【作者】 王磊；

【导师】 张小宇；

【作者基本信息】 吉林大学 ， 工商管理（专业学位）， 2022， 硕士

【摘要】 中国经济的繁荣发展带动了汽车行业的智能化进程,各大企业都相继提升产品智能化竞争力,争取扩大市场份额,中国汽车智能驾驶产业受人工智能、汽车电子、互联网和交通产业融合加速推动,正式驶入快车道,市场前景光明,规模将不断扩大。伴随着大量资本涌入,众多企业正在抢占智能驾驶的制高点,试图打破技术壁垒和产品垄断,加速商业化落地进程。行业内竞争激烈,对企业市场营销提出严峻挑战。本论文将长春裕胜汽车电子有限公司作为研究对象,研究其汽车智能驾驶产品的市场营销问题。长春裕胜汽车电子有限公司作为初创公司,以智能驾驶产品作为主营业务,主要包括域控制器、360度环视系统、自动泊车系统和毫米波雷达等产品系列。研究发现,长春裕胜汽车电子有限公司市场营销还存在产品研发能力弱,定价策略不清晰,缺乏对整车厂流程的理解,企业的知名度低导致的新技术和新产品难以推广等诸多问题。本论文分析了智能驾驶产品宏观环境,认为国家政策不断出台鼓励行业健康发展,智能驾驶产品的市场前景广阔,值得营销投入;亦分析了微观环境,提出汽车行业产业链复杂,涉及行业多,营销策略需要进一步优化。论文通过STP分析得出目标市场主要为北方自主品牌、合资品牌和豪华品牌。自主品牌主要有一汽红旗、一汽奔腾、东风、长安、长城和北汽等,合资品牌主要有一汽-大众、一汽-丰田、东风本田和东风日产等,豪华品牌主要有奔驰、宝马和奥迪等。以4P营销组合策略为理论基础从多视角进行了科学分析,提出了系统性的营销策略。建议在产品策略方面:需要整合资源,打造核心产品平台,采用多传感器融合方案提升核心竞争力;在价格策略方面:采用差异化定价策略,并将客户年度降价转移给下级供应商,提升产品盈利能力;在渠道策略方面:理解客户流程,打通新供应商准入和新项目定点流程;在促销策略方面:通过宣传智能产品的优点和履行企业社会责任提升企业形象,扩大企业影响力,参加产品展会和技术论坛推广新产品和新技术。在营销策略的保障措施实施方面,企业要注重人才培养和人才储备,预算充足的营销资金,同时加大新技术研发投入力度提升产品竞争力,优化内部组织机制和健全内部体系流程,以此确保营销策略的实施效果。更多还原

【Abstract】 The prosperity and development of China’s economy has driven the intelligent process of the automobile industry.Major enterprises have successively improved the intelligent competitiveness of products and strive to expand market share.China’s automobile intelligent driving industry has officially entered the fast lane driven by the integration of artificial intelligence,automobile electronics,Internet and transportation industries.The future market will be brighter and the scale will continue to expand.With the influx of a large amount of capital,many enterprises are seizing the commanding height of intelligent driving,trying to break technical barriers and product monopoly and accelerate the process of commercialization.The fierce competition in the industry poses a severe challenge to enterprise marketing.This dissertation takes Changchun Yu Sheng Automotive Electronics Co.,Ltd.as the research object to study the marketing problems of its automotive intelligent driving products.Changchun Yu Sheng Automotive Electronics Co.,Ltd.is a start-up company,with intelligent driving products as its main business,mainly including Intelligent Driving Domain Controller,360-degree Around View Monitor,Auto Parking Assist System and Millimeter Wave Radar and other products.The study found that Changchun Yusheng Automotive Electronics Co.,Ltd.still has many problems such as weak product R&D ability,unclear pricing strategy,misunderstanding of the process of OEMs,and difficulty in promoting new technologies and new products due to the low visibility of the company.The dissertation uses PEST to analyze the macro environment.The continuous introduction of national policies pushes the development healthily.The market prospects of intelligent driving products are broad and worthy of marketing investment.The micro-environment is analyzed in detail using Porter’s Five Forces Theory,the industry chain is complex,and the marketing strategy needs to be further optimized.Through STP analysis,it is concluded that the target market is mainly the northern Self-Owned Brands,Joint Venture Brands and Luxury Brands.The main Self-Owned Brands are FAW Hongqi,FAW Bestune,Dongfeng,Changan,Great Wall and BAIC,etc.The Joint Venture Brands are mainly FAW-VW,TFTM,Dongfeng Honda and Dongfeng Nissan,etc.The Luxury Brands are Mercedes-Benz,BMW and Audi.Based on the theoretical basis of 4P,it analyzes from multiple perspectives,and proposes targeted marketing strategies.Product strategy: It is necessary to integrate resources,build a core product platform,and adopt multi-sensor fusion solutions to enhance core competitiveness.Price Strategy: adopt differentiated pricing strategy and transfer annual customer Long Term Agreement to Second-Level suppliers to improve product profitability;Place Strategy: understand Customer process,get through new supplier access and new project designation process;Promotion Strategy: improve corporate image and expand corporate influence through publicity and fulfillment of corporate social responsibility,and participate in product exhibitions and technical forums to promote new products and new technologies.For the implementation of safeguard actions,enterprises should focus on human training and human keeping,book enough budget marketing funds,increase investment in new technology research and development to improve product competitiveness,optimize internal organizational chart and improve internal system processes to ensure the effect of the implementation of the marketing strategy.更多还原