近 20 年一直增长的整车销量陡然下降，直接带来了整个汽配产业链，特别 是直接配套整车厂的传统零部件企业销售额下滑。面临这样的局面，位于汽车配 件产业链的占比较大的中小型民营企业，应如何分析公司现存的问题、根据市场 积极对营销策略进行调节，开拓更多的市场增长点以获得更多的回报，平稳应对 经济下行带来的影响势在必行。 本文的研究对象上海 FW 公司，成立于 1996 年，是一家专业从事非金属材 料加工企业，主要从事各类泡棉、胶带及复合材料产品应用研发、加工和生产工 作。虽然公司凭借诚实守信的经营、独到的技术及质量稳定的产品，在泡棉加工 行业内有一定的行业地位和口碑，但迫于加工行业利润日益低下，缺乏新的利润 增长点，管理水平落后，竞争对手的市场份额越来越大，弊端日益显露。特别是 2018 年销售额受到整个行业影响大幅下滑，因此应对市场压力，公司急切需要 优化产品营销策略以适应当前市场变化。 本文基于 4R 理论框架结合竞争理论分析研究了 FW 公司的经营现状。并通 过对相关文献资料进行研究，针对市场营销相关理论和汽车行业最新动态进行了 比较全面的理解，例如，发展状况、政策环境及当前竞争环境等等。通过多次与 FW 公司管理层进行访谈，并实地走访了行业内的相关关联企业，多方位了解和 认识了 FW 公司的发展历程，所处竞争环境状态、经营状况及目前所存在的问题。 通过分析和总结 FW 公司近几年的财务数据、销售数据及客户相关数据，在竞争 理论与 4R 营销理论指导下，对公司的经营状况进行分析，并对 FW 公司的营销 策略进行了优化，并制定了实施及保障措施。 关键词，竞争理论；4R 营销；营销策略；汽车；泡棉III Abstract In 2018, vehicle sales, which have been increasing for nearly 20 years, dropped sharply, which directly brought about the decline of the whole auto parts industry chain, especially the sales of traditional parts enterprises directly supporting the whole vehicle factory. Faced with such a situation, small and medium-sized private enterprises, which occupy a large proportion of the auto parts industry chain, should analyze the existing problems of the company, adjust marketing strategies in time, open up more markets to obtain moreprofit returns,anddeal with theimpact oftheeconomicdownturnsmoothly. Founded in 1996, Shanghai FW Co., Ltd. is a professional non-metallic material processing enterprise, mainly engaged in research, development, processing and production of various foamed cotton, tape and composite products. Although the company relies on excellent technology, high-quality products and good faith management in the foam cotton processing industry, it has a certain industry status and reputation, but due to the increasingly low profits of the processing industry, the lack of new profit growth points, backward management level, the market share of competitorsisgrowing,andthedrawbacksareincreasinglyexposed.Especiallyin2018, sales have been greatly affected by the whole industry, so in response to market pressures, the company urgently needs to optimize product marketing strategies to adapt to the current market changes. Based on the 4R theoretical framework and competition theory, this paper makes an analysis and study of the company's marketing situation. By consulting relevant literature, we can thoroughly and comprehensively understand the relevant theories of marketing and the latest developments in the automotive industry, including: competitive environment, policy environment, development status, etc. Through interviews with management and field visits to affiliated enterprises in the industry, we have a multi-dimensional understanding and understanding of FW's development process, current operating conditions, competitive environment and marketing problems. Through the analysis and summary of FW company's financial data, salesIV data and customer related data in recent years, the company's operating situation is analyzed. According to the guidance of competition theory and 4R marketing theory, the marketing strategy of FW company is optimized, and the implementation and safeguard measures are formulated. Keywords: Competition Theory; 4R Marketing; Marketing Strategy; Automobile; Foams目录 致谢........................................................................................................................ I 摘要.......................................................................................................................II Abstract................................................................................................................III 第 1 章 绪论..........................................................................................................1 1.1 研究背景及意义.....................................................................................1 1.1.1 研究背景......................................................................................1 1.1.2 研究意义......................................................................................3 1.2 国内外研究现状.....................................................................................4 1.2.1 国内外汽车行业研究现状..........................................................4 1.2.2 国内外对中国汽车零配件产品市场营销的研究......................6 1.2.3 国内外研究现状评述..................................................................7 1.3 研究思路和论文架构.............................................................................8 1.3.1 研究思路......................................................................................8 1.3.2 技术路线图................................................................................10 1.4 研究方法...............................................................................................10 1.4.1 文献资料法................................................................................10 1.4.2 访谈调查法................................................................................11 1.4.3 定量分析法................................................................................11 1.5 本章总结...............................................................................................11 第 2 章 相关理论基础概述................................................................................12 2.1 迈克尔波特竞争理论...........................................................................12 2.1.1 产业演变的竞争理论................................................................13 2.2 4R 组合营销理论框架..........................................................................14 2.2.1 4R 组合营销理论概述...............................................................14 2.2.2 客户群五区间营销管理............................................................16 2.2.3 4R 均衡矩阵及 8 种核心能力...................................................17 第 3 章 FW 公司泡棉类产品营销现状及问题.................................................18 3.1 FW 公司背景及产品介绍.....................................................................183.1.1 FW 公司背景..............................................................................18 3.1.2 FW 公司产品介绍......................................................................19 3.2 FW 公司泡棉类产品营销环境分析.....................................................20 3.2.1 外部环境带来的影响................................................................20 3.2.2 产业演变带来的影响................................................................25 3.2.3 FW 公司车用泡棉产品营销现状..............................................26 3.3 FW 公司泡棉类产品营销存在的问题.................................................31 3.3.1 缺乏牢固的客户关系................................................................32 3.3.2 产品开发和服务的便利性不足................................................32 3.3.3 与客户关联性维护逐渐缺失....................................................33 3.3.4 对客户的“回报”不足................................................................33 第 4 章 基于 4R 的泡棉类产品营销策略优化方案.........................................35 4.1 基于 4R 的泡棉类产品营销策略优化分析........................................35 4.1.1 建立持久的客户关系................................................................35