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论文编号：	9515
作者编号：	2120152745
上传时间：	2017/12/6 21:55:49
中文题目：	MH公司车用滤清器产品营销策略研究
英文题目：	A Research into the marketing strategy of Vehicle Filter of MH Company
指导老师：	张永强
中文关键字：	MH滤清器产品，市场定位, 产品营销策略
英文关键字：	MH filter product，Market positioning，Product marketing strategy
中文摘要：	改革开放以来，尤其是进入21世纪以后，中国经济持续快速增长。在经济快速发展及人民生活水平快速提升的同时，国家对汽车工业的发展十分的重视，已经把汽车产业作为国民经济的支柱之一，进行重点扶持和优先发展。随着汽车产业的高速发展，汽车保有量也在迅猛的增加，2016年全国汽车保有量达到1.94亿辆，汽车保有量的迅猛提升，极大的带动了汽车零部件产业的发展。汽车零部件主要分为全车件和易损件，随着汽车市场的保有量的提升，汽车易损件的消费及需求稳步提升，作为汽车保养必须使用的易损件汽车滤清器产品，销量越来越大。另外，随着主机市场的逐渐饱和以及后续增长乏力，整车销售利润不断下降，社会上的部分相关投资，开始转入售后市场，中国汽车售后市场开始步入成熟期，并且保持高利润增长。尤其是维修保养市场，在近几年取得了高速发展，中高档汽车快速进入售后市场，终端车主消费者对汽车品牌易损件的需求开始逐步加大。作为售后维修保养所必须的易损件滤清器产品，市场需求强劲，为滤清器生产厂家带来了巨大的商机。 随着汽车工业的发展，汽车主机生产质量的提升，汽车相关仪器越来越精密，尤其是汽车发动机，对保护性的需求进一步提高，而车用滤清器产品，是直接保护发动机的重要汽车配件之一。另外，国家和消费者对汽车产品环保的要求逐步提升，越来越关注汽车驾乘人员的健康需求；随着社会的进步，人民消费意识正在逐步发生变化，物美价廉的消费形态已经逐步被有品质的产品和服务所取代。这些因素，都对滤清器产品提出了更高的品质和品牌化需求。鉴于车用滤清器产品对汽车发动机的保护非常重要，汽车工业的发展，直接带动了滤清器市场的飞速发展，市场需求进一步扩大。据相关研究机构估算，到2020年，中国的车用滤清器总量会达到11.6亿套。汽车配件市场对滤清器产品的巨大需求，引起了滤清器生产企业的关注，许多外资及民族企业进入滤清器市场。众多品牌的出现，造成滤清器产品的市场竞争更加的激烈。MH公司在售后市场所面临的竞争压力原来越大，加上我国的市场环境的独特性，公司必须深入的研究中国市场，制定正确的市场营销策略和实施细节，才能解决中国客户的需求，从而取得稳步的增长。 MH公司作为全球知名的滤清器产品专业生产公司，自进入中国市场以来，取得了长足的发展，基于中国汽车后市场的发展，MH公司开始在售后市场逐步发力，抢占市场份额。本文以MH公司滤清器售后市场销售为研究对象，以市场营销相关理论为基础，使用SWOT及PEST宏观分析方法，运用STP市场细分，目标市场，市场定位理论对三品牌进行营销措施规划调整，使用相关的竞争环境分析工具理论，比如五力模型，进行市场竞争品牌分析，以及潜在进入者的竞争品牌分析，推进MH公司的差异化战略，打造企业产品的核心竞争力，结合公司的优势以及中国售后市场的特点，探讨及制定因地制宜的国内市场营销策略和具体的实施措施，既有一定的理论指导意义，又有较强的实操性。 本论文分为六个部分。第一部分为绪论，主要介绍本文的选题背景意义以及选题目的，主要的研究内容，使用了文献分析法，定性和定量分析等研究方法。第二部分回顾了相关的营销理论，分为两个小节。第一节主要回顾了市场营销相关的分析工具，包括SWOT分析法，PEST分析方法，另外还有竞争环境分析工具理论，重点使用了五力模型竞争环境分析理论。第二小节只要回顾了市场营销比较经典的理论，比如STP战略，目标市场，市场细分，市场定位,以及4P&4C$4I营销组合理论，内部营销，定制化营销，绩效营销等等，为MH公司制定出正确的营销措施，提供具体的理论基础。第三部分对MH滤清器公司营销环境进行了系统的分析，使用了PEST分析法对滤清器产业进行宏观环境分析，解析了目前国内滤清器产品行业发展环境，MH滤清器公司与中国市场的外资品牌及民族品牌的竞争关系分析，MH滤清器公司在中国市场的SWOT分析。使用波特的五力模型竞争环境分析理论，对MH公司的现有竞争品牌进行分析，以及对潜在进入者的竞争品牌进行具体分析，从而制定准确的市场营销策略。第四部分，主要找出MH公司所存在的营销策略问题，比如三个品牌定位不清晰，价格政策要做进一步的灵活调整，价格制定要适合中国汽车售后市场。另外，制定重要的营销组合策略，包括：以产品为核心的4P营销组合策略，以服务为核心的4C营销组合策略，线下和线上相结合的4I营销组合策略。同时，对全方位营销策略进行了具体的分析及策略选择，比如内部营销，企业社会公共关系营销，滤清器产品的定制化营销等等。第五部分是MH滤清器公司营销策略的具体实施和相关保障措施。具体实施措施包括：渠道建设及优化，销售团队的扁平化管理，注重线上营销的建设与发展，与线下实体营销进行有机整合以及产品的定制化营销等等。具体保证措施包括: 持续推进公司销售人员队伍建设, 开展公司信息化建设, 保持并发展自己独特的企业文化，进行企业文化建设。第六部分是论文的结论，指出营销实施措施所存在的问题及不足之处，需要进一步的探讨及完善。
英文摘要：	Since the reform and opening up, especially in 21st century, Chinese economy has experienced sustained and rapid growth. With the rapid economic development and great improvement of people's living standards, the state attaches great importance to the development of the automobile industry and has made the automobile industry one of the pillar industries of the national economy thus gives it much support and priority. With the rapid development of the automobile industry, there is also a strong increase in car ownership. In 2016, the number of cars owned in the country reached 194 million. The great growth in the car ownership has given a boost to the development of the auto parts industry. Auto parts include whole-car parts and wearing parts. With the increase of car ownership, consumption and demand for automobile wearing parts have been steadily increasing. As one of the consumable car parts, automobile filter product is indispensable in automobile maintenance, therefore the sale of automobile filter products has risen substantially. In addition, with the gradual saturation of the host market and the subsequent sluggish growth, the profit from vehicle sales continued to decline. Some related investments in the market started to move into the after-sales market. The after-sales market of China's automobile industry started to mature and enjoyed high-profit growth. The maintenance market, in recent years has witnessed fast growth, with high-end cars quickly entering the after-sales market, the demand for brand wearing parts by car owners has begun to gradually increase. As a necessary aftermarket maintenance consumable, strong market demand for the filter products has brought tremendous business opportunities for filter manufacturer. With the development of auto industry, the production quality of car mainframes is getting higher and the car related instruments especially for car engines, are getting more and more sophisticated. The demand for protection has been further raised. And car filter products, as one of the accessories, are important car parts that directly protect the engine. In addition, the environmental protection requirements of automobile products are being gradually raised by the state and consumers, and more and more attention is paid to the health needs of car users. With the progress of society, people's consumption awareness is gradually changing, and inexpensive consumption patterns have gradually been replaced by quality products and services. These factors have fostered demand for higher quality filter products and related brand. Because automotive filter products are very important on the protection of automotive engines, the fast development of the automotive industry has driven the growth of the filter market, the