本文選題：渠道管理　切入點：長安轎車渠道模式　出處：《長安大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國加入WTO，國內(nèi)外各品牌在我國展開激烈的競爭。汽車技術(shù)差距的縮小、消費者多樣化個性化需求的發(fā)展，要求汽車制造廠商能在多層次、多方面滿足消費者各方面的需求。營銷渠道模式作為競爭激烈化、技術(shù)同質(zhì)化、客戶需求多樣化背景下降低產(chǎn)品成本、快速接觸目標(biāo)客戶、滿足消費者多樣化需求的媒介的重要性也凸顯出來，對營銷渠道模式進行研究和有效的管理也變得越來越重要。 長安轎車作為國內(nèi)乘用車中起步較晚的汽車企業(yè)，其在渠道模式的建立和選擇上沿習(xí)了國內(nèi)以4S店經(jīng)銷為主的渠道模式；在產(chǎn)品方面，實行按產(chǎn)品型號分網(wǎng)銷售；在網(wǎng)絡(luò)的拓展方面，以服務(wù)中心為依托發(fā)展授權(quán)專營店；在售后服務(wù)方面，實行產(chǎn)品銷售和售后服務(wù)分離運營。這種模式在有些方面有其存在的優(yōu)勢，然而也存在很多不足之處，同時長安轎車在對經(jīng)銷商的管理方面也存在嚴(yán)重的不足。本文在通過大量閱讀文獻對國內(nèi)外汽車營銷模式進行研究，并與長安轎車渠道管理人員深度訪談的基礎(chǔ)上，對長安轎車渠道模式存在問題從理念、渠道組織形式、戰(zhàn)術(shù)三個層面進行分析。營銷理念落后，沒有真正以消費者的需求為中心；渠道模式單一且網(wǎng)點分布嚴(yán)重不均；渠道過分依賴于經(jīng)銷商；經(jīng)銷商存在欺騙消費者的行為；經(jīng)銷商在營銷通路中沒有話語權(quán)，不利于戰(zhàn)略聯(lián)盟的形成；同片區(qū)經(jīng)銷商之間不和諧；營銷戰(zhàn)術(shù)較單一，僅采用銀行信貸這種方式為客戶解決融資方面需求。 針對這些問題，論文結(jié)合國內(nèi)外渠道模式的經(jīng)驗以及渠道管理相關(guān)理論，從理念、通路組織形式、戰(zhàn)術(shù)三個層面對其提出建議。理念方面，筆者建議：現(xiàn)代化的營銷系統(tǒng)得有現(xiàn)代化的營銷理念；與經(jīng)銷商形成戰(zhàn)略聯(lián)盟，提高服務(wù)水平；開展汽車金融服務(wù)，滿足消費者融資需求；開展汽車二手車服務(wù)，滿足消費者二手車處理需求；開展汽車定制化營銷，，滿足消費者個性化需求；完善售后服務(wù)體系，發(fā)展廠商服務(wù)品牌。在通路組織形式方面，筆者重點對長安轎車同片區(qū)經(jīng)銷商之間的沖突從利益分配的角度通過數(shù)學(xué)建模的方式提出方法建議，同時建議以4S店模式為主，1S、2S、3S模式并存；依據(jù)城市大小和當(dāng)?shù)氐南M者偏好，采取多種渠道模式；開展汽車網(wǎng)絡(luò)營銷渠道；加大渠道下沉的速度。在營銷戰(zhàn)術(shù)方面，筆者建議：加強信貸技術(shù)的應(yīng)用，同時開展其他融資租賃技術(shù)。通過理念、通路形式、戰(zhàn)術(shù)三方面的整合優(yōu)化提高消費者滿意度，提升銷量。
[Abstract]:With China's entry into WTO, domestic and foreign brands are facing fierce competition in our country. With the narrowing of automobile technology gap and the development of consumers' diversified and individualized demand, automobile manufacturers are required to be able to make more than one level. The marketing channel model can reduce the cost of products and reach the target customers quickly under the background of competition, technology homogeneity, diversification of customer demand. The importance of media to meet the diverse needs of consumers is also highlighted, and the research and effective management of the marketing channel model are becoming more and more important. Changan sedan, as an automobile enterprise with late start in domestic passenger cars, has adopted the domestic channel mode of 4S store distribution mainly in the establishment and selection of channel mode, and has carried out net sales according to product model. In terms of network expansion, the development of authorized stores is based on the service center; in after-sales service, the separation of product sales and after-sales service is carried out. This model has advantages in some respects. However, there are also many deficiencies, and there are serious deficiencies in the management of Changan sedan. This paper studies the domestic and foreign automobile marketing model by reading a lot of literature. On the basis of in-depth interviews with Changan sedan channel managers, this paper analyzes the existing problems of Changan sedan channel mode from three levels: concept, channel organization form and tactics. Not really centered on consumer demand; single channel model and uneven distribution of outlets; excessive dependence on distributors; dealers have deceptive behavior to consumers; dealers have no voice in the marketing channel, It is not conducive to the formation of strategic alliance; disharmony between dealers in the same area; the marketing tactics are relatively single, only using bank credit to solve the financing needs for customers. Aiming at these problems, combining the experience of domestic and foreign channel mode and relevant theories of channel management, the paper puts forward some suggestions from three aspects: idea, channel organization form and tactics. The author suggests that modern marketing system should have modern marketing concept, form strategic alliance with dealers, improve service level, develop auto financial services to meet the financing needs of consumers, carry out second-hand car service, To meet the needs of second-hand car handling by consumers; to carry out customized automobile marketing to meet the personalized needs of consumers; to improve the after-sales service system, to develop manufacturers' service brands. The author puts forward some suggestions on the conflict between the dealers of Changan sedan and the district through mathematical modeling from the angle of profit distribution, and suggests that the 4S shop model should be used as the main model, and the 4S shop model should be used as the main model, and the model will coexist according to the size of the city and the local consumer preference. Adopt a variety of channel mode; develop the automobile network marketing channel; increase the speed of channel sinking. In marketing tactics, the author suggests: strengthen the application of credit technology, at the same time carry out other financing lease technology. Tactical three aspects of integration optimization to improve consumer satisfaction, improve sales.
【學(xué)位授予單位】：長安大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.471;F274

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