上海赢志汽车市场营销渠道优化研究

发布时间：2018-05-23 18:56

本文选题：汽车市场渠道 + 渠道战略　；参考：《哈尔滨理工大学》2017年硕士论文

【摘要】：在非常具有竞争性的汽车贸易市场行业中,企业为谋求生存或更好的发展,急切的需要提高有效率的分配渠道是企业获得竞争优势的重要的路线,也是保持并且建造企业的关键能力的重要的来源。作为分销渠道功能主要承担者的中间商对分销效率与效益有决定性影响。本文首先通过对上海赢志汽车渠道中的汽车整车企业、汽车配套企业分销渠道管理过程中普遍存在的问题及原因进行简单的分析;针对允许外资进入国内汽车渠道的竞争,中国汽车营销体系与国际体系存在很大差距。如何建立和完善国内自有的汽车营销体系,明确市场方向。主要包括两个部分,以后装市场为主的零售企业,以前装市场为主的大客户。找准分销模式。从公司目前的自身状况来看,无法做到对于以上市场的直接控制和管理,因此,在渠道导入期,需要针对不同市场选择有经验和能力的公司进行合作,通过其自有的渠道和网络,将产品推向目标市场。推进渠道管理。在产品进入市场后,根据市场情况,逐步加强对于市场和渠道的控制,制定合适的渠道管理制度。将公司渠道开发部门的前期工作重心放在对各渠道大客户的开发和管理上,根据实际情况确定渠道商的数量以及其特定的市场任务,同时通过渠道商有效的渠道有效地进入各个目标市场,保证产品在导入渠道后品牌形象的建立。
[Abstract]:In the very competitive automobile trade market, in order to survive or better development, the urgent need to improve the efficient distribution channels is an important way for enterprises to obtain competitive advantage. It is also an important source of critical capacity to maintain and build an enterprise. The middleman, as the main carrier of the distribution channel function, has a decisive influence on the distribution efficiency and benefit. This paper firstly analyzes the common problems and reasons in the management of the distribution channels of the whole automobile enterprises and the automobile matching enterprises in Shanghai win Zhi Automobile Channel, and aims at the competition of allowing foreign capital to enter the domestic automobile channels. There is a big gap between the Chinese automobile marketing system and the international system. How to establish and improve the domestic car marketing system, clear market direction. Mainly includes two parts, the retail enterprise which the later installs the market primarily, the former installs the market primarily the big customer. Find the right distribution mode. Judging from the current situation of the company, it is impossible to directly control and manage the above markets. Therefore, in the period of channel introduction, it is necessary to cooperate with companies with experience and ability to select different markets. Through its own channels and networks, products to the target market. Promote channel management. After the product enters the market, according to the market situation, strengthens the control to the market and the channel step by step, formulates the suitable channel management system. To focus on the development and management of the major customers in each channel, and determine the number of channel operators and their specific market tasks according to the actual situation. At the same time, through the effective channel of the channel to effectively enter each target market, to ensure the establishment of the brand image after the introduction of the channel.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F274

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