M商用车公司营销渠道管理研究

发布时间：2018-06-26 03:34

本文选题：商用车 + 营销管理　；参考：《华东理工大学》2015年硕士论文

【摘要】：汽车营销渠道在整个销售系统具有举足轻重的作用。本文研究M商用车公司是一家全新的商用车公司,在2年的营销发展过程中,存在诸多问题。本文通过对营销渠道设计、营销渠道运营管理二个方面对M商用车公司营销渠道管理进行了分析与研究,总结出M商用车公司目前在营销渠道管理的不足之处,并进行相应营销渠道设计,从而达到M商用车营销渠道管理优化的效果。在梳理国内外汽车营销渠道模式的基础上,运用市场营销和战略管理等学科的相关理论,对M公司在营销渠道重新设计。营销渠道设计通过4个方面进行：营销渠道层级设计、渠道评价认证体系设计、渠道建设标准设计、电子商务机制设立。通过整体重新对营销渠道设计,从一味追求金字塔型的渠道模式,逐渐向扁平化、营销渠道下沉化营销渠道发展,从而更贴近市场需求。通过5种建设等级、4种管理等级的经销商层级设计,更好地符合多变的市场发展。营销渠道运营管理设计通过4个方面进行：提升管理能力、运营管理考核、规范市场机制、满意度评估,而从有效的支持营销渠道更健康的发展。研究M商用车公司营销渠道管理,也对中国商用车品牌在渠道管理有着重要的借鉴意义。
[Abstract]:Automobile marketing channel plays an important role in the whole sales system. M Commercial vehicle Company is a new commercial vehicle company, which has many problems in the process of marketing development in 2 years. This paper analyzes and studies the marketing channel management of M Commercial vehicle Company from the aspects of marketing channel design and marketing channel operation management, and summarizes the shortcomings of M commercial vehicle company in marketing channel management. And carries on the corresponding marketing channel design, thus achieves the M commercial vehicle marketing channel management optimization effect. On the basis of combing the domestic and foreign automobile marketing channel mode, using the relevant theories of marketing and strategic management, this paper redesigns M company's marketing channel. Marketing channel design is carried out in four aspects: marketing channel level design, channel evaluation and certification system design, channel construction standard design, and electronic commerce mechanism establishment. Through the overall re-design of the marketing channel, from blindly pursuing the pyramid model of the channel, gradually to flat, marketing channel sinking marketing channel development, so as to more close to the market demand. Through 5 kinds of construction grade and 4 kinds of management grade dealer level design, better accord with the changeable market development. The design of marketing channel operation and management is carried out in four aspects: improving management ability, evaluating operation management, standardizing market mechanism, evaluating satisfaction degree, and effectively supporting the healthy development of marketing channel. The research of M commercial vehicle company marketing channel management also has the important reference significance to the Chinese commercial vehicle brand in the channel management.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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