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论文编号：	9677
作者编号：	2120152770
上传时间：	2017/12/8 16:06:11
中文题目：	PH公司柴油发动机过滤器产品
英文题目：	Marketing Strategies Research on Diesel Engine Filter for PH Group
指导老师：	许晖
中文关键字：	柴油发动机过滤器 营销策略 渠道管理 客户关系管理
英文关键字：	Diesel Engine Filter Marketing Strategy Sales Channel Customer Relationship Management
中文摘要：	根据我们国家的环保法规的要求和规划，我们国家装备柴油发动机的车辆从2018年起将开始全面推行国五排放法规，2020年开始全面推行国六排放法规，这些法规的执行将带动许多相关零部件行业的升级或换代，过滤器行业是其中之一。PH公司柴油过滤器产品从2006年进入中国，依靠技术和制造工艺方面的优势，在柴油发动机行业占据了重要的市场地位，取得很好的市场业绩。但近两年随着国外竞争对手的不断进入和国内竞争对手的急速追赶，PH公司的竞争优势越来越不明显，许多市场份额被抢走。 本研究运用竞争战略、营销策略、营销渠道管理、客户关系管理等相关理论，采用了案例研究法、文献整理法和规范分析法，针对PH公司营销工作的现状，围绕柴油发动机过滤器产品不断变化的宏观环境、行业环境，以及PH公司在行业中地位、自身存在的问题进行了分析，得出的结论是，作为原来行业的领导者的PH公司，在面对中国市场上的不同以往的激烈竞争时，要在合适的竞争战略指导下，运用各种营销策略组合，在OEM市场上紧抓行业龙头类客户，打造差异化的竞争优势，培养全方位多层次的紧密的客户关系，在MRO市场上，要建设可控的覆盖全面的渠道网络，充分利用现在多样化的低成本宣传媒介和新兴的销售渠道。 前些年在中国市场上出尽风头的外资企业，在我国国内企业的追赶下，现在好多都像PH公司一样，遇到优势不再明显，增长乏力等问题，本论文将对该类企业都有指导意义。
英文摘要：	According to the requirement and plan of Chinese Environment Protection law, all of the vehicles installing diesel engines should meet GV Emission Standard from 2018, and should meet GVI Emission Standard from 2020. The taking effect of these laws would bring the upgrade of all the relative components, and filter is the important one of them. PH’s filtration products were brought into China in 2006, and occupied essential marketing ranking and harvested good achievement, relying on its superiority of technology and manufacturing. However, in the current 2 years, PH’s superiority seems disappear, and many market share was lost because other domestic and international competitors. This thesis reviewed the theories of competition strategy, marketing strategy, sales channel management, and customer relationship management, utilize these theories to analyze macro- and field environment, and infer measures that PH should take. In the face of changed surroundings, PH should adopt more appropriate competition and marketing strategies, for the OEM market, should grasp the top rank customers in its field, establish different competing superiority, cultivate the diverse and multi-level customer relationship. For the MRO market, should establish controllable and roundly covered sales channel net, adequately utilize the modern low-cost and diverse advertisement media and sales channel. Under the chasing of domestic companies, most foreign companies, which have made good achievement in past years, encountered problems, such as superiorities disappear, unable increase etc. Hope this thesis could bring some guidance for these kinds of companies.
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