于以上分析，本文为WFAW公司提出了差异化营销战略：以中高端汽车主
机厂为主的品牌差异化策略，以上市公司为平台、布局全球工厂的服务差异化战
略，以技术创新、成本领先的产品差异化战略。本文指出“成为全球最优秀的汽
车零部件供应商”将是WFAW未来的战略目标。WFAW应当通过技术、管理、人
本、资本四大战略措施保障，实现“技术领先、管理卓越、规模领跑、可持续发
展”，进而引领市场营销战略
本文通过对WFAW营销战略的分析，一方面指出了其当前营销战略的不足，
为其未来营销战略的调整提供了合理建议；另一方面也为整个铝轮行业的营销战
略的制定提供了一定的借鉴
关键词： 市场营销战略；波特五力模型；PEST模型；SWOT分析；
II
Abstract
With the rapid development of global science and technology and the
diversification of market demands, market competition will be more intense than ever
before. How to develop a high-tech, high-quality, high-value-added product under the
new situation and to adopt appropriate marketing strategies to occupy the market is a
challenge that every business manager faces. This paper chooses WFAW to be the
research object, through the analysis of the relationship between the future demands in
the automotive market customers, domestic and foreign aluminum industry similar
products and WFAW products, it develops a business strategy conducive to business
development, rapid promotion of the competitiveness of enterprises.
This paper emphatically expound the research background of the marketing
strategy of the aluminum wheel industry and the various theories needed in the research
process, which lays the foundation for the follow-up research.
In the third chapter, this article has carried on the exhaustive analysis to WFAW's
current marketing strategy, pointed out some existing problems, such as stagnant market
planning and development, lack of cutting-edge technology development ability,
management system and management team need to be promoted, etc.
Through the use of SWOT analysis, PEST analysis, and Porter five forces model
analysis, the paper analyzes the development trend of the automotive industry, the
development prospects of the aluminum industry and WFAW's own strengths and
weaknesses. This paper points out that China's auto market will still be in a steady stage
of development, and the future still has broad prospects. The output of aluminum
wheels will steadily increase. The market outlook of the aluminum wheel industry
where WFAW is located is still promising. This article also points out the differences
between WFAW in the target market, market positioning, product strategy, pricing
strategy, product service and product image, which laid the foundation for the follow-up
marketing strategy formulation.
Based on the previous analysis, this paper proposes a differentiated marketing
strategy for WFAW: a brand differentiation strategy based on mid- to high-end
automotive OEMs, and a service differentiation strategy based on listed companies and
global factories. With technological innovation, cost leadership product differentiation
strategy. This article points out that Become the world's best auto parts supplier ! will
be the strategic goal of WFAW in the future. WFAW should ensure that it can achieve
technological advancement, management excellence, leading the scale, and sustainable
development through the four strategic measures of technology, management, people
and capital, and lead the marketing strategy. This article analyzes the marketing strategy
of WFAW. On the one hand, it points out the shortcomings of its current marketing
strategy and provides reasonable suggestions for its future marketing strategy
adjustments; on the other hand, it also provides some reference for the formulation of。