蓝天汽车销售公司营销能力提升策略研究

发布时间：2018-01-14 04:02

本文关键词：蓝天汽车销售公司营销能力提升策略研究　出处：《吉林大学》2013年硕士论文　论文类型：学位论文

【摘要】：近几年随着居民可支配收入的逐渐增多，具备汽车消费能力的人群逐步扩大，加之政府为了抗金融危机风险，提出扩大内需调整汽车产业政策，直接拉动汽车行业进入飞速发展时期。然而随着政策的逐步退出，汽车行业开始逐步进入平稳发展时期，行业内部的竞争逐步加剧，原本隐藏的公司内部营销能力问题也随之慢慢显现。汽车企业中的销售部或者销售公司的营销能力不足，将直接影响公司的销售业绩及盈利水平，同时影响公司的品牌形象，以及公司长远的发展空间及发展方向。各公司在意识到自己营销能力不足后，已经开始不断地寻求营销能力提升的突破口，创造营销新的亮点，提升公司市场竞争力，来面对激烈的竞争环境。东风日产成立了专门的数字营销部，全面实现数字营销到终端销售漏斗与品牌建设等传统业务的对接，全力打造新的营销模式，营销成果显著；丰田建立整合的E-CRB系统，大力开展潜在客户挖掘，实现精益化售后服务运营，提升了营销效率及服务质量；宝马为提升服务便利性，，针对不同的市场环境开发了六种渠道业态：4S/5S、城市展厅、都市快修、维修中心、城镇快修、钣喷中心，大大提升了用户满意度。蓝天汽车销售公司在意识到这个问题后，开始也在策划提升其营销能力，尤其近几年公司受制于产能不足，销量压力相对较小，正是进行营销能力提升的最佳时机。本文首先分析了目前汽车行业的竞争环境以及蓝天公司的营销能力现状，然后结合定性、定量以及比较研究等方法剖析了公司目前面临的营销问题，造成现状的主要原因，最后通过对行业内优秀企业的研究分析，以及结合蓝天汽车销售公司自身情况，提出相应的提升策略，从而全面提升蓝天汽车的营销能力，加强公司在行业内的竞争力，使公司能够在新厂投产后，以最佳的状态全面冲击更高的业绩。本文共分为四部分进行阐述，第一部分主要陈述论文的研究背景、意义、思路、方法以及论文的框架；第二部分主要介绍整个汽车行业的发展现状及竞争格局，以及蓝天汽车公司的行业背景及位势，简单描述蓝天汽车销售公司营销能力的现状；第三部分是从销售体系能力、营销政策、市场战略、营销网络四个方面分析蓝天汽车销售公司营销能力存在的问题及原因；第四部分是针对蓝天汽车销售公司存在的问题提出的几项营销能力提升对策，分别是提出开展销售公司体系能力提升计划、灵活采用多样化营销政策、推进创新互动营销模式的市场战略实施、实施蓝天公司网络战略四项提升对策。
[Abstract]:With the gradual increase of the disposable income of the residents and the gradual expansion of the population with the ability of automobile consumption in recent years , with the gradual withdrawal of the policy , the automobile industry has entered the rapid development period . However , with the gradual withdrawal of the policy , the competition in the industry gradually increases , and the problem of the internal marketing capability of the company is gradually increased . The sales department or the sales company in the automobile enterprise has insufficient marketing capacity , which will directly influence the company ' s sales performance and profitability , and also influence the company ' s brand image and the long - term development space and development direction of the company . After realizing the lack of their own marketing ability , companies have begun to seek the breakthrough of marketing ability , create new highlights of marketing , improve the market competitiveness of the company , and face the fierce competition environment . The Dongfeng Nissan has established a special digital marketing department to fully realize the integration of E - CRB system , to improve the marketing efficiency and the service quality . BMW provides six channels for improving the service convenience , and develops six channels of channel industry for different market environments : 4S / 5S , city exhibition hall , urban rapid repair , maintenance center , town quick repair , sheet metal spraying center , and greatly improves user satisfaction . After realizing the problem , blue sky auto sales company also plans to improve its marketing ability , especially in recent years , the company has been limited to capacity shortage , sales pressure is relatively small , it is the best time to carry on the marketing ability promotion . This paper first analyzes the current automobile industry ' s competitive environment and the blue sky company ' s marketing ability present situation , then puts forward the corresponding promotion strategy by combining qualitative , quantitative and comparative study and so on , thus comprehensively improving the marketing ability of the blue sky automobile and strengthening the competitiveness of the company in the industry , so that the company can fully impact the higher performance in the best state after the new plant is put into production . This paper is divided into four parts , the first part mainly presents the background , significance , thinking , method and framework of the thesis . The second part mainly introduces the current situation and competitive pattern of the whole automobile industry , and the background and potential of the blue sky auto sales company . The fourth part is to put forward some countermeasures to improve the marketing ability of the blue sky auto sales company in four aspects : the ability of sales system , marketing policy , market strategy and marketing network .

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

【引证文献】