【作者】 任鹏；

【导师】 宋晓兵；

【作者基本信息】 大连理工大学 ， MBA（专业学位）， 2014， 硕士

【摘要】 精密轴产品用于电机之中,是电机的一个重要组成部分,它起到传动的作用。精密轴产品尺寸、精度的好坏直接影响马达的性能,因此所有的电机专业生产企业均对精密轴产品非常重视。近年来,随着中国汽车行业的井喷,带动了全球汽车行业的大发展,而汽车零部件行业也进入了高速发展的大好时期。而电机是汽车中用量较大的零部件,电机的制造离不开精密轴的配合,所以精密轴行业也随之蓬勃发展起来。行业的高速发展会为企业带来大好的发展良机,随之而来的也会有巨大的威胁,竞争者的增加、市场变化莫测、企业自身的不足都会给参与到市场的企业带来致命的影响。在这种复杂环境下,如何做好本企业的营销工作,趋利避害,成为企业发展的关键。本文以大连DMS精密轴有限公司的整体营销战略为背景,重点阐述在激烈竞争的市场环境中,如何有效地制定和实施公司的营销策略,从而使公司能够从容应对千变万化的市场,在竞争中立于不败之地,取得可持续发展的机会。本文主要由六部分组成,第一部分介绍公司的概况和发展历程；第二部分对市场环境进行分析；第三部分对竞争能力进行分析；第四部分是目标市场的决策和定位；第五部分阐述营销策略组合；第六部分为营销策略的保障与实施。本文的意义在于：一是希望通过本人的研究,能够提升公司的各项经营指标,使公司在激烈的市场竞争中处于不败之地；二是希望通过本人的研究,能够为其他汽车零部件制造企业提供借鉴作用。更多还原

【Abstract】 Micro-shafts play an important transmission role in electric motors. The size and precision of Micro-Shafts influence the dynamic characteristics of motors directly, so the manufactures of motors attach great importance to them. In recent years, Chinese automobile industry is growing very fast that leads the development of the global auto industry. Thus the auto parts industry has entered the high speed development times. The dosage of motors is much larger and the manufactures of motor must be in coordination with the shafts, hence the shafts industry is booming. The rapid development of industry will bring great development opportunity for the enterprises but there will occur a huge threat consequently. Competitors increasing, market unpredictably changing, enterprises’ own insufficient etc, they will all bring fatal effects to the enterprises. Under this kind of complex environment, how to do a good job of marketing and how to tend benefit and avoid harm will be the key of enterprise’s development.This thesis will focuse on how to formulate and implement marketing strategy of the company to response to the volatile market leisurely and maintain a competitive edge over its competitors to gain sustainable developing opportunities in the fierce market competition environment. It will take the overall marketing strategy of Dalian Micro-Shaft Co.,Ltd as the background. The paper consists of six parts. Part1:Introduce the company profile and history; Part2:Analysis of market environment; Part3:Analysis of competition ability; Part4:The decision-making and positioning of the target market; Part5:Combination of marketing strategies; Part6:implementation and guarantee of marketing strategies.The significance of my paper:one purpose is to increase the company’s various business indicators and make the company stand in the invincible position in fierce market competition. The other purpose is to give some references to other automobile components.更多还原