上海上汽大众华南销售服务中心营销战略研究

发布时间：2018-03-14 17:36

本文选题：华南销售服务中心　切入点：营销管理　出处：《华中科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：我国当前已经成为世界第一的汽车产销大国，，并成为全球全大的汽车消费市场。华南销售服务中心作为上汽大众公司负责广东、福建、海南三省汽车销售与服务的驻点机构，是上汽大众在华南地区的重要销售机构。如何全面加强和提升华南销售服务中心营销管理，切实提升其销售业绩和市场占有率是一个具有重大现实意义的研究命题。本文以数据和资料搜集为手段，理论联系实际，对实证研究对象华南销售服务中心的营销管理现状进行了描述，并在结合营销管理相关理论，运用包括PEST分析、波特五力模型、SWOT分析在内的各种模型和分析工具，在此基础上对华南销售服务中心营销管理的宏观环境、行业环境及内部环境进行了针对性、系统性的分析和论证，并最终选择和制定了适合华南销售服务中心当前营销现状的营销发展战略，明确了营销战略制定的原则、战略目标及战略内容，同时提出了包括品牌建立和企业文化的强化、创新型营销组织的打造、人力资源全面管理和强化服务营销理念与过程四个方面的具体施手段和策略以促进该公司营销水平的提升。虽然当前国内外有关营销管理方面的理论和实践研究较多，但专门针对汽车销售分支机构的营销管理研究目前还相对较少，因此本文理当在理论上也具有一定的新颖性，相信能够为我国汽车企业营销管理研究提供些微的贡献。
[Abstract]:China has become the world's first automobile production and marketing power, and become the world's largest car market. The sales and service center in Southern China as the Volkswagen Company in Guangdong, Fujian, Hainan provinces stagnation agencies auto sales and service, is an important mechanism in Southern China Volkswagen sales area. How to strengthen and improve the sales of Southern China the service center of marketing management, improve sales performance and market share is one of the important practical significance of the research propositions.
Based on the data and information collected as a means of theory and practice, this paper describes the marketing management of Southern China empirical research object sales and service center, and in combination with the relevant theory of marketing management, including the use of PEST analysis, Potter five forces model, SWOT analysis, the models and analysis tools, on the basis of Southern China Sales Service Center for marketing management of the macro environment, industry environment and internal environment of the targeted, systematic analysis and demonstration, and the final selection and formulation of suitable marketing strategy of sales and service center in Southern China the current marketing situation, clear strategic marketing principles, strategic goals and contents, and put forward including strengthening the brand building and the enterprise culture, to create innovative marketing organization, human resources management and comprehensive four aspects to strengthen the marketing idea and service specific application in military And the company's marketing strategy to promote the upgrading of the level of theory and practice. Although more research about current marketing management at home and abroad, but the special research on marketing management for car sales branch is still relatively few, so this paper should in theory also has a certain novelty, believe to be able to provide a small contribution to study on enterprise marketing management of automobile in our country.

【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

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