發(fā)布時(shí)間：2018-01-14 04:02

  本文關(guān)鍵詞：藍(lán)天汽車(chē)銷(xiāo)售公司營(yíng)銷(xiāo)能力提升策略研究　出處：《吉林大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：近幾年隨著居民可支配收入的逐漸增多，具備汽車(chē)消費(fèi)能力的人群逐步擴(kuò)大，加之政府為了抗金融危機(jī)風(fēng)險(xiǎn)，提出擴(kuò)大內(nèi)需調(diào)整汽車(chē)產(chǎn)業(yè)政策，直接拉動(dòng)汽車(chē)行業(yè)進(jìn)入飛速發(fā)展時(shí)期。然而隨著政策的逐步退出，汽車(chē)行業(yè)開(kāi)始逐步進(jìn)入平穩(wěn)發(fā)展時(shí)期，行業(yè)內(nèi)部的競(jìng)爭(zhēng)逐步加劇，原本隱藏的公司內(nèi)部營(yíng)銷(xiāo)能力問(wèn)題也隨之慢慢顯現(xiàn)。汽車(chē)企業(yè)中的銷(xiāo)售部或者銷(xiāo)售公司的營(yíng)銷(xiāo)能力不足，將直接影響公司的銷(xiāo)售業(yè)績(jī)及盈利水平，同時(shí)影響公司的品牌形象，以及公司長(zhǎng)遠(yuǎn)的發(fā)展空間及發(fā)展方向。 各公司在意識(shí)到自己營(yíng)銷(xiāo)能力不足后，已經(jīng)開(kāi)始不斷地尋求營(yíng)銷(xiāo)能力提升的突破口，創(chuàng)造營(yíng)銷(xiāo)新的亮點(diǎn)，提升公司市場(chǎng)競(jìng)爭(zhēng)力，來(lái)面對(duì)激烈的競(jìng)爭(zhēng)環(huán)境。東風(fēng)日產(chǎn)成立了專(zhuān)門(mén)的數(shù)字營(yíng)銷(xiāo)部，全面實(shí)現(xiàn)數(shù)字營(yíng)銷(xiāo)到終端銷(xiāo)售漏斗與品牌建設(shè)等傳統(tǒng)業(yè)務(wù)的對(duì)接，全力打造新的營(yíng)銷(xiāo)模式，營(yíng)銷(xiāo)成果顯著；豐田建立整合的E-CRB系統(tǒng)，大力開(kāi)展?jié)撛诳蛻敉诰�，�?shí)現(xiàn)精益化售后服務(wù)運(yùn)營(yíng)，提升了營(yíng)銷(xiāo)效率及服務(wù)質(zhì)量；寶馬為提升服務(wù)便利性，，針對(duì)不同的市場(chǎng)環(huán)境開(kāi)發(fā)了六種渠道業(yè)態(tài)：4S/5S、城市展廳、都市快修、維修中心、城鎮(zhèn)快修、鈑噴中心，大大提升了用戶滿意度。 藍(lán)天汽車(chē)銷(xiāo)售公司在意識(shí)到這個(gè)問(wèn)題后，開(kāi)始也在策劃提升其營(yíng)銷(xiāo)能力，尤其近幾年公司受制于產(chǎn)能不足，銷(xiāo)量壓力相對(duì)較小，正是進(jìn)行營(yíng)銷(xiāo)能力提升的最佳時(shí)機(jī)。本文首先分析了目前汽車(chē)行業(yè)的競(jìng)爭(zhēng)環(huán)境以及藍(lán)天公司的營(yíng)銷(xiāo)能力現(xiàn)狀，然后結(jié)合定性、定量以及比較研究等方法剖析了公司目前面臨的營(yíng)銷(xiāo)問(wèn)題，造成現(xiàn)狀的主要原因，最后通過(guò)對(duì)行業(yè)內(nèi)優(yōu)秀企業(yè)的研究分析，以及結(jié)合藍(lán)天汽車(chē)銷(xiāo)售公司自身情況，提出相應(yīng)的提升策略，從而全面提升藍(lán)天汽車(chē)的營(yíng)銷(xiāo)能力，加強(qiáng)公司在行業(yè)內(nèi)的競(jìng)爭(zhēng)力，使公司能夠在新廠投產(chǎn)后，以最佳的狀態(tài)全面沖擊更高的業(yè)績(jī)。 本文共分為四部分進(jìn)行闡述，第一部分主要陳述論文的研究背景、意義、思路、方法以及論文的框架；第二部分主要介紹整個(gè)汽車(chē)行業(yè)的發(fā)展現(xiàn)狀及競(jìng)爭(zhēng)格局，以及藍(lán)天汽車(chē)公司的行業(yè)背景及位勢(shì)，簡(jiǎn)單描述藍(lán)天汽車(chē)銷(xiāo)售公司營(yíng)銷(xiāo)能力的現(xiàn)狀；第三部分是從銷(xiāo)售體系能力、營(yíng)銷(xiāo)政策、市場(chǎng)戰(zhàn)略、營(yíng)銷(xiāo)網(wǎng)絡(luò)四個(gè)方面分析藍(lán)天汽車(chē)銷(xiāo)售公司營(yíng)銷(xiāo)能力存在的問(wèn)題及原因；第四部分是針對(duì)藍(lán)天汽車(chē)銷(xiāo)售公司存在的問(wèn)題提出的幾項(xiàng)營(yíng)銷(xiāo)能力提升對(duì)策，分別是提出開(kāi)展銷(xiāo)售公司體系能力提升計(jì)劃、靈活采用多樣化營(yíng)銷(xiāo)政策、推進(jìn)創(chuàng)新互動(dòng)營(yíng)銷(xiāo)模式的市場(chǎng)戰(zhàn)略實(shí)施、實(shí)施藍(lán)天公司網(wǎng)絡(luò)戰(zhàn)略四項(xiàng)提升對(duì)策。
