X公司的营销战略研究
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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。
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.
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。
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.
引文
[1]高桥透,福岛彰一郎,伊藤武志.技术营销[M].科学出版社.2006(1).
[2]何志毅.北大案例课堂:中国最佳商业案例2002——2003年度报告[R].陕西师范大学出版社.2003(9).
[3]张鹤.渠道诊断[M].京华出版社.2004(5).
[4]杨东龙.渠道无疆:结构化与营销速度[M].中国经济出版社.2003(1).
[5]赵光忠.企业营销管理模板与操作流程[M].中国经济出版社.2004(4).
[6]白光.品牌注册的故事[M].中国经济出版社.2005(8).
[7]薛娜.经典品牌故事全集[M].金城出版社.2006(1).
[8]朱平利,周宁.文化营销[J].企业研究.2003(9).
[9]刘平.浅谈品牌营销[J].江苏商论.2004(2).
[10]曹礼和.服务与服务营销[J].中国物资流通.2001(14).
[11]邹晖.技术营销农药乳化剂市场的开发与拓展[J].农药市场信息,2005(02).
[12]袁强.农药新品种的技术营销与江山品牌[J].农药市场信息,2005(02).
[13]田俊,齐云娟.稳定煤矿专业技术人员队伍问题的探讨[J].山东煤炭科技,2005(03).
[14]范丽亚.如何强化市场营销[J].现代金融,2004(02).
[15]奚中利.浅谈对市场营销的再认识[J].新疆金融,2005(03).
[16]牟元萍.可持续性营销竞争优势的研究[D].天津大学,2007.
[17]关丛英.技术营销的优势[J].承钢技术,2006(01).
[18]于敏.浅析4P策略在农产品营销中的应用[J].宁波大红鹰职业技术学院学报,2006(03).
[19]王楠.技术经营——企业自主创新的助推器[J].中国高校科技与产业化,2006(09).
[20]王俊杰.企业营销能力如何再凝练?[J].企业活力,2007(04).
[21]刘玉来.企业营销能力概念探析[J].商业研究,2005(18).
[22]周莹玉.营销渠道与客户关系策划[M].中国经济出版社.2003(1).
[23]朱雪芹.中国企业全球营销对策初探[J].商业时代.2003(20).
[24]赵勇,郑启明.卖点——打开市场的金钥匙[M].中国经济出版社.2004(1).
[25]中国营销总监职业培训教材编委会.品牌营销[M].朝华出版社.2004(11).
[26]徐愧儒,王晓重.推进技术营销 实现差异经营[J].涟钢科技与管理,2006(01).
[27]巨天中.品牌策划[M].中国经济出版社.2004(5).
[28]赵子明.技术营销 相得益彰——连云港市农药协会与先正达加强合作[J].农药市场信息,2003(11).
[29]李天保.案例分析:技术营销=技术+营销吗?[J].现代营销(学苑版),2007(01).
[30] William M. Prida. Marketing: Congcepts and Strategyies [M]. China renmin university press,2005.
[31] Narasimhan R, Jayaram J. Causal linkages in supply chain management: an exploratory study of North American manufacturing firms [J]. Decision Sciences, 1998,29(3).
[32] Berry, Leonard L. Cultivating Service Brand Equity [J]. Journal of the Academy of Marketing Science, 2000,281, 28(1).
[33] Bolstorff P, Rosenbaum R. Supply chain excellence: A handbook of dramatic improvement using the SCOR model [M]. New York: AMACOM, 2003.
[34] Bradley Hull, The role of elasticity in supply chain performance [J]. Int. J. Production Economics, 2005, (98).
[35] Fournier, Susan. Consumers and Their Brands: Developing Relationship Theory in Consumer Research [J]. Journal of Consumer Research, 1998.
[36] Ganesan, S. Determinants of Long-term Orientation in Buyer-seller Relationships [J]. Journal of Marketing, April, 1994, 58, (58).
[37] Donald J Bowersox, David J Closs. Logistical Management: The Integrated Supply Chain Process [M]. McGraw-Hill Companies, inc. 1998.
[38] Stephens, Scott. The Supply Chain Council and the Supply Chain Operations Reference (SCOR) Model [J]. Logistics Spectrum, 2000,34(3).
[39] Marty Neumeier. The Brand Gap [M]. China renmin university press, 2004(1).
[40] David A.Aake, Erich Joachimsthaler. Brand Leadership [M]. Xin Hua press, 2001.
[41] J. A. Roger. Measurement for measure [J]. Logistics, 1999, 7(7).
[42] B. H. Maskell. Performance Measurement for World Class Manufacturing [D]. Cambridge University, 1991.
[43] David A. Aaker. Managing Brand Equity Capitalizing on the Value of a Brand Name [M]. China machine press, 2006.
[44] Ambler, Tim and Kokkinaki, Flora. Measures of marketing success [J]. Journal of Marketing Management, 1997, 13, (13).
