【摘要】：營(yíng)銷渠道是汽車企業(yè)生存與發(fā)展的關(guān)鍵資源,汽車市場(chǎng)激烈競(jìng)爭(zhēng)的現(xiàn)實(shí)和影響營(yíng)銷渠道因素的發(fā)展趨勢(shì)使?fàn)I銷渠道正在發(fā)生深刻的變化,渠道是否健全,流通是否順暢,直接影響了企業(yè)的生存和發(fā)展。面對(duì)日趨激烈的市場(chǎng)競(jìng)爭(zhēng),在不斷推出高品質(zhì)產(chǎn)品的同時(shí),還要有高質(zhì)量的營(yíng)銷渠道,完善優(yōu)質(zhì)的銷售服務(wù)渠道是保障汽車企業(yè)今后得以快速發(fā)展的營(yíng)銷戰(zhàn)略工程。 本文以上海大眾汽車斯柯達(dá)品牌的營(yíng)銷渠道建設(shè)為主要研究對(duì)象,分析并研究了汽車營(yíng)銷渠道目前所面臨的問題,并對(duì)將來斯柯達(dá)品牌的營(yíng)銷渠道的構(gòu)建模式進(jìn)行了初步的分析和探討。 首先,論文介紹了上海大眾汽車斯柯達(dá)品牌的發(fā)展歷程與現(xiàn)狀,對(duì)上海大眾汽車斯柯達(dá)品牌的歷史、發(fā)展階段、現(xiàn)有產(chǎn)品結(jié)構(gòu)、品牌建設(shè)、服務(wù)構(gòu)成、價(jià)格策略、促銷組合、渠道策略等方面進(jìn)行了簡(jiǎn)單介紹和說明。接下來從內(nèi)外兩個(gè)方面分析了斯柯達(dá)品牌營(yíng)銷渠道建設(shè)的環(huán)境,提出了在該品牌目前的營(yíng)銷渠道建設(shè)與管理中存在的問題�？傮w來講,國家近年來出臺(tái)的一系列產(chǎn)業(yè)政策為將來汽車產(chǎn)業(yè)的進(jìn)一步發(fā)展提供了空間,國內(nèi)宏觀經(jīng)濟(jì)的穩(wěn)定發(fā)展為汽車市場(chǎng)規(guī)模的增長(zhǎng)奠定了基礎(chǔ),但與此同時(shí),消費(fèi)者日趨理性的購車行為也為汽車企業(yè)的設(shè)計(jì)、營(yíng)銷提出了更高的挑戰(zhàn)；就內(nèi)部而言,企業(yè)對(duì)營(yíng)銷渠道的構(gòu)建支持力度較大,再加上上海大眾斯柯達(dá)的營(yíng)銷網(wǎng)絡(luò)具備一支高職業(yè)素質(zhì)的運(yùn)營(yíng)團(tuán)隊(duì),品牌本身又擁有優(yōu)于競(jìng)爭(zhēng)對(duì)手的服務(wù)理念,所以斯柯達(dá)品牌的營(yíng)銷渠道構(gòu)建的內(nèi)外部環(huán)境是相對(duì)成熟、有利的。 其次,論文結(jié)合國內(nèi)外知名汽車品牌營(yíng)銷渠道構(gòu)建的經(jīng)驗(yàn),提出了上海大眾汽車斯柯達(dá)品牌營(yíng)銷渠道體系設(shè)計(jì)的目標(biāo)和原則,指出企業(yè)應(yīng)當(dāng)通過不斷地優(yōu)化渠道設(shè)計(jì),力求提高渠道信息溝通和傳遞效率,在實(shí)現(xiàn)消費(fèi)者價(jià)值、渠道成員盈利的基礎(chǔ)上,提升市場(chǎng)占有率、投資回報(bào)率,塑造產(chǎn)品和企業(yè)品牌形象。這一渠道目標(biāo)既包含了消費(fèi)者的利益、渠道成員利益,也包含了廠家的營(yíng)銷戰(zhàn)略。 最后,論文圍繞渠道寬度、渠道層次、終端形態(tài)、大區(qū)劃定、城市分級(jí)等方面論述了上海大眾汽車斯柯達(dá)品牌營(yíng)銷渠道設(shè)計(jì)方案,并以動(dòng)態(tài)渠道評(píng)估模型為核心設(shè)計(jì)了渠道設(shè)計(jì)動(dòng)態(tài)評(píng)估方案。與方案相對(duì)應(yīng),論文還設(shè)計(jì)了斯柯達(dá)品牌營(yíng)銷渠道策略的實(shí)施,通過整合現(xiàn)有營(yíng)銷渠道資源,實(shí)現(xiàn)營(yíng)銷渠道管理模式的差別化和經(jīng)銷商管理的差別化,采取市場(chǎng)化的競(jìng)爭(zhēng)手段調(diào)動(dòng)廠、商兩方面的積極性。 文章結(jié)論部分闡述了未來汽車營(yíng)銷渠道發(fā)展的趨勢(shì),以及斯柯達(dá)汽車營(yíng)銷渠道方案隨市場(chǎng)變化可能出現(xiàn)的問題并提出應(yīng)對(duì)未來變化的建議。
[Abstract]:Marketing channels are the key resources for the survival and development of automobile enterprises. The reality of fierce competition in the automobile market and the development trend of factors affecting marketing channels make the marketing channels are undergoing profound changes, whether the channels are sound or not, and whether the circulation is smooth or not. It has a direct impact on the survival and development of enterprises. In the face of increasingly fierce market competition, in the continuous introduction of high-quality products, it is also necessary to have high-quality marketing channels. Perfecting the high-quality sales and service channels is a marketing strategic project to ensure the rapid development of automotive enterprises in the future. Taking the construction of marketing channel of Shanghai Volkswagen Skoda brand as the main research object, this paper analyzes and studies the problems faced by automobile marketing channel at present. The construction mode of Skoda brand marketing channel in the future is analyzed and discussed. First of all, the paper introduces the development process and current situation of Shanghai Volkswagen