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论文编号：	15439
作者编号：	2320213491
上传时间：	2025/6/11 15:52:18
中文题目：	B公司两轮摩托车传动带产品营销策略研究
英文题目：	Research on Marketing Strategy Of B Company''s Transmission Belt Used on Mortorcycles
指导老师：	薛红志
中文关键字：	摩托车传动带；市场营销；市场细分；市场定位；营销策略
英文关键字：	Motorcycle Drive Belt; Marketing; Market Segmentation; Market Positioning; Marketing Strategy
中文摘要：	近年来，随着市场竞争的日益激烈，企业在营销策略的制定与实施方面面临着诸多挑战。尤其是在摩托车传动带市场，企业不仅需要关注产品的技术创新，还需对市场需求、消费者行为及竞争对手的动态变化进行深入分析。B公司作为该领域的重要参与者，亟需通过科学的市场分析工具和理论框架来优化其营销策略，以适应不断变化的市场环境。通过系统的市场环境分析，明确B公司在中国市场中的竞争态势，识别目标客户群体及其需求变化，同时探讨适合该公司的营销策略。研究的意义在于为日本跨国公司在华发展提供实证依据，帮助其更好地理解本土市场的动态，优化市场进入和产品推广策略，从而提高市场份额和品牌影响力。通过对市场环境的全面考察，本论文为理论与实践的结合提供了有价值的参考。 本研究采用了定性与定量相结合的方法，首先对相关理论进行了文献综述，重点阐述了市场营销的概念、STP理论的重要性以及如何通过市场细分、目标市场选择和市场定位来制定有效的营销策略。通过运用PEST环境分析、波特五力竞争模型对B公司的外部环境、行业竞争态势、主要竞争对手、企业内部微观环境、顾客状态进行全面分析，明确公司在市场竞争中所处的地位及拥有的核心能力，以及对B公司而言摩托车传动带市场中存在的机会与挑战。通过对STP定位理论工具的应用，对B公司摩托车传动带产品进行市场细分、目标市场选择和市场定位分析，并根据分析结果从产品、价格、渠道、促销四个方面进行营销组合策略的制定。同时，为保证营销策略的得以确实的实施，本文还制定了PDCA四个阶段的推进规划，并从组织、资源、供应链、数字化技术四个方面提供了保障措施。 本论文的主要发现表明，B公司在营销策略的制定过程中，必须充分考虑外部市场环境的变化和内部资源的配置。研究结果显示，运用STP理论能够帮助B公司更好地识别和满足消费者需求，从而提升其市场竞争力。同时，PEST分析和波特五力模型的结合，能够清晰揭示出行业竞争的复杂性与多样性，为B公司制定针对性的营销策略提供了理论支持。总体而言，本研究强调了理论分析在实践中的重要性，提出了基于数据和市场反馈的策略调整建议。展望未来，本研究认为，B公司在营销实践中应持续关注市场动态，通过定期的市场分析和消费者调研，及时调整营销策略以适应市场变化。此外，随着数字化转型的加速，未来的研究可以进一步探讨数字营销工具在摩托车传动带市场中的应用，以及如何利用大数据分析来深度挖掘消费者偏好与行为。通过不断创新与优化，B公司有望在竞争激烈的市场环境中实现更大的发展与突破。
英文摘要：	In recent years, with the increasingly fierce market competition, enterprises face numerous challenges in formulating and implementing marketing strategies. Especially in the motorcycle transmission belt market, companies need to focus not only on technological innovation in products but also conduct in-depth analyses of market demand, consumer behavior, and the dynamic changes of competitors. As a key player in this field, Company B urgently needs to optimize its marketing strategies through scientific market analysis tools and theoretical frameworks to adapt to the ever-changing market environment. By systematically analyzing the market environment, this study aims to clarify Company B's competitive position in the Chinese market, identify target customer groups and their evolving needs, and explore suitable marketing strategies for the company. The significance of this research lies in providing empirical evidence for Japanese multinational companies operating in China, helping them better understand the dynamics of the local market, optimize market entry and product promotion strategies, and thereby increase market share and brand influence. Through a comprehensive examination of the market environment, this paper offers valuable insights into the integration of theory and practice. This study adopts a combination of qualitative and quantitative methods. First, a literature review of relevant theories is conducted, focusing on the concept of marketing, the importance of STP theory, and how to formulate effective marketing strategies through market segmentation, target market selection, and market positioning. By applying PEST environmental analysis and Porter's Five Forces model, the external environment, industry competition landscape, major competitors, internal micro-environment, and customer status of Company B are comprehensively analyzed to clarify the company's position in the market competition and its core competencies, as well as the opportunities and challenges in the motorcycle transmission belt market for Company B. Through the application of the STP positioning theory tool, market segmentation, target market selection, and market positioning analysis are conducted for Company B's motorcycle transmission belt products. Based on the analysis results, a marketing mix strategy is formulated from the four aspects of product, price, channel, and promotion. To ensure the effective implementation of the marketing strategy, this paper also develops a PDCA (Plan-Do-Check-Act) four-stage advancement plan and provides safeguard measures from four aspects: organization, resources, supply chain, and digital technology. The main findings of this paper indicate that Company B must fully consider changes in the external market environment and the allocation of internal resources during the formulation of marketing strategies. The results show that the application of STP theory can help Company B better identify and meet consumer needs, thereby enhancing its market competitiveness. At the same time, the combination of PEST analysis and Porter's Five Forces model clearly reveals the complexity and diversity of industry competition, providing theoretical support for Company B to develop targeted marketing strategies. Overall, this study emphasizes the importance of theoretical analysis in practice and proposes strategy adjustment recommendations based on data and market feedback. Looking ahead, this study suggests that Company B should continuously monitor market dynamics in its marketing practices, regularly conduct market analyses and consumer surveys, and adjust marketing strategies in a timely manner to adapt to market changes. Furthermore, with the acceleration of digital transformation, future research could further explore the application of digital marketing tools in the motorcycle transmission belt market and how to leverage big data analytics to deeply understand consumer preferences and behaviors. Through continuous innovation and optimization, Company B is expected to achieve greater development and breakthroughs in the highly competitive market environment.
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