德联集团汽车养护产品市场营销策略研究

发布时间：2018-06-23 17:53

本文选题：德联集团 + 汽车养护品　；参考：《吉林大学》2017年硕士论文

【摘要】：随着我国经济始终保持高速增长态势,使汽车工业蓬勃发展,机动车保有量在急速增加。截至到2011年,我国小汽车产销量位居世界第一。预计到2020年,我国汽车的保有量会达到2.23亿辆。汽车销售渠道从单一的4S模式发展到平行进口车、小贸车等多重渠道,二手车市场逐渐活跃。大量过保修期车辆、无保修车辆、二手旧机动车由于养护费用过高,选择了"小作坊"类型的修理厂进行维护。由于中国汽车服务行业的准入门槛不高,行业规范标准的发布滞后,目前整个汽车服务行业是在一个无秩序的状态下自由竞争,一些服务企业进入市场,大量汽车专业维修人员注册小维修店也参与到竞争中,为了盈利,很多养护用品以次充好,维修标准低劣,使得客户只对4S店这种商业模式保持信任,这样恶性循环导致很多维修企业都在惨淡经营中苦苦支撑或因其他原因转让、倒闭。德联集团作为一家精细化学品的生产企业,通过近30年的发展壮大,逐渐成为国内主流汽车生产企业认证供应商。面对庞大的汽车保有量,混乱的车用养护品市场。德联集团打造双品牌战略,开拓车用养护品市场,实现产品多渠道覆盖,加以顶尖的供应链能力、顶尖的合作伙伴优势、顶尖的产品质量、统一的服务标准,意图占据汽车养护行业的领军地位。本文以德联集团经营现状与德联集团汽车养护品业务开展实践为例,运用4C营销理论、STP营销理论、体验营销、口碑营销、整合营销等营销理论,来探索、研究德联集团汽车养护品如何合理定位我国市场,并对德联集团汽车养护品的市场营销战略组合进行系统深入的研究分析。本文的研究成果为德联集团汽车养护品的市场推广及稳步发展、规模化提供理论参考,也为汽车养护品市场增加了新鲜健康血液,最终受益的必将是广大的汽车消费者。
[Abstract]:With the rapid growth of China's economy, the automobile industry is booming and the number of motor vehicles is increasing rapidly. Up to 2011, China's car production and sales ranked first in the world. It is expected that by 2020, the number of cars in China will reach 223 million. Car sales channels from a single 4S model to parallel imported vehicles, small trade vehicles and other multiple channels, used car market gradually active. A large number of over warranty vehicles, no warranty vehicles, used old motor vehicles due to excessive maintenance costs, chose the "small workshop" type of repair shop for maintenance. Due to the low entry threshold of China's automobile service industry and the lag in the issuance of industry standards, at present the whole automobile service industry competes freely in a state of disorder, and some service enterprises enter the market. A large number of auto maintenance professionals registered small repair shops to participate in the competition. In order to make money, a lot of maintenance supplies were shoddy and maintenance standards were poor, so that customers could only maintain trust in the business model of 4S stores. This vicious circle led to many maintenance companies in miserable business support or for other reasons transfer, close down. As a fine chemicals manufacturing enterprise, DelanUnion Group has gradually become the domestic mainstream automobile manufacturer certification supplier through the development of nearly 30 years. Faced with a large number of vehicles, the confusion of the market for vehicle maintenance products. Germany Union Group to create a dual brand strategy, develop vehicle maintenance products market, to achieve multi-channel product coverage, with top supply chain capabilities, top partners advantage, top product quality, unified service standards, Intent on occupying the leading position in the auto maintenance industry. In this paper, taking the current management situation of the German Union Group and the practice of the automobile maintenance products business of the German Union Group as an example, applying the 4C marketing theory to the STP marketing theory, experience marketing, word of mouth marketing, integrated marketing and other marketing theories, to explore, This paper studies how to locate the automobile maintenance products in our country reasonably, and makes a systematic and in-depth research and analysis on the marketing strategy combination of the automobile maintenance products of the German Union Group. The research results of this paper provide a theoretical reference for the promotion and steady development of the automobile maintenance products of the German Union Group, and provide a theoretical reference for the scale, and add fresh and healthy blood to the market of the automobile maintenance products, which will benefit the vast number of automobile consumers in the end.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.7;F274

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