發(fā)布時間：2018-06-26 03:34

  本文選題：商用車 + 營銷管理�。� 參考：《華東理工大學(xué)》2015年碩士論文

【摘要】：汽車營銷渠道在整個銷售系統(tǒng)具有舉足輕重的作用。本文研究M商用車公司是一家全新的商用車公司,在2年的營銷發(fā)展過程中,存在諸多問題。本文通過對營銷渠道設(shè)計、營銷渠道運(yùn)營管理二個方面對M商用車公司營銷渠道管理進(jìn)行了分析與研究,總結(jié)出M商用車公司目前在營銷渠道管理的不足之處,并進(jìn)行相應(yīng)營銷渠道設(shè)計,從而達(dá)到M商用車營銷渠道管理優(yōu)化的效果。 在梳理國內(nèi)外汽車營銷渠道模式的基礎(chǔ)上,運(yùn)用市場營銷和戰(zhàn)略管理等學(xué)科的相關(guān)理論,對M公司在營銷渠道重新設(shè)計。營銷渠道設(shè)計通過4個方面進(jìn)行：營銷渠道層級設(shè)計、渠道評價認(rèn)證體系設(shè)計、渠道建設(shè)標(biāo)準(zhǔn)設(shè)計、電子商務(wù)機(jī)制設(shè)立。通過整體重新對營銷渠道設(shè)計,從一味追求金字塔型的渠道模式,逐漸向扁平化、營銷渠道下沉化營銷渠道發(fā)展,從而更貼近市場需求。通過5種建設(shè)等級、4種管理等級的經(jīng)銷商層級設(shè)計,更好地符合多變的市場發(fā)展。營銷渠道運(yùn)營管理設(shè)計通過4個方面進(jìn)行：提升管理能力、運(yùn)營管理考核、規(guī)范市場機(jī)制、滿意度評估,而從有效的支持營銷渠道更健康的發(fā)展。研究M商用車公司營銷渠道管理,也對中國商用車品牌在渠道管理有著重要的借鑒意義。
[Abstract]:Automobile marketing channel plays an important role in the whole sales system. M Commercial vehicle Company is a new commercial vehicle company, which has many problems in the process of marketing development in 2 years. This paper analyzes and studies the marketing channel management of M Commercial vehicle Company from the aspects of marketing channel design and marketing channel operation management, and summarizes the shortcomings of M commercial vehicle company in marketing channel management. And carries on the corresponding marketing channel design, thus achieves the M commercial vehicle marketing channel management optimization effect. On the basis of combing the domestic and foreign automobile marketing channel mode, using the relevant theories of marketing and strategic management, this paper redesigns M company's marketing channel. Marketing channel design is carried out in four aspects: marketing channel level design, channel evaluation and certification system design, channel construction standard design, and electronic commerce mechanism establishment. Through the overall re-design of the marketing channel, from blindly pursuing the pyramid model of the channel, gradually to flat, marketing channel sinking marketing channel development, so as to more close to the market demand. Through 5 kinds of construction grade and 4 kinds of management grade dealer level design, better accord with the changeable market development. The design of marketing channel operation and management is carried out in four aspects: improving management ability, evaluating operation management, standardizing market mechanism, evaluating satisfaction degree, and effectively supporting the healthy development of marketing channel. The research of M commercial vehicle company marketing channel management also has the important reference significance to the Chinese commercial vehicle brand in the channel management.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 王斌義;;汽車4S店專賣模式探討[J];汽車工業(yè)研究;2007年03期

2 陳翩翩;;汽車營銷模式發(fā)展分析[J];汽車工業(yè)研究;2008年07期

3 陳其超;;我國汽車銷售模式研究[J];成都航空職業(yè)技術(shù)學(xué)院學(xué)報;2012年01期

4 王海萍;胡保玲;;渠道關(guān)系價值研究:內(nèi)涵與構(gòu)成[J];中國管理信息化;2010年01期

5 梅冉;;在客戶需求導(dǎo)向下的渠道管理變革[J];科技創(chuàng)業(yè)月刊;2014年02期

6 王成;;格力渠道策略探析[J];商業(yè)經(jīng)濟(jì);2014年14期

7 李萍;張建;;汽車行業(yè)未來渠道發(fā)展模式[J];網(wǎng)絡(luò)財富;2010年14期

8 董平;;我國汽車營銷渠道模式發(fā)展研究[J];現(xiàn)代商業(yè);2010年32期

9 徐文利;;淺談企業(yè)營銷渠道管理[J];現(xiàn)代工業(yè)經(jīng)濟(jì)和信息化;2014年12期

10 余夢妮;;企業(yè)市場營銷渠道管理分析[J];現(xiàn)代經(jīng)濟(jì)信息;2014年12期

，

本文編號：2068892