本文關(guān)鍵詞： 邁騰 汽車消費市場 關(guān)系營銷 B級車　出處：《吉林大學》2017年碩士論文　論文類型：學位論文

【摘要】：作為拉動我國GDP增長的重要產(chǎn)業(yè)之一,汽車消費市場在經(jīng)歷了近10年的高速增長后,近5年來不斷放緩。伴隨著汽車市場總量不斷膨脹而出現(xiàn)的不是企業(yè)利潤的快速上漲,而是在生產(chǎn)、銷售以及服務(wù)等環(huán)節(jié)更加激烈的競爭。作為一汽-大眾眾多轎車產(chǎn)品中的支柱型品牌之一,“邁騰”在2007年正式走進中國市場后已經(jīng)累計銷售1,024,411輛,并且長期保持B級轎車市場份額前三甲的地位,為一汽-大眾銷量和利潤目標的實現(xiàn)做出了突出貢獻。在后市場時代,汽車品牌的競爭已從產(chǎn)品本身的角力轉(zhuǎn)變成客戶資源的爭奪。因此,誰能贏得更多客戶的青睞,誰就能獲取市場競爭中的優(yōu)勢地位。而要贏得客戶,就必須從了解客戶開始,充分利用各種資源收集客戶信息,進而通過豐富的互動手段拉近品牌與客戶的距離,促進新客戶的成交,提升老客戶的滿意度并培養(yǎng)其忠誠度,進而實現(xiàn)從“購買”到“摯愛”的轉(zhuǎn)化。這就督促企業(yè)必須在傳統(tǒng)的營銷理念上進行創(chuàng)新,建立一套科學系統(tǒng)的關(guān)系營銷方法,在IT系統(tǒng)的支持下,充分運用現(xiàn)代營銷理念來開發(fā)新客戶和挽留老客戶,開展有效的關(guān)系營銷。2016年GDP增速為6.7%左右,總體平穩(wěn),產(chǎn)業(yè)政策保持了對汽車消費市場的支撐取向,政府持續(xù)從多個角度促進汽車消費,并加大了對新能源車的支持力度,但是對于B級轎車消費市場,由于受不享受節(jié)能補貼和購置稅減半政策等因素影響,預(yù)計將仍保持激烈競爭態(tài)勢。因此,本文通過分析一汽-大眾“邁騰”關(guān)系營銷業(yè)務(wù)的現(xiàn)狀,從B級轎車市場經(jīng)營環(huán)境和目標消費者群體分析入手,對其進行SWOT分析和關(guān)系營銷策略設(shè)計,希望通過這些研究能夠幫助一汽-大眾解決目前存在的問題,更好地應(yīng)對市場競爭壓力,同時找到能有效解決問題的模式和方法。通過關(guān)系營銷可以幫助我們更加了解客戶的需求,有效促進潛在客戶成交,并為客戶提供更多有針對性的、個性化的服務(wù),提升客戶的滿意度和忠誠度,進而通過客戶的口碑效應(yīng),為一汽-大眾提供更多的潛在客戶。同時,關(guān)系營銷能幫助我們提高營銷效率,降低營銷成本,進而提升經(jīng)銷商盈利水平。這些研究對汽車行業(yè)內(nèi)其它品牌具有一定的參考價值和實踐指導(dǎo)作用,對推動行業(yè)的健康、持續(xù)發(fā)展有一定的現(xiàn)實意義。
[Abstract]:As one of the important industries to stimulate the growth of GDP in our country, the automobile consumption market has experienced a rapid growth for nearly 10 years, and has been slowing down in the past five years. With the continuous expansion of the total amount of the automobile market, it is not the rapid increase in the profits of the enterprise that appears. As one of the pillar brands in FAW-VW 's numerous sedan products, Maiteng has sold 1,024,411 cars since it formally entered the Chinese market in 2007. It has made outstanding contributions to the realization of FAW-VW sales and profit targets in the post-market era, and has maintained the position of the top three in class B sedan market share for a long time. The competition for automobile brands has changed from the struggle of the product itself to the competition for customer resources. Therefore, whoever can win more customers' favor will be able to gain the dominant position in the market competition. To win the customers, we must begin with knowing the customers. Make full use of all kinds of resources to collect customer information, and then through rich interactive means to narrow the distance between brands and customers, promote the transaction of new customers, enhance the satisfaction of old customers and cultivate their loyalty, Then the transformation from "purchase" to "love" is realized. This urges enterprises to innovate in traditional marketing concepts and establish a set of scientific and systematic relational marketing methods, supported by IT systems. Make full use of modern marketing concept to develop new customers and retain old customers, and carry out effective relationship marketing. In 2016, the GDP growth rate was about 6.7%, overall stable, and the industrial policy maintained the supporting orientation to the automobile consumption market. The government continues to promote automobile consumption from various angles and has increased its support for new energy vehicles. However, for the B class car consumption market, due to factors such as not enjoying energy saving subsidies and halving purchase tax, It is expected that the situation of fierce competition will be maintained. Therefore, by analyzing the current situation of FAW-VW "Maiteng" relationship marketing business, this paper starts with the analysis of the operating environment and target consumer groups of Class B car market. Through the SWOT analysis and relationship marketing strategy design, we hope to help FAW-VW solve the existing problems and better deal with the market competition pressure. At the same time, we can find the mode and method to solve the problem effectively. Through the relationship marketing, we can understand the needs of our customers better, effectively promote the transaction of the potential customers, and provide more targeted and personalized services to the customers. Improve customer satisfaction and loyalty, and then provide FAW-VW with more potential customers through customer word-of-mouth effect. At the same time, relational marketing can help us improve marketing efficiency and reduce marketing costs. These studies have certain reference value and practical guidance to other brands in automobile industry, and have certain practical significance to promote the health and sustainable development of the industry.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F426.471

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