XY公司平行进口车互联网营销策略研究

发布时间：2018-10-30 18:42

【摘要】：以往中国汽车贸易采用特许授权经销制,销售商必须通过代理授权才能进行车辆销售。现实中一个品牌在全国只有一家总经销商,并进行层层授权特许代理经销。这就造成了事实上的渠道垄断,也形成了4S店高价低配、加价提车等侵害消费者利益的现象。近年来,随着国家对平行进口车贸易试点工作的不断开展,整个汽车贸易行业逐渐呈现出重新洗牌之势。尤其是随着一系列政策的实施,在中国一直存在的汽车平行进口业务,正逐渐走出“灰色地带”。平行进口车以其价格、车型方面的优势,成为进口车新的增长点。在此背景下,本文继续前人的研究成果,通过梳理相关文献得出互联网营销是汽车行业营销的未来发展方向。但是,针对平行进口车互联网营销模式的研究文献,尚且欠缺。所以,本文以平行进口车的互联网营销为主要研究核心,通过对XY公司平行进口车业务现状及存在问题分析,找到XY公司平行进口车业务的问题根源及实行互联网营销的必要性。再根据当前平行进口车政策的变迁,指出开展平行进口车业务是XY公司业务拓展扩大的前瞻之举。随后,通过实地问卷调查,提出平行进口车互联网营销模式的具体实施方案,并对XY公司平行进口车互联网营销模式的平台、宣传内容、推广方式、售后服务环节和线上线下结合方案进行设计。在方案设计的基础之上,提出互联网营销的具体方案。最后,对XY公司平行进口车互联网营销的资金配套、人员配套、政策配套及平台搭建配套,进行有针对性的政策建议。本文真正地为XY公司的平行进口车业务提出了完整的互联网营销解决方案。本文的研究对XY公司平行进口车未来的发展思路有着重要的现实意义。
[Abstract]:In the past, China's auto trade adopted a franchise system, and the seller had to authorize the sale of the vehicle through an agent. In reality, a brand in the country only a general distributor, and carry out layers of authorized franchising agents. This resulted in a de facto monopoly of channels, but also the formation of 4S shop high prices and low distribution, price increases, and other violations of consumer interests. In recent years, with the development of parallel import vehicle trade pilot work, the whole auto trade industry gradually presents a reshuffle trend. Especially with the implementation of a series of policies, the parallel import of automobiles in China is gradually moving out of the grey area. Parallel imported car with its price, car model advantages, become a new point of growth of imported vehicles. In this context, this paper continues to previous research results, through combing the relevant literature that Internet marketing is the future direction of automotive marketing. However, the research literature on parallel import vehicle Internet marketing model is still lacking. Therefore, this paper takes the Internet marketing of parallel imported vehicles as the main research core, through the analysis of the current situation and existing problems of parallel imported vehicles business of XY Company. Find out the root cause of XY parallel import vehicle business and the necessity of internet marketing. According to the change of the current policy of parallel import vehicle, it is pointed out that developing parallel import car business is a prospective move for XY to expand its business. Then, through the field questionnaire survey, put forward the concrete implementation plan of the parallel imported vehicle Internet marketing model, and to the XY company parallel import vehicle Internet marketing mode platform, propaganda content, promotion way, After-sale service link and above-line and below-line combination plan carries on the design. On the basis of the scheme design, the concrete scheme of Internet marketing is put forward. At last, the paper makes some suggestions on the fund, personnel, policy and platform of XY parallel import vehicle internet marketing. This paper presents a complete Internet marketing solution for XY's parallel import vehicle business. The research in this paper is of great practical significance to the future development of parallel imported cars of XY Company.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.471;F752.61

【相似文献】