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1、英文摘要DKS公司中国汽车线束热缩管市场营销策略研究ChineseautomotivewiringharnessMarketingStrategyResearchofDKSCo.,Ltd.AbstractChineseautomarketin2009to2010tomaintainaspurtofgrowthindemand,theannualdemandincreaserateisalwaysatabout35%.However,in2011withthegradualrationalizationandthep
2、olicyofgovernmentencourageautoconsumptionwasexpiredandgraduallythefiercemarketcompetition,marketdemandgrowthstartedtoslowdown,orevenadownwardtrend,whilethepricewarhasalmostbecomesynonymouswithChina'sautomarketcompetition.InthetenseandtemptingChina'sautomarket,
3、DKScompanymustbetimelyadjustedtheirmarketingstrategyinordertoobtainmoremarketshare.IwillstarttoanalyzeDKScompanyterminalmarket---automarket,thenusemarketingtheoryasaguideandcaseanalysistoanalyzethecurrentstateofdevelopmentofthecompany,followedbyusingmarketcomp
4、etitionfiveforcesmodelofindustrycompetitorsand,toanalyzethecompetitors.Meanwhiledoingtheautomotivewiringharnessmarketanalysis.Andlearnedthattheautomotivewiringharnessheat-shrinkabletubecurrentindustryconditionsandmarketdemandtrends.WeusethemethodofSWOTtoknowth
5、eadvantagesanddisadvantagesoftheDKScompany,marketopportunities,marketenvironmentandthethreats.Thenfinallywegotthedevelopingmarketingstrategyisimprovinginternalandexternal,thatisexternaltofurtherrefinethetargetmarket,clearpositioning,thecombinationofpricingando
6、therstoplayDKSseriesadvantage,morecareaboutcustomeranddobetterservice.TheinternalimprovingisplayastrongR&Dstrength,optimizethesalesprocess,trainingandincreasethelocalseniorsales,establisha"customer-oriented"marketingculture.Keywords:Automotiveharness，heatshrin
7、ktube，marketingstrategyWrittenby:HuangShengyeSupervisedby:WeiWenbinII目录第1章绪论...............................................................................................................11.1问题的提出和研究意义...........................................................
8、...........................11.2研究方法和思路.................................................................................................21.2.1本文研究的主要方法..............................