market demand for the products has further expanded. According to the estimate of relevant research institutes, by 2020, the total number of vehicle filters in China will reach 1.16 billion sets. The huge demand for filter products in the auto parts market has caused the attention of filter manufacturers as many foreign and Chinese enterprises has entered the filter market. The emergence of many brands has made the competition in filter products market more intense. The greater competition pressure MH companies face in the aftermarket and the uniqueness of our market environment make it necessary for the company to study the Chinese market in depth and formulate the correct marketing strategy and implementation details in order to address the needs of Chinese customers to achieve steady growth. As a world-renowned manufacturer of filter products, MH Corporation has made great strides since its entry into the Chinese market. Based on the development of China's automobile market, MH Company began to exert force in the aftermarket to gain market share. In this paper, MH filter aftermarket sales is the study subject; based on the theory of marketing, using SWOT and PEST macroeconomic analysis methods, STP market segmentation, the target market and market positioning theory of marketing planning and adjustment of three brands , as well as relevant competitive environment analysis tools such as the Five Force Model to conduct market competition brand analysis and analysis of potential entrants' brand competitions, advancing the differentiation strategy of MH companies and building the core competitiveness of enterprise products, combining the advantages of the company as well as the characteristics of China's aftermarket, to explore and formulate measures to local conditions of the domestic marketing strategy and specific implementation measures. The paper has provided a certain theoretical guidance, but it can also be very practical. This paper is divided into six parts. The first part is the introduction, which mainly introduces the background and significance of the topic, the purpose of the topic selection, the main research contents, and the methods of literature analysis, qualitative analysis and quantitative analysis. The second part reviews the relevant marketing theory, divided into two sections. The first section mainly reviews marketing-related analysis tools, including SWOT analysis and PEST analysis. In addition, competitive environment analysis tools are used, focusing on the competitive analysis theory of the five forces model. The second section simply reviews the more classic marketing theories, such as STP strategy, target market, market segmentation, market positioning, and 4P & 4C $ 4I marketing mix theory, internal marketing, customized marketing, performance marketing, etc., for the MH company to develop the correct marketing measures to provide a specific theoretical basis. The third part of the MH filter company marketing environment is for a systematic analysis of the use of the PEST analysis of the macro environment for the filter industry to analyze the current domestic environment for the development of filter products industry, MH filter company and Analysis of competitive relationship between foreign brands and national brands in China market, SWOT analysis of MH Filter Company in China market. Using Porter's five-force model of competitive environment analysis, the paper analyzes existing MH brands and the potential entry of competing brands to develop accurate marketing strategies. The fourth part is mainly to find out the marketing strategy problems of MH company. For example, the positioning of the three brands is not clear, the price policy should be further adjusted, and the pricing should be suitable for the after-sales market of China automobile. In addition, the formulation of important marketing portfolio strategy, including: product-centric 4P marketing portfolio strategy, service-oriented 4C marketing portfolio strategy, offline and online combination of 4I marketing portfolio strategy. At the same time, the paper has studied the full range of marketing strategies for a specific analysis and strategic choices, such as internal marketing, corporate social relations marketing, filter products customized marketing. The fifth part is the implementation of MH filter company's marketing strategy and related safeguard measures. Specific implementation measures include: channel construction and optimization, the flat management of sales team, paying attention to the construction and development of online marketing, organic integration with offline physical marketing and product customization marketing and so on. Specific assurance measures include: continuing to promote the company's sales force construction, promoting more use of information technology, maintaining and developing its own unique corporate culture. The sixth part is the conclusion of the dissertation, pointing out that the problems and inadequacies of marketing implementation measures need to be further explored and improved.
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