發(fā)布時(shí)間：2018-12-29 07:34

【摘要】：中國(guó)已經(jīng)成為世界最大的汽車消費(fèi)市場(chǎng),汽車市場(chǎng)的潛力巨大。因此,世界主要汽車生產(chǎn)廠家都在中國(guó)市場(chǎng)展開(kāi)競(jìng)爭(zhēng),以便占據(jù)一定的市場(chǎng)空間。在汽車行業(yè)激烈的市場(chǎng)競(jìng)爭(zhēng)環(huán)境下,汽車廠家的競(jìng)爭(zhēng)戰(zhàn)略從產(chǎn)品轉(zhuǎn)向顧客,開(kāi)始以顧客為中心尋求競(jìng)爭(zhēng)優(yōu)勢(shì)。近年來(lái),會(huì)員制營(yíng)銷作為一種高級(jí)營(yíng)銷模式而備受中國(guó)商家推崇,通過(guò)會(huì)員制營(yíng)銷的展開(kāi)以增加顧客回頭率,成為汽車企業(yè)間競(jìng)爭(zhēng)的新方式。M汽車公司會(huì)員制營(yíng)銷模式則成為典型,但會(huì)員制營(yíng)銷也存在許多問(wèn)題,其發(fā)展現(xiàn)狀并不理想。在激烈競(jìng)爭(zhēng)的中國(guó)汽車市場(chǎng),如何結(jié)合企業(yè)內(nèi)外環(huán)境與經(jīng)營(yíng)實(shí)際狀況來(lái)發(fā)展會(huì)員制營(yíng)銷模式,成為汽車行業(yè)營(yíng)銷所面臨的難題,也是學(xué)術(shù)界研究的熱點(diǎn)與難點(diǎn)。 本文以M公司汽車營(yíng)銷模式為例,在分析汽車經(jīng)銷商市場(chǎng)營(yíng)銷現(xiàn)狀的前提下,吸取其他已經(jīng)運(yùn)用會(huì)員制營(yíng)銷獲得成果的同品牌和同行業(yè)經(jīng)驗(yàn),根據(jù)本企業(yè)的實(shí)際情況,建立自己的營(yíng)銷方案以及與之配套的整合營(yíng)銷體系,評(píng)估營(yíng)銷模式可能獲得的收益以及對(duì)企業(yè)品牌樹(shù)立的影響及對(duì)企業(yè)營(yíng)銷費(fèi)用投入配比的影響,提出新的營(yíng)銷戰(zhàn)略措施,提升M公司汽車營(yíng)銷能力。
[Abstract]:China has become the largest auto market in the world, and the potential of auto market is huge. Therefore, the world's major automobile manufacturers are competing in the Chinese market in order to occupy a certain market space. In the fierce market competition environment of automobile industry, the competition strategy of automobile manufacturers changes from product to customer, and begins to seek the competitive advantage with customer as the center. In recent years, as a kind of advanced marketing mode, membership marketing has been highly praised by Chinese businessmen. The membership marketing model of M Automobile Company is a typical one, but there are many problems in membership marketing, and its current situation is not ideal. In the fierce competition of China's automobile market, how to develop the membership marketing model combining the internal and external environment of enterprises and the actual operating conditions has become a difficult problem for the automobile industry marketing, and it is also a hot and difficult point in academic research. This paper takes M Company's automobile marketing model as an example, under the premise of analyzing the present situation of automobile dealer's marketing, absorbs the experience of the same brand and the same industry which has already obtained the result by using the membership system marketing, according to the actual situation of this enterprise, This paper establishes its own marketing scheme and its corresponding integrated marketing system, evaluates the possible income of marketing model, the influence on enterprise brand building and the influence on the proportion of enterprise marketing expenses, and puts forward new marketing strategy measures. Enhance M company's automobile marketing capability.
【學(xué)位授予單位】：云南大學(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)：2394503