【作者】 陈红；

【导师】 侯仁勇；

【作者基本信息】 武汉理工大学 ， 技术经济及管理， 2009， 硕士

【摘要】 在金融危机的影响之下,汽车产业受到了很大的影响,而处于汽车行业下的零部件产业也到了很大的影响。X公司为汽车产业的供应商,主营板簧、空气悬架、稳定杆。在金融危机的影响下,亦受到很大的挑战。本文首先分析了世界及中国汽车板簧业的发展现状以及发展趋势。接着分析了三大产品的市场供给特征以及市场需求特征。由上面的分析,可以得到X公司的市场竞争地位以及SWOT分析。总结上面的分析,基于技术营销理论,得到X公司的市场营销战略。针对公司发展的国际国内环境,结合公司产品市场特征,基于公司总体战略规划,公司未来市场定位是:2009—2016年行业龙头,2016年后:市场寡头。公司产品市场定位是:板簧定位为市场领导者,空气悬架为市场挑战者,稳定杆为市场补充者,并得到了公司营销阶段战略及区位细分战略。最后得到了公司各产品的市场营销组合策略:板簧的营销战略为规模扩张、产品多样化战略战略,价格差异化、服务差异化战略,在不同的时势下选择合适的市场;稳定杆的营销战略为先内后外营销战略;空气悬架的营销战略以本土化作为营销重点、强化产品品牌战略、中心开花推销战略。为确保营销战略的成功实施,给出了组织保障体系、复合型技术人才保障、健全销售机制以及技术研发支持战略措施。为了应对竞争与挑战,求得生存与发展,X公司适时调整其营销战略极具现实意义。通过把握世界及中国汽车板簧业市场发展趋势,为公司制定发展战略提供依据,并确立X公司市场未来地位。比较主要竞争对手营销策略,有针对性制定X公司市场营销战略行动纲领,给出了基于技术营销的营销战略。现在很多以技术为核心竞争力的企业都在逐渐引进技术营销模式。板簧行业对技术的要求相对较高,故比较适合采取技术营销。技术营销具有两大优势,即用技术等专业知识创造新的顾客价值及依靠长期性的战略设计构想和技术,为企业带来巨大的创新。通过系统全面地掌握市场营销知识,将与自身有关的业务和技术转变成能为企业获得成功、赢得竞争优势的重要源泉。更多还原

【Abstract】 Under the influence of financial crisis, automobile industry has been greatly affected including components industry which belongs to automobile industry. Company X as the supplier of automobile industry and whose core business is road spring, air suspension and roll bar, at present, is also affected by the financial crisis.This paper analyzes the development status and trends of road spring industry in China and the world firstly. Then it analyzes the characteristics of market supply and demand of three kinds of products. According to the former analysis, it gets Company X’s position of market competition and SWOT analysis. Summing up the above analysis, based on technology marketing theory, it proposes marketing strategy for Company X. Considering international and national environment of company’s development, combining with market characteristics of company’s products, based on company’s entire strategy plan, its market position is as follows: from 2009 to 2016, it becomes industry leader, after 2016, it becomes market oligopoly. The position of its product market is that road spring becomes market leader, air suspension becomes market challenger and roll bar becomes market supplier. After that, it gets company’s strategies of marketing stage and location subdivision. At last, it gets market combined strategy of company’s each product as follows: road spring’s market strategy is scale expansion strategy, product diversification strategy, and price and service differentiation strategy, choose appropriate market in different time; roll bar’s market strategy is from the inside out; and air suspension’ market strategy is to focus on localization, strengthen product brand and sales it in center. To asure successful implement of the market strategy, this paper providers organization security system, complex technical personnel security, a sound marketing mechanisms and support strategic measures for R&D.In order to deal with competition and challenges, to seek survival and development, it has greatly realistic meaning for Company X to adjust its marketing strategy in different occasions. Through holding the development trend of road spring’s market in China and the world, this paper supplies a basis for company to make development strategy, and establish its status in future market. According to the comparation with its main competitor on marketing strategy, it makes action programme of marketing strategy that is based on technology marketing for company. At present, many enterprises, whose core competitive strength is technology, are bringing in technology marketing method gradually. Road spring industry has higher requirement on technology, so technology marketing is much better for it. Technology marketing has two advantages, one is creating new customer value by professional knowledge such as technology, and the other is bringing great innovation for enterprises by stragety design idea and technology in the long run. Via mastering marketing knowledge systematically and comprehensively, it transforms business and technology that associated with itself to significant source of success and competitive advantage for enterprises.更多还原