CJ汽车销售代理公司营销模式的优化研究

发布时间：2018-05-25 09:25

本文选题：汽车销售代理 + 营销模式　；参考：《南京师范大学》2013年硕士论文

【摘要】：近年来,汽车销售市场竞争的日趋激烈,汽车销售代理公司的营销创新成为必须,但大多改进效果不明显,这与代理经销商处于被动地位有关。汽车销售代理公司想要增强盈利能力,提升市场竞争力,最直接最有效的方法莫过于商业模式中营销模式的优化创新。本文首先针对CJ汽车销售代理公司的营销模式问题,采用文献研究和理论分析相结合的方法,对国内外有关营销模式的研究成果进行了理论综述,并对我国目前汽车销售代理公司的营销模式优化进行了比较分析。然后利用PEST分析法,从汽车行业的宏观环境和汽车销售代理行业两个方面,分析了CJ汽车销售代理公司的经营环境,再利用SWOT分析法对CJ汽车销售代理公司的内部优劣势、面临的机会和威胁进行分析。本文通过对CJ汽车销售代理公司的实地调查和数据分析,将CJ汽车销售公司的客户群体进行分类,得出CJ销售代理公司应以消费中档车的客户群体为目标客户群；通过升级中档车的服务内容,优化服务品质,带动公司其他产品的销售,提升公司整体形象,进而对CJ公司汽车销售代理的营销模式进行优化。在此基础上,本文围绕价值主张研究营销模式各环节之间的联系,阐述了汽车销售代理公司的营销模式优化过程,并通过营销模式的优化效果分析,验证了营销模式优化对CJ汽车销售代理公司的业务发展发挥的显著作用。通过研究发现根据企业自身特点进行不同形式的营销模式改进,是汽车销售代理公司规避市场风险,提高利润所得的最好办法。通过理论总结了营销模式优化的几个方向,为将来同类企业营销模式的改进提供一些借鉴。
[Abstract]:In recent years, with the fierce competition in the automobile sales market, the marketing innovation of the automobile sales agency companies becomes necessary, but the effect of most of the improvements is not obvious, which is related to the passive position of the agency dealers. The most direct and effective way for auto sales agency to enhance profitability and enhance market competitiveness is to optimize and innovate the marketing model in the business model. In this paper, first of all, aiming at the marketing model of CJ Automobile sales Agency Company, this paper uses the method of combining literature research and theoretical analysis to summarize the domestic and foreign research results of the marketing model. At the same time, the paper compares and analyses the optimization of the marketing mode of the automobile sales agency company in our country. Then using the PEST analysis method, from the automobile industry macroscopic environment and the automobile sales agency industry two aspects, analyzed the CJ automobile sale agent company's management environment, then used the SWOT analysis method to CJ automobile sale agent company's internal superiority and inferiority. Analysis of opportunities and threats. Through the field investigation and data analysis of CJ Automobile sales Agent Company, this paper classifies the customer group of CJ Automobile sales Company, and draws the conclusion that CJ sales Agent Company should take the customer group of middle class car as the target customer group. By upgrading the service content of the middle range car, optimizing the service quality, driving the sales of other products of the company, improving the overall image of the company, and then optimizing the marketing mode of the automobile sales agent of CJ Company. On this basis, this paper studies the relationship between the various links of the marketing model around the value proposition, expounds the optimization process of the marketing mode of the automobile sales agent company, and analyzes the optimization effect of the marketing model. It is verified that the optimization of marketing mode plays a significant role in the business development of CJ Automobile sales Agency. Through the research, it is found that it is the best way to avoid the market risk and increase the profit income for the automobile sales agent company to improve the different marketing mode according to the enterprise's own characteristics. This paper summarizes several directions of marketing model optimization through theory, and provides some reference for the improvement of similar enterprise marketing mode in the future.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.471;F274

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