FAW FAWAY汽车零部件股份有限公司车轮分公司（以下简称FAWAY车 轮公司）成立于1953年，是FAW FAWAY集团的全资子公司。多年来依靠 FAW 集团内部市场，有着丰富的供货经验和一流的管理水平。但是随着汽车市 场的飞速发展，整个汽车行业在质量、成本、外观等各方面都存在激烈竞争， 为了在竞争中保持优势，各大整车厂都开始逐渐替代固有采购模式，寻求高质 量低成本的供应商。零部件供应商竞争日益激烈，外部供应商也逐渐开始进驻 FAW 集团内部市场。对于FAWAY车轮公司来说，一方面是集团内地位受到 威胁，需要全力保全市场份额；另一方面，由于生存环境恶化，必须积极开拓 外部市场，这对一直处于低强度竞争当中的FAWAY车轮公司是一个巨大的挑 战。 在如今形势下，制定一套行之有效的市场营销策略刻不容缓，营销策略能 够有计划地组织各项经营活动，通过相互协调一致的产品策略、价格策略、渠 道策略和促销策略，为顾客提供满意的商品和服务从而实现企业的目标。 FAWAY车轮公司的市场份额面临严峻的挑战，营销策略的制定及优化，能够 帮助公司更好的建设营销团队，更好的完善销售渠道及价格体系，更有效的促 进产品升级及更新换代，也能够明确市场定位，增加公司产品竞争力，使企业 市场份额提升，盈利能力增强，帮助企业走出困境。 本文通过对车轮行业信息的收集及分析，了解产品的潜在市场和销售量， 以及竞争对手的产品信息。对车轮行业的主要顾客心理进行分析，制定出针对 性的营销创意。了解行业及竞争对手，分析内因，如公司产品的优劣势等，利 用4P营销组合策略，STP营销策略理论，从各方面深度剖析FAWAY车轮公司 现状，对公司产品结构提出规划，最后结合最佳的销售策略帮助企业实现新的 增长。 关键词: 汽车零部件，市场营销，4P营销组合策略, STP营销策略 III Abstract FAW FAWAY Automobile Components CO.LTD. Wheel Branch Company (hereinafter was called as FAWAY Wheel for short), was founded in 1953, it is a wholly-owned subsidiary of Changchun FAWAY Automobile Components CO.LTD. It has a lot of experience and top management level because of the internal market of FAW in the past several decades. But because of the fast development of Chinese auto market, the competition in auto industry is very fierce in quality, costing and appearance and other aspects. All the OEM begin to change the old Purchase model and look for the better suppliers that have high quality and low costing. The component suppliers’ competition are fiercer and fiercer, many external suppliers join in FAW Groups’ market. On the one hand, the FAWAY Wheel’s status has a big risk in the FAW Group, they must make the best to maintain the market share. On the other hand, they must expend the market because the status is very worse, it is a big challenge for the FAWAY Wheel that is in a low competition environment for a long time. In the current situation, it is very urgent to make a effective marketing strategy. Depending on its product strategy, price strategy, place strategy and promote strategy. FAWAY Wheel can organize many kinds of work to give the customer satisfactory product and service, and the realize their business goal. The market shares of FAWAY Wheel meet a big challenge. Making a better marketing strategy can help the FAWAY Wheel build a better marketing team , make a better marketing place and a better price system, promote Product upgrading, clear their market positioning, and then improve the product competitive power, increase the marketing shares, get more profit , help the FAWAY Wheel to go out the difficult situation . Based on the collection and analysis of the wheel industry information, and the potential market and sales volume of the product , as well as the product information of competitors . This article analyze the psychology of the main customers in the wheel industry, and make targeted marketing ideas. After analyze the industry and competitors, the FAWAY Wheel internal factors, such as the advantages and disadvantages of the company's products, make use of the 4P marketing Combination strategy and the STP marketing strategy theory, deeply analyze the current situation of the FAWAY wheel company from various aspects, make plans for the company's product structure, and finally help the company achieve new growth with the best sales strategy. Key words: auto components, marketing environment, 4P Marketing Combination Strategy , STP Marketing Strategy V 目 录 第一章 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 ............................................................................ 2 1.2 研究的主要内容 .......................................................................... 3 1.3 研究的技术路线及方法 .............................................................. 4 第二章 相关理论及研究基础 .................................................................. 5 2.1 汽车车轮制造行业的概述 .......................................................... 5 2.1.1 车轮的构造及分类 ............................................................ 5 2.1.2 汽车钢制车轮和铝合金轮毂的特点介绍 ....................... 5 2.1.3 车轮制造工艺分析 ............................................................ 5 2.2 STP营销策略理论的概述 ........................................................... 5 2.2.1 市场细分 ............................................................................ 6 2.2.2 目标市场 ............................................................................ 7 2.2.3 市场定位 ............................................................................ 8 2.3 4P营销组合策略理论的概述 .................................................... 8 2.3.1 产品策略 ............................................................................ 8 2.3.2 价格策略 ............................................................................ 8 2.3.3 渠道策略 ............................................................................ 9 2.3.4 促销策略 ............................................................................ 9 第三章 FAWAY车轮公司车轮产品市场需求及竞争状况的分析 ..... 11 3.1 车轮产品市场总体需求状况的分析 ........................................ 11 3.1.1 汽车零部件行业发展特点.............................................. 11 3.1.2 车轮产品市场价格分析 .................................................. 11 VI 3.1.3 车轮产品市场需求情况 .................................................. 12 3.2 车轮产品市场基本需求特征的分析 ........................................ 12 3.2.1 商用车钢轮供需状况和技术状态的分析 ..................... 12 3.2.2 乘用车钢轮供需状况和技术状态的分析 ..................... 13 3.3 公司车轮产品市场结构吸引力分析 ........................................ 14 3.3.1 对于客户的吸引力分析 .................................................. 14 3.3.2 对于竞争状态的分析 ...................................................... 14 3.3.3 对于上下游产业现状的分析 ......................................... 15 3.4 公司车轮产品市场总体竞争情况的分析 ................................ 16 3.5 公司车轮产品市场主要竞争对手的分析 ................................ 16 3.5.1 东风汽车车轮有限公司 .................................................. 17 3.5.2 正兴车轮集团有限公司 .................................................. 17 3.5.3 浙江金固股份有限公司 .................................................. 18 3.5.4 上海宝钢车轮有限公司 .................................................. 18 3.5.5 兴民智通（集团）股份有限公司 ................................. 19 3.5.6 FAWAY车轮公司与主要竞争对手的对标情况 .......... 19 第四章 FAWAY车轮公司车轮产品市场营销工作现状的分析 .......... 21 4.1 公司的简介 ................................................................................. 21 4.1.1 车轮公司人员组织结构划分 ......................................... 22 4.1.2 公司内部现状 .................................................................. 23 4.2 公司车轮产品市场营销现状问题的归纳 ................................ 24 4.2.1 市场定位问题 .................................................................. 24 4.2.2 产品策略问题 ......................