Skoda brand, the history, development stage, existing product structure, brand construction, service composition, price strategy, promotion combination of Shanghai Volkswagen Skoda brand. The channel strategy and other aspects are briefly introduced and explained. Then it analyzes the environment of the construction of Skoda brand marketing channel from inside and outside, and puts forward the problems existing in the construction and management of the current marketing channel of Skoda brand. Generally speaking, a series of industrial policies issued by the state in recent years have provided space for the further development of the automobile industry in the future, and the stable development of the domestic macro-economy has laid the foundation for the growth of the size of the automobile market, but at the same time, The increasingly rational buying behavior of consumers also poses a higher challenge for the design and marketing of automobile enterprises. Internally, the enterprise has a strong support for the construction of marketing channels, plus Shanghai Volkswagen Skoda's marketing network has a high professional quality operation team, and the brand itself has a better service concept than its competitors. Therefore, Skoda brand marketing channel construction of the internal and external environment is relatively mature, favorable. Secondly, combining with the experience of constructing famous automobile brand marketing channel at home and abroad, this paper puts forward the goal and principle of Shanghai Volkswagen Skoda brand marketing channel system design, and points out that enterprises should continuously optimize the channel design. Strive to improve the efficiency of communication and transmission of channel information, on the basis of realizing consumer value and profit of channel members, enhance market share, return on investment, and shape product and corporate brand image. This channel goal not only includes the interests of consumers, the interests of channel members, but also the marketing strategy of manufacturers. Finally, the thesis discusses the marketing channel design scheme of Shanghai Volkswagen Skoda brand in the aspects of channel width, channel level, terminal form, regional delineation, city classification, etc. The dynamic evaluation scheme of channel design is designed based on the dynamic channel evaluation model. Corresponding to the scheme, the paper also designs the implementation of the Skoda brand marketing channel strategy, through the integration of existing marketing channel resources, to achieve the marketing channel management model differentiation and dealer management differentiation. Market-oriented means of competition to mobilize the factory, the enthusiasm of both sides. In the conclusion of the paper, the development trend of automobile marketing channel in the future, and the possible problems of Skoda automobile marketing channel scheme with market change are described, and some suggestions are put forward to deal with the future change of automobile marketing channel.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.471;F274

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