长安轿车营销渠道模式优化研究

发布时间：2018-03-16 17:09

本文选题：渠道管理　切入点：长安轿车渠道模式　出处：《长安大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着我国加入WTO，国内外各品牌在我国展开激烈的竞争。汽车技术差距的缩小、消费者多样化个性化需求的发展，要求汽车制造厂商能在多层次、多方面满足消费者各方面的需求。营销渠道模式作为竞争激烈化、技术同质化、客户需求多样化背景下降低产品成本、快速接触目标客户、满足消费者多样化需求的媒介的重要性也凸显出来，对营销渠道模式进行研究和有效的管理也变得越来越重要。长安轿车作为国内乘用车中起步较晚的汽车企业，其在渠道模式的建立和选择上沿习了国内以4S店经销为主的渠道模式；在产品方面，实行按产品型号分网销售；在网络的拓展方面，以服务中心为依托发展授权专营店；在售后服务方面，实行产品销售和售后服务分离运营。这种模式在有些方面有其存在的优势，然而也存在很多不足之处，同时长安轿车在对经销商的管理方面也存在严重的不足。本文在通过大量阅读文献对国内外汽车营销模式进行研究，并与长安轿车渠道管理人员深度访谈的基础上，对长安轿车渠道模式存在问题从理念、渠道组织形式、战术三个层面进行分析。营销理念落后，没有真正以消费者的需求为中心；渠道模式单一且网点分布严重不均；渠道过分依赖于经销商；经销商存在欺骗消费者的行为；经销商在营销通路中没有话语权，不利于战略联盟的形成；同片区经销商之间不和谐；营销战术较单一，仅采用银行信贷这种方式为客户解决融资方面需求。针对这些问题，论文结合国内外渠道模式的经验以及渠道管理相关理论，从理念、通路组织形式、战术三个层面对其提出建议。理念方面，笔者建议：现代化的营销系统得有现代化的营销理念；与经销商形成战略联盟，提高服务水平；开展汽车金融服务，满足消费者融资需求；开展汽车二手车服务，满足消费者二手车处理需求；开展汽车定制化营销，，满足消费者个性化需求；完善售后服务体系，发展厂商服务品牌。在通路组织形式方面，笔者重点对长安轿车同片区经销商之间的冲突从利益分配的角度通过数学建模的方式提出方法建议，同时建议以4S店模式为主，1S、2S、3S模式并存；依据城市大小和当地的消费者偏好，采取多种渠道模式；开展汽车网络营销渠道；加大渠道下沉的速度。在营销战术方面，笔者建议：加强信贷技术的应用，同时开展其他融资租赁技术。通过理念、通路形式、战术三方面的整合优化提高消费者满意度，提升销量。
[Abstract]:With China's entry into WTO, domestic and foreign brands are facing fierce competition in our country. With the narrowing of automobile technology gap and the development of consumers' diversified and individualized demand, automobile manufacturers are required to be able to make more than one level. The marketing channel model can reduce the cost of products and reach the target customers quickly under the background of competition, technology homogeneity, diversification of customer demand. The importance of media to meet the diverse needs of consumers is also highlighted, and the research and effective management of the marketing channel model are becoming more and more important. Changan sedan, as an automobile enterprise with late start in domestic passenger cars, has adopted the domestic channel mode of 4S store distribution mainly in the establishment and selection of channel mode, and has carried out net sales according to product model. In terms of network expansion, the development of authorized stores is based on the service center; in after-sales service, the separation of product sales and after-sales service is carried out. This model has advantages in some respects. However, there are also many deficiencies, and there are serious deficiencies in the management of Changan sedan. This paper studies the domestic and foreign automobile marketing model by reading a lot of literature. On the basis of in-depth interviews with Changan sedan channel managers, this paper analyzes the existing problems of Changan sedan channel mode from three levels: concept, channel organization form and tactics. Not really centered on consumer demand; single channel model and uneven distribution of outlets; excessive dependence on distributors; dealers have deceptive behavior to consumers; dealers have no voice in the marketing channel, It is not conducive to the formation of strategic alliance; disharmony between dealers in the same area; the marketing tactics are relatively single, only using bank credit to solve the financing needs for customers. Aiming at these problems, combining the experience of domestic and foreign channel mode and relevant theories of channel management, the paper puts forward some suggestions from three aspects: idea, channel organization form and tactics. The author suggests that modern marketing system should have modern marketing concept, form strategic alliance with dealers, improve service level, develop auto financial services to meet the financing needs of consumers, carry out second-hand car service, To meet the needs of second-hand car handling by consumers; to carry out customized automobile marketing to meet the personalized needs of consumers; to improve the after-sales service system, to develop manufacturers' service brands. The author puts forward some suggestions on the conflict between the dealers of Changan sedan and the district through mathematical modeling from the angle of profit distribution, and suggests that the 4S shop model should be used as the main model, and the 4S shop model should be used as the main model, and the model will coexist according to the size of the city and the local consumer preference. Adopt a variety of channel mode; develop the automobile network marketing channel; increase the speed of channel sinking. In marketing tactics, the author suggests: strengthen the application of credit technology, at the same time carry out other financing lease technology. Tactical three aspects of integration optimization to improve consumer satisfaction, improve sales.
【学位授予单位】：长安大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F274

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