圣戈班汽车玻璃零配市场营销研究

华中科技大学硕士学位论文圣戈班汽车玻璃零配市场营销研究姓名：刘俊峰申请学位级别：硕士专业：工商管理指导教师：田志龙20061001ISWOT,4PProductPricePlacePromotionSWOT[1][7]IIAbstractSaint-GobainfirstenteredintoChinaautosekuritglassmarketin2005.Thoughitisalittlebitlate,thereisnodoubtthatSaint-GobainwillhavegreatopportunitytodevelopinChinawiththeenlargementofautosekuritfittingmarket.Basedonthetheoryofmodernmarketingmanagement,especiallyon4Ps,thethesisfirstlyanalyzedtheopportunities,threats,strengthsandweaknessesofSaint-Gobain,usingSWOTAnalysis.Thenitchosethetargetmarketaccordingtothesubdivisionoftheautoservicemarketanditsselffeatures.Finally,thethesisreachedaconclusionofhowtostrengthenthemarketingandmarketcompetitionpowerwithdetailedmeasuresofmarketingmanagementtodevelopconstantly.Thethesisconsistsoffivechapters:ChapteroneintroducesthebasicinformationofSaint-GobainAutoGlassandthedilemmaitconfrontsandgivestheaimofthethesis.Chaptertwomakesawhollystudyontheopportunities,threats,strengthsandweaknessesofSaint-GobainbyusingPorterModelandSWOTAnalysistoobtainthebasicmarketingstrategies.ChapterthreechoosesthetargetmarketonthebasisoftheSaint-Gobain’sselffeaturesandthesubdivisionofthemobileservicemarket,andmakesstrategiesaccordingtodifferenttargetmarkets.ChapterfourtakesaresearchonthemarketingmanagementofSaint-Gobain,especiallyonthebettermentmeasuresof4Ps(product,price,placeandpromotion),communicationandoperationtostrengthenthemarketingandmarketcompetitionpowerofthecompany.Chapterfivegivesthesuggestionofhowtomapout,implement,evaluateandcontrolthemarketingplanofSaint-Gobain.Finallyitpointsoutthelimitationoftheresearchontheindustrialenvironment,marketorientationandmarketstratagem.Theauthormakesareviewonhisstudyandworkattheend.Keywords:Saint-Gobain-SekuritAutoGlassMarketing111.11.1.1120062006GDP8%2006200620062813%902200622.51:7PSA360020%3031.1.23205050601980200555030007-8%1526041.250020204s1.2.1GDP8200610.9%10.90.90.61151161.5%1.6%1.3%2.1%1.2%1.3%2.2%50.5%200610.010.19.99144382885.14680013.2363559.42001273.1200559220014.320058.7200523.2200689717207.1641.522005570.7575.8212.5513.54165925806121219802080199210050020002001200200230020105500201080090053550040/GDP2.51.2.220055502772006121240.6%83.1%26.9%200620052006200512%63025%320200555030007-8%1572601.2.31100-200212[17]384[23]1.2.41.51219991301.884.2-4.5%900AFTERMARKET1AutoGlass9E-mail24800PPGPROSTARS,162PPGPROSTARS16DOT3500041.31.3.110WTO1.3.24PProductPricePlacePromotionSWOT[20]1.41.4.1112005500106,2250%.272710000351.4.2200563013025101015101.4.312199631999320031OEMOEMOEMOEM30OEM2OEM5031341561200[14]1.5WTO,221450%OEM,PPG,60,,50%,,,6000(),20002002,,,,AGR,[1]SWOT[2]15[3][4]162SWOT2.1SWOT(21)5[20]21SWOT(Opportunities(Threats)(Strengths)(Weakness)[10]17SWOTSWOT[30]80SWOTSWOT12SWOTSWOT3SWOTWTWO18STSOWTWOSTSO2.22.2.1(WendellR.Smith)2050()[36]()1219342.2.25[34]1232045.2.34Ps(productpriceplacepromotion[9]2.3.1212.3.2[37]2.3.3:123()224ITIT2.3.4(PublicRelation),(Advertising)(SalesPromotion))(SalesForcing)[22][36]233WTO3.1WTO[25]3.1.1,,,PPG25402006615176164089577547409246640502420052006331PPG130213200388500(Asahi)500190730%45%1730AGC-1048%20037198762750210701251988200523.1.212343.1.3[38]13.8%54.7%50.0%2661.1%,66.2%64.6%30.2%3.6%1.687.9%58.3%27.9%13.8%54.7%27.6%14.2%3.5%87.9%61.1%78.2%61.1%22.0%13.8%3.1%274S4S4S3.1.450283.2SWOT:3.2.13502003HanGlas7500199631999320033.2.224%45%15-20%294S31SWO:T31SWOT31SWOTSOSO30[43]SWOT314[39]4.1123324.2[39]4.2.11,B5Bora20630732AUDIA44.2.233234.3123103444.4HanGlasB5Bora1.61.8Polo307[29]5151Bora35307VOLVOAUDI2823000B5Bora203034.530361)2312030Bora35032050070023,,,,375[11]5.15.1.15.1.21382(-)3[36]5.2122393440WTO24142[1]..,1997[2]..,1997[3]Prahalad,C.K..Theendofcorporateimperialism.HarvardBusinessReview,1998,76(4):68-78[4]..,2005[5]..,2003[6]Moorman,C.,Deshpande,R.&Zaltman,G..FactorsAffectingTrustinMarketResearchRelationships.JournalofMarketing,1993,57(1):81-101[7]...,2003[8]...,2001[9]..,2001[10]Philip.Kotler.MarketingManagement.NJ:Prentice-Hall.2000[11]..,2005,(7):54-55[12]..,2005,(4):36-37[13]..,2002[14]..,1993[15]..,2002[16]Shaw,JerryI.&LaurenceCondelli.EffectsofComplianceOutcomeandBasisofPoweronthePowerholder-TargetRelationship.PersonalityandSocialPsychologyBulletin,1986[17]..,2005,(8):49,55[18]..,1997[19]..,1996[20]..,1997[21].21.,200043[22]..,1998[23]..,2002[24]El-Ansary,A.I.&Stern,L.W..PowerMeasurementintheDistributionChannel.JournalofMarketingResearch,1972,9(1):47-52[25]Ganesan,S.DeterminantsofLong-TermOrientationinBuyer-sellerRelationships.JournalofMarketing,1994,58(2):1-19[26]J,C..:,2000[27]P.DavidSheppard.TheNewDirectMarketing.Irwin,1995[28]Whittington.R.Changeandomplementaritiesinthenewcompetitivelandscape.OrganizationScience,1999,10(15):583-600[29]Porter.CompetitiveStrategy.NewYorkFreePress,1980[30]..(),2002[31]Goldmann,H.M..Howtowincustomers.PanBooksLtd,1980[32]HaoMa.Anatomyofcompetitiveadvantage.ManagementDecision,1999,37(9):709-808[33]GaryDessler.HumanResourcemanagement.Peking:TsinghuaUniversityPress,2001[34]..:,2000[35]..:,2000[36]..:,2003[37]Heide,J.B.&George,J..DoNormsMatterinMark