本文選題：華南銷售服務(wù)中心　切入點(diǎn)：營(yíng)銷管理　出處：《華中科技大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：我國(guó)當(dāng)前已經(jīng)成為世界第一的汽車產(chǎn)銷大國(guó)，，并成為全球全大的汽車消費(fèi)市場(chǎng)。華南銷售服務(wù)中心作為上汽大眾公司負(fù)責(zé)廣東、福建、海南三省汽車銷售與服務(wù)的駐點(diǎn)機(jī)構(gòu)，是上汽大眾在華南地區(qū)的重要銷售機(jī)構(gòu)。如何全面加強(qiáng)和提升華南銷售服務(wù)中心營(yíng)銷管理，切實(shí)提升其銷售業(yè)績(jī)和市場(chǎng)占有率是一個(gè)具有重大現(xiàn)實(shí)意義的研究命題。 本文以數(shù)據(jù)和資料搜集為手段，理論聯(lián)系實(shí)際，對(duì)實(shí)證研究對(duì)象華南銷售服務(wù)中心的營(yíng)銷管理現(xiàn)狀進(jìn)行了描述，并在結(jié)合營(yíng)銷管理相關(guān)理論，運(yùn)用包括PEST分析、波特五力模型、SWOT分析在內(nèi)的各種模型和分析工具，在此基礎(chǔ)上對(duì)華南銷售服務(wù)中心營(yíng)銷管理的宏觀環(huán)境、行業(yè)環(huán)境及內(nèi)部環(huán)境進(jìn)行了針對(duì)性、系統(tǒng)性的分析和論證，并最終選擇和制定了適合華南銷售服務(wù)中心當(dāng)前營(yíng)銷現(xiàn)狀的營(yíng)銷發(fā)展戰(zhàn)略，明確了營(yíng)銷戰(zhàn)略制定的原則、戰(zhàn)略目標(biāo)及戰(zhàn)略內(nèi)容，同時(shí)提出了包括品牌建立和企業(yè)文化的強(qiáng)化、創(chuàng)新型營(yíng)銷組織的打造、人力資源全面管理和強(qiáng)化服務(wù)營(yíng)銷理念與過程四個(gè)方面的具體施手段和策略以促進(jìn)該公司營(yíng)銷水平的提升。雖然當(dāng)前國(guó)內(nèi)外有關(guān)營(yíng)銷管理方面的理論和實(shí)踐研究較多，但專門針對(duì)汽車銷售分支機(jī)構(gòu)的營(yíng)銷管理研究目前還相對(duì)較少，因此本文理當(dāng)在理論上也具有一定的新穎性，相信能夠?yàn)槲覈?guó)汽車企業(yè)營(yíng)銷管理研究提供些微的貢獻(xiàn)。
[Abstract]:China has become the world's first automobile production and marketing power, and become the world's largest car market. The sales and service center in Southern China as the Volkswagen Company in Guangdong, Fujian, Hainan provinces stagnation agencies auto sales and service, is an important mechanism in Southern China Volkswagen sales area. How to strengthen and improve the sales of Southern China the service center of marketing management, improve sales performance and market share is one of the important practical significance of the research propositions.
Based on the data and information collected as a means of theory and practice, this paper describes the marketing management of Southern China empirical research object sales and service center, and in combination with the relevant theory of marketing management, including the use of PEST analysis, Potter five forces model, SWOT analysis, the models and analysis tools, on the basis of Southern China Sales Service Center for marketing management of the macro environment, industry environment and internal environment of the targeted, systematic analysis and demonstration, and the final selection and formulation of suitable marketing strategy of sales and service center in Southern China the current marketing situation, clear strategic marketing principles, strategic goals and contents, and put forward including strengthening the brand building and the enterprise culture, to create innovative marketing organization, human resources management and comprehensive four aspects to strengthen the marketing idea and service specific application in military And the company's marketing strategy to promote the upgrading of the level of theory and practice. Although more research about current marketing management at home and abroad, but the special research on marketing management for car sales branch is still relatively few, so this paper should in theory also has a certain novelty, believe to be able to provide a small contribution to study on enterprise marketing management of automobile in our country.

【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.471

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本文編號(hào)：1612244