本文關(guān)鍵詞：平行進(jìn)口整車(chē)的市場(chǎng)需求及營(yíng)銷(xiāo)戰(zhàn)略研究　出處：《南京農(nóng)業(yè)大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：平行進(jìn)口整車(chē)的銷(xiāo)售模式,指的是在未得到汽車(chē)廠商授權(quán)的情況下,貿(mào)易商自行通過(guò)貿(mào)易的手段進(jìn)口汽車(chē)以及進(jìn)行銷(xiāo)售的一種汽車(chē)銷(xiāo)售模式。它與我國(guó)現(xiàn)行的4S店銷(xiāo)售模式最大的區(qū)別就在于,它不會(huì)受到國(guó)內(nèi)汽車(chē)廠商太多的管理制度以及價(jià)格策略上的限制。早在2005年,其就已經(jīng)存在,但是由于國(guó)家政策、貿(mào)易、經(jīng)濟(jì)形勢(shì)的限制,其一直不能夠得到應(yīng)有的合法地位,一直被認(rèn)為是"走私汽車(chē)"。因此平行進(jìn)口整車(chē)的檢測(cè)、上牌、維修售后服務(wù)一直是制約其發(fā)展的主要因素。但是隨著經(jīng)濟(jì)形勢(shì)發(fā)展的需要,以及近期出現(xiàn)的國(guó)外汽車(chē)企業(yè)在整車(chē)價(jià)格、配件供應(yīng)、維修售后方面的壟斷行為,我國(guó)政府已經(jīng)下決心決定改變這種狀態(tài)。為了深化我國(guó)汽車(chē)銷(xiāo)售行業(yè)的改革發(fā)展,使其更快地步入健康的市場(chǎng)化發(fā)展,我國(guó)政府終于決定在2014年在上海自貿(mào)區(qū)建立平行進(jìn)口試點(diǎn),并且有關(guān)部門(mén)也頒布了相應(yīng)的法律法規(guī),使得平行進(jìn)口整車(chē)得到了應(yīng)有的合法身份,同時(shí)也使得相關(guān)領(lǐng)域的市場(chǎng)得到了真正的放開(kāi)。因此對(duì)于平行進(jìn)口整車(chē)的市場(chǎng)需求的研究是有其必要性的。本文研究的問(wèn)題主要包含了以下兩個(gè)方面:在新形勢(shì)下的市場(chǎng)需求,以及針對(duì)此種狀況而制定的營(yíng)銷(xiāo)戰(zhàn)略。本文在對(duì)于市場(chǎng)需求的研究時(shí),主要是通過(guò)分析市場(chǎng)環(huán)境,搜集相關(guān)資料,選取科學(xué)的分析方法來(lái)實(shí)現(xiàn)的。本文先是從宏觀角度出發(fā),分析在當(dāng)今的市場(chǎng)環(huán)境下,平行進(jìn)口整車(chē)會(huì)有怎樣的發(fā)展趨勢(shì)。并且通過(guò)相關(guān)的研究方法得出了影響其市場(chǎng)需求的主要宏觀因素有哪些。接著又從微觀的角度出發(fā),針對(duì)于消費(fèi)者行為的研究,制定了科學(xué)的問(wèn)卷調(diào)查方法。通過(guò)選取樣本進(jìn)行調(diào)研,以及對(duì)這些問(wèn)卷的回收分析,得出了最貼近消費(fèi)者實(shí)際的一些結(jié)論。以上對(duì)于市場(chǎng)需求的研究,在一定程度上可以幫助企業(yè)快速并準(zhǔn)確地找到其市場(chǎng)定位、制定更有針對(duì)性營(yíng)銷(xiāo)戰(zhàn)略,使得企業(yè)在短時(shí)間內(nèi)獲得一部分的市場(chǎng)份額。在最后,本文對(duì)以上的調(diào)查結(jié)果進(jìn)行總結(jié),并在借鑒和比較了之前的相關(guān)經(jīng)驗(yàn)與研究成果的基礎(chǔ)上,構(gòu)建了科學(xué)的市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略組合,系統(tǒng)地給相關(guān)企業(yè)在未來(lái)的市場(chǎng)營(yíng)銷(xiāo)中需要采取的行動(dòng)做出了合理建議。放眼未來(lái),平行進(jìn)口整車(chē)的市場(chǎng)將是巨大的,我們完全有理由相信在不遠(yuǎn)的將來(lái)其就會(huì)成為我國(guó)汽車(chē)產(chǎn)業(yè)里不可或缺的一部分。在這里,文本研究得出的相關(guān)結(jié)論具有一定的參考價(jià)值,希望可以幫助相關(guān)企業(yè)在其市場(chǎng)的初步開(kāi)發(fā)與后期拓展中提供一定的幫助。
[Abstract]:Parallel import vehicle sales model, refers to the automobile manufacturers have not been authorized by the trader, itself by means of trade and sales of imported cars in a car sales mode. It is our current 4S shop sales model of the biggest difference is that it will not be too many domestic automobile manufacturers the management system and price restrictions. As early as 2005, it already exists, but because of the national policy, trade, economic situation has its limit, can not get proper legal status, has been considered to be "smuggling cars". Therefore the vehicle detection, parallel import licensing, maintenance of customer service service has been the main factors restricting the development. But with the economic situation and development, and the recent emergence of foreign auto companies supply parts in vehicle prices, monopoly for the maintenance of customer service, our government Has been determined to change this state. In order to deepen the reform and development of China's automobile industry, make it more quickly into the market healthy development, the Chinese government decided in 2014 to establish a free trade zone in Shanghai and the parallel import pilot, the relevant departments have promulgated laws and regulations should be made, the vehicle should be parallel imports the legal status of the related areas of the market has been the real release. Therefore research on parallel import vehicle market demand is necessary. This paper mainly includes the following two aspects: to under the new situation of market demand, and according to the situation of marketing strategy in this article. The Research on market demand, mainly through the analysis of the market environment, collecting relevant data, select the scientific analysis method to achieve. This paper first from the macro The perspective of analysis, in the current market environment, the parallel import vehicle will have what kind of development trend. And the related research methods that what are the main influence factors of the macro market demand. Then from the microcosmic point of view, the research on consumer behavior, making the questionnaire scientific method. Through the investigation of selected samples, and the recovery of the questionnaire analysis, some conclusions are drawn. The most close to the consumer market demand for more practical research, to a certain extent, can help enterprises to quickly and accurately find the market positioning, develop more targeted marketing strategy, make enterprises get part of the market in a short time. In the end, based on the above investigation results are summarized, and on the basis of relevant experience and compared with previous research results, the Department of construction The marketing strategy combination of science, system for related enterprises should take in the future of marketing in action to make a reasonable suggestion. In the future, the parallel import vehicle market will be huge, we have every reason to believe that in the near future it will become China's automobile industry an indispensable part in. Here, the relevant conclusions of the text has a certain reference value, preliminary development and later hope to help enterprises in the relevant market development provide some help.

【學(xué)位授予單位】：南京農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F426.471;F752.61

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