摘要
中国加入WTO给我国汽车工业带来了前所未有的发展机遇。汽车工业的快速发展又为汽车零部件产业带来了巨大的市场机会。面对我国巨大的市场潜力,跨国零部件企业纷纷进入中国市场参与竞争。这些企业无论品牌、资金还是技术都有雄厚的实力。外来者的进入极大的加剧了本来就已竞争激烈的汽车零配件市场的竞争程度。亚新科南岳公司作为国内少数几家比较有名的燃油喷射系统专业生产厂家,在过去的十几年里发展迅速,在行业里具有较高的市场地位。随着市场环境的变化、新产品、新技术的不断推陈出新,公司原来的一些优势在逐渐的丧失,如何根据环境的变化来制定企业营销策略已成为企业生存和发展的一项重要课题。
本文以营销理论为基础,运用定性与定量相结合、理论与实践相结合等研究方法对亚新科南岳公司的营销策略进行了较为深入的系统研究。首先,本文对亚新科南岳公司的营销环境进行了较为深入全面的分析,并通过SWOT分析方法分析了亚新科南岳公司的优势、劣势、机会和威胁,这是将比较优势转化成竞争优势为公司制定营销策略的基础。其次,本文在对亚新科南岳公司的竞争能力分析的基础上确定公司的目标市场,并据此确定公司的市场定位,即战略联盟玉柴、加大潍柴和大柴的开发力度,利用自己的销售渠道布局优势开发中小目标客户。然后探讨了亚新科南岳公司的产品策略、价格策略、渠道策略和促销策略。最后,为确保亚新科南岳公司营销策略的顺利实施,本文提出了制定绩效管理、改善与上游供应商之间的关系和加强目标客户之间的关系等保障措施。
本研究是在和亚新科南岳公司充分沟通基础上进行的,其研究结论有助于亚新科南岳公司适应新的市场环境并获得持续有效的发展,同时对同类企业亦有一定借鉴意义。
China's entrance to the WTO has brought unprecedented opportunities to China's automobile industry to develop, while the rapid development of the auto industry provides the auto parts industries with a huge market. In the face of our huge market potential, a great number of transnational auto parts enterprises have entered the Chinese market and participated in the competition. Whether in the aspect of brand, capital or technology, these enterprises all have solid strength. The entrance of them exacerbates the competition degree of the automotive parts market that has been already highly competitive. Being one of few relatively well-known domestic professional fuel injection system manufacturers, Asimco Nanyue Company has developed rapidly in the past 10 years, and got a higher market position in the industry. As the market environment changes, and the new products, new technologies continue to be launched, the original advantages of the company are gradually losing. Therefore, how to make the marketing strategy according to the changes of environment has become a matter topic to the survival and development of the enterprises.
This article based on the marketing theory, with the research methods of integrating qualitative and quantitative, combining the theory and practice, this article had a relative in-depth systemic study on the marketing strategy of Asimco Nanyue Company. Firstly, this article conducts a relative in-depth analysis on the marketing environment of the Asimco Nanyue Company, and also analyzes its strengths, weaknesses, opportunities and threats through SWOT analysis method. This can help the company transform the comparative advantages into competitive advantages and thus make marketing stategy. Secondly, based on the analysis of the competitiveness of the company, this article identifies company's target markets, and ascertains the company's position in the market, that is to have a strategic alliance with Yuchai, to put more efforts to develop Weichai and Dachai, and to develop small and medium-sized target customers with their advantage of sales distribution channels Thirdly, this article discusses the Asimco Nanyue Company's product strategy, pricing strategy, marketing strategy and channel strategy. Finally, to ensure that the new marketing strategy of Asimco Nanyue company will be implemented smoothly, this paper propsed some measures, such as performance management, improving the reletionship with upstream suppliers and strengthening the relationship with the target customers.
This research is conducted on the basis of full communication with the Asimco Nanyue company. The conclusion of this study helps the Asimco Nanyue company to adapt to the new market environment and to develop continued constantly and effectively. And it is also applicable to the enterprises in the same field.
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