本文關鍵詞： 汽車產(chǎn)品 營銷渠道 渠道管理　出處：《吉林大學》2014年碩士論文　論文類型：學位論文

【摘要】：最近幾年我國的汽車市場迅猛發(fā)展，汽車行業(yè)所處環(huán)境有著很大的變化。汽車行業(yè)的利潤逐漸降低,汽車產(chǎn)業(yè)面臨著整合重組的壓力。為了適應市場的不斷變化,各個汽車企業(yè)都在積極做著調(diào)整政策和經(jīng)營策略的工作。尤其在汽車營銷渠道建設方面，各大車企都在不斷地調(diào)整策略，最為明顯的變化就是各企業(yè)都在不斷擴大自身的經(jīng)銷商網(wǎng)絡，大幅度地提高經(jīng)銷商網(wǎng)絡覆蓋率。伴隨著汽車普及程度的提高，消費者心態(tài)也逐步走向成熟，消費者在關注汽車價格基礎上，更加地注重汽車的品牌、售后服務等。三、四線汽車市場迅速崛起，將會成為未來車市增長主力。汽車下鄉(xiāng)的鼓勵政策，促動了廣大農(nóng)民的汽車消費,極大地刺激了市場的增長，，與此同時也帶來了農(nóng)民買車難、修車難的問題。在經(jīng)濟發(fā)達的中心城市,交通擁堵,限號限牌等政策的不斷出臺,土地資源日益緊張,環(huán)保規(guī)劃限制等因素逐漸增多,網(wǎng)絡渠道建設面臨著一系列的新問題。 新的競爭環(huán)境帶來了不斷變化的汽車市場需求,在強大的競爭壓力下汽車營銷的模式需要有所創(chuàng)新，因此結合汽車市場需求狀況，分析現(xiàn)階段下出現(xiàn)的新的市場特征，如市場增長潛力市場下移，經(jīng)銷商集團化的出現(xiàn)，營銷網(wǎng)絡逐漸地下沉，經(jīng)銷商融資問題，4S店模式與有形市場存在的問題等，了解市場需求和經(jīng)濟未來的走向，而改進和提升汽車市場營銷渠道，規(guī)劃建立適應未來發(fā)展需求的高質量的汽車營銷終端渠道，不僅對保證使消費者得到高質量的銷售及售后服務，也對保證一汽-大眾及其經(jīng)銷商在日益激勵的競爭中保證較高銷售業(yè)績和利潤至關重要。因此分析一汽-大眾汽車公司的現(xiàn)狀，研究一汽-大眾所處的外部市場環(huán)境，分析汽車市場未來發(fā)展趨勢及主要競爭對手發(fā)展策略，結合一汽-大眾自身的汽車產(chǎn)品的發(fā)展目標，制定出適應一汽-大眾發(fā)展需求的營銷渠道網(wǎng)絡，制定合理的渠道管理策略對于一汽-大眾至關重要。
[Abstract]:In recent years, with the rapid development of automobile market in China, the environment of automobile industry has changed greatly, and the profit of automobile industry has gradually decreased. The automobile industry is facing the pressure of integration and reorganization. In order to adapt to the constant changes in the market, various automobile enterprises are actively doing the work of adjusting the policy and management strategy, especially in the field of automobile marketing channel construction. Major car companies are constantly adjusting their strategies, the most obvious change is that the enterprises are constantly expanding their dealer networks, greatly improve the dealer network coverage. With the increase of the popularity of cars. Consumer mentality is also gradually maturing, consumers are paying more attention to the automobile brand, after-sales service and so on on the basis of paying attention to the automobile price. Third, fourth line automobile market rises rapidly. It will become the main force of automobile market growth in the future. The encouragement policy of automobile going to the countryside has stimulated the automobile consumption of the majority of farmers, greatly stimulated the growth of the market, at the same time has also brought the farmer to buy the car difficult. In the economically developed central cities, traffic congestion, limited number and license restrictions and other policies continue to be issued, land resources are increasingly tight, environmental planning restrictions and other factors are gradually increasing. Network channel construction is facing a series of new problems. The new competition environment has brought the changing demand of the automobile market. Under the strong competition pressure, the mode of automobile marketing needs to be innovated, so combine the demand situation of the automobile market. This paper analyzes the new market characteristics at the present stage, such as the market growth potential market shift, the emergence of dealer collectivization, the gradual sinking of the marketing network, and the dealer financing problem. 4Shop model and physical market problems, understand the market demand and the future direction of the economy, and improve and enhance the automotive marketing channels. Planning the establishment of high-quality automotive marketing terminal channels to meet the future development needs, not only to ensure that consumers get high-quality sales and after-sales service. Also to ensure that FAW-Volkswagen and its dealers in the increasingly motivated competition to ensure high sales performance and profits. This paper studies the external market environment of FAW-VW, analyzes the future development trend of automobile market and the development strategy of main competitors, and combines the development goal of FAW-VW 's own automobile products. It is very important for FAW-VW to establish a marketing channel network to meet the development needs of FAW-VW, and to formulate a reasonable channel management strategy for FAW-VW.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.471;F274

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