【作者】 段凌；

【导师】 熊元斌；

【作者基本信息】 武汉大学 ， 工商管理， 2003， 硕士

【摘要】 随着我国加入WTO，我国轿车行业同时面临着机遇和挑战。一方面整个国内宏观经济稳定增长，轿车市场未来几年将保持快速增长，国内轿车市场需求巨大，再加上作为“幼稚工业”的保护期为我国轿车行业赢得了宝贵的时间；另一方面随着加入WTO，以往的保护政策将会逐步取消，国内轿车业将面临更多更强的竞争对手，游戏规则也将会随之发生改变。我国轿车生产企业要想在竞争中得以生存，必须在营销方面制定出相应的对策。 众所周知，市场营销战略是市场营销的核心。笔者认为波特教授所定义的三种基本战略的核心观念就是与竞争对手形成差异，并从中获得竞争优势。而根据市场营销观念，企业的任务关键在于断定目标市场的需求和欲望，并且要比竞争者更好地满足消费者的需求。市场营销观念有两个导向：消费者导向和竞争者导向。从消费者导向来看，我们应该寻找潜在的需求；而从竞争者导向来看，我们应该寻求与竞争对手的差异。因此市场营销的核心在于去寻找差异化的需求!对于我国轿车生产企业在入世后由于外部环境发生了巨大的变化，竞争对手也发生了巨大变化，我国轿车生产企业在确定营销战略思路时，应该首先去分析自身和竞争对手的现状，再根据自身的优势去寻找差异化的需求，并确立和不断地保持住这种差异优势，最终使自己在竞争中立于不败之地。笔者认为应该从如下几个方面来寻找可能的差异化策略来进行价值竞争： 1、产品价值方面的差异化策略。我国轿车生产企业应该通过大规模定制生产，来满足顾客的不同需求，并与竞争对手产生差异。 2、顾客关系价值方面的差异化策略。高度强调与顾客的情感上的交流对影响客户满意度是最大的，也是最容易与竞争对手区分开来。 3、营销渠道方面的差异化策略。应该改变目前比较单一的销售渠道模式，根据市场成熟度和自身在市场的份额对营销渠道进行不同的设计。 4、发现新的利润增长点方面的差异化策略。我国轿车生产企业应该从汽车服务业中寻找新的利润增长点，特别是参与到旧车置换业务。更多还原

【Abstract】 Opportunity and challenge are the two sides of a coin for Chinese car industry after China’s entry into WTO. On the one hand, the stable development of China’s macro-economy will bring about speedy increase of car industry in future years, because there is great demand in domestic car market and the period of protection for Chinese car industry as "infant industry" has saved it precious time. On the other hand, these protection policies will be abrogated step by step after China’s entry into WTO. Accordingly, the game rule will change with more powerful competitors. If domestic companies producing cars want to survive the competition, they must make suitable strategies.Marketing strategy is the core of marketing. According to the author, the core concept of Prof. Porter’s three basic strategies is how to differ from the competitors and then obtain competitive advantages from the difference. The critical marketing task of a company is how to figure out the demand and desire of target market and satisfy customer’s need better than its competitors. There are two orientations for marketing theory: customer orientation and competitor orientation. As to the former, we should strive for the potential demand; as to the latter, we should search for how to differ us from competitors. Therefore, the core of marketing is: to research for differentiated demands. External environment and competitors went through sharp changes after China’s entry into WTO. Without the analysis of oneself and competitors, the study on differentiated demands based on one’s own advantages, and the establishment and sustainment of one’s advantages to differentiate, the success of Chinese companies producing car would be soap bubbles when they make marketing strategies. Value competition is based on the following potential strategies:1 , Differentiated strategy via product value. Chinese companies producing cars should satisfy customers’ various needs by large-scale production according to orders. This will differentiate them from competitors.2, Differentiated strategy via the value of customer relationship. Effective communication with customers can achieve maximum customer satisfaction, which differ them from competitors easily.3 , Differentiated strategy via sales channel. We should change current monotony sales channel and develop different channels according to maturity of market and company’s market share.4, Differentiated strategy via profit increases point. Chinese companies producing cars should find new profit increase in car service business, especially hi second-hand cars exchange business.更多还原