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论文编号：	12499
作者编号：	2220160593
上传时间：	2021/6/13 23:21:04
中文题目：	SONE（梭尼）公司汽车装潢美容用品市场营销策略研究
英文题目：	Research on the Marketing Strategy of SONE Company''s Car Decoration and Beauty Products
指导老师：	许晖
中文关键字：	SONE公司；汽车装潢美容用品；营销战略STP；营销组合
英文关键字：	SONE Company；Car Decoration And Beauty Products；Marketing Strategy STP；Marketing Mix
中文摘要：	随着中国汽车市场保有量的不断提高，使得中国汽车售后市场中的汽车用品行业在中国发展迅速，而其中的汽车装潢美容用品行业在汽车售后市场一直是高速发展的产业之一，自1994年发力至今，中国的汽车用品装潢美容公司已达40多万家，市场的需求是庞大的。虽然经历了二十多年的快速发展和沉淀，各大中小城市的汽车用品城发展迅速，但规模化、专业化、市场化的汽车装潢美容用品公司仍然不多，汽车品牌厂商的4s店解决了客户的购车难题和修车难题，但车主的个性化需求因个体的差异不同，因而导致汽车品牌厂商的4s店无法逐个满足，车主更加注重的是汽车这样一个日常使用的产品，作为第二个空间的存在，在质量、功能、高科技以外，能否实现自我价值的展现，在汽车整车制造企业无法满足、汽车4s店也无法满足的市场状况下，汽车售后市场中的汽车用品产业中的汽车装潢美容用品行业具有广阔的市场潜力，迎来了前所未有的市场机遇，但由于中国的汽车装潢美容用品行业发展的较晚，导致了相关的研究以及报道也相对较少。 SONE商贸公司隶属于美国ORLINE集团旗下，较早的进入了中国汽车装潢美容用品行业市场，是一家主营汽车装潢美容用品和汽车养护用品的贸易型销售企业，公司总部在美国硅谷，本文以SONE公司为研究对象，运用科学的研究方法，研究SONE公司的汽车装潢美容用品在新的大环境中，如何开展有效的、符合企业特色的市场营销组合策略，来促进并保持市场竞争力。 本文在回顾了营销战略理论、营销组合理论之后，运用了PEST分析方法、迈克尔·波特的五力模型、SWOT分析法，对研究背景、研究对象、研究方法和研究意义进行了探讨，并对SONE公司汽车装潢美容用品的行业环境进行了分析，对SONE公司的竞争与发展策略进行剖析和探讨，针对现有的营销环境，对SONE公司的营销策略和问题进行了深入研究，提出了SONE公司下一阶段的营销组合策略和相应的实施保障措施，包括建设市场营销团队、开展客户关系管理、重塑组织制度体系等，以实现SONE公司的新突破，提升企业竞争力，努力在激烈的市场竞争中获得广阔的发展空间。
英文摘要：	With the continuous increase in the number of the Chinese auto market, the auto supplies industry in the Chinese auto after-sales market has developed rapidly in China, and the auto decoration and beauty products industry has been one of the fast-developing industries in the auto after-sales market. Since 1994 So far, China has more than 400,000 auto supplies, decoration and beauty companies, and the market demand is huge. Although after more than 20 years of rapid development and precipitation, the auto supplies cities in major, medium and small cities have developed rapidly, but there are still not many large-scale, professional, and market-oriented auto decoration and beauty products companies. The 4s shops of auto brand manufacturers solve the problem. In order to solve the customer’s car purchase and repair problems, the individual needs of car owners are different due to individual differences. As a result, the 4S stores of car brand manufacturers cannot satisfy each one. Car owners pay more attention to the daily use of cars as a second product. The existence of this space, in addition to quality, function, and high-tech, can the display of self-worth be realized. Under the market conditions that cannot be satisfied by automobile manufacturers and automobile 4s stores, the automotive supplies industry in the automotive aftermarket The automobile decoration and beauty products industry in China has broad market potential and ushered in unprecedented market opportunities. However, due to the late development of China's automobile decoration and beauty products industry, there are relatively few related studies and reports. SONE Trading Company is a subsidiary of ORLINE Group of the United States. It entered the Chinese automotive decoration and beauty products market earlier. It is a trading and sales company mainly engaged in automotive decoration and beauty products and car maintenance products. As the research object, the company uses scientific research methods to study how SONE’s car decoration and beauty products can develop effective and corporate-specific marketing mix strategies in the new environment to promote and maintain market competitiveness. After reviewing the marketing strategy theory and marketing mix theory, this thesis uses the PEST analysis method, Michael Porter's five forces model, and the SWOT analysis method to discuss the research background, research objects, research methods and research significance, and The industry environment of SONE’s car decoration and beauty products was analyzed, and SONE’s competition and development strategies were analyzed and discussed. In view of the existing marketing environment, SONE’s marketing strategies and problems were studied in depth, and SONE was proposed. The next stage of marketing mix strategy and corresponding implementation safeguard measures, including building marketing teams, carrying out customer relationship management, reshaping the organizational system, etc., in order to achieve new breakthroughs in SONE, enhance corporate competitiveness, and strive to be in the fierce market Obtain broad development space in the competition.
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