一汽轿车营销管理体系构建研究

发布时间：2018-03-16 04:03

本文选题：营销管理　切入点：营销渠道　出处：《天津大学》2013年硕士论文　论文类型：学位论文

【摘要】：中国经济正处于高速发展时期，汽车产业也在21世纪进入高速发展阶段，汽车市场异常活跃，同时市场竞争也格外激烈。面对国际大型汽车集团进入中国市场，抢夺市场份额的局面，中国汽车企业如何在激烈的市场竞争环境中长远发展成为越来越重要的问题。借鉴国际企业成功经验是我们的必经之路，但如何将成功的营销管理模式与中国的国情及经济发展水平相结合，探索出中国汽车企业的特色的营销管理体系，是目前中国汽车企业面临的挑战。营销管理体系是企业的核心和长久发展的动力，构建科学合理的营销管理体系将成为企业市场竞争的有力支撑，成为企业高效运作的关键。本文以我国第一汽车集团旗下的一汽轿车公司为研究对象，通过对企业营销管理现状进行剖析，全面解读了自主品牌营销的现状，从销售、市场、服务及备品等几大模块剖析了企业存在的问题及营销体系的短板。同时，基于市场环境状况及企业的环境状况，提出了一汽轿车营销管理体系建立现代的营销理念，通过分销渠道及多种营销方式构建了自主品牌特色的营销管理体系。新营销管理体系将成为企业发展的根本动力，通过新模式的推广及实施，保证了企业的营销管理能力的提升；运营新营销管理体系，保证新品成功投放市场；建立以客户为中心的服务标准，，提升客户满意度，助推销量规模过万。同时，新营销管理体系提升了企业的品牌竞争力，使得企业向中国最优秀的自主营销企业迈进。
[Abstract]:China's economy is in a period of rapid development, and the automobile industry has entered a stage of rapid development in 21th century. The auto market is extremely active and the market competition is particularly fierce. In the face of the international large automobile groups entering the Chinese market, In the situation of grabbing market share, it is becoming more and more important for Chinese automobile enterprises to develop in the fierce market competition environment in the long run. It is our only way to learn from the successful experience of international enterprises. However, how to combine the successful marketing management mode with China's national conditions and the level of economic development to explore the characteristic marketing management system of Chinese automobile enterprises is the challenge that Chinese automobile enterprises are facing at present. Marketing management system is the core of the enterprise and the driving force of long-term development. The construction of a scientific and reasonable marketing management system will become the strong support of the enterprise market competition. This article takes FAW car company of the first automobile group of our country as the research object, through the analysis to the enterprise marketing management present situation, has comprehensively interpreted the independent brand marketing present situation, from the sale, the market, Several modules, such as service and spare parts, have analyzed the problems existing in the enterprise and the short board of the marketing system. At the same time, based on the situation of the market environment and the environment of the enterprise, this paper puts forward the establishment of the modern marketing concept of FAW car marketing management system. Through the distribution channels and various marketing methods, the marketing management system with its own brand characteristics is constructed. The new marketing management system will become the fundamental motive force for the development of the enterprise. Through the promotion and implementation of the new model, it will ensure the promotion of the marketing management ability of the enterprise, the operation of the new marketing management system and the successful launch of the new product on the market. In addition, the new marketing management system promotes the brand competitiveness of enterprises and makes them stride forward to the best independent marketing enterprises in China.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.471;F274

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