【摘要】：中國(guó)汽車(chē)市場(chǎng)經(jīng)過(guò)了十余年的井噴式增長(zhǎng)，從2000年的平均207萬(wàn)輛的產(chǎn)銷(xiāo)規(guī)模到2012年的平均1930萬(wàn)輛的規(guī)模，，中國(guó)的汽車(chē)市場(chǎng)已經(jīng)發(fā)生了翻天覆地的變化。在這種變化下，汽車(chē)銷(xiāo)售企業(yè)的商業(yè)模式也發(fā)生了深刻的變革。由最初簡(jiǎn)單的汽車(chē)經(jīng)銷(xiāo)店模式，到最后功能齊全的4S店模式，都是隨市場(chǎng)變化的產(chǎn)物。井噴式的發(fā)展過(guò)后，汽車(chē)市場(chǎng)已經(jīng)逐步的回歸理性，在這樣的大背景下經(jīng)銷(xiāo)商該如何去選擇符合自己發(fā)展需要的商業(yè)模式。 本論文結(jié)合作者的汽車(chē)行業(yè)從業(yè)北京著重討論在市場(chǎng)理性的大背景下，汽車(chē)經(jīng)銷(xiāo)商該如何克服之前想要迅速收回投資的盈利心理，著眼于企業(yè)的長(zhǎng)遠(yuǎn)發(fā)展；如何構(gòu)建經(jīng)銷(xiāo)商的自身品牌；如何合理的優(yōu)化自身的網(wǎng)絡(luò)發(fā)展計(jì)劃；如何找到新的利潤(rùn)增長(zhǎng)點(diǎn)去保持企業(yè)的可持續(xù)發(fā)展；如何在銷(xiāo)售出現(xiàn)負(fù)毛利的情況下仍能夠保證盈利。 本論文通過(guò)大量的市場(chǎng)調(diào)研和資料采集，詳盡的分析了國(guó)內(nèi)汽車(chē)經(jīng)銷(xiāo)商的生存現(xiàn)狀并針對(duì)現(xiàn)存的相應(yīng)問(wèn)題給出了建議，希望本論文能對(duì)汽車(chē)經(jīng)銷(xiāo)商今后的發(fā)展提供思路和幫助。
[Abstract]:China's auto market has changed dramatically after more than a decade of blowout growth, from an average of 2.07 million vehicles in 2000 to an average of 19.3 million vehicles in 2012. In this change, the business model of auto sales enterprises has also undergone profound changes. From the original simple car dealership model to the final full-featured 4 S store model, are the product of market changes. After the development of blowout, the automobile market has gradually returned to rational, in such a big background, how should dealers choose the business model that meets their development needs. Under the background of market rationality, this paper focuses on how to overcome the profit psychology of auto dealers who want to get back their investment quickly, and focus on the long-term development of enterprises. How to build the dealer's own brand; how to optimize its network development plan; how to find new profit growth point to maintain the sustainable development of the enterprise; how to ensure the profit in the case of negative gross margin of sales. Through a large number of market research and data collection, this paper analyzes the existing situation of domestic automobile dealers and gives some suggestions for the existing problems. I hope this paper can provide ideas and help for the future development of automobile dealers.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F722;F426.471;F272.3

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