M汽车公司会员制营销模式研究
发布时间：2018-12-29 07:34
【摘要】：中国已经成为世界最大的汽车消费市场,汽车市场的潜力巨大。因此,世界主要汽车生产厂家都在中国市场展开竞争,以便占据一定的市场空间。在汽车行业激烈的市场竞争环境下,汽车厂家的竞争战略从产品转向顾客,开始以顾客为中心寻求竞争优势。近年来,会员制营销作为一种高级营销模式而备受中国商家推崇,通过会员制营销的展开以增加顾客回头率,成为汽车企业间竞争的新方式。M汽车公司会员制营销模式则成为典型,但会员制营销也存在许多问题,其发展现状并不理想。在激烈竞争的中国汽车市场,如何结合企业内外环境与经营实际状况来发展会员制营销模式,成为汽车行业营销所面临的难题,也是学术界研究的热点与难点。 本文以M公司汽车营销模式为例,在分析汽车经销商市场营销现状的前提下,吸取其他已经运用会员制营销获得成果的同品牌和同行业经验,根据本企业的实际情况,建立自己的营销方案以及与之配套的整合营销体系,评估营销模式可能获得的收益以及对企业品牌树立的影响及对企业营销费用投入配比的影响,提出新的营销战略措施,提升M公司汽车营销能力。
[Abstract]:China has become the largest auto market in the world, and the potential of auto market is huge. Therefore, the world's major automobile manufacturers are competing in the Chinese market in order to occupy a certain market space. In the fierce market competition environment of automobile industry, the competition strategy of automobile manufacturers changes from product to customer, and begins to seek the competitive advantage with customer as the center. In recent years, as a kind of advanced marketing mode, membership marketing has been highly praised by Chinese businessmen. The membership marketing model of M Automobile Company is a typical one, but there are many problems in membership marketing, and its current situation is not ideal. In the fierce competition of China's automobile market, how to develop the membership marketing model combining the internal and external environment of enterprises and the actual operating conditions has become a difficult problem for the automobile industry marketing, and it is also a hot and difficult point in academic research. This paper takes M Company's automobile marketing model as an example, under the premise of analyzing the present situation of automobile dealer's marketing, absorbs the experience of the same brand and the same industry which has already obtained the result by using the membership system marketing, according to the actual situation of this enterprise, This paper establishes its own marketing scheme and its corresponding integrated marketing system, evaluates the possible income of marketing model, the influence on enterprise brand building and the influence on the proportion of enterprise marketing expenses, and puts forward new marketing strategy measures. Enhance M company's automobile marketing capability.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471
本文编号：2394503
[Abstract]:China has become the largest auto market in the world, and the potential of auto market is huge. Therefore, the world's major automobile manufacturers are competing in the Chinese market in order to occupy a certain market space. In the fierce market competition environment of automobile industry, the competition strategy of automobile manufacturers changes from product to customer, and begins to seek the competitive advantage with customer as the center. In recent years, as a kind of advanced marketing mode, membership marketing has been highly praised by Chinese businessmen. The membership marketing model of M Automobile Company is a typical one, but there are many problems in membership marketing, and its current situation is not ideal. In the fierce competition of China's automobile market, how to develop the membership marketing model combining the internal and external environment of enterprises and the actual operating conditions has become a difficult problem for the automobile industry marketing, and it is also a hot and difficult point in academic research. This paper takes M Company's automobile marketing model as an example, under the premise of analyzing the present situation of automobile dealer's marketing, absorbs the experience of the same brand and the same industry which has already obtained the result by using the membership system marketing, according to the actual situation of this enterprise, This paper establishes its own marketing scheme and its corresponding integrated marketing system, evaluates the possible income of marketing model, the influence on enterprise brand building and the influence on the proportion of enterprise marketing expenses, and puts forward new marketing strategy measures. Enhance M company's automobile marketing capability.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471
【参考文献】
相关期刊论文 前7条
1 易保锐;;宜昌市商业健身房运行状况的调查与分析[J];湖北体育科技;2006年05期
2 吴浩,李杰梅;客户关系管理在汽车营销中的应用研究[J];经济与管理;2005年11期
3 任建定;;健身俱乐部经营基本要素及营销策略研究[J];中国市场;2006年49期
4 陈小龙;青鸟健身:型塑身体财富[J];数字财富;2002年07期
5 肖蓉;;中国健身业的美国式理想——红人运动俱乐部[J];体育博览;2006年08期
6 葛幼康;;消费心理与营销策略微探[J];现代商业;2008年08期
7 陈杨;冯欣;;服务营销的策略研究[J];现代商业;2008年08期
，本文编号：2394503
本文链接：https://www.wllwen.com/guanlilunwen/shengchanguanlilunwen/2394503.html
