- I - 摘要 中国汽车产销量在2018年首次出现下跌，汽车零部件行业在前期不断扩张的布 局中突然面临急转直下的市场环境，市场竞争压力空前巨大。面对市场困境，企业一 方面要苦练内功，另一方面要更加重视市场营销工作，这样才能使企业在激烈的市场 竞争中求得生存和发展的空间。与企业内外部发展环境相适应而有效的市场营销策 略对于促进和带动企业的发展起到至关重要的作用。 KD公司是中国汽车零部件行业的代表企业，借助早期的技术和市场的积累，于 2008年一举发展成为全球最大的汽车铝轮毂企业。经历了十余年的高速发展之后， 从2018年开始面对前所未有的市场下行压力挑战，公司需要通过重新梳理和整合内 外部资源，分析内部外环境压力挑战，通过营销策略的调整优化来满足新经济形势下 的发展要求。 本文以KD公司中最重要铝轮毂产品国内市场为研究对象，采用文献研究法和 调查研究法等，利用公司和行业内部的统计数据，在STP和4Ps相关理论的指导下， 通过对公司概况，组织架构及人员，市场竞争情况，营销策略组合等营销现状进行分 析的基础上，结合作者在营销岗位上的实战体验，分析和总结现有营销策略存在的组 织架构，市场细分和营销策略组合等问题，在此基础上提出优化设计方案。本文也明 确提出了组织机构和营销人员的优化，市场细分细化管理优化，营销策略组合优化和 营销激励优化的方案以及相关策略优化的实施保障。 关键词：营销策略优化；汽车零件部件；铝轮毂；KD公司 燕山大学工商管理硕士学位论文 -II- Abstract China's automobile production and sales fell for the first time in 2018. The auto parts industry suddenly faced a rapidly changing market environment。So the market competition pressure was unprecedented. To survive and develop in the market competition, Enterprises must work hard and pay more attention to marketing work at the same time. Effective marketing strategies which adapt to the internal and external development environment of are crucial to the promotion of the company. KD Company is a representative enterprise of China's auto parts industry. With the accumulation of initial technology and market, it developed into the world's largest automotive wheel enterprise in 2008. After more than a decade of rapid development, from the 2018 onwards to face unprecedented market downside pressure challenges, the company needs to reorganize and integrate internal and external resources, analyze internal and external environmental pressure challenges, to meet the development requirements under the new economic situation through the adjustment and optimization of marketing strategies. This article takes the most important aluminum wheel business for the domestic market in KD as the study object, uses the internal statistical data of the company and the industry, under the guidance of STP and 4Ps related theories. According to the analysis of the company profile, organizational structure, marketing competition and marketing strategy portfolio, combined with the actual experience of the author in marketing positions, sum up the existing problems of marketing strategies, and then propose optimized design solutions. The proposal includes the optimization of organizational structure and marketing personnel, the optimization of market segmentation and management optimization, the optimization of marketing strategy portfolio and the optimization of marketing incentives. Also, the implementation guarantee of relevant strategy optimization are clearly put forward. Keywords: marketing strategy optimization；auto parts；aluminum wheel；KD company 目 录 -III- 目 录 摘要 ................................................................................................................................... I ABSTRACT ......................................................................................................................... II 第1章 绪 论 .....................................................................................................................1 1.1 选题背景及研究目的意义 ........................................................................................1 1.1.1 论文选题背景 .....................................................................................................1 1.1.2 研究意义 .............................................................................................................2 1.2 国内外研究现状 ........................................................................................................2 1.2.1 国外研究现状 .....................................................................................................2 1.2.2 国内研究现状 .....................................................................................................4 1.2.3 国内外研究现状评述 .........................................................................................5 1.3 研究内容及研究方法 ................................................................................................6 1.3.1 研究内容 .............................................................................................................6 1.3.2 研究方法 .............................................................................................................6 第2章 市场营销相关理论 .................................................................................................8 2.1 STP理论 .....................................................................................................................8 2.1.1 市场细分 .............................................................................................................8 2.1.2 目标市场选择 .....................................................................................................8 2.1.3 市场定位 .............................................................................................................9 2.2 4Ps营销策略组合理论 ..............................................................................................9 2.2.1 产品策略 ...........................................................................................................10 2.2.2 价格策略 ...........................................................................................................10 2.2.3 渠道策略 ........................................................................................................... 11 2.2.4 促销策略 ...........................................................................................................13 2.3 本章小结 ..................................................................................................................13 第3章 KD公司国内市场营销现状及问题分析 ............................................................14 3.1 KD公司概况 ............................................................................................................14 燕山大学工商管理硕士学位论文 -IV- 3.2 KD公司国内市场营销组织架构和人员 ................................................................14 3.3 KD公司国内市场及竞争情况 ................................................................................17 3.4 KD公司现行营销策略分析 ....................................................................................19 3.4.1 产品策略 ...........................................................................................................19 3.4.2 价格策略 ...........................................................................................................21 3.4.3 渠道策略 ...........................................................................................................22 3.4.4 促销策略 ...........................................................................................................24 3.5 KD公司国内市场营销主要问题及原因分析 ........................................................25 3.5.1 组织架构问题 ...................................................................................................25 3.5.2 市场细分问题 ...................................................................................................25 3.5.3 营销策略问题 ...................................................................................................25 3.5.4 问题原因分析 ......................................................................................