一汽—大众“迈腾”关系营销策略研究

发布时间：2018-02-28 21:27

本文关键词： 迈腾汽车消费市场关系营销 B级车　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：作为拉动我国GDP增长的重要产业之一,汽车消费市场在经历了近10年的高速增长后,近5年来不断放缓。伴随着汽车市场总量不断膨胀而出现的不是企业利润的快速上涨,而是在生产、销售以及服务等环节更加激烈的竞争。作为一汽-大众众多轿车产品中的支柱型品牌之一,“迈腾”在2007年正式走进中国市场后已经累计销售1,024,411辆,并且长期保持B级轿车市场份额前三甲的地位,为一汽-大众销量和利润目标的实现做出了突出贡献。在后市场时代,汽车品牌的竞争已从产品本身的角力转变成客户资源的争夺。因此,谁能赢得更多客户的青睐,谁就能获取市场竞争中的优势地位。而要赢得客户,就必须从了解客户开始,充分利用各种资源收集客户信息,进而通过丰富的互动手段拉近品牌与客户的距离,促进新客户的成交,提升老客户的满意度并培养其忠诚度,进而实现从“购买”到“挚爱”的转化。这就督促企业必须在传统的营销理念上进行创新,建立一套科学系统的关系营销方法,在IT系统的支持下,充分运用现代营销理念来开发新客户和挽留老客户,开展有效的关系营销。2016年GDP增速为6.7%左右,总体平稳,产业政策保持了对汽车消费市场的支撑取向,政府持续从多个角度促进汽车消费,并加大了对新能源车的支持力度,但是对于B级轿车消费市场,由于受不享受节能补贴和购置税减半政策等因素影响,预计将仍保持激烈竞争态势。因此,本文通过分析一汽-大众“迈腾”关系营销业务的现状,从B级轿车市场经营环境和目标消费者群体分析入手,对其进行SWOT分析和关系营销策略设计,希望通过这些研究能够帮助一汽-大众解决目前存在的问题,更好地应对市场竞争压力,同时找到能有效解决问题的模式和方法。通过关系营销可以帮助我们更加了解客户的需求,有效促进潜在客户成交,并为客户提供更多有针对性的、个性化的服务,提升客户的满意度和忠诚度,进而通过客户的口碑效应,为一汽-大众提供更多的潜在客户。同时,关系营销能帮助我们提高营销效率,降低营销成本,进而提升经销商盈利水平。这些研究对汽车行业内其它品牌具有一定的参考价值和实践指导作用,对推动行业的健康、持续发展有一定的现实意义。
[Abstract]:As one of the important industries to stimulate the growth of GDP in our country, the automobile consumption market has experienced a rapid growth for nearly 10 years, and has been slowing down in the past five years. With the continuous expansion of the total amount of the automobile market, it is not the rapid increase in the profits of the enterprise that appears. As one of the pillar brands in FAW-VW 's numerous sedan products, Maiteng has sold 1,024,411 cars since it formally entered the Chinese market in 2007. It has made outstanding contributions to the realization of FAW-VW sales and profit targets in the post-market era, and has maintained the position of the top three in class B sedan market share for a long time. The competition for automobile brands has changed from the struggle of the product itself to the competition for customer resources. Therefore, whoever can win more customers' favor will be able to gain the dominant position in the market competition. To win the customers, we must begin with knowing the customers. Make full use of all kinds of resources to collect customer information, and then through rich interactive means to narrow the distance between brands and customers, promote the transaction of new customers, enhance the satisfaction of old customers and cultivate their loyalty, Then the transformation from "purchase" to "love" is realized. This urges enterprises to innovate in traditional marketing concepts and establish a set of scientific and systematic relational marketing methods, supported by IT systems. Make full use of modern marketing concept to develop new customers and retain old customers, and carry out effective relationship marketing. In 2016, the GDP growth rate was about 6.7%, overall stable, and the industrial policy maintained the supporting orientation to the automobile consumption market. The government continues to promote automobile consumption from various angles and has increased its support for new energy vehicles. However, for the B class car consumption market, due to factors such as not enjoying energy saving subsidies and halving purchase tax, It is expected that the situation of fierce competition will be maintained. Therefore, by analyzing the current situation of FAW-VW "Maiteng" relationship marketing business, this paper starts with the analysis of the operating environment and target consumer groups of Class B car market. Through the SWOT analysis and relationship marketing strategy design, we hope to help FAW-VW solve the existing problems and better deal with the market competition pressure. At the same time, we can find the mode and method to solve the problem effectively. Through the relationship marketing, we can understand the needs of our customers better, effectively promote the transaction of the potential customers, and provide more targeted and personalized services to the customers. Improve customer satisfaction and loyalty, and then provide FAW-VW with more potential customers through customer word-of-mouth effect. At the same time, relational marketing can help us improve marketing efficiency and reduce marketing costs. These studies have certain reference value and practical guidance to other brands in automobile industry, and have certain practical significance to promote the health and sustainable development of the industry.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.471

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