集群式汽车销售服务新模式研究

发布时间：2018-02-12 07:35

本文关键词： 汽车园区产业集群服务集群集约化层次分析法　出处：《武汉理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：2012年我国共生产汽车1927.18万辆,销售1930.64万辆,同比增长率保持在4%以上。汽车行业整体数据持续增长的背后却是大部分经销商盈利能力的大幅下滑,究其原因主要是,4S店模式硬件设施及土地投入过高、土地审批难度加大、厂家销量服务指标高、服务模式单一等问题日渐突出。为了汽车销售服务市场的健康有序发展,需对以4S店为主体的汽车销售服务渠道模式加以升级转型,降低经营成本,提高销售服务竞争力。本文围绕集群式汽车销售服务新模式研究这一课题展开,以产业集群理论为理论基础,综合运用问卷调查、层次分析法等多种方法,进行定性与定量结合分析,并通过经销商实证分析对新模式的运营加以说明。本文首先对产业集群概念进行详细介绍,对产业集群理论对销售服务集群模式的指导作用进行了阐述,详细介绍了本文的理论基础。然后介绍了我国目前主要的汽车营销渠道模式,明确我国汽车营销渠道现存的主要问题,提出主要的演进趋势。接着通过消费者需求调研,了解消费者在汽车消费及服务阶段的具体需求,为建立集群式销售服务模型提供数据基础。本文的主体部分介绍了以集群化销售服务、集聚化功能配套、集约化运营管理、绿色环保四大理念为支柱的汽车园区发展模式,并对这种模式的商业运营模式、品牌化运营战略和应重视的发展问题进行了研究。最后在相关理论分析的基础上,对广东精文汽车城进行实证研究,为其提供相应的汽车城发展策略。运用定性与定量相结合的理论研究方法,确定汽车城配套服务设施的分期建设规划,促进汽车园区建设理性化发展。本文通过大量理论验证及实证分析提出的集群式汽车销售服务模式即汽车园区模式,在充分发挥服务集群效应的基础上可以提高汽车销售服务模式竞争力,降低土地和资源利用率,实现集约化发展。基本上解决了目前汽车销售服务模式的弊端,同时也能够更好的满足汽车消费者不断增长的消费需求,是汽车销售服务模式未来的主要演进趋势,对汽车销售服务模式的变革具有较强的理论及现实指导意义。
[Abstract]:In 2012, China produced nineteen million two hundred and seventy-one thousand and eight hundred cars and sold nineteen million three hundred and six thousand and four hundred , with a year-on-year growth rate of more than 4%. Behind the sustained growth in the overall data of the auto industry, however, is the sharp decline in the profitability of most dealers. The main reasons for this are that the 4S shop model has too high hardware facilities and land investment, it is more difficult to examine and approve the land, the manufacturers' sales service index is high, the service mode is single, and so on. For the sake of the healthy and orderly development of the automobile sales service market, It is necessary to upgrade and transform the model of automobile sales service channel with 4S store as the main body, reduce the operating cost and improve the competitiveness of sales service. Based on the theory of industrial cluster, this paper combines qualitative and quantitative analysis with questionnaire survey and analytic hierarchy process (AHP). In this paper, the concept of industrial cluster is introduced in detail, and the guiding role of industrial cluster theory to sales service cluster model is expounded. The theoretical basis of this paper is introduced in detail. Then the main automobile marketing channel mode in China is introduced, the main problems existing in the automobile marketing channel in our country are clear, and the main evolution trend is put forward. To understand the specific needs of consumers in the stage of automobile consumption and service, and to provide a data basis for the establishment of a cluster sales service model. The main part of this paper introduces the cluster sales service, the clustering function supporting, the intensive operation management. The development model of automobile park based on the four concepts of green and environmental protection is studied, and the commercial operation mode, brand operation strategy and development problems should be paid more attention to. Finally, on the basis of relevant theoretical analysis, This paper makes an empirical study on the Jingwen Automobile City in Guangdong Province, and provides the corresponding development strategy for the Automobile City. By using the theoretical research method of combining qualitative and quantitative analysis, it determines the construction plan of the auxiliary service facilities in the Automobile City by stages. Promote the rational development of automobile park construction. Through a great deal of theoretical verification and empirical analysis, this paper puts forward the cluster automobile sales service model, that is, the automobile park model, which can improve the competitiveness of the automobile sales service mode on the basis of giving full play to the service cluster effect. Reducing the utilization ratio of land and resources, realizing intensive development, basically solving the disadvantages of the current automobile sales service mode, and at the same time, it can better meet the increasing consumer demand of automobile consumers. It is the main evolution trend of automobile sales service mode in the future, which has strong theoretical and practical guiding significance for the reform of automobile sales service mode.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

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