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BL公司气门嘴产品美国市场营销策略研究
Research on USA Marketing Strategy of BL Company Tire Valves
【作者】 王冬梅;
【导师】 苗青;
【作者基本信息】 吉林大学 , 工商管理硕士(专业学位), 2024, 硕士
【摘要】 近10年来,我国汽车零部件出口贸易已基本覆盖世界主要国家和地区。但由于我国汽车工业起步较晚,我国汽车零部件制造业整体技术水平与发达国家相比还存在一定差距。出口产品技术含量不高,同质化严重。受新冠疫情爆发、全球经济放缓的影响,汽车销量持续下滑,零部件出口规模呈现下降趋势。此外,全球贸易保护主义抬头,中美贸易摩擦导致加征关税,使得我国汽车零部件企业对美出口业务面临更大挑战。而局部冲突又导致大宗商品成本上升,国际物流成本居高不下,进一步压缩了企业的利润空间。BL公司是一家民营汽车零部件生产企业,自1997年以来一直从事气门嘴产品的生产和销售,美国市场一直是公司率先进入并重点关注的市场。现在同样面临着上述复杂的市场环境,如何制定符合企业发展的美国市场营销战略,是企业亟待解决的问题。本文以市场营销相关理论为基础,首先介绍了BL公司气门嘴产品美国市场的营销现状并通过问卷调查法发现企业目前存在新品开发偏慢、产品价格偏高、渠道层级过多、促销效果不佳等问题同时进行成因分析。其次运用PEST分析法、波特五力模型及SWOT分析法分别对企业内外部环境、竞争环境及企业内部优劣势和外部机会威胁进行分析。接下来运用STP理论对美国市场进行重新定位。运用4P和4C理论在产品、价格、渠道、促销等方面制定相应的营销策略。最后为了保障营销策略的实施,从技术、生产、人力、财务、信息系统等方面制订了相应的措施,不仅有助于BL公司在美国市场增强核心竞争力,实现可持续发展,同时也为其他规模和实力相当的同行企业在美国市场的拓展提供了一些启迪和借鉴。
【Abstract】 In the past 10 years,China’s auto parts export trade has basically covered the world’s major countries and regions.However,due to the late start of China’s automobile industry,there is still a certain gap between the overall technical level of China’s auto parts manufacturing industry and that of developed countries.The technical content of export products is not high,and the homogenization is serious.Affected by the outbreak of the new crown epidemic and the global economic slowdown,automobile sales continued to decline,and the scale of auto parts exports showed a downward trend.In addition,the rise of global trade protectionism and the imposition of tariffs due to Sino-US trade frictions have made China’s auto parts enterprises face greater challenges in their export business to the United States.Local conflicts have led to rising commodity costs and high international logistics costs,further compressing the profit margins of enterprises.BL is a private auto parts manufacturer,has been engaged in the production and sales of tire valves since 1997,and the U.S.market has always been the first market for the company to enter and focus on.Now that BL company is also facing the above-mentioned complex market environment,how to formulate a marketing strategy in line with the development of the enterprise in the United States is an urgent problem for BL company to solve.Based on the relevant theories of marketing,this thesis first introduces the marketing status of BL valve products in the U.S.market,and finds that the company currently has problems such as slow new product development,high product price,too many channel levels,and poor promotion effects,and analyzes the causes of the problem.Secondly,PEST analysis,Porter’s five forces model and SWOT analysis are used to analyze the internal and external environment,competitive environment,internal advantages and disadvantages of the enterprise,and external opportunities and threats.Next,the STP theory is used to reposition the U.S.market.Use the 4P and4 C theories to formulate corresponding marketing strategies in terms of products,prices,channels,promotions,etc.Finally,in order to ensure the implementation of marketing strategy,corresponding measures were formulated from the aspects of technology,production,manpower,finance,and information system,which not only help BL company to enhance its core competitiveness and realize sustainable development in the U.S.market,but also provide some inspirations and references for other peer enterprises of comparable scale and strength to expand in the U.S.market.
- 【网络出版投稿人】 吉林大学 【网络出版年期】2025年 04期
- 【分类号】F426.471;F274;F125