摘要
进入21世纪以来,中国的汽车保有量第一次超过美国,汽配市场在迅速壮大,
汽车影音产品作为其中一份子,市场也随之增大,外资公司看中中国这个庞大的市
场,纷纷过来分一杯羹。但是,经历了前十几年的发展,现在中国的汽配市场,特
别是后市场产品变得丰富多样,无论外资还是国产品牌都在竞争得相当激烈,市场
产品同质化严重。而随着信息技术的发展、人们安全等意识的提高、机械和电子系
统之间的转换和车主对音响音质的鉴别能力提高,市场的需求已经发生了改变。从
人们从最初简单的收音机功能需求到现在的多媒体、甚至互联网功能的需求过程可
以看出,汽车影音产品的需求随着人们的需求而改变,人们在驾驶汽车的时候也已
经不单单只是满足于基本的驾驶功能需求,而会将目光投向于驾驶乐趣、驾驶享受
上的需求。在这样一个大环境下,A汽车影音公司必须了解自身的优势和劣势、机
会和威胁,才能制定自身业务的战略规划,扩大自身的市场份额

本人借用前人的战略管理相关理论,结合A公司的企业环境,运用PEST法分
析当前国内的政治、经济、社会、技术等因素,当中可以看到中国政府对外商的政
策优惠;另外,A公司作为日资公司,可以利用中国政府的政策优惠、人力资源等
条件增加企业的优势。本文通过波特五力模型分析汽车影音欧亿·体育（中国）有限公司欧亿·体育（中国）有限公司内竞争威胁、
购买者议价能力、供应商议价能力、替代者威胁和潜在竞争者威胁,并对竞争对手
进行全面认识。在得出其中的机会和威胁、优势和劣势后,文中利用SWOT分析法
结合A公司内部和外部环境情况,结合企业战略定位“以顾客为核心,一切为了服
务顾客’’提出战略目标,提出高于欧亿·体育（中国）有限公司标准的边际效益、增加市场份额、保持产品技
术的先进性、专利技术的增长目标和品牌认知的增长目标,并据此选择差异化的竞
争战略,它包括营销和产品战略。最后,为保证战略的有效实施,人力资源结构战
略、组织结构战略、企业文化战略、信息化建设战略等起到补充作用,为A公司的
战略目标实现提高保障

关键词:汽车影音;售后市场;营销战略;汽配营销;车载影音
I
广东工业大学硕士学位论文
Abstract
In 21st century, it is the first time that the vehicle holding in China have surpassed
that in America, the automobile accessory industry has been growing fast. Foreign
companies want to share this market but find it is not easy for it is such fiercely
competitive. As information technology developing people have raised their
consciousness of security and convenience. They are able to realize the products are
good or not. In such an environment A company, as a car audio manufacturing company,
has to realize its strength and weakness, opportunities and threats for making its business
development strategy and market expansion.
According to the former famous theories and enterprise environment I use PEST
analysis method to analyze domestic politics,economy,society and technological
condition. On the other hand, as a foreign company, A company has been found can take
advantage of governemnt favorable policies,human resources etc. to develop itself. This
paper has used Potter five competitive forces model to analyze threat of potential
competitor, the bargaining power of buyers, the bargaining power of suppliers, the threat
of industry competitors, the replacement of car audio industy. Combining A company
internal environment and external environment, combining A company's stratgy
positioning customer orientation, all for customers this paper uses SWOT analysis
methods to work out marketing and product strategies: to enhance market share, to raise
brand influence, to enhance product profit and so on. Finally, to secure effective
achivement of strategies target, human resources structure strategy, organization
structure strategy, enterprise culture strategy, information construction strategy are
supplemented for its enforcement.
Key Words: Car Audio; After Market Sales; Marketing Strategy; Car Parts