【作者】 刘丹；

【导师】 顾宁；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2019， 硕士

【摘要】 当前,中国的市场经济正由快速发展向高质量发展转变,在此背景下,作为经济发展支柱产业之一的汽车行业将会面临诸多的风险与挑战,汽车零部件制造企业也随之需要更高的企业管理能力。本文以科德宝公司为例,对汽车空调滤芯产品的市场营销情况进行研究,对科德宝公司切实提高营销市场能力,提升产品力和品牌力,实现快速健康发展具有重要的意义。同时,研究结论也为同行业的汽车零部件制造企业提供了参考与借鉴。本文共分四部分,首先阐述了选题的背景和意义、论文的研究方法和内容;并从理论角度出发,描述了本文涉及的市场营销策略对应的理论;这些营销理论也是本文的研究基础和使用工具。其次,本文介绍了科德宝公司的营销现状及营销中存在的问题,包括科德宝公司汽车空调滤芯产品定位不准确、市场细分中竞争策略单一、对新能源汽车零部件配套市场的重视度及营销业务开发力度不够、售后服务及保障体系不健全。之后本文对汽车空调滤芯产品进行营销环境分析,包括宏观环境、微观环境、并对科德宝汽车空调滤芯产品在营销市场中的优势、劣势、机遇和威胁进行分析,来精准和灵活地应对市场环境变化带来的影响,从而采取更加行之有效的营销组合策略确保科德宝公司在汽车空调过滤环境中赢得市场竞争。在此基础上,本文对科德宝汽车空调过滤产品进行全面的市场细分,选取目标市场,精准市场定位。在确立提高企业的营销能力的目标后,以产品策略、价格策略、促销策略和营销渠道策略作为主要的营销组合策略,对科德宝公司的营销措施提出了相应的建议。针对科德宝公司应对营销流程方面缺少应对机制等问题,进行了企业营销管理制度补充和完善。并以此为依据,对公司的营销策略实施进行执行保障。为了保障营销策略改进方案能够切实的落地生效,本文提出了相应的营销组合策略实施步骤与保障措施,主要从加强经销商的管理、梳理产品服务的保障流程体系、建立产品的售后服务制度、优化营销人员的培训体系建设等方面入手,强化营销策略实施过程中的组织保障、人员保障和技术保障。通过合理的流程规范,辅以相应的顾问式措施,确保方案的实施效果,切实提高企业的营销应对能力,保障企业的持续盈利与长期发展。更多还原

【Abstract】 At present,Chinese market economy is shifting from rapid development to high-quality development.Under this background,the automobile industry,which is one of the pillar industries of economic development,will face many risks and challenges,and auto parts manufacturers will need more.High corporate management capabilities.Taking Freudenberg as an example,this paper studies the marketing of automotive air-conditioning filter products,which is of great significance for Freudenberg to effectively improve its marketing market capability,enhance product strength and brand power,and achieve rapid and healthy development.At the same time,the research conclusions also provide reference and reference for auto parts manufacturers in the same industry.This paper is divided into four parts.Firstly,it expounds the background and significance of the topic,the research methods and contents of the thesis.From the theoretical point of view,it describes the theory corresponding to the marketing strategy involved in this paper.These marketing theories are also the research basis of this paper.use tools.Secondly,this paper introduces the marketing status of Freudenberg and the problems in marketing,including the inaccurate positioning of Freudenberg’s automotive air-conditioning filter products,the single competitive strategy in market segmentation,and the emphasis on the new energy auto parts market.Insufficient development of degree and marketing business,inadequate after-sales service and guarantee system.After that,this paper analyzes the marketing environment of automotive air-conditioning filter products,including macro environment and micro environment,and analyzes the advantages,disadvantages,opportunities and threats of Freudenberg automotive air-conditioning filter products in the marketing market to accurately and flexibly respond to the market.The impact of environmental changes,and thus adopts a more effective marketing mix strategy to ensure that Freudenberg wins market competition in the automotive air conditioning filtration environment.On this basis,this paper conducts a comprehensive market segmentation of Freudenberg automotive air conditioning filtration products,selects the target market,and precise market positioning.After establishing the goal of improving the marketing ability of the enterprise,the product marketing strategy,price strategy,promotion strategy and marketing channel strategy are the main marketing combination strategies,and the corresponding marketing recommendations of Freudenberg are put forward.In response to the lack of coping mechanisms in the marketing process of Freudenberg,the company’s marketing management system was supplemented and improved.Based on this,we will implement the implementation of the company’s marketing strategy.In order to ensure that the marketing strategy improvement program can be effectively implemented,this paper proposes the corresponding marketing combination strategy implementation steps and safeguard measures,mainly from strengthening the management of dealers,sorting out the product service guarantee process system,establishing product after-sales service system,and optimizing Start with the training system construction of marketing personnel,and strengthen organizational guarantee,personnel security and technical support during the implementation of marketing strategies.Through reasonable process specifications,supplemented by corresponding consultative measures to ensure the implementation of the program,effectively improve the company’s marketing response capabilities,and ensure the company’s continued profitability and long-term development.更多还原