长城汽车营销信息化研究

发布时间：2018-01-11 09:20

本文关键词：长城汽车营销信息化研究　出处：《河北大学》2013年硕士论文　论文类型：学位论文

【摘要】：2012年中国汽车产销突破1900万辆，创历史最高，蝉联世界第一，但增速逐步放缓，各汽车企业竞争压力加剧。市场面临产能过剩、产品同质化等问题。各车企更加注重品牌建设与营销模式创新。而信息技术带来产业的创新机遇，传统软件技术、移动应用、智能手机、互联网络、社会化网络媒体等在汽车营销领域不断应用。2012年长城汽车整体销售62.5万辆，同比增长28%，受到行业瞩目。随着长城汽车销量的爆发式增长，，长城汽车终端销售渠道逐步扩大，销售服务各业务环节的管理难度不断增加，同时为追求客户满意度，客户服务各环节要求加大。原有的信息系统已经不能有效支持业务开展，信息化成为业务发展创新的短板，怎样构建汽车行业领先的信息化系统，成为长城汽车整个销售体系内非常急迫解决的问题。以前的信息化建设都是基于各业务操作环节的具体要求逐步建设的，缺乏整体规划，缺乏对销售整体业务战略发展执行的有效支持。希望通过本次的对汽车行业销售信息化的整体研究，结合长城公司现有的业务模式与管理现状，构建符合长城销售公司业务未来发展的信息化蓝图，并详细设计各业务环节信息化建设内容及信息化实施方式，有效支持未来3-5年长城销售业务的战略需求。同时将创新信息建设方式，加快信息化建设资金投入，采用国际领先的信息化解决方案，使长城汽车信息水平达到行业领先水平，整个研究将围绕以“客户为中心”的管理理念，分别在客户关系管理，销售服务商的渠道关系管理，整车供应链管理及配件整体供应链管理的四个方面阐述未来长城汽车信息化建设规划与推进实施思路。
[Abstract]:In 2012 Chinese automobile sales exceeded 19 million units, the highest ranked first in the world, but the growth rate gradually slowed down, the automobile enterprise competition intensifies. The market is facing overcapacity, product homogeneity and other issues. The enterprises pay more attention to the innovation of brand building and marketing mode. The information technology industry brings opportunities for innovation, the traditional software technology the application of intelligent mobile phone, mobile, Internet, network, social network media in the field of automobile marketing application of the Great Wall.2012 overall car sales of 625 thousand vehicles, an increase of 28%, by the industry's attention. With the explosive growth of the Great Wall car sales, the Great Wall car terminal sales channels gradually expand sales and service the business aspects of the management difficulty is at the same time, for the pursuit of customer satisfaction, customer service demands of each link. The increase of the original information system has been unable to effectively support business development, information technology Become the short board of business development and innovation, how to construct the information system of the automotive industry leader, become very urgent to solve the the Great Wall car marketing system problems in the informatization construction. Before are based on the specific requirements of the operational aspects of the construction of the whole body gradually, lack of planning, lack of effective support to the sales of the overall business strategy development implementation hope that through the whole research on the automobile industry sales information, combined with the status quo of business model and management of existing Great Wall Co, construct the information blueprint for the future development of the Great Wall sales of the company's business, and the detailed design implementation of the business aspects of information construction and information content, effectively support the strategic needs of the Great Wall 3-5 future sales at the same time. The innovation of information construction, speeding up the informatization construction funds, using the world's leading information technology solutions The case, the Great Wall car information level reached the leading level, the study will focus on the "customer-centric" management philosophy, in customer relationship management, channel relationship management sales service provider, the four party supply chain management and supply chain management of the whole vehicle accessories of future planning and promoting the informatization construction of the Great Wall automobile the implementation of ideas.

【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

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