格兰海芬转向系统竞争性营销策略研究-工商管理专业论文.docxVIP

different vehicle segments. Overviews of the key steering system suppliers and their product portfolio are addressed before the market share analysis of manual steering system and hydraulic steering system, which indicates their development direction of steering system technology. In the end, the thesis focuses on the analysis of product competitive strengths in different phases of steering systems life cycle and the analysis of price competitive strengths produced by business scope expansion, scale of economy and experience economy. Taking the factors into consideration, such as market, customers and competitors, the thesis correspondingly makes the competitive marketing strategies for GHSP steering systems in their life cycle. The thesis studies four competitive marketing strategies for steering systems in the introduction phase of product life cycle, which include quick and slow skimming pricing strategies, quick and slow penetration pricing strategies. In the growth phase, the competitive marketing strategies are comprised of product quality improvement, new markets development, advertisement emphasis change and proper price reduction. The competitive marketing strategies in maturity phase consist of reducing price, adjusting the market, product and other marketing portfolio. Centralization and contract are the two major competitive marketing strategies for GHSP in decline phase. GHSP will centralize all resources to focus on supplying mini and compact vehicle manufacturers, and meantime reduce the resources for the vehicle manufacturer who will adopt new steering systems other than manual steering system. KEY WORDS: automotive component, steering system, competitive marketing, marketing strategy, GHSP 目录 第 1 章 前言………………………………………………………………………………………1 1.1 研究背景介绍………………………………………………………………………………………1 1.2 研究的意义…………………………………………………………………………………………2 1.3 研究的方法和理论 ………………………………………………………………………………2 1.4 研究的内容及框架 ………………………………………………………………………………2 1.5 本章小结……………………………………………………………………