[Abstract]:With the gradual increase of the disposable income of the residents and the gradual expansion of the population with the ability of automobile consumption in recent years , with the gradual withdrawal of the policy , the automobile industry has entered the rapid development period . However , with the gradual withdrawal of the policy , the competition in the industry gradually increases , and the problem of the internal marketing capability of the company is gradually increased . The sales department or the sales company in the automobile enterprise has insufficient marketing capacity , which will directly influence the company ' s sales performance and profitability , and also influence the company ' s brand image and the long - term development space and development direction of the company . After realizing the lack of their own marketing ability , companies have begun to seek the breakthrough of marketing ability , create new highlights of marketing , improve the market competitiveness of the company , and face the fierce competition environment . The Dongfeng Nissan has established a special digital marketing department to fully realize the integration of E - CRB system , to improve the marketing efficiency and the service quality . BMW provides six channels for improving the service convenience , and develops six channels of channel industry for different market environments : 4S / 5S , city exhibition hall , urban rapid repair , maintenance center , town quick repair , sheet metal spraying center , and greatly improves user satisfaction . After realizing the problem , blue sky auto sales company also plans to improve its marketing ability , especially in recent years , the company has been limited to capacity shortage , sales pressure is relatively small , it is the best time to carry on the marketing ability promotion . This paper first analyzes the current automobile industry ' s competitive environment and the blue sky company ' s marketing ability present situation , then puts forward the corresponding promotion strategy by combining qualitative , quantitative and comparative study and so on , thus comprehensively improving the marketing ability of the blue sky automobile and strengthening the competitiveness of the company in the industry , so that the company can fully impact the higher performance in the best state after the new plant is put into production . This paper is divided into four parts , the first part mainly presents the background , significance , thinking , method and framework of the thesis . The second part mainly introduces the current situation and competitive pattern of the whole automobile industry , and the background and potential of the blue sky auto sales company . The fourth part is to put forward some countermeasures to improve the marketing ability of the blue sky auto sales company in four aspects : the ability of sales system , marketing policy , market strategy and marketing network .

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.471

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 吳慧娟;4A廣告公司的數(shù)字營(yíng)銷(xiāo)[D];安徽大學(xué);2015年

本文編號(hào)：1421901