摘要：自二十世纪七十年代以来,中国的市场经济发展迅速，越来越多的企业家看中中国的强大市场及潜力,一大批的外企开始进驻到中国,它们的进驻无论在技术方面还是经济方面都对中国的发展产生巨大的推动力.与此同时,国外许多企业在中国做推广及抢占市场的时候,使用了一系列营销方式.这些营销方式是推动这些外企市场经济在中国发展的不可缺少的关键。瑞典奥托立夫公司(AUTOLIV)是在瑞典设立的一家国际跨国公司，成立于1956年，它的汽车安全系统的营销具有一定的代表性,它的成功和未来的完善是非常值得研究的课题。
本文以多种汽车零配件相关杂志及书籍为基础,首先对过去以及现在的汽车行业及其零配件进行了发展上的论述,并以在汽车安全系统方面及其有代表性的奥托立夫公司为例,进行了相关的调查问卷的发放,调研报告的整合,对其的内外部环境进行分析,swot分析,总结了其进驻中国市场,并且占领市场份额面临到的困难,通过对问卷数据的分析,研究其市场需求,市场推广的策略,从而总结其方式的正确性和可行性.28279
此外,本文还对未来的汽车零配件行业进行了探讨,对未来的市场发展及潜力进行分析,并以此对奥托立夫进行了企业战略方向上的展望及建议.
毕业论文关键字：汽车安全系统 奥托立夫 市场营销 主动安全 被动安全
Autoliv marketing demand & marketing strategy analysis
Abstract: Since the seventies of the 20th century, with the rapid development of market economy in China, more and more entrepreneurs saw China's powerful market and potential. A large number of foreign companies began to enter China. No matter in  technology or economy , they all promote development of China. At the same time, many foreign enterprises in China to do promotion and seize the market by using a series of marketing. These marketing methods can promote the foreign market economy in China's development . And that is an indispensable key.Sweden Autoliv Inc. (AUTOLIV) is set up in Sweden of a multinational company, which was founded in 1956 . Marketing of the automobile safety system has certain representativeness, success and improvement of the future , which is very worthy of study subject.
    I have looked up many kinds of related magazines and books about auto spare parts ,which is based . First of all of the past, now those in the auto industry and spare parts were development discussion . I put Autoliv company as an example in automotive safety systems and the issuance of the questionnaire, investigation report of integration, the internal and external environment analysis, swot analysis , summed up its presence in the Chinese market, and capture the market share to face difficulties 。Through the analysis of the questionnaire data, we can study the market demand, marketing strategy to sum up the correctness and feasibility of the way.
In addition, this paper also discussed the future of the automobile spare parts industry, the future market development and potential analysis so that we can get some suggestions for the strategic direction of the business prospect of Autoliv.
Key words：safety system of Auto ,Autoliv ,Marketing ,Restraint Safety ,Active Safety
目录
前言    1
一、安全系统发展及现状    3
（一）主动安全系统    3
（二）被动安全系统    4
（三）消费者对安全系统的看法    4
二、 汽车安全系统的需求与营销    6
（一）安全系统的市场需求    6
（二）安全系统的营销方式    6
（三）安全系统市场需求与营销的关系    7
（四） 未来安全系统的发展趋势    7 论奥托立夫公司产品的市场需求与营销策略+SWOT分析:http://www.751com.cn/guanli/lunwen_23066.html