【作者】 张剑锋；

【导师】 张秀娥；

【作者基本信息】 吉林大学 ， 营销管理（专业学位）， 2015， 硕士

【摘要】 随着汽车工业及物流行业的发展，公路运输行业越来越发达，无论是在客运还是在货运方面，都远远超过了铁路，水运和空运三种运输方式。在公路运输行业的蓬勃发展下，卡客车轮胎作为汽车的主要的零部件之一，又属于易耗品，拥有非常广阔的市场空间。与此同时，卡客车轮胎市场竞争也非常激烈。另外，国内的轮胎行业相对于国外起步较晚，目前国内很多花纹的设计与研发大多仿效国外畅销的花纹产品，自主设计和研发的产品匮乏，产品同质化现象严重。也正是因为在技术，研发和营销方式上没有创新和突破点，使得国内轮胎行业的竞争多停留在价格竞争的层面上。虽然国内的轮胎行业市场较大，各个轮胎厂家的产能也颇具规模，但是国内的轮胎行业面临大到强的转变问题，青岛双星轮胎公司制订一个优异的市场营销策略势在必行。双星轮胎公司是一家有国企背景的大型轮胎生产制造企业，也是世界知名的轮胎制造企业之一，拥有自己的研究院，产品通过了多项技术质量认证。目前，双星轮胎公司更换了管理层，新建了世界一流的环保的生产工厂，通过一系列的管理模式的创新和技术手段的创新将实现“全球领先，中国第一”作为目标。但是双星轮胎公司目前正处于新的管理层和旧的管理体系逐步磨合的阶段，也正是因为目前的管理层缺乏轮胎方面的管理经验，造成了双星营销的工作中市场定位不清，营销策略不明晰的问题。文章主要针对双星轮胎公司的营销管理方面的问题进行论述，通过大量的查阅参考文献为此文提供有力的理论支撑，结合自己是营销人员的优势，通过在工作中对双星轮胎公司目前营销现状及问题进行调研，并对双星轮胎公司的当前的营销现状及问题进行分析，找出双星轮胎公司的优劣势。另外，对双星轮胎公司卡客车轮胎产品的营销环境进行分析，通过对内外部环境以及市场需求的分析，得出目前双星轮胎公司在营销环境下，哪些营销工作应该加强。最后通过对双星轮胎公司的卡客车轮胎产品的营销策略设计并制定出实施保障，来指明双星轮胎公司下一步的工作重点。更多还原

【Abstract】 Along with the development of the automobile industry and logistics, Roadtransportation is accepted and used more often than the railway, water and air, eitherin terms of passenger or freight. As one of the main consumable components inautomobile, Truck&Bus tire has a very broad market space with the vigorousdevelopment of the road transportation industry. Meanwhile, competition is veryfierce. In addition, domestic tire industry started relatively later compared with theforeign companies. At present, a lot of decorative patterns are imitated from the oneswhich are the best-selling products abroad, because of lack of innovation in productdevelopment and sales concept, piece price competition is what all the tire suppliersare focusing on. Although domestic tire industry market is big and tiremanufacturer’s capacity is considerable, domestic tire industry must upgrade frombig to strong. In order to break through this situation, It is imperative for Double StarTire company to create an excellent marketing strategy.Double Star Company is one of world famous, state-owned tire manufacturewith its own R&D center establishment and products which have gotten thecertification of a number of quality test. Recently Double Star Company had a newmanagement team, has built a new environment-friendly production factory.Through a series of management and technology innovation, Double Star Companytakes the slogan "World’s leading, China’s first" as its target. Because of thismanagement handover and the new management team are not experience with tiremanagement, Double Star Company does not have a clear marketing strategy now. This article mainly discusses the problem of the company’s marketingmanagement. Reference documentation provides a strong theoretical support for theargument, with investigating and analyzing the Double Star Company marketingstatus and problem, its advantages and disadvantages are figure out. Besides, thoughthe analysis of market status, external and internal conditions, customer requirements,this article suggests what should be enforced in company. Finally the market strategyof Double Star Company is designed and action plans are made, which instructs thefocus of future market activity.更多还原