电子商务环境下汽车零配件行业企业市场策划的探讨

摘要
论文为电子商务环境下的汽车零配件行业企业市场策划方面提供参考性策略，解决汽车配件企业在信息经济时代能更好的生存和发展的相关问题,给传统的汽车零配件企业能抓住时代的脉搏，踏上时代步伐提供方略。为我国汽车零配件企业在面对零部件企业重组、产业国际化、电子商务时代和全球采购体系等发展环境时提供良好的应对方略，衔接汽车零配件行业和电子商务的发展。
论文的内容主要是先从阐述电子商务环境下汽车零配件行业企业市场策划的重要意义入手，进而对信息经济时代的市场环境和汽车零配件行业的环境进行深入分析；然后基于电子商务的环境下从市场细分和目标市场选择、产品策略、价格策略、分销渠道策略、促销策略和企业品牌形象建立方面进行市场策划。最后用东风汽车零配件公司应用的电子商务环境下市场策划模型体系作实例进一步阐明。
论文的创新之处在于其系统性的对电子商务环境下汽车行业企业进行市场策划，避开了对单一理论或技术的探讨，而且市场策划的各个环节都做得全面而深入，还能在各个环节的策划中都结合电子商务环境下的时代特征和新工具给出创新的参考策略。

关键词：电子商务、汽车零配件、市场策划、策略
Abstract
The article provides referenced strategy for Auto parts industry enterprise during the environment of Electronic commerce. Gives an answer for auto parts industry enterprise to survive and develop in IT economy age. Offers well strategies for the Auto parts industry enterprise in our country to face with enterprise-regroup, industry-internationalization, E-commerce age and global-stocking. Link up the Auto part industry enterprise and the development of E-commerce.
First of all, the article explains the important meaning of Market-plotting for Auto parts industry enterprise during the E-commerce age. and then deeply analyses the environment of the Auto parts industry. And base on E-commerce, the article offer the market-subdivision and market-selection strategies, production strategies, price strategies, marketing strategies and strategies to build enterprise visualization. In the end, an example illustrate the more.

The innovation of the article is offering systemic market-plotting strategies.  each tache of the market-plotting have based on the characteristic of E-commerce age and new tools of the time.

    Key words: Electronic commerce, Auto parts, Market plotting, Strategy

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