【作者】 刘茜；

【导师】 李志远；

【作者基本信息】 兰州大学 ， 工商管理（专业学位）， 2016， 硕士

【摘要】 连接器是一种借助于电信号或机械力的作用使电路连通,断开或换接的功能元件。全球工业领域的快速发展促使连接器具有较为广阔的发展空间。截止到目前,连接器已经成为市场规模在500亿美元以上的大型产业。随着近年来电子技术的不断发展,连接器在汽车行业的应用也越来越引人注目。尽管汽车连接器的市场颇具规模且增长趋势明显,整车厂和Tier1(整车厂一级供应商企业)目前的连接器供应商仍然以外资连接器厂商为主。本土连接器企业主要凭借本土优势和低成本优势与外资厂商竞争,但由于经济基础比较低,技术实力相对落后,本土连接器企业的占有率非常有限,只有15%左右。如何拓展市场份额,提高核心竞争力是包括奥特公司在内的每一个本土连接器企业迫切需要解决的问题。本文以战略管理理论为指导思想,分为四个部分进行论述。首先介绍营销战略相关理论知识,包括营销战略的内涵、类型、一般过程、与企业战略的关系以及工业品营销组合策略的理论阐释。其次,在结合奥特公司业务发展和营销现状的基础上,分别运用PEST工具和波特五力模型从分析奥特公司的内外部环境入手,通过公司内部的实际调研,得出了影响公司营销的内外部关键因素矩阵,并对此进行评价,识别奥特公司的商业机遇。再次,在内外部环境分析的基础上运用STP方法对奥特公司进行市场细分、目标市场选择和市场定位分析,在战略分析的基础上确定奥特公司的营销战略定位、目标和执行步骤,并围绕公司整体战略和营销战略构建了具体的营销战略执行方案。最后,根据制定的营销战略进行战略实施。从战略实施过程、控制和保障措施三个方面进行详细阐述。本文在研究过程中结合营销战略理论和奥特公司的实际情况,通过分析、研究以及总结等多种方式,在公司集约型增长的总体战略基础上制定了集中化的市场营销战略并应用到实际,不仅为奥特公司在汽车连接器市场的战略布局提供指导,也为国内同类型的中小型连接器企业进行营销战略定位提供借鉴。更多还原

【Abstract】 The connector is a functional element which is connected with the circuit by means of the function of the electric signal or the mechanical force.The rapid development of the global industry to promote the connector has a broad space for development.Up to now,the connector has become the market size of more than $50 billion.With the development of electronic technology in recent years,the application of connectors in the automotive industry is becoming more and more attractive.Although the automotive connector market is quite large and the growth trend is obvious,the current connector suppliers of vehicle factory and Tier1 enterprise are still foreign connector manufacturers.Local connector companies mainly rely on local advantages and low cost advantages to compete with global connector suppliers.But due to the economic base is relatively low and technical strength is relatively backward,local connector company’s share is very limited,only 15%.How to expand the market share and improve the core competitiveness is the problem need to urgently solved for every local connector enterprise include AOTO Inc..Based on the strategic management theory as the guiding ideology,this paper is divided into four parts.First introduces the marketing strategy theory,including the connotation,marketing strategy type,general process,relationship with the enterprise’s strategy and industrial product marketing strategy theory.Secondly,in combination with the AOTO Inc.business development and marketing status,this paper respectively using the tools,such as PEST and Porter’s five forces model from the analysis of the AOTO Inc.’s internal and external environment of through the actual investigation within the company,then concluded the internal and external key factors matrix affect the company’s marketing,comment and recognition of AOTO Inc.’s business opportunities.Again,on the basis of analysis of the internal and external environment,using STP method to conduct market segmentation,target market selection and market positioning analysis,determine the AOTO Inc.’s marketing strategy,objectives and implementation steps on the basis of strategic analysis,and construct the specific marketing mix strategies around the company’s overall strategy and marketing strategy.Finally,From the strategy implementation process,control and safeguard measures three aspects to elaborate.This paper in the course of the study with the actual situation of AOTO Inc.and the theory of marketing strategy,through analysis,research and summary in a variety of ways,make the centralization marketing strategy base on the intensive company overall strategy and its application to the actual,not only for AOTO Inc.in the automotive connector market strategic layout to provide guidance,also for the same type of domestic small and medium enterprise connector of positioning marketing strategy to provide reference.更多还原