奇瑞公司多品牌战略中的营销渠道构建研究

发布时间：2018-01-16 22:00

本文关键词：奇瑞公司多品牌战略中的营销渠道构建研究　出处：《石河子大学》2013年硕士论文　论文类型：学位论文

【摘要】：21世纪以来，国内汽车市场销售持续增长，巨大的市场需求和良好的经济发展形势吸引着众多的国际汽车巨头及国内各类资本的涌入，汽车带来了巨大的社会经济效益并推动了相关行业的发展,在我国汽车已成为国家经济发展的支柱性产业。作为中国汽车自主品牌标杆企业--奇瑞，经过14年的艰辛努力，已走过了西方国家需要几十年才能走过的历程。奇瑞汽车目前已发展成拥有868家销售服务4S店，覆盖了除港澳地区以外的全国市场，成为国内最大的汽车生产销售企业之一。但是存在的问题还是很多：威麟、瑞麒网络发展很不理想，部分已入网经销商退网，甚至奇瑞网络内也有经销商退网，因此，将市场营销战略理论应用到企业的营销战略制订之中,研究同现阶段实际运营状况密切相关，具有实际促进的作用与意义。论文首先从目前的营销渠道状况、营销环境、组织架构、营销战术及业绩等方面深入分析奇瑞汽车的发展现状，采用PEST模型和五力分析方法分析了奇瑞汽车面临的宏观环境和产业环境；然后结合市场营销4P理论，指出其在营销渠道方面存在不合理的问题，提出了多品牌战略中营销渠道的构建优化策略；最后，提出了如何形成积极向上的企业文化等方面的保障措施。通过对奇瑞汽车营销渠道的分析与实践，提出更适合民族品牌营销需求特点和实际情况的发展策略，对多品牌战略中的营销渠道构建提供一定的指导作用。
[Abstract]:Since 21th century, the domestic auto market sales have been increasing continuously, the huge market demand and the good economic development situation are attracting the numerous international automobile giants and the domestic various kinds of capital influx. Automobile has brought enormous social and economic benefits and promoted the development of related industries. In China, automobile has become a pillar industry of national economic development. Chery, as a benchmark enterprise of Chinese auto brand, has been working hard for 14 years. Chery has gone through decades in the West. Chery has grown into 868 sales service 4S stores covering the national market except Hong Kong and Macao. Become one of the largest automobile production and sales enterprises in China. However, there are still many problems: the development of Weilin, Rui Qi network is not ideal, some of the dealers have already entered the network, and even there are dealers in the Chery network, so. Applying the theory of marketing strategy to the formulation of marketing strategy of enterprises, the research is closely related to the actual operating situation at the present stage, and has the function and significance of practical promotion. Firstly, the paper analyzes the current situation of Chery vehicle from the aspects of marketing channel, marketing environment, organizational structure, marketing tactics and performance. The macro-environment and industrial environment of Chery Automobile are analyzed by using PEST model and five-force analysis method. Then combined with the marketing 4P theory, it points out the unreasonable problems in the marketing channel, and puts forward the optimization strategy of the marketing channel in the multi-brand strategy. Finally, put forward how to form positive corporate culture and other aspects of protection measures. Based on the analysis and practice of Chery's automobile marketing channel, this paper puts forward some development strategies which are more suitable for the characteristics and actual conditions of national brand marketing, and provides some guidance for the construction of marketing channel in multi-brand strategy.
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

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