郑州日产汽车的营销网络建设研究

发布时间：2018-11-27 19:07

【摘要】：自2001年中国加入WTO后，中国进入了汽车工业的黄金10年，汽车产业快速发展。但是在2012年的中国汽车市场中，产销虽然继续维持着2011年的微增长势头，却由于中日钓鱼岛争端的发生和后续影响，导致了在中国的日系汽车、自主品牌和欧美汽车的市场结构发生了巨大的变化，日系汽车的销量出现迅速下降。郑州日产作为中日合资的企业，为了使自己能更好的适应当今的中国汽车市场环境变化，占据一定的汽车市场份额，郑州日产必须以优化网络环境建设为依托，以合理的营销网点为框架，不断地优化网点的营业面积，提高店面的服务水平，完善企业的人员配置及企业的组织结构，实现降低营销成本、提高服务水平、满足消费需求的目的，从根本上提高企业自身的竞争力。本文在系统地阐述了国内外研究现状和汽车营销网络的相关理论后，首先介绍了基于营销网络的市场环境分析，然后介绍了郑州日产公司及营销网络现状，分别具体说明了郑州日产汽车有限公司的基本情况，郑州日产的国内营销网络现状，郑州日产的营销模式，随后列举了一系列的汽车行业相关统计数据的对比后，重点对郑州日产营销网络的问题进行分析，在此基础上提出了郑州日产营销网络的改进策略及措施,包括后汽车市场的营销网络建设的策略，郑州日产渠道管理的规范，郑州日产的营销网络布局方案的设计，最后基于客户关系管理的郑州日产营销网络的营销力的建设。本文通过营销网络的相关理论和实践相结合的研究方法，，分析得出郑州日产营销网络建设的特点和优势，并提出一些改进策略。文章中采用的研究方法主要是理论研究与实证研究相结合，在以市场营销学、管理学等理论知识为指导的基础上，结合郑州日产汽车有限公司的实际情况，运用科学的方法分析出了郑州日产发展过程中存在的问题，并对此提出了郑州日产营销网络建设的这一解决方案。
[Abstract]:Since China joined WTO in 2001, China has entered the golden decade of automobile industry, and the automobile industry has developed rapidly. But in China's automobile market in 2012, production and sales continued to maintain the slight growth momentum of 2011, but due to the occurrence and subsequent impact of the dispute between China and Japan over the Diaoyu Islands, it led to Japanese cars in China. The independent brand and the European and American automobile market structure has taken place the huge change, the Japanese automobile sales volume appears to drop rapidly. Zhengzhou Nissan, as a Sino-Japanese joint venture, in order to better adapt itself to the changes in the current Chinese automobile market environment and occupy a certain share of the automobile market, Zhengzhou Nissan must rely on the optimization of the network environment. Taking the reasonable marketing network as the frame, continuously optimize the business area of the network, improve the service level of the store, perfect the personnel configuration of the enterprise and the organization structure of the enterprise, realize to reduce the marketing cost, improve the service level, Meet the purpose of consumer demand, fundamentally improve the competitiveness of the enterprise itself. After systematically describing the domestic and foreign research situation and the related theories of automobile marketing network, this paper first introduces the analysis of market environment based on marketing network, then introduces Zhengzhou Nissan Company and the current situation of marketing network. The basic situation of Zhengzhou Nissan Automobile Co., Ltd., the current situation of domestic marketing network of Zhengzhou Nissan, the marketing mode of Zhengzhou Nissan, and the comparison of a series of related statistical data of automobile industry are described respectively. Based on the analysis of the problems of Zhengzhou Nissan marketing network, this paper puts forward the improvement strategies and measures of Zhengzhou Nissan marketing network, including the strategy of building the marketing network of post-automobile market, and the regulation of Zhengzhou Nissan channel management. The design of marketing network layout of Zhengzhou Nissan and the construction of marketing power of Zhengzhou Nissan marketing network based on customer relationship management. By combining the theory and practice of marketing network, this paper analyzes the characteristics and advantages of Zhengzhou Nissan marketing network construction, and puts forward some improvement strategies. The research methods used in this paper are mainly the combination of theoretical research and empirical research, on the basis of the theoretical knowledge of marketing and management, combined with the actual situation of Zhengzhou Nissan Automobile Co., Ltd. This paper analyzes the problems existing in the development of Zhengzhou Nissan by using scientific methods, and puts forward the solution to the construction of Zhengzhou Nissan marketing network.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

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