本文關(guān)鍵詞： 大眾中國(guó) 上海大眾 戰(zhàn)略合作 營(yíng)銷(xiāo)模式　出處：《太原理工大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：中國(guó)已連續(xù)三年成為世界第一汽車(chē)產(chǎn)銷(xiāo)大國(guó)。伴隨國(guó)內(nèi)中小城市經(jīng)濟(jì)的迅猛發(fā)展,城鎮(zhèn)居民的生活水平逐年增高,消費(fèi)者對(duì)于汽車(chē)產(chǎn)品的需求趨于高端化和個(gè)性化,國(guó)外汽車(chē)品牌紛紛將目標(biāo)瞄向中國(guó),在各汽車(chē)集團(tuán)全球化的戰(zhàn)略布局中,中國(guó)這一地理位置占據(jù)著戰(zhàn)略性的意義。但自2012年下半年起,國(guó)內(nèi)進(jìn)口車(chē)市場(chǎng)增速逐漸放緩,對(duì)于大眾進(jìn)口車(chē)更是面臨重大挑戰(zhàn),其在一、二線(xiàn)城市的增長(zhǎng)潛力接近飽和,但三、四、五線(xiàn)城市經(jīng)銷(xiāo)網(wǎng)絡(luò)的滲透率僅有22%,渠道下沉遭遇瓶頸。而作為合資企業(yè)的上海大眾汽車(chē)有限公司,擁有全國(guó)密集的經(jīng)銷(xiāo)網(wǎng)絡(luò)渠道,但隨著市場(chǎng)的激烈競(jìng)爭(zhēng),面臨著向高端產(chǎn)品的進(jìn)一步升級(jí),網(wǎng)絡(luò)支撐能力亦需要不斷升級(jí)的諸多問(wèn)題。主體雙方相似的價(jià)值觀(guān)、競(jìng)爭(zhēng)力的互補(bǔ)性、瓶頸的吻合性為雙方戰(zhàn)略合作奠定了良好的基礎(chǔ)。 2013年9月,大眾汽車(chē)(中國(guó))銷(xiāo)售有限公司與上海大眾汽車(chē)聯(lián)合對(duì)外宣布,將展開(kāi)戰(zhàn)略網(wǎng)絡(luò)合作,由上海大眾汽車(chē)的部分授權(quán)經(jīng)銷(xiāo)商銷(xiāo)售大眾進(jìn)口汽車(chē)的部分產(chǎn)品。此次合作前后共授權(quán)126家指定經(jīng)銷(xiāo)商,涵蓋了一二三四五線(xiàn)等各線(xiàn)城市,首批入駐的產(chǎn)品包括大眾進(jìn)口汽車(chē)的旗艦豪華SUV途銳、豪華多功能商務(wù)車(chē)邁特威、多功能全能MPV夏朗、時(shí)尚A級(jí)轎跑尚酷及甲殼蟲(chóng)共五款車(chē)型。此次變革的推動(dòng)者則是大眾汽車(chē)集團(tuán)執(zhí)行副總裁、大眾汽車(chē)集團(tuán)(中國(guó))董事兼執(zhí)行副總裁、大眾汽車(chē)(中國(guó))銷(xiāo)售有限公司董事長(zhǎng)、上海大眾副董事長(zhǎng)蘇偉銘,多重管理身份使得這場(chǎng)渠道變革更具大膽思路和廣闊視野。雙雙聯(lián)合既可以實(shí)現(xiàn)最低成本的網(wǎng)絡(luò)擴(kuò)張,資源共享達(dá)到規(guī)模效應(yīng),也可逐步提升上海大眾產(chǎn)品網(wǎng)絡(luò)。 本文的選題正是基于上述背景。首先對(duì)雙方戰(zhàn)略合作的必要性進(jìn)行分析。其次運(yùn)用SWOT分析法、PEST分析工具等從上海大眾推動(dòng)進(jìn)口車(chē)業(yè)務(wù)所處的外部環(huán)境、內(nèi)部資源及競(jìng)爭(zhēng)情況進(jìn)行分析,并基于以上分析內(nèi)容,提出上海大眾進(jìn)口車(chē)營(yíng)銷(xiāo)模式——“店中店”模式,通過(guò)兩個(gè)業(yè)務(wù)的共同推進(jìn)實(shí)現(xiàn)資源共享優(yōu)勢(shì)互補(bǔ),并重新調(diào)整市場(chǎng)定位、明確營(yíng)銷(xiāo)組織架構(gòu)、構(gòu)建整體營(yíng)銷(xiāo)推廣策略,從價(jià)格、資源、渠道等多角度提出了一些對(duì)策和建議,使得上海大眾進(jìn)口車(chē)業(yè)務(wù)朝著良性方向發(fā)展。同時(shí),也為長(zhǎng)期合作提供借鑒和建議。
[Abstract]:China has for three consecutive years to become the world's first automobile production and sales power. With the rapid development of small and medium-sized city in the domestic economy, the standard of living of urban residents increased year by year, consumer demand for automotive products to high-end and personalized, foreign car brands have targeted Chinese, strategic layout in the global automotive group, the Chinese the geographical position occupies a strategic significance. But since the second half of 2012, domestic and imported car market growth has slowed, the mass imports of cars is facing great challenges, in a second tier city, the growth potential is close to saturation, but three, four, five line city distribution network penetration rate is only 22%, sinking channels encounter bottlenecks and as a joint venture Shanghai Volkswagen Co.Ltd, with the intensive distribution network channels, but with the fierce competition in the market, facing to the high-end products Further upgrading, network support capability also needs many problems that are constantly upgrading. The similarities and differences between the two sides of the main body, the complementarity of competitiveness and the consistency of the bottleneck lay a good foundation for the strategic cooperation between the two sides.
In September 2013, Volkswagen (Chinese) Sales Co., Ltd and Shanghai Volkswagen jointly announced, will launch a strategic network cooperation, some products by Shanghai Volkswagen Authorized Dealer sales part of the mass import car. This cooperation before and after a total of 126 authorized designated dealers, covering 12345 lines, each line of the city, the flagship luxury SUV first settled products including Volkswagen Touareg imported cars, luxury multifunctional business Chemaitewei, multifunctional universal MPV xialang, fashion A-class coupe Scirocco and the five models. The change agent is executive vice president of Volkswagen Group, Volkswagen Group (China) director and executive vice president of Volkswagen (China) Shanghai Volkswagen Sales Co. Ltd. chairman, vice chairman Su Weiming, multiple identity management makes this channel change more bold ideas and broad vision. The combination of two pairs can achieve the minimum cost of network expansion, the sharing of resources to scale effect, and the gradual promotion of the Shanghai mass product network.
This topic is based on the above background. Firstly, analyses the necessity of the strategic cooperation between the two sides. Secondly, using SWOT analysis method, PEST analysis tools from Shanghai Volkswagen car business to promote the import of the external environment, analyze the internal resources and competitive situation, and based on the analysis of content, put forward the marketing of imported cars of Shanghai Volkswagen model the "shop" mode, realize the sharing of resources and complementary advantages to promote through two business, and re adjust the clear market positioning, marketing organization, construction of the overall marketing strategy, from the price, channels and other resources, puts forward some countermeasures and suggestions, make Shanghai public import car business serviceably the direction of development. At the same time, also provide reference and recommendations for long-term cooperation.

【學(xué)位授予單位】：太原理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.471;F274

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本文編號(hào)：1514513