上海大众汽车斯柯达品牌营销渠道研究

发布时间：2019-05-07 15:36

【摘要】：营销渠道是汽车企业生存与发展的关键资源,汽车市场激烈竞争的现实和影响营销渠道因素的发展趋势使营销渠道正在发生深刻的变化,渠道是否健全,流通是否顺畅,直接影响了企业的生存和发展。面对日趋激烈的市场竞争,在不断推出高品质产品的同时,还要有高质量的营销渠道,完善优质的销售服务渠道是保障汽车企业今后得以快速发展的营销战略工程。本文以上海大众汽车斯柯达品牌的营销渠道建设为主要研究对象,分析并研究了汽车营销渠道目前所面临的问题,并对将来斯柯达品牌的营销渠道的构建模式进行了初步的分析和探讨。首先,论文介绍了上海大众汽车斯柯达品牌的发展历程与现状,对上海大众汽车斯柯达品牌的历史、发展阶段、现有产品结构、品牌建设、服务构成、价格策略、促销组合、渠道策略等方面进行了简单介绍和说明。接下来从内外两个方面分析了斯柯达品牌营销渠道建设的环境,提出了在该品牌目前的营销渠道建设与管理中存在的问题。总体来讲,国家近年来出台的一系列产业政策为将来汽车产业的进一步发展提供了空间,国内宏观经济的稳定发展为汽车市场规模的增长奠定了基础,但与此同时,消费者日趋理性的购车行为也为汽车企业的设计、营销提出了更高的挑战；就内部而言,企业对营销渠道的构建支持力度较大,再加上上海大众斯柯达的营销网络具备一支高职业素质的运营团队,品牌本身又拥有优于竞争对手的服务理念,所以斯柯达品牌的营销渠道构建的内外部环境是相对成熟、有利的。其次,论文结合国内外知名汽车品牌营销渠道构建的经验,提出了上海大众汽车斯柯达品牌营销渠道体系设计的目标和原则,指出企业应当通过不断地优化渠道设计,力求提高渠道信息沟通和传递效率,在实现消费者价值、渠道成员盈利的基础上,提升市场占有率、投资回报率,塑造产品和企业品牌形象。这一渠道目标既包含了消费者的利益、渠道成员利益,也包含了厂家的营销战略。最后,论文围绕渠道宽度、渠道层次、终端形态、大区划定、城市分级等方面论述了上海大众汽车斯柯达品牌营销渠道设计方案,并以动态渠道评估模型为核心设计了渠道设计动态评估方案。与方案相对应,论文还设计了斯柯达品牌营销渠道策略的实施,通过整合现有营销渠道资源,实现营销渠道管理模式的差别化和经销商管理的差别化,采取市场化的竞争手段调动厂、商两方面的积极性。文章结论部分阐述了未来汽车营销渠道发展的趋势,以及斯柯达汽车营销渠道方案随市场变化可能出现的问题并提出应对未来变化的建议。
[Abstract]:Marketing channels are the key resources for the survival and development of automobile enterprises. The reality of fierce competition in the automobile market and the development trend of factors affecting marketing channels make the marketing channels are undergoing profound changes, whether the channels are sound or not, and whether the circulation is smooth or not. It has a direct impact on the survival and development of enterprises. In the face of increasingly fierce market competition, in the continuous introduction of high-quality products, it is also necessary to have high-quality marketing channels. Perfecting the high-quality sales and service channels is a marketing strategic project to ensure the rapid development of automotive enterprises in the future. Taking the construction of marketing channel of Shanghai Volkswagen Skoda brand as the main research object, this paper analyzes and studies the problems faced by automobile marketing channel at present. The construction mode of Skoda brand marketing channel in the future is analyzed and discussed. First of all, the paper introduces the development process and current situation of Shanghai Volkswagen Skoda brand, the history, development stage, existing product structure, brand construction, service composition, price strategy, promotion combination of Shanghai Volkswagen Skoda brand. The channel strategy and other aspects are briefly introduced and explained. Then it analyzes the environment of the construction of Skoda brand marketing channel from inside and outside, and puts forward the problems existing in the construction and management of the current marketing channel of Skoda brand. Generally speaking, a series of industrial policies issued by the state in recent years have provided space for the further development of the automobile industry in the future, and the stable development of the domestic macro-economy has laid the foundation for the growth of the size of the automobile market, but at the same time, The increasingly rational buying behavior of consumers also poses a higher challenge for the design and marketing of automobile enterprises. Internally, the enterprise has a strong support for the construction of marketing channels, plus Shanghai Volkswagen Skoda's marketing network has a high professional quality operation team, and the brand itself has a better service concept than its competitors. Therefore, Skoda brand marketing channel construction of the internal and external environment is relatively mature, favorable. Secondly, combining with the experience of constructing famous automobile brand marketing channel at home and abroad, this paper puts forward the goal and principle of Shanghai Volkswagen Skoda brand marketing channel system design, and points out that enterprises should continuously optimize the channel design. Strive to improve the efficiency of communication and transmission of channel information, on the basis of realizing consumer value and profit of channel members, enhance market share, return on investment, and shape product and corporate brand image. This channel goal not only includes the interests of consumers, the interests of channel members, but also the marketing strategy of manufacturers. Finally, the thesis discusses the marketing channel design scheme of Shanghai Volkswagen Skoda brand in the aspects of channel width, channel level, terminal form, regional delineation, city classification, etc. The dynamic evaluation scheme of channel design is designed based on the dynamic channel evaluation model. Corresponding to the scheme, the paper also designs the implementation of the Skoda brand marketing channel strategy, through the integration of existing marketing channel resources, to achieve the marketing channel management model differentiation and dealer management differentiation. Market-oriented means of competition to mobilize the factory, the enthusiasm of both sides. In the conclusion of the paper, the development trend of automobile marketing channel in the future, and the possible problems of Skoda automobile marketing channel scheme with market change are described, and some suggestions are put forward to deal with the future change of automobile marketing channel.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F274

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