基于顾客让渡价值的汽配营销渠道扁平化策略研究
发布时间:2019-01-23 19:11
【摘要】:随着汽配行业营销环境的变化和市场竞争的加剧,营销渠道的创新已经成为企业提高市场占有率和获取竞争优势的有效途径之一。在企业进行渠道探索的过程中,传统多级代理的渠道模式弊端已经开始显现,并阻碍着营销渠道的发展。再加上渠道成员间彼此利益最大化的要求和行为差异性的存在,使得顾客不满的情况经常发生。在顾客导向的市场营销环境下,开展并应用顾客满意及营销渠道相关理论指导汽配企业制定和实施营销渠道管理策略实施,对全面提高汽配企业营销渠道管理水平,打造汽配企业渠道竞争优势,满足顾客多样化、自身效用最大化的追求,推动汽配行业全面发展具有重要意义。本研究首先阐述了开展汽配企业营销渠道模式研究的背景、意义和目的等。然后,对顾客价值、顾客让渡价值和营销渠道扁平化的相关理论进行了综述,重点归纳和总结国内外顾客让渡价值相关理论以及营销渠道扁平化相关理论研究,以此作为后续研究的理论基础。第三,对汽配行业及其顾客让渡价值进行分析,结合信息收集、整理和应用,提出汽配顾客满意度评价内容与方法。第四,在上一章分析的基础上,根据汽配营销渠道模式变革原理介绍,提出具体构建汽配扁平化营销渠道的流程和架构设计方案;第五,导入顾客让渡价值,进一步探索汽配扁平化渠道管理体系,提出从渠道成员激励、终端管理、物流管理和信息技术管理等方面进行展开。第六,以MC公司为例,结合数据收集、实地调研,设计基于顾客让渡价值的渠道扁平化策略实施方案。本研究采用文献综合分析法、案例分析法与调查研究法相结合,以MC公司为例,结合顾客让渡价值、营销渠道扁平化相关理论设计出具有针对性的汽配营销渠道扁平化的实施方案,提出了相应的实施策略。目前,关于汽配企业营销渠道实践模式的研究较少,如何在汽配行业更深入应用顾客让渡价值理论和营销渠道相关理论将是未来需要进一步研究的内容。
[Abstract]:With the change of marketing environment and the aggravation of market competition, the innovation of marketing channel has become one of the effective ways for enterprises to increase their market share and gain competitive advantage. In the process of channel exploration, the malpractice of the traditional multi-level agent channel mode has already begun to appear, which hinders the development of marketing channel. Coupled with the maximization of interests and the existence of behavioral differences among channel members, customer dissatisfaction often occurs. In the customer-oriented marketing environment, to develop and apply the theory of customer satisfaction and marketing channel to guide auto parts enterprises to formulate and implement marketing channel management strategy, to improve the level of marketing channel management of auto parts enterprises in an all-round way. It is of great significance to build the competitive advantage of automobile matching enterprises, to satisfy the diversified customers and to maximize their own utility, and to promote the overall development of auto parts industry. Firstly, the background, significance and purpose of the research on the marketing channel model of auto parts enterprises are expounded. Then, the author summarizes the related theories of customer value, customer delivery value and marketing channel flattening, and summarizes the related theories of customer transfer value at home and abroad and the relevant theory of marketing channel flattening. This is the theoretical basis of the follow-up study. Thirdly, the paper analyzes the value of auto parts industry and its customer delivery, and puts forward the evaluation content and method of customer satisfaction with the information collection, collation and application. Fourth, on the basis of the analysis in the previous chapter, according to the introduction of the principle of the reform of automobile distribution channel mode, the paper puts forward the process and structure design scheme of building the flat marketing channel of automobile parts; Fifthly, introduce customer delivery value, further explore the flat channel management system of automobile parts, put forward from the channel member incentive, terminal management, logistics management and information technology management and so on. Sixth, taking MC Company as an example, combining data collection and field investigation, the implementation scheme of channel flattening strategy based on customer delivery value is designed. This research adopts the literature synthesis analysis method, the case analysis method and the investigation research method, taking MC company as the example, unifies the customer transfer value, The relevant theories of flat marketing channel design the implementation plan of flat marketing channel of auto parts and put forward the corresponding implementation strategy. At present, there is little research on the practical mode of marketing channel in automobile parts enterprises. How to apply the theory of customer transfer value and the relevant theory of marketing channel in auto parts industry more deeply will be the content to be further studied in the future.
【学位授予单位】:福州大学
【学位级别】:硕士
【学位授予年份】:2014
【分类号】:F274;F426.471
本文编号:2414113
[Abstract]:With the change of marketing environment and the aggravation of market competition, the innovation of marketing channel has become one of the effective ways for enterprises to increase their market share and gain competitive advantage. In the process of channel exploration, the malpractice of the traditional multi-level agent channel mode has already begun to appear, which hinders the development of marketing channel. Coupled with the maximization of interests and the existence of behavioral differences among channel members, customer dissatisfaction often occurs. In the customer-oriented marketing environment, to develop and apply the theory of customer satisfaction and marketing channel to guide auto parts enterprises to formulate and implement marketing channel management strategy, to improve the level of marketing channel management of auto parts enterprises in an all-round way. It is of great significance to build the competitive advantage of automobile matching enterprises, to satisfy the diversified customers and to maximize their own utility, and to promote the overall development of auto parts industry. Firstly, the background, significance and purpose of the research on the marketing channel model of auto parts enterprises are expounded. Then, the author summarizes the related theories of customer value, customer delivery value and marketing channel flattening, and summarizes the related theories of customer transfer value at home and abroad and the relevant theory of marketing channel flattening. This is the theoretical basis of the follow-up study. Thirdly, the paper analyzes the value of auto parts industry and its customer delivery, and puts forward the evaluation content and method of customer satisfaction with the information collection, collation and application. Fourth, on the basis of the analysis in the previous chapter, according to the introduction of the principle of the reform of automobile distribution channel mode, the paper puts forward the process and structure design scheme of building the flat marketing channel of automobile parts; Fifthly, introduce customer delivery value, further explore the flat channel management system of automobile parts, put forward from the channel member incentive, terminal management, logistics management and information technology management and so on. Sixth, taking MC Company as an example, combining data collection and field investigation, the implementation scheme of channel flattening strategy based on customer delivery value is designed. This research adopts the literature synthesis analysis method, the case analysis method and the investigation research method, taking MC company as the example, unifies the customer transfer value, The relevant theories of flat marketing channel design the implementation plan of flat marketing channel of auto parts and put forward the corresponding implementation strategy. At present, there is little research on the practical mode of marketing channel in automobile parts enterprises. How to apply the theory of customer transfer value and the relevant theory of marketing channel in auto parts industry more deeply will be the content to be further studied in the future.
【学位授予单位】:福州大学
【学位级别】:硕士
【学位授予年份】:2014
【分类号】:F274;F426.471
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