本文關(guān)鍵詞：奇瑞公司多品牌戰(zhàn)略中的營銷渠道構(gòu)建研究　出處：《石河子大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 奇瑞汽車 多品牌戰(zhàn)略 營銷渠道 構(gòu)建與研究

【摘要】：21世紀以來，國內(nèi)汽車市場銷售持續(xù)增長，巨大的市場需求和良好的經(jīng)濟發(fā)展形勢吸引著眾多的國際汽車巨頭及國內(nèi)各類資本的涌入，汽車帶來了巨大的社會經(jīng)濟效益并推動了相關(guān)行業(yè)的發(fā)展,在我國汽車已成為國家經(jīng)濟發(fā)展的支柱性產(chǎn)業(yè)。 作為中國汽車自主品牌標桿企業(yè)--奇瑞，經(jīng)過14年的艱辛努力，已走過了西方國家需要幾十年才能走過的歷程。奇瑞汽車目前已發(fā)展成擁有868家銷售服務(wù)4S店，覆蓋了除港澳地區(qū)以外的全國市場，成為國內(nèi)最大的汽車生產(chǎn)銷售企業(yè)之一。 但是存在的問題還是很多：威麟、瑞麒網(wǎng)絡(luò)發(fā)展很不理想，部分已入網(wǎng)經(jīng)銷商退網(wǎng)，甚至奇瑞網(wǎng)絡(luò)內(nèi)也有經(jīng)銷商退網(wǎng)，因此，將市場營銷戰(zhàn)略理論應(yīng)用到企業(yè)的營銷戰(zhàn)略制訂之中,研究同現(xiàn)階段實際運營狀況密切相關(guān)，具有實際促進的作用與意義。 論文首先從目前的營銷渠道狀況、營銷環(huán)境、組織架構(gòu)、營銷戰(zhàn)術(shù)及業(yè)績等方面深入分析奇瑞汽車的發(fā)展現(xiàn)狀，采用PEST模型和五力分析方法分析了奇瑞汽車面臨的宏觀環(huán)境和產(chǎn)業(yè)環(huán)境；然后結(jié)合市場營銷4P理論，指出其在營銷渠道方面存在不合理的問題，提出了多品牌戰(zhàn)略中營銷渠道的構(gòu)建優(yōu)化策略；最后，提出了如何形成積極向上的企業(yè)文化等方面的保障措施。 通過對奇瑞汽車營銷渠道的分析與實踐，提出更適合民族品牌營銷需求特點和實際情況的發(fā)展策略，對多品牌戰(zhàn)略中的營銷渠道構(gòu)建提供一定的指導(dǎo)作用。
[Abstract]:Since 21th century, the domestic auto market sales have been increasing continuously, the huge market demand and the good economic development situation are attracting the numerous international automobile giants and the domestic various kinds of capital influx. Automobile has brought enormous social and economic benefits and promoted the development of related industries. In China, automobile has become a pillar industry of national economic development. Chery, as a benchmark enterprise of Chinese auto brand, has been working hard for 14 years. Chery has gone through decades in the West. Chery has grown into 868 sales service 4S stores covering the national market except Hong Kong and Macao. Become one of the largest automobile production and sales enterprises in China. However, there are still many problems: the development of Weilin, Rui Qi network is not ideal, some of the dealers have already entered the network, and even there are dealers in the Chery network, so. Applying the theory of marketing strategy to the formulation of marketing strategy of enterprises, the research is closely related to the actual operating situation at the present stage, and has the function and significance of practical promotion. Firstly, the paper analyzes the current situation of Chery vehicle from the aspects of marketing channel, marketing environment, organizational structure, marketing tactics and performance. The macro-environment and industrial environment of Chery Automobile are analyzed by using PEST model and five-force analysis method. Then combined with the marketing 4P theory, it points out the unreasonable problems in the marketing channel, and puts forward the optimization strategy of the marketing channel in the multi-brand strategy. Finally, put forward how to form positive corporate culture and other aspects of protection measures. Based on the analysis and practice of Chery's automobile marketing channel, this paper puts forward some development strategies which are more suitable for the characteristics and actual conditions of national brand marketing, and provides some guidance for the construction of marketing channel in multi-brand strategy.
【學(xué)位授予單位】：石河子大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.471

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本文編號：1434975