【作者】 庄苏桔；

【导师】 李开；

【作者基本信息】 安徽大学 ， 企业管理， 2007， 硕士

【摘要】 轮胎行业是我国急剧增长的产业。如今中国的轮胎产量已仅位于美国、日本之后，居世界第三位，成为了轮胎大国。近几年随着我国公路、汽车、交通运输行业的不断发展，以及人民生活水平的不断提高，汽车轮胎、特别是子午线轮胎发展很快，其中全钢载重子午胎前几年的增长率都在50％以上，半钢子午胎年增长率都在20％以上。2006年上半年，我国GDP国内生产总值达91443亿元，同比增长10.9％，这是1995年以来最快的增幅，其中第二季度更是达到了11.3％。但是，“十一五”期间，我国轮胎工业发展既处在更高的起点上，又面临着更严峻的挑战。产能不断扩大、市场竞争激励、资源能源匮乏、国际环境不确定因素增大等矛盾和困难的出现，需要轮胎企业去解决和克服。而在当前全球化、超强竞争和动态环境为特征的环境中，不仅企业的竞争本质和竞争规则在发生变化，新的竞争蓝图和新的成功定律也在不断涌现，顾客的角色也在发生着根本性的变化。在以顾客为中心的时代，如何通过市场营销活动更好的实现顾客价值与企业价值的统一，是解决上述问题和矛盾的关键，是轮胎企业经营实践的当务之急。很长一段时间以来，人们都倾向于把市场营销关注的焦点集中消费品市场上，有关一般市场营销理论与实践的研究，特别是消费品市场的研究和实践，都得到了前所未有的发展。相比之下，国内关于组织营销的研究与实践显得相形见绌。而实际上，随着经济的发展和经济全球化的持续深入，组织市场越来越大，企业与企业之间的接触越来越多，组织市场营销的成败对企业的持续经营起着举足轻重的作用。因此，本文试图通过对轮胎产品营销策略的研究，对组织营销的理论在轮胎产品方面的运用有所充实。文章共分六章，第一章绪论讨论了文章的写作意义和国内外研究状况；第二章主要阐述组织市场营销相关理论，系统地介绍市场营销和组织营销的理论；第三章谈及我国轮胎市场现状及发展趋势；第四章重点分析轮胎产品的营销组合，主要分析轮胎产品的组织营销特征及我国轮胎产品组织营销的现状及存在的问题；第五章是对安徽佳通轮胎有限公司的营销进行分析，以佳通轮胎为案例，系统的分析了佳通的组织营销和营销过程管理的现状及其优势、弱势；第六章是对轮胎企业组织营销的思考，提出对轮胎产品的组织营销组合和过程管理的建议。本文希望通过对轮胎产品组织营销策略的尝试性研究，充实轮胎行业的组织营销理论，并对中国轮胎企业的组织营销管理实践起到一定的参考作用。更多还原

【Abstract】 Tire industry is the rapid growth industry in China. Now China’s tire output in the United States, Japan, ranking third in the world, is a big tire States. In recent years, with China’s highways, cars, the transport sector development and the people’s living standard continues to improve, Automobile tires, especially the development of radial tires quickly, Load them all-steel radial tire in previous years the growth rate is above 50% semi-steel radial tire in the annual growth rate of over 20%. First half of 2006, China’s GDP reached 9.1443 trillion Yuan, an increase of 10.9%. This is 1995, the fastest growth, the second quarter is now at an 11.3%.However, the "11th Five-Year Plan" period, China’s tire industry development, it is at a higher starting point, they are facing more challenges, expanding production capacity, market competition and motivation, lack of energy resources, the international environment uncertain factors such as increasing contradictions and difficulties, we need to face and overcome the tire enterprises, the development is a good period, will face new and severe challenges and tests.In the current globalization, super competitive and dynamic environment of the characteristics of the environment, not only the competitive nature and the rules of competition in the event of changes, new competition and new blueprint for the success of the law will continue to emerge. And the roles of customers are undergoing fundamental changes. A customer-centric era has arrived. Through marketing activities to achieve better customer value and enterprise value of the unity, become business practice of the moment.For a long time now, people have a tendency to marketing concerns focus on the consumer market. Currently, the general theory of marketing research and practice, especially in the consumer goods market research and practice have been an unprecedented development, But on the organization of domestic marketing research and practice seems pale. In fact, along with economic development and economic globalization are deepening and growing market organizations, business-to-business contacts between the more and more Marketing organizations for the success of the continuing operations enterprises play a decisive role. In organizing market, the supplier organizations face is to organize the purchase, they provide for the purchase of production of goods and services. This and the consumer market is very different, as different products, technical requirements, the purchase of bulk, The purchase of different ways and channels of distribution. 1980s of the 20th century, along with the increasing competitive pressures, organizations reduce the cost pressure is also growing, forcing companies to turn its attention to more effective and professional buying boost.Therefore, Based on the above reasons, attempts to tire product marketing strategy study of the theory of marketing organizations in China tire products for the use of enrichment. The article is divided into six chapters, the first chapter introduction discussed the significance of writing articles and the development of the situation at home and abroad; ChapterⅡOrganizational Marketing on the theory, the system of sales and marketing organizations in theory; ChapterⅢof China’s tire market status and development trends; ChapterⅣof our tire product marketing mix analysis, Analysis of the tire product marketing organizations and the characteristics of China’s tire products marketing organization and the status of the issue; ChapterⅤLink Anhui GITI tires Limited marketing analysis to better links to tire case Analysis of the best card sales and marketing organization management of the process and its advantages, the disadvantaged; ChapterⅥof our tire business organizations marketing thinking, this chapter of our organization tire products marketing mix and process management.Based on the specific business of the limited information available under the limitation is inevitable. The authors hope that through this right tire products of organized marketing strategy to the study, rich can play the tire industry marketing organization theory, He also thanked China for the tire industry marketing management practice organizations have had some references.更多还原