捷豹路虎汽车营销渠道模式研究

发布时间：2018-04-09 13:49

本文选题：捷豹路虎　切入点：车营销渠道　出处：《西北大学》2013年硕士论文

【摘要】：要在中国汽车市场激烈的竞争中长期立于不败之地,捷豹路虎公司还需要做出更大的努力,需要拓宽销售渠道。捷豹路虎针对不断变化的中国汽车市场的中、长期营销战略,是决定捷豹路虎生存与发展的一个重要因素。本课题通过研究和利用传统和现代的市场营销理论及案例,对捷豹路虎在中国如何开拓更大销售市场,进行清晰的营销渠道研究和分析,为捷豹路虎进入国内汽车市场的渠道选择加以评估,以便能够选择最优的营销渠道,以扩大在国内市场的影响力。本文首先从渠道模式、营销组织结构和营销团队效率三方面分析捷豹路虎营销渠道现状,找出捷豹路虎营销渠道存在的问题,即渠道成员矛盾激化、渠道管理有待完善、产品市场定价比较单一、部分渠道成员经营管理意识落后、没有准确的营销渠道战略定位。在此基础上,设计捷豹路虎营销渠道模式方案,提出渠道模式的优化、经销商渠道的优化、加强公司经销商的管理、增强品牌忠诚度的设计方案,并从组织保障、人才保障两方面提出方案实施的保障措施,最后对方案实施的效果进行评价,方案实施后,渠道经营目标的实现、销售服务质量、渠道控制力和渠道适应性都得到了明显的改善；方案实施后,对公司发展战略的支持、公司品牌提升的支持和公司利润增加的支持起到一定推动作用。
[Abstract]:JLR needs to do more and expand its sales channels in order to remain invincible in the fierce competition in China's auto market for a long time.JLR's medium-and long-term marketing strategy for the changing Chinese auto market is an important factor in JLR's survival and development.Through the research and use of traditional and modern marketing theories and cases, this paper studies and analyzes the clear marketing channels of JLR in China.To evaluate JLR's access to the domestic car market so as to be able to choose the best marketing channel to expand its influence in the domestic market.This paper first analyzes the current situation of JLR's marketing channel from three aspects: channel mode, marketing organization structure and marketing team efficiency, and finds out the problems existing in JLR's marketing channel, that is, the contradiction among channel members is intensified, and the channel management needs to be improved.The product market pricing is relatively single, some channel members' management consciousness is backward, and there is no accurate marketing channel strategic orientation.On this basis, the design of JLR marketing channel model scheme, proposed channel mode optimization, dealer channel optimization, strengthen the management of the company's dealers, enhance brand loyalty design, and from the organizational protection,Finally, the effect of the implementation of the program is evaluated. After the implementation of the plan, the channel management goal is achieved, and the quality of sales and service is achieved.The channel control power and channel adaptability have been obviously improved. After the implementation of the scheme, the support for the company's development strategy, the support for the promotion of the company's brand and the support for the increase of the company's profit play a certain role in promoting the development of the company.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

【共引文献】