Y汽車飾件有限公司外飾廠營銷戰(zhàn)略和策略探析.pdf

1、上海交通大學碩士學位論文Y汽車飾件有限公司外飾廠營銷戰(zhàn)略和策略探析姓名：巴蕾申請學位級別：碩士專業(yè)：工商管理指導教師：余明陽20080601THE RESEARCH OF MARKETING STRATEGY OF EXTERIOR BUSINESS UNIT IN Y AUTO TRIM SYSTEM CO., LTD ABSTRACT In 2008 China vehicle output will surpass 10 mi

2、llion. China's vehicle output steep rise stimulates the demand growth of auto parts. The annual revenue average growth for automotive components is 36.82% which is higher than the industry average. At the same time a

3、nother fact that can not be overlooked is that China's CPI in January rose by 7.1 percent. Cost of raw materials keeps rising. Auto manufactures continue to shift cost pressure to accessories suppliers because of the

4、 hot competition. As the NO.1 firm with the biggest market share in 2004 Y’s Exterior Business Unit continued to lose market share, the technique and costs advantages in the new vehicle bid steadily retreat. How should Y

5、 adapt their market strategy to get the best market and the supply of material resources? I started this paper from the development of auto parts industry and summarized the status quo, industry and forecast future trend

6、s. Discard disadvantages of Porter’s five forces analysis Six Forces Model was used in the analysis of bumper market environment. Through in-depth study, marketing strategies were rebuilt in this paper. After the all-aro