發(fā)布時(shí)間：2018-03-18 21:12

  本文選題：營(yíng)銷策略　切入點(diǎn)：汽車(chē)經(jīng)銷商　出處：《大連理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：汽車(chē)產(chǎn)業(yè)在國(guó)民經(jīng)濟(jì)中處于舉足輕重的位置,許多發(fā)達(dá)國(guó)家將其列為支柱產(chǎn)業(yè)。汽車(chē)產(chǎn)業(yè)鏈的核心部分主要包括四個(gè)方面：第一是汽車(chē)產(chǎn)品技術(shù)的研發(fā),主要是指汽車(chē)產(chǎn)品的工程、開(kāi)發(fā)；第二是指零部件的采購(gòu)；第三是指汽車(chē)制造生產(chǎn);第四就是汽車(chē)流通(銷售)和服務(wù)。近年來(lái),隨著汽車(chē)經(jīng)濟(jì)的全球化,刺激汽車(chē)消費(fèi)的政策退出,國(guó)內(nèi)成品油價(jià)的不斷上漲,行業(yè)連年高速增長(zhǎng)與城市機(jī)動(dòng)車(chē)容量、基礎(chǔ)設(shè)施以及環(huán)保要求之間矛盾不斷加劇,汽車(chē)行業(yè)產(chǎn)銷增速逐漸減緩,汽車(chē)生產(chǎn)增長(zhǎng)量遠(yuǎn)高于汽車(chē)銷售增長(zhǎng)量,汽車(chē)企業(yè)的盈利能力也逐漸下降,汽車(chē)銷售行業(yè)競(jìng)爭(zhēng)加劇。探討汽車(chē)代