【摘要】：隨著汽配行業(yè)營銷環(huán)境的變化和市場競爭的加劇,營銷渠道的創(chuàng)新已經(jīng)成為企業(yè)提高市場占有率和獲取競爭優(yōu)勢的有效途徑之一。在企業(yè)進行渠道探索的過程中,傳統(tǒng)多級代理的渠道模式弊端已經(jīng)開始顯現(xiàn),并阻礙著營銷渠道的發(fā)展。再加上渠道成員間彼此利益最大化的要求和行為差異性的存在,使得顧客不滿的情況經(jīng)常發(fā)生。在顧客導(dǎo)向的市場營銷環(huán)境下,開展并應(yīng)用顧客滿意及營銷渠道相關(guān)理論指導(dǎo)汽配企業(yè)制定和實施營銷渠道管理策略實施,對全面提高汽配企業(yè)營銷渠道管理水平,打造汽配企業(yè)渠道競爭優(yōu)勢,滿足顧客多樣化、自身效用最大化的追求,推動汽配行業(yè)全面發(fā)展具有重要意義。本研究首先闡述了開展汽配企業(yè)營銷渠道模式研究的背景、意義和目的等。然后,對顧客價值、顧客讓渡價值和營銷渠道扁平化的相關(guān)理論進行了綜述,重點歸納和總結(jié)國內(nèi)外顧客讓渡價值相關(guān)理論以及營銷渠道扁平化相關(guān)理論研究,以此作為后續(xù)研究的理論基礎(chǔ)。第三,對汽配行業(yè)及其顧客讓渡價值進行分析,結(jié)合信息收集、整理和應(yīng)用,提出汽配顧客滿意度評價內(nèi)容與方法。第四,在上一章分析的基礎(chǔ)上,根據(jù)汽配營銷渠道模式變革原理介紹,提出具體構(gòu)建汽配扁平化營銷渠道的流程和架構(gòu)設(shè)計方案；第五,導(dǎo)入顧客讓渡價值,進一步探索汽配扁平化渠道管理體系,提出從渠道成員激勵、終端管理、物流管理和信息技術(shù)管理等方面進行展開。第六,以MC公司為例,結(jié)合數(shù)據(jù)收集、實地調(diào)研,設(shè)計基于顧客讓渡價值的渠道扁平化策略實施方案。本研究采用文獻綜合分析法、案例分析法與調(diào)查研究法相結(jié)合,以MC公司為例,結(jié)合顧客讓渡價值、營銷渠道扁平化相關(guān)理論設(shè)計出具有針對性的汽配營銷渠道扁平化的實施方案,提出了相應(yīng)的實施策略。目前,關(guān)于汽配企業(yè)營銷渠道實踐模式的研究較少,如何在汽配行業(yè)更深入應(yīng)用顧客讓渡價值理論和營銷渠道相關(guān)理論將是未來需要進一步研究的內(nèi)容。
[Abstract]:With the change of marketing environment and the aggravation of market competition, the innovation of marketing channel has become one of the effective ways for enterprises to increase their market share and gain competitive advantage. In the process of channel exploration, the malpractice of the traditional multi-level agent channel mode has already begun to appear, which hinders the development of marketing channel. Coupled with the maximization of interests and the existence of behavioral differences among channel members, customer dissatisfaction often occurs. In the customer-oriented marketing environment, to develop and apply the theory of customer satisfaction and marketing channel to guide auto parts enterprises to formulate and implement marketing channel management strategy, to improve the level of marketing channel management of auto parts enterprises in an all-round way. It is of great significance to build the competitive advantage of automobile matching enterprises, to satisfy the diversified customers and to maximize their own utility, and to promote the overall development of auto parts industry. Firstly, the background, significance and purpose of the research on the marketing channel model of auto parts enterprises are expounded. Then, the author summarizes the related theories of customer value, customer delivery value and marketing channel flattening, and summarizes the related theories of customer transfer value at home and abroad and the relevant theory of marketing channel flattening. This is the theoretical basis of the follow-up study. Thirdly, the paper analyzes the value of auto parts industry and its customer delivery, and puts forward the evaluation content and method of customer satisfaction with the information collection, collation and application. Fourth, on the basis of the analysis in the previous chapter, according to the introduction of the principle of the reform of automobile distribution channel mode, the paper puts forward the process and structure design scheme of building the flat marketing channel of automobile parts; Fifthly, introduce customer delivery value, further explore the flat channel management system of automobile parts, put forward from the channel member incentive, terminal management, logistics management and information technology management and so on. Sixth, taking MC Company as an example, combining data collection and field investigation, the implementation scheme of channel flattening strategy based on customer delivery value is designed. This research adopts the literature synthesis analysis method, the case analysis method and the investigation research method, taking MC company as the example, unifies the customer transfer value, The relevant theories of flat marketing channel design the implementation plan of flat marketing channel of auto parts and put forward the corresponding implementation strategy. At present, there is little research on the practical mode of marketing channel in automobile parts enterprises. How to apply the theory of customer transfer value and the relevant theory of marketing channel in auto parts industry more deeply will be the content to be further studied in the future.
【學(xué)位授予單位】：福州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.471

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