基于九地思想的汽车销售竞争力评价研究

发布时间：2018-01-23 04:37

本文关键词： 九地思想汽车销售竞争力竞争力评价评价指标体系竞优评价　出处：《东北大学》2014年硕士论文　论文类型：学位论文

【摘要】：进入21世纪,汽车企业之间竞争不断加剧。从国际上来看,丰田在金融危机之后成为世界最大汽车制造集团。从国内来看,不同汽车企业集团也在积极应对日益变化的内外部环境。伴随竞争形势的不断变化,研究汽车企业竞争力的相关文献也不断增长。然而,研究汽车企业竞争力多从经销商角度、营销角度、品牌角度等方面切入,很少有把汽车销售作为一个项目过程来探讨,基于此,本文首先以此角度切入。另外,本文通过对《孙子兵法》中九地思想进行研究,为构建汽车销售竞争力评价指标体系提供指导思想。本文通过对汽车销售竞争力进行评价可以发现在汽车销售中存在的问题与缺陷,与此同时对评价结果进行探讨分析,以便为提升汽车销售竞争力给出相关建议。本文以研究汽车销售竞争力为主要内容,以九地思想为研究切入点与结合点,通过大量查阅文献,结合专家学者与汽车销售从业人员观点,进行深入研究,确定了“汽车市场维护能力、汽车销售部门协同能力、汽车销售物流管理能力、关键汽车市场开拓能力、汽车销售联盟能力、汽车市场隔离能力、汽车本土化能力、汽车销售风险预防能力、销售团队管理能力”这一分析框架,并且从扩大总需求能力、维护市场份额能力等23个指标初步构建了本文的评价指标体系。在构建出本文的评价指标体系雏形之后,本文通过问卷调查法,进行预调研,正式调研,运用SPSS软件处理相关调研数据,最终形成了较为全面合理的评价指标体系。后续通过分析本文研究内容,比较不同评价方法,本文最终确定竞优评价方法,结合评价指标,为后续应用分析提供支持。本文通过选取国内九家汽车企业,并委托相关企业销售高管与汽车行业资深研究人士填写相关数据,运用竞优评价方法,实现对这九家企业汽车销售竞争力的排序。另外,本文根据木桶理论,结合九地思想,识别不同企业在汽车销售过程中具有的优势与存在的问题,并分析产生的原因,以期企业后续改善,提升企业销售竞争力。
[Abstract]:In 21th century, the competition between auto companies is increasing. From the international point of view, Toyota became the world's largest automobile manufacturing group after the financial crisis. From the domestic point of view. Different automotive enterprise groups are also actively responding to the ever-changing internal and external environment. With the continuous changes in the competitive situation, the related literature on the competitiveness of automotive enterprises is also growing. Research on the competitiveness of automotive enterprises from the perspective of dealers, marketing, brand perspective and other aspects, rarely to explore the automobile sales as a project process, based on this, this paper first cut into this angle. This paper studies the thoughts of nine places in Sun Tzu's Art of War. In order to construct the evaluation index system of automobile sales competitiveness, this paper can find the problems and defects in automobile sales by evaluating the competitiveness of automobile sales. At the same time, the evaluation results are discussed and analyzed in order to improve the competitiveness of automobile sales. This paper takes the study of the competitiveness of automobile sales as the main content, and takes the thought of nine places as the starting point and joint point. Through a large number of literature, combined with experts and scholars and auto sales practitioners point of view, in-depth research, determined the "auto market maintenance capacity, car sales department coordination ability, automobile sales logistics management ability." Key automotive market development ability, automobile sales alliance ability, automobile market isolation ability, automobile localization ability, automobile sale risk prevention ability, sales team management ability "this analysis frame." And from the expansion of total demand capacity, maintenance of market share capacity and other 23 indicators of the preliminary construction of the evaluation index system of this paper, after the embryonic form of the evaluation index system, this paper through the questionnaire method. Pre-investigation, formal investigation, using SPSS software to deal with the related research data, finally formed a more comprehensive and reasonable evaluation index system. Later through the analysis of the content of this study, compare the different evaluation methods. This paper finally determines the competitive evaluation method, combined with the evaluation index, to provide support for the subsequent application analysis. This paper selects nine domestic automobile enterprises. And entrust the relevant enterprise sales executives and automotive industry senior researchers fill in the relevant data, using competitive evaluation method to achieve the ranking of the nine enterprises' automobile sales competitiveness. In addition, this paper is based on the barrel theory. Combined with the thought of nine places, this paper identifies the advantages and existing problems of different enterprises in the process of automobile sales, and analyzes the causes of the problems, in order to improve the enterprises' sales competitiveness in the future.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F407.471;F274

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