【作者】 孙宁；

【导师】 王高；

【作者基本信息】 清华大学 ， 工商管理， 2004， 硕士

【摘要】 由于矿山用自卸卡车市场增长放缓,导致对其主要配件柴油发动机的需求相应减缓,市场竞争加剧。为了更精确的了解客户需求,本次研究应用联合分析方法对自卸车用柴油机市场进行研究,考察目前市场上原始设备制造商(OEM)的消费偏好和购买决策行为,为企业制定自卸车用柴油机营销战略提供决策依据。本次调查选取了自卸车制造行业占90%以上市场份额的全部5家OEM。采用问卷形式进行电话会议和传真形式进行调查。本研究考虑了OEM在购买过程中认为比较重要的四个方面:品牌、售后服务(接到保修请求后维修工程师到位时间和备件到位时间)、发动机价格和大修费用,并在此基础上建立了联合分析模型。研究结果显示,个体建模和分组建模对数据的拟合都可以接受。市场上的OEM基本上分2种类型:价格敏感型和品牌敏感型。前一类OEM服务于中低端市场,对价格比较敏感,在购买决策中着重考虑价格或性价比;后一类OEM服务于高端市场,比较看重品牌,在购买过程中更重视品牌效用。2类OEM在市场细分和消费行为预测时,也呈上述表现。根据研究结果,对自卸车用柴油机的战略发展建议如下:拓宽产品线,发展进口品牌的替代产品或零配件,以供应低端市场;加大品牌宣传力度,明晰同一公司不同品牌的市场定位;提高高端市场的售后服务。更多还原

【Abstract】 The growth of mining dump truck market is slowing down recently, which leads to lower demand of diesel engine and more intensive competition. To understand customers’ needs accurately, this research employs conjoint analysis to study the market of diesel engine for mining dump truck to examine the consumption preference and purchase decision-making behavior of OEMs at the present market and provide referential support for strategic marketing decisions. In the survey, 5 OEMs that account for more than 90% of market share in the mining dump truck market were selected. The OEMs were interviewed with questionnaires by fax and telephone conference. This study considers four aspects that OEMs deem important when they make their purchase: brand, after-sale service (the in-site time of service engineer and parts after receiving the service request), price and over-haul cost, and a conjoint analysis model is built based on this information.The research results show that the individual model and the group model both fit the data at an acceptable level. There are generally two types of OEMs in the present market: the price sensitive type and the brand sensitive type. The price sensitive OEMs pay close attention to the price and focus on the middle and low-end market. The latter OEMs focus on high-end market. They pay more attention to brand and after-sales service. Based on the research results, the following recommendations are made to help strategically develop the market of diesel engine for dump truck. To broaden the product lines and develop substitute products or parts for the imported products to serve the low-end market; to increase the effort for brand building and clarify the positioning of different brands owned by the same company; to strengthen the after-sale service for the high-end market.更多还原