平行进口整车的市场需求及营销战略研究

发布时间：2018-01-03 08:09

本文关键词：平行进口整车的市场需求及营销战略研究　出处：《南京农业大学》2015年硕士论文　论文类型：学位论文

【摘要】：平行进口整车的销售模式,指的是在未得到汽车厂商授权的情况下,贸易商自行通过贸易的手段进口汽车以及进行销售的一种汽车销售模式。它与我国现行的4S店销售模式最大的区别就在于,它不会受到国内汽车厂商太多的管理制度以及价格策略上的限制。早在2005年,其就已经存在,但是由于国家政策、贸易、经济形势的限制,其一直不能够得到应有的合法地位,一直被认为是"走私汽车"。因此平行进口整车的检测、上牌、维修售后服务一直是制约其发展的主要因素。但是随着经济形势发展的需要,以及近期出现的国外汽车企业在整车价格、配件供应、维修售后方面的垄断行为,我国政府已经下决心决定改变这种状态。为了深化我国汽车销售行业的改革发展,使其更快地步入健康的市场化发展,我国政府终于决定在2014年在上海自贸区建立平行进口试点,并且有关部门也颁布了相应的法律法规,使得平行进口整车得到了应有的合法身份,同时也使得相关领域的市场得到了真正的放开。因此对于平行进口整车的市场需求的研究是有其必要性的。本文研究的问题主要包含了以下两个方面:在新形势下的市场需求,以及针对此种状况而制定的营销战略。本文在对于市场需求的研究时,主要是通过分析市场环境,搜集相关资料,选取科学的分析方法来实现的。本文先是从宏观角度出发,分析在当今的市场环境下,平行进口整车会有怎样的发展趋势。并且通过相关的研究方法得出了影响其市场需求的主要宏观因素有哪些。接着又从微观的角度出发,针对于消费者行为的研究,制定了科学的问卷调查方法。通过选取样本进行调研,以及对这些问卷的回收分析,得出了最贴近消费者实际的一些结论。以上对于市场需求的研究,在一定程度上可以帮助企业快速并准确地找到其市场定位、制定更有针对性营销战略,使得企业在短时间内获得一部分的市场份额。在最后,本文对以上的调查结果进行总结,并在借鉴和比较了之前的相关经验与研究成果的基础上,构建了科学的市场营销战略组合,系统地给相关企业在未来的市场营销中需要采取的行动做出了合理建议。放眼未来,平行进口整车的市场将是巨大的,我们完全有理由相信在不远的将来其就会成为我国汽车产业里不可或缺的一部分。在这里,文本研究得出的相关结论具有一定的参考价值,希望可以帮助相关企业在其市场的初步开发与后期拓展中提供一定的帮助。
[Abstract]:Parallel import vehicle sales model, refers to the automobile manufacturers have not been authorized by the trader, itself by means of trade and sales of imported cars in a car sales mode. It is our current 4S shop sales model of the biggest difference is that it will not be too many domestic automobile manufacturers the management system and price restrictions. As early as 2005, it already exists, but because of the national policy, trade, economic situation has its limit, can not get proper legal status, has been considered to be "smuggling cars". Therefore the vehicle detection, parallel import licensing, maintenance of customer service service has been the main factors restricting the development. But with the economic situation and development, and the recent emergence of foreign auto companies supply parts in vehicle prices, monopoly for the maintenance of customer service, our government Has been determined to change this state. In order to deepen the reform and development of China's automobile industry, make it more quickly into the market healthy development, the Chinese government decided in 2014 to establish a free trade zone in Shanghai and the parallel import pilot, the relevant departments have promulgated laws and regulations should be made, the vehicle should be parallel imports the legal status of the related areas of the market has been the real release. Therefore research on parallel import vehicle market demand is necessary. This paper mainly includes the following two aspects: to under the new situation of market demand, and according to the situation of marketing strategy in this article. The Research on market demand, mainly through the analysis of the market environment, collecting relevant data, select the scientific analysis method to achieve. This paper first from the macro The perspective of analysis, in the current market environment, the parallel import vehicle will have what kind of development trend. And the related research methods that what are the main influence factors of the macro market demand. Then from the microcosmic point of view, the research on consumer behavior, making the questionnaire scientific method. Through the investigation of selected samples, and the recovery of the questionnaire analysis, some conclusions are drawn. The most close to the consumer market demand for more practical research, to a certain extent, can help enterprises to quickly and accurately find the market positioning, develop more targeted marketing strategy, make enterprises get part of the market in a short time. In the end, based on the above investigation results are summarized, and on the basis of relevant experience and compared with previous research results, the Department of construction The marketing strategy combination of science, system for related enterprises should take in the future of marketing in action to make a reasonable suggestion. In the future, the parallel import vehicle market will be huge, we have every reason to believe that in the near future it will become China's automobile industry an indispensable part in. Here, the relevant conclusions of the text has a certain reference value, preliminary development and later hope to help enterprises in the relevant market development provide some help.

【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471;F752.61

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