摘要
I
A 公司汽车半导体产品营销策略的优化研究
中文摘要
随着汽车轻量化、智能化和电子化的发展以及对环保的要求，全球汽车电子行业
迎来发展的黄金期。中国作为汽车产销大国，汽车电子市场需求亦快速增加。A 公司
从事的是电子元器件授权代理商业务，于三年前也进入到中国汽车电子行业。A 公司
目前存在着营业额增长缓慢、客户数量增长缓慢、销售潜力挖掘不足、客户的流失等
问题。笔者通过分析认为，问题的主要原因是 A 公司没有针对汽车电子市场明确目
标市场和定位，导致公司制定的营销策略很多缺陷和不足，销售人员虽然很努力，但
仍没有达到销售预期。本文通过利用 STP 市场营销工具，对汽车电子市场进行细分，
逐个分析细分市场；根据细分市场，对照公司的产品和资源，确定目标市场，再对 A
公司进行市场定位；依照定位结果，为制定销售组合策略指明方向、提供依据，即完
成“找位（细分）、选位（定位）、到位（营销组合）”一个完整过程。笔者利用经
典的 4P、4C、4R 营销理论，对 A 公司目前的营销策略进行了全面的梳理，依据市场
定位结果，提出了营销策略优化方案：即全面贯彻“P2S”的营销理念、加强和第三
方设计公司合作、推动加入电商、重视找准客户需求、加强客户关系管理等优化措施，
以期提高 A 公司的销售额，扩大利润，从而创造良好的经济效益和社会效益

关键词：汽车电子、4P 营销组合、STP 策略
作 者：张振岳
指导老师：丁铭华英文摘要 A 公司汽车半导体产品营销策略的优化研究
II
Optimization Research of A Company&39;s Marketing Strategy
of Automotive Semiconductor Products
Abstract
With the development of automotive lightweight, intelligentization and
electronization, as well as the requirements of environmental protection, the global
automotive electronics industry ushered in the golden period of development. China as the
biggest car market in the world, automotive electronics market demand is also rapidly
increasing. A company is engaged in authorized distributor business of electronic
components, three years ago, has entered the China automotive electronics industry. At
present, there are some problems with A company, such as slow turnover growth, slow
growth in customer numbers, lack of sales potential, and loss of customers. The author
believes that the main reason of the problem is that A company is not making clear the
target market and position of automotive electronic, leading the company to develop a
marketing strategy of many defects and shortcomings. So, the sales staffs are working very
hard, but still did not reach the expected sales target. In this paper, through the use of STP
marketing tool, by segments of the automotive electronics market, by the analysis of
market segmentation, target market, according to the company&39;s products and resources in
the target market, market positioning of A company; according the positioning results,
provide the basis for the development of direction, make the marketing mix strategy, that is
Hunting (Segment) and Location (Positing), Executing (Marketing Mix) of the complete
process. The author uses the classical 4P, 4C, 4R marketing mix model, the marketing
strategy of A company has conducted a comprehensive analysis, on the basis of the results
of market positioning, put forward the marketing strategy optimization scheme: the full
implementation of the P2S marketing concept, strengthen cooperation, and promote the
third party design company (IDH) to join the business, identify customer needs and
strengthen customer relationship management etc., in order to improve the A company
sales, expand profits, create good economic and social benefits.
Key Words: Automotive Electronic, STP, 4P Marketing Mix Model
Written by: Zhang Zhenyue
Supervised by: Ding Minghua目 录
第 1 章 绪论 .1
1.1 研究背景 .........1
1.2 研究目的和意义 .........2
1.3 研究方法、思路和框架 .........4
1.3.1 研究方法...4
1.3.2 研究思路和框架...5
第 2 章 文献综述与相关理论 .........7
2. 1 文献综述.........7
2.1.1 营销组合策略理论文献综述.......7
2.1.2 半导体分销商营销实践文献综述...........8
2.1.3 文献评述...9
2.2 相关理论 .......10
2.2.1 STP 理论..10
2.2.2 4P 营销组合策略理论 ....10
2.2.3 4C 营销组合策略理论.... 11
2.2.4 4R 营销组合策略理论.... 11
2.2.5 五力模型理论.....12
第 3 章 A 公司现行营销策略及存在的问题 .......13
3.1 A 公司简介.....13
3.2 A 公司汽车电子市场营销现状.........16
3.3 A 公司汽车电子市场营销策略存在的问题.20
3.4 A 公司营销策略问题的原因分析.....21
3.4.1 市场定位不清晰.21
3.4.2 4P 组合策略中的不足 ....22
3.4.3 客户需求导向不强.........233.2.4 客户关系管理粗放.........25
第 4 章 A 公司的市场定位 ...........27
4.1 汽车电子市场的细分 ...........27
4.1.1 汽车电子市场细分及其重要性.27
4.1.2 针对 A 公司代理产品的市场细分........27
4.2 汽车电子市场的目标市场 ...28
4.2.1 目标市场选择的原则.....28
4.2.2 A 公司目标市场的选择...
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