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论文编号：	9841
作者编号：	2220150563
上传时间：	2017/12/14 16:06:39
中文题目：	新能源汽车零部件营销战略研究——以东莞C精密工业公司为例
英文题目：	Research on Marketing Strategy of New Energy Auto PartsTake Dongguan C Precision Industrial Co., Ltd. as an Example
指导老师：	韩德昌
中文关键字：	关键词：新能源汽车；零部件；营销战略
英文关键字：	Key words：New Energy Vehicle； Components and Parts；Marketing Strategy
中文摘要：	伴随科学技术的飞速发展，对环境的要求越来越高，新能源汽车行业发展前景广阔，国内外对其的市场需求量呈现出极强的增长趋势，同时带动了新能源汽车零部件产业的开发。国内新能源汽车产业近年来保持稳定增长态势，是未来的朝阳发展产业，良好形势带动了零部件产业的发展，但同时催生了激烈的市场竞争形势。在新兴行业企业的成长发展过程中，企业所处的外部环境总是处于不断地变化之中，要保持长期的竞争力，需要企业针对内外部环境变化做出应对性的营销战略规划，及实施适宜的策略执行。通过加强市场开拓和服务增值，进一步占领市场，提升企业自身的市场增长率和市场占有率。本文针对东莞C精密工业公司进行营销战略研究，主要注重理论研究和实证研究的结合，采用了文献研究法、案例研究法和理论工具研究法。在对国内外的新能源汽车零部件开发行业概况、营销战略理论及市场营销理论进行综述后，本文介绍了东莞C精密工业公司的具体案例，其中对新能源汽车零部件开发行业发展趋势及市场竞争环境做了详细的分析。通过对东莞C精密工业公司的客观现状分析，本文借助STP进行目标市场定位，并对东莞C精密工业公司制定营销组合策略。东莞C精密工业公司需要加强产品研发和市场开发，将自身打造为集研发、生产、销售、维护一条龙的营销型服务体系，成为新能源汽车零部件行业的标杆企业。需要建立以多国为中心的国际化和投资区域多元化的营销战略，同时加强营销和服务创新，在产品、价格、渠道促销方面执行系统的营销组合策略，实施服务营销和品牌营销策略，以此高效地实现营销战略的执行和效果。为保证营销战略的顺利实施，从企业管理模式创新及组织文化建设、人力资源优化、风险管控优化方面制定战略实施的措施保障。通过营销战略理论分析工具对新能源汽车零部件内外部环境分析，规划公司的营销战略，是理论应用于实践的有效尝试。对东莞C精密工业公司获取核心竞争优势具有积极的意义，同时对新能源汽车零部件行业发展具有价值贡献。
英文摘要：	With the rapid development of science and technology, the environment of increasingly high demand, the prospects for the development of new energy automotive industry wide, of its domestic and international market demand showed strong growth trend, and promote the development of new energy automotive parts industry. The domestic new energy automobile industry has maintained steady growth in recent years, and is a sunrise industry in the future. Good situation has promoted the development of parts industry, but at the same time, it has spawned a fierce market competition situation. In the process of growth and development of emerging industries and enterprises in the enterprise's external environment are constantly changing, to maintain long-term competitiveness, enterprises need to respond to changes in the external environment of marketing strategy planning and implementation of appropriate strategy implementation. By strengthening market development and value-added services, the market will be further occupied, and the market growth rate and market share of the enterprise will be enhanced. This paper focuses on the marketing strategy research of Dongguan C Precision Industry Company, mainly focusing on the combination of theoretical research and empirical research, using literature research, case study and theoretical tool research. Review on the domestic and foreign new energy automobile parts industry development situation, the marketing strategy theory and marketing theory, this paper introduces the specific case of Dongguan C Precision Industry Company, which made a detailed analysis of the development trend of new energy automobile parts industry development and market competition environment. Through the analysis of the objective situation of Dongguan C Precision Industry Company, this paper aims to locate the target market with STP, and formulate marketing mix strategy for Dongguan C precision industrial company. To strengthen product development and market development needs of Dongguan C Precision Industry Company, will build its marketing service system research and development, production, sales, maintenance of one-stop, become the new energy automobile industry benchmarking enterprises. Need to establish a center for international investment and multinational regional diversified marketing strategy, and strengthen the marketing and service innovation, implementation of marketing strategy system in product, price, channel promotion, service marketing and brand marketing strategy, in order to realize the efficient implementation and effect of marketing strategy. In order to ensure the smooth implementation of marketing strategy, the measures to ensure the implementation of the strategy are put forward from the aspects of enterprise management mode innovation and organizational culture construction, human resource optimization and risk control optimization. It is an effective attempt to apply the theory to practice by analyzing the internal and external environment of new energy auto parts by marketing strategy theory analysis tool and planning the marketing strategy of the company. It has positive significance for Dongguan C Precision Industrial Company to gain core competitive advantage, and has a value contribution to the development of new energy automotive parts industry.
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