飞利浦汽车照明公司市场营销策略研究

华中科技大学硕士学位论文飞利浦汽车照明公司市场营销策略研究姓名：何莉申请学位级别：硕士专业：工商管理指导教师：徐天亮20060425I,IIAbstractChinaisthebiggestmotorcycleproductionbaseoftheworld,thereareabove50percentageofoutputofmotorcyclewereproducedbyChinesemanufacturer.Chinaalsoisthebiggestmotorcycleconsumesmarketintheworldinwherethecapacityofmotorcycleaccountforonethousandandahalfmillionayear.Withaseriesofpolicieswereimplemented,Chinesemotorcyclemarketaretransferringfromcitiestosmalltownandruralarea.Bytheendof2005,theamountofprivate-ownedmotorcycleis80million.Ifonemotorbikewaschangedonemotorbikebulbeveryyear,therearebigneedsformotorcyclebulbsinmotorcyclemaintenancemarket.Motorcyclemaintenancemarketisn’tamaturemarketforpriceisthedecisivefactorwhenconsumerboughtit.Therearethreeautomotivelightingmanufacturerstakenbigshareofthemarket,Foshanlighting,OsramandJiangsuChenyangCompany.Ascharacteristicsofmotorcycleuser,wesplitthemarketintothree-segmentmarket:commuter,courierandmotorcycletransporter.Philipsisoneofthebiggestlightingproducersintheworld.qualityandbrandofPhilipsmotorcyclebulbsarebeyondtheaverageofindustry,butthedisadvantageofvarietyanddistributionisevident.Philipswantstodevelopmotorcyclelightingafter-market,thefirstthingistoanalyzemarketneedsandcompetitor,thendomarketpositioningandproductsstrategyandproductpricing,afterthisthecompanyneedtodesigndistributionchannelandpromotiontactics.Keywords:motorcyclelightingmarketanalysismarketingstrategy111.1800013005%20101.32004669120101,371ISO900050%“”2199563340004001891215%1.2·SerryHadd“320051776721774517002004650018918315%1.312345642.2.12.1.120052006“”“”3C4,17052.1.22006”“”“”2006“”1202006181342.1.320042-12-12004-12-311,299,880,0005.87%542,830,00041.8%757,050,00058.2%()82.12000639%50%35000200029482550018.4%2.140005120/130/420/165/62-1(2005)2-1200305101520253035401990199520002003200472.1.420041120042006“”,72.1.5123“”4582.2·“”2.2.115072%20100-8,150092.2.250302.2.32.2.48001300ML1092.2.510%20064250ML250ML200517%13%2006.2.2.6102.32.3.1199820042.520%200511382.2621.66%193.5017.36%14.8810.25%47.05%80020051262745.49841620055112.3.23.86%1%1212.20.2.42.4.1“7O”“7O”13whooccupants(what)(objects)(why)(objectives)(who)(organizations)(how)(operations)(when)(occasions)(where)(outlets)7O132.4.214100/1143-12-223-240%11%2-32.4.3149%19%21%11%23%38%39%153-32-460%22-558%19%10%7%126%2312%3419%4526%537%122334455162-5122.4.522%27%2-658%4%7%10%2%19%172-62.4.62-2Assael27%50%22%1%182-2151933.116,,,??3.1.13-1POFCP:O:F:C:3-1203.1.23-2CFOPP:OF:C:3-2213-120051∼6481200×20%406000×20%556100×50%526200×30%3.1.3173-3223-43.2“”,23183-53.3[31]3-255%30%15%243-23-23.43.4.1200410.11%,26.03%24.28%9.42%3.86%[26]“T8S20.82.04.30.02.39.48.4%20.8%45.7%0.0%25.0%100%BA20d0.011.20.01.61.214.00.3%79.9%0.0%11.4%8.4%100%(H)S20.00.00.00.80.10.90.7%0.0%0.0%86.4%12.9%100%HS10.07.20.01.80.69.60.4%74.7%0.0%18.3%6.7%100%M5like0.00.00.60.91.83.30.0%0.0%18.4%27.6%53.9%100%Total0.820.34.885.056.037.12.2%54.8%13.2%13.6%16.3%S20.82.04.30.02.39.48.4%20.8%45.7%0.0%25.0%100%BA20d0.011.20.01.61.214.00.3%79.9%0.0%11.4%8.4%100%(H)S20.00.00.00.80.10.90.7%0.0%0.0%86.4%12.9%100%HS10.07.20.01.80.69.60.4%74.7%0.0%18.3%6.7%100%M5like0.00.00.60.91.83.30.0%0.0%18.4%27.6%53.9%100%Total0.820.34.885.056.037.12.2%54.8%13.2%13.6%16.3%25T8”200410.81%200413.1%200424.28%193.4.2P21WP21/5WE-Mark[27]3.4.3,,,264,,.4.1204.1.1214-1274-1()4-14-16,3005,4006,50012,000-20,0008,000-12,00020,000(:)49%40%11%284.1.2224.1.3,2329124.2123452430,.,,,.S2HS1S2HS1M5,BA20d,(H)S2S24.3,.,,,2513124-24-2--01234567HS1S1/S2P21/5P10/5324.411234567826332344.54.5.1112345“”“”“”“”35[24]23612342731“”“”372328384.5.2“”“”“”“”“”39[41]123123“”“”40291241;,.42−John.Kuijpers,KuijpersKuijpersMBA43[1].2003.,20031125[2].2004.,2004(11)[3]A.,R..,E.....:,2005[4].——..2006-03-03[5].[6].,200507.[7]..[8]..,20030333.[9].2005.,2005(4):9-10[10]..http//:[11]..,2005/6:7-9[12]...:,2003,89,100-101[13].:3-5.,2004-09-01[14]..http//[15]..:.[16]..:,2003,303-305[17]..,20051221-2244[18]..,2005715-17[19]..,20051.[20]..,2005,(04).[21].,200211.[22]..,2005948-50[23]..,2006-03-06[24]..[].:,2004[25]..,2005-5-26[26]..,2005-9-8[27]..[].:,2002[28]..[].:,2004[29].HQ.[].:,2001[30]AbbieG.HanserJ.Thevoiceofthecustomer.Marketingscience,1993,12(1),1-27.[31]BushP.&HoustonM.Marketing:strategicFoundations.RichardDIrwin,Inc.Idinois,1985.[32]CatherineArnold.Read,notdead.marketnews.2006,1,15:11-12[33]GrawfordM.Newproductsmanagement,5thEdition.NY:McGraw-Hill.1997.[34]HuangY.M.Onthegeneralevaluationofcustomerrequirementsduring45conceptualdesign.Journalofmechanicaldesign,1999,121(1)92-97[35]Hess,Jon.CuttingEdgeInformation;Studyfindsmarketresearchdominatesearly-phasecommercializationofpharmacyproducts.HealthcareMerger,Acquisition&VenturesWeek.Atlanta:Feb25,2006.pg.38[36]JosephS.Chen.Marketpositioninganalysis-AHybridApproach.AnnalsofTourismresearch,vol.29,No.4,pp987-1003,2002.[37]KatherineHutchison.Futureisbrightfornewhalogenreplacementbulbs.DSNRetailingToday,NewYork:Aug6,2001.Vol.40,Iss.15;pg.