【摘要】：伴隨著中國(guó)經(jīng)濟(jì)的高速發(fā)展,我國(guó)商用車(chē)銷(xiāo)售市場(chǎng)每年的快速增長(zhǎng)和巨大的市場(chǎng)潛力讓人矚目。隨著中國(guó)乘用車(chē)市場(chǎng)的高速發(fā)展,與之緊密相關(guān)的汽車(chē)售后服務(wù)市場(chǎng)也出現(xiàn)了巨大的發(fā)展?jié)摿?相應(yīng)的輪胎替換市場(chǎng)也變成了競(jìng)爭(zhēng)的焦點(diǎn)。截至2011年底,世界十大汽車(chē)輪胎制造企業(yè)均已通過(guò)多種方式在中國(guó)興資建廠(chǎng),導(dǎo)致市場(chǎng)競(jìng)爭(zhēng)更為強(qiáng)烈,其中營(yíng)銷(xiāo)渠道的競(jìng)爭(zhēng)日益明顯。 本文首先對(duì)佳通輪胎廠(chǎng)家商用車(chē)胎替換市場(chǎng)現(xiàn)狀和銷(xiāo)售渠道進(jìn)行了系統(tǒng)的分析,主要是從銷(xiāo)售渠道的設(shè)計(jì)選擇,沖突,激勵(lì)和控制方面做了詳細(xì)論述。其中講述了佳通輪胎企業(yè)的基本狀況,詳細(xì)介紹了佳通輪胎企業(yè)針對(duì)中國(guó)輪胎替換市場(chǎng)是如何進(jìn)行操作以及取得了很好的市場(chǎng)份額。在分析過(guò)程中,通過(guò)對(duì)佳通輪胎企業(yè)在銷(xiāo)售渠道管理方面與相應(yīng)競(jìng)爭(zhēng)對(duì)手進(jìn)行充分比較分析,從中發(fā)現(xiàn)了存在的關(guān)鍵問(wèn)題。在綜合分析的基礎(chǔ)上,運(yùn)用了相應(yīng)市場(chǎng)營(yíng)銷(xiāo)理論、渠道管理理論和渠道控制理論,對(duì)佳通輪胎企業(yè)產(chǎn)品營(yíng)銷(xiāo)改進(jìn)提出了一些相應(yīng)建議。 本文最后還利用市場(chǎng)營(yíng)銷(xiāo)渠道相關(guān)理論,參考其他行業(yè)的渠道管理經(jīng)驗(yàn)以及外國(guó)發(fā)達(dá)市場(chǎng)發(fā)展經(jīng)驗(yàn),最終邏輯推論出中國(guó)商用車(chē)輪胎替換市場(chǎng)營(yíng)銷(xiāo)渠道的發(fā)展方向和趨勢(shì),為國(guó)內(nèi)外正在或準(zhǔn)備進(jìn)入中國(guó)商用車(chē)輪胎替換市場(chǎng)的輪胎廠(chǎng)商,在渠道管理方面給予參照和幫助。 通過(guò)論文的撰寫(xiě),對(duì)市場(chǎng)營(yíng)銷(xiāo)渠道管理理論有了更為深入的理解,為實(shí)際的營(yíng)銷(xiāo)工作做出到了指導(dǎo)。
[Abstract]:With the rapid development of Chinese economy, the rapid growth of commercial vehicle sales market in China every year and huge market potential is attracting attention. With the rapid development of the passenger car market in China, the automobile after-sales service market, which is closely related to it, also has great development potential, and the corresponding tire replacement market has become the focus of competition. By the end of 2011, the top ten automobile tire manufacturers in the world have built factories in China in many ways, which has led to more intense market competition, in which the competition of marketing channels is becoming more and more obvious. In this paper, the present situation of commercial vehicle tire replacement market and the sales channel of Jiatong tire factory are analyzed systematically, mainly from the aspects of design choice, conflict, incentive and control of sales channel. This paper describes the basic situation of Jiatong tire enterprises, and introduces in detail how Jiatong tire enterprises operate and obtain a good market share in view of the Chinese tire replacement market. In the process of analysis, the key problems are found by comparing Jiatong tire enterprises with their competitors in the aspect of sales channel management. On the basis of comprehensive analysis, this paper applies the corresponding marketing theory, channel management theory and channel control theory, and puts forward some corresponding suggestions to improve the product marketing of Jiatong tire enterprise. Finally, by using the relevant theories of marketing channel, referring to the experience of other industries and developed markets in foreign countries, this paper deduces the developing direction and trend of Chinese commercial tire replacement marketing channel. To provide reference and help in channel management for tire manufacturers at home and abroad who are entering or preparing to enter the Chinese commercial vehicle tire replacement market. Through the writing of the thesis, the author has a deeper understanding of the marketing channel management theory and provides guidance for the actual marketing work.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F426.72;F274

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