上海大众汽车斯柯达品牌营销网络研究
发布时间：2019-05-16 18:01
【摘要】： 本文以上海大众汽车有限公司斯柯达品牌的营销网络为主要研究对象,分析并研究汽车营销渠道目前所面临的问题,并对将来我国汽车市场的营销渠道的发展模式进行了初步的探讨。 首先,通过对斯柯达品牌的营销网络的现状的研究,提出了在该营销网络的发展过程中值得我们关注的问题。然后,从斯柯达品牌的营销渠道的内外部环境对其进行了全面的分析。 由于目前中国汽车市场的各主流品牌的营销渠道所面临的问题的类似度较高,所以以斯柯达品牌为研究的基础,将本文的视野放大到我国汽车市场的营销渠道模式的探讨中来。对我国的汽车销售渠道的现状进行剖析之后,提出了渠道模式需要变革,并且为此设计了一套理论上更加优化的汽车销售渠道模式。 理论必须结合实际的需要。所以,在本文的最后,又将眼光再次转回到斯柯达品牌的营销网络,利用文中设计的这套较为理想化的渠道模式,对斯柯达的营销网络进行了渠道的再设计,并且对它的管理提出了改进的建议。
[Abstract]:This paper takes the marketing network of Skoda brand of Shanghai Volkswagen Co., Ltd as the main research object, and analyzes and studies the problems faced by the automobile marketing channel at present. The development mode of marketing channels in China's automobile market in the future is also discussed. First of all, through the study of the current situation of Skoda brand marketing network, this paper puts forward some problems worthy of our attention in the process of the development of the marketing network. Then, from the Skoda brand marketing channels of the internal and external environment for a comprehensive analysis. At present, the marketing channels of the mainstream brands in China's automobile market face a high degree of similarity, so based on the Skoda brand, the field of vision of this paper is magnified into the discussion of the marketing channel model of the automobile market in China. After analyzing the present situation of automobile sales channels in China, this paper puts forward that the channel mode needs to be changed, and designs a set of more optimized automobile sales channel models in theory. Theory must be combined with practical needs. Therefore, at the end of this paper, we will turn our eyes back to the marketing network of Skoda brand again, and use this set of idealized channel model designed in this paper to redesign the channel of Skoda's marketing network. And put forward some suggestions for its management.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.471
本文编号：2478463
[Abstract]:This paper takes the marketing network of Skoda brand of Shanghai Volkswagen Co., Ltd as the main research object, and analyzes and studies the problems faced by the automobile marketing channel at present. The development mode of marketing channels in China's automobile market in the future is also discussed. First of all, through the study of the current situation of Skoda brand marketing network, this paper puts forward some problems worthy of our attention in the process of the development of the marketing network. Then, from the Skoda brand marketing channels of the internal and external environment for a comprehensive analysis. At present, the marketing channels of the mainstream brands in China's automobile market face a high degree of similarity, so based on the Skoda brand, the field of vision of this paper is magnified into the discussion of the marketing channel model of the automobile market in China. After analyzing the present situation of automobile sales channels in China, this paper puts forward that the channel mode needs to be changed, and designs a set of more optimized automobile sales channel models in theory. Theory must be combined with practical needs. Therefore, at the end of this paper, we will turn our eyes back to the marketing network of Skoda brand again, and use this set of idealized channel model designed in this paper to redesign the channel of Skoda's marketing network. And put forward some suggestions for its management.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.471
【引证文献】
相关硕士学位论文 前1条
1 田菲;汽车制造企业互联网销售管理方案研究[D];吉林大学;2011年
，本文编号：2478463
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