佳通轮胎公司商用车胎营销渠道管理研究
发布时间：2018-11-27 10:37
【摘要】：伴随着中国经济的高速发展,我国商用车销售市场每年的快速增长和巨大的市场潜力让人瞩目。随着中国乘用车市场的高速发展,与之紧密相关的汽车售后服务市场也出现了巨大的发展潜力,相应的轮胎替换市场也变成了竞争的焦点。截至2011年底,世界十大汽车轮胎制造企业均已通过多种方式在中国兴资建厂,导致市场竞争更为强烈,其中营销渠道的竞争日益明显。 本文首先对佳通轮胎厂家商用车胎替换市场现状和销售渠道进行了系统的分析,主要是从销售渠道的设计选择,冲突,激励和控制方面做了详细论述。其中讲述了佳通轮胎企业的基本状况,详细介绍了佳通轮胎企业针对中国轮胎替换市场是如何进行操作以及取得了很好的市场份额。在分析过程中,通过对佳通轮胎企业在销售渠道管理方面与相应竞争对手进行充分比较分析,从中发现了存在的关键问题。在综合分析的基础上,运用了相应市场营销理论、渠道管理理论和渠道控制理论,对佳通轮胎企业产品营销改进提出了一些相应建议。 本文最后还利用市场营销渠道相关理论,参考其他行业的渠道管理经验以及外国发达市场发展经验,最终逻辑推论出中国商用车轮胎替换市场营销渠道的发展方向和趋势,为国内外正在或准备进入中国商用车轮胎替换市场的轮胎厂商,在渠道管理方面给予参照和帮助。 通过论文的撰写,对市场营销渠道管理理论有了更为深入的理解,为实际的营销工作做出到了指导。
[Abstract]:With the rapid development of Chinese economy, the rapid growth of commercial vehicle sales market in China every year and huge market potential is attracting attention. With the rapid development of the passenger car market in China, the automobile after-sales service market, which is closely related to it, also has great development potential, and the corresponding tire replacement market has become the focus of competition. By the end of 2011, the top ten automobile tire manufacturers in the world have built factories in China in many ways, which has led to more intense market competition, in which the competition of marketing channels is becoming more and more obvious. In this paper, the present situation of commercial vehicle tire replacement market and the sales channel of Jiatong tire factory are analyzed systematically, mainly from the aspects of design choice, conflict, incentive and control of sales channel. This paper describes the basic situation of Jiatong tire enterprises, and introduces in detail how Jiatong tire enterprises operate and obtain a good market share in view of the Chinese tire replacement market. In the process of analysis, the key problems are found by comparing Jiatong tire enterprises with their competitors in the aspect of sales channel management. On the basis of comprehensive analysis, this paper applies the corresponding marketing theory, channel management theory and channel control theory, and puts forward some corresponding suggestions to improve the product marketing of Jiatong tire enterprise. Finally, by using the relevant theories of marketing channel, referring to the experience of other industries and developed markets in foreign countries, this paper deduces the developing direction and trend of Chinese commercial tire replacement marketing channel. To provide reference and help in channel management for tire manufacturers at home and abroad who are entering or preparing to enter the Chinese commercial vehicle tire replacement market. Through the writing of the thesis, the author has a deeper understanding of the marketing channel management theory and provides guidance for the actual marketing work.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.72;F274
本文编号：2360449
[Abstract]:With the rapid development of Chinese economy, the rapid growth of commercial vehicle sales market in China every year and huge market potential is attracting attention. With the rapid development of the passenger car market in China, the automobile after-sales service market, which is closely related to it, also has great development potential, and the corresponding tire replacement market has become the focus of competition. By the end of 2011, the top ten automobile tire manufacturers in the world have built factories in China in many ways, which has led to more intense market competition, in which the competition of marketing channels is becoming more and more obvious. In this paper, the present situation of commercial vehicle tire replacement market and the sales channel of Jiatong tire factory are analyzed systematically, mainly from the aspects of design choice, conflict, incentive and control of sales channel. This paper describes the basic situation of Jiatong tire enterprises, and introduces in detail how Jiatong tire enterprises operate and obtain a good market share in view of the Chinese tire replacement market. In the process of analysis, the key problems are found by comparing Jiatong tire enterprises with their competitors in the aspect of sales channel management. On the basis of comprehensive analysis, this paper applies the corresponding marketing theory, channel management theory and channel control theory, and puts forward some corresponding suggestions to improve the product marketing of Jiatong tire enterprise. Finally, by using the relevant theories of marketing channel, referring to the experience of other industries and developed markets in foreign countries, this paper deduces the developing direction and trend of Chinese commercial tire replacement marketing channel. To provide reference and help in channel management for tire manufacturers at home and abroad who are entering or preparing to enter the Chinese commercial vehicle tire replacement market. Through the writing of the thesis, the author has a deeper understanding of the marketing channel management theory and provides guidance for the actual marketing work.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.72;F274
【参考文献】
相关期刊论文 前1条
1 吴健安;;市场营销学若干问题探索[J];市场营销导刊;2000年Z1期
，本文编号：2360449
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