东风柳汽风行汽车营销渠道研究

发布时间：2018-02-10 14:00

本文关键词： 东风柳汽风行汽车营销渠道　出处：《中国地质大学（北京）》2014年硕士论文　论文类型：学位论文

【摘要】：汽车工业诞生一百多年以来，一直被看作是衡量国家经济发达程度的指标。汽车工业在提高国家综合实力和社会进步水平等方面发挥着重要的作用。随着我国汽车工业的不断发展，合资品牌的价格区间不断下探，在市场占有率上自主品牌受到的威胁越来越大。自主品牌若想提升市场占有率不仅要在制造技术和工艺上寻求突破更要在营销渠道的建设和管理上因地制宜推陈出新。技术和工艺上的改进革新需要厂家大量的投入，短期内难以达到立竿见影的效果而营销渠道上的调整和改进可以取得比较显著的效果。本文则从营销渠道的建设这一论题入手，以东风柳州汽车有限公司为目标，从理论和实际两方面探讨了如何建立一个有效完善的营销渠道并针对实际情况提出改进和创新措施。本文首先阐述了选题背景、研究主题及意义。同时介绍了研究所需要的营销渠道的相关概念和理论。其次介绍了国内外汽车营销渠道的发展历史和现状，并分析了东风柳汽风行营销渠道的现状及存在的问题。在此基础上，从东风柳汽风行发展目标出发，根据现实中存在的问题，提出风行汽车营销渠道的改进目的。最后通过理论和现实两方面分析提出解决风行汽车营销渠道现存问题的四大举措。
[Abstract]:Automobile industry has been regarded as an indicator of national economic development since its birth for more than 100 years. Automobile industry plays an important role in improving the comprehensive strength of the country and the level of social progress. With the continuous development of China's automobile industry, the price range of the joint venture brands has been continuously explored. If we want to increase the market share, we should not only seek a breakthrough in manufacturing technology and technology, but also promote the construction and management of marketing channels according to local conditions. Technological and technological improvements require a great deal of input from manufacturers. It is difficult to achieve the immediate effect in the short term, but the adjustment and improvement in the marketing channel can achieve more remarkable results. This paper starts with the topic of the construction of marketing channels and takes Dongfeng Liuzhou Automobile Co., Ltd as its target. This paper probes into how to establish an effective and perfect marketing channel from two aspects of theory and practice, and puts forward the improvement and innovation measures according to the actual situation. This paper first describes the background of the topic, the research theme and significance. At the same time, it introduces the related concepts and theories of the marketing channel needed by the research. Secondly, it introduces the development history and current situation of the automobile marketing channel at home and abroad. On the basis of the analysis of the current situation and the existing problems of Dongfeng Liuqi's popular marketing channel, this paper starts from the development goal of Dongfeng Liuqi's popularity, and according to the existing problems in reality, Finally, through the theoretical and practical analysis, four measures to solve the existing problems of the popular automobile marketing channel are put forward.
【学位授予单位】：中国地质大学（北京）
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F274

【参考文献】