【摘要】：自20世紀(jì)80年代以來,汽車產(chǎn)業(yè)作為現(xiàn)代工業(yè)發(fā)展的支柱產(chǎn)業(yè),在政策支持與消費(fèi)水平提高需求增加的情況下,不斷飛速發(fā)展。現(xiàn)代汽車工業(yè)已正式步入成熟時(shí)期,隨著全球汽車產(chǎn)能過剩的情況出現(xiàn),市場競爭更加激烈。汽車產(chǎn)業(yè)的發(fā)展也帶來許多問題,如石油能源消耗急劇增加,價(jià)格持續(xù)上漲,交通事故不斷增多,汽車尾氣污染日趨嚴(yán)重等,消費(fèi)者對汽車的性能、安全和舒適情況的要求越來越高。全球大型汽車公司紛紛試圖從提高汽車的安全性,改善駕駛以及乘坐舒適性,節(jié)約能源減少污染等方面做出改進(jìn),爭奪世界汽車市場,進(jìn)一步提高企業(yè)的競爭力。而汽車工業(yè)發(fā)展時(shí)間較長,機(jī)械系統(tǒng)已較為完善,以此來改進(jìn)汽車性能的空間有限,難以有重大突破。而電子信息技術(shù)的發(fā)展和廣泛的應(yīng)用為汽車生產(chǎn)制造商提供了新的選擇,也給汽車工業(yè)的發(fā)展帶來了新的變革,汽車電子信息技術(shù)顯著提升了汽車在安全性、舒適性以及節(jié)能環(huán)保等方面的性能,使汽車工業(yè)進(jìn)入了一個(gè)信息化時(shí)代。同時(shí),汽車工業(yè)發(fā)展也帶動(dòng)了汽車電子市場的發(fā)展變化,消費(fèi)者的個(gè)性化需求使其迅速發(fā)展,甚至超過了汽車行業(yè)增長的趨勢。不斷增加的需求也使得競爭愈加激烈。長春麗明科技開發(fā)股份有限公司,簡稱麗明科技。是一家以研發(fā)和銷售汽車電子產(chǎn)品為重要核心業(yè)務(wù)的企業(yè)。然而,麗明科技汽車電子產(chǎn)品進(jìn)入汽車電子產(chǎn)品市場以來不斷面臨著產(chǎn)品、價(jià)格、渠道等方面的問題。麗明科技在如今的汽車電子產(chǎn)品市場的環(huán)境中,該如何擺脫目前的困境,得到持續(xù)良好的發(fā)展,進(jìn)而在汽車電子產(chǎn)品市場中占有一席之地呢?本文的研究對象正是長春麗明科技,通過對當(dāng)前汽車市場和汽車電子市場的宏觀環(huán)境,汽車電子行業(yè)現(xiàn)狀、需求以及競爭的分析,確定麗明科技發(fā)展的機(jī)會(huì)和優(yōu)勢,也發(fā)現(xiàn)了劣勢與挑戰(zhàn)。運(yùn)用PEST、SWOT、STP、4Ps等市場營銷理論分析針對麗明科技當(dāng)前產(chǎn)品和營銷現(xiàn)狀對其營銷策略進(jìn)行了符合其自身特點(diǎn)的優(yōu)化。本文對麗明科技的營銷策略進(jìn)行了深入剖析,并提出了改進(jìn)措施,為其未來的完善和發(fā)展產(chǎn)品營銷策略提供了參考,既有助于麗明科技產(chǎn)品的銷售和市場份額的提升,也提升其品牌的形象,增強(qiáng)的客戶的品牌忠誠度,為麗明科技在汽車電子行業(yè)市場的發(fā)展提供了可行的措施,也為與其相似的許多本土企業(yè)制度新的營銷策略提供了較為有價(jià)值的參考信息。
[Abstract]:Since 1980s, automobile industry, as the pillar industry of modern industry development, has been developing rapidly under the condition of increasing demand for policy support and increasing consumption level. The modern automobile industry has formally entered the mature period, with the emergence of global automobile overcapacity, the market competition is more intense. The development of the automobile industry has also brought many problems, such as the sharp increase in oil energy consumption, the continuous rise in prices, the increasing number of traffic accidents, the increasing pollution of automobile exhaust, and the consumer's performance of the car. Safety and comfort conditions are increasingly demanding. Large automobile companies around the world have tried to improve the safety of cars, improve driving and ride comfort, save energy and reduce pollution, to compete for the world car market, and further improve the competitiveness of enterprises. But the automobile industry develops for a long time, the mechanical system has been more perfect, so the space to improve the automobile performance is limited, so it is difficult to make a major breakthrough. The development and wide application of electronic information technology provide new choices for automobile manufacturers, and also bring new changes to the development of automobile industry. Automotive electronic information technology has significantly improved the safety of automobiles. Comfort and energy-saving environmental protection and other aspects of the performance of the automotive industry into an information age. At the same time, the development of automobile industry also drives the development and change of automobile electronic market, which is made by consumers' individualized demand, and even exceeds the increasing trend of automobile industry. Growing demand also makes competition more intense. Changchun Liming Technology Development Co., Ltd. Is a research and development and sales of automotive electronics as an important core business enterprises. However, since Liming entered the automotive electronics market, it has been confronted with the problems of product, price, channel and so on. In today's automotive electronics market environment, how to get rid of the current predicament, get a sustained and good development, and then occupy a place in the automotive electronics market? The research object of this paper is Changchun Liming Science and Technology. By analyzing the macro environment of the current automobile market and automobile electronics market, the present situation, demand and competition of automobile electronics industry, we can determine the opportunity and advantage of the development of Liming science and technology. Weaknesses and challenges have also been identified. According to the current product and marketing situation of Liming Technology, the marketing strategy is optimized according to its own characteristics by using the marketing theory such as PEST,SWOT,STP,4Ps. In this paper, the marketing strategy of Liming Science and Technology is deeply analyzed, and the improvement measures are put forward, which provide a reference for its future perfection and development of product marketing strategy, which is helpful to the sales and market share promotion of Liming Science and Technology products. It also enhances its brand image and customer brand loyalty, which provides feasible measures for the development of Liming Technology in the automotive electronics market. It also provides valuable reference information for many new marketing strategies of local enterprises.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.6

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