[45] Valane A. Zeithaml. Services Marketing: Integrating Custimer Focus Acrossing the Firm [M]. China machine press, 2008.
[2]何志毅.北大案例课堂:中国最佳商业案例2002——2003年度报告[R].陕西师范大学出版社.2003(9).
[3]张鹤.渠道诊断[M].京华出版社.2004(5).
[4]杨东龙.渠道无疆:结构化与营销速度[M].中国经济出版社.2003(1).
[5]赵光忠.企业营销管理模板与操作流程[M].中国经济出版社.2004(4).
[6]白光.品牌注册的故事[M].中国经济出版社.2005(8).
[7]薛娜.经典品牌故事全集[M].金城出版社.2006(1).
[8]朱平利,周宁.文化营销[J].企业研究.2003(9).
[9]刘平.浅谈品牌营销[J].江苏商论.2004(2).
[10]曹礼和.服务与服务营销[J].中国物资流通.2001(14).
[11]邹晖.技术营销农药乳化剂市场的开发与拓展[J].农药市场信息,2005(02).
[12]袁强.农药新品种的技术营销与江山品牌[J].农药市场信息,2005(02).
[13]田俊,齐云娟.稳定煤矿专业技术人员队伍问题的探讨[J].山东煤炭科技,2005(03).
[14]范丽亚.如何强化市场营销[J].现代金融,2004(02).
[15]奚中利.浅谈对市场营销的再认识[J].新疆金融,2005(03).
[16]牟元萍.可持续性营销竞争优势的研究[D].天津大学,2007.
[17]关丛英.技术营销的优势[J].承钢技术,2006(01).
[18]于敏.浅析4P策略在农产品营销中的应用[J].宁波大红鹰职业技术学院学报,2006(03).
[19]王楠.技术经营——企业自主创新的助推器[J].中国高校科技与产业化,2006(09).
[20]王俊杰.企业营销能力如何再凝练?[J].企业活力,2007(04).
[21]刘玉来.企业营销能力概念探析[J].商业研究,2005(18).
[22]周莹玉.营销渠道与客户关系策划[M].中国经济出版社.2003(1).
[23]朱雪芹.中国企业全球营销对策初探[J].商业时代.2003(20).
[24]赵勇,郑启明.卖点——打开市场的金钥匙[M].中国经济出版社.2004(1).
[25]中国营销总监职业培训教材编委会.品牌营销[M].朝华出版社.2004(11).
[26]徐愧儒,王晓重.推进技术营销 实现差异经营[J].涟钢科技与管理,2006(01).
[27]巨天中.品牌策划[M].中国经济出版社.2004(5).
[28]赵子明.技术营销 相得益彰——连云港市农药协会与先正达加强合作[J].农药市场信息,2003(11).
[29]李天保.案例分析:技术营销=技术+营销吗?[J].现代营销(学苑版),2007(01).
[30] William M. Prida. Marketing: Congcepts and Strategyies [M]. China renmin university press,2005.
[31] Narasimhan R, Jayaram J. Causal linkages in supply chain management: an exploratory study of North American manufacturing firms [J]. Decision Sciences, 1998,29(3).
[32] Berry, Leonard L. Cultivating Service Brand Equity [J]. Journal of the Academy of Marketing Science, 2000,281, 28(1).
[33] Bolstorff P, Rosenbaum R. Supply chain excellence: A handbook of dramatic improvement using the SCOR model [M]. New York: AMACOM, 2003.
[34] Bradley Hull, The role of elasticity in supply chain performance [J]. Int. J. Production Economics, 2005, (98).
[35] Fournier, Susan. Consumers and Their Brands: Developing Relationship Theory in Consumer Research [J]. Journal of Consumer Research, 1998.
[36] Ganesan, S. Determinants of Long-term Orientation in Buyer-seller Relationships [J]. Journal of Marketing, April, 1994, 58, (58).
[37] Donald J Bowersox, David J Closs. Logistical Management: The Integrated Supply Chain Process [M]. McGraw-Hill Companies, inc. 1998.
[38] Stephens, Scott. The Supply Chain Council and the Supply Chain Operations Reference (SCOR) Model [J]. Logistics Spectrum, 2000,34(3).
[39] Marty Neumeier. The Brand Gap [M]. China renmin university press, 2004(1).
[40] David A.Aake, Erich Joachimsthaler. Brand Leadership [M]. Xin Hua press, 2001.
[41] J. A. Roger. Measurement for measure [J]. Logistics, 1999, 7(7).
[42] B. H. Maskell. Performance Measurement for World Class Manufacturing [D]. Cambridge University, 1991.
[43] David A. Aaker. Managing Brand Equity Capitalizing on the Value of a Brand Name [M]. China machine press, 2006.
[44] Ambler, Tim and Kokkinaki, Flora. Measures of marketing success [J]. Journal of Marketing Management, 1997, 13, (13).
[45] Valane A. Zeithaml. Services Marketing: Integrating Custimer Focus Acrossing the Firm [M]. China machine press, 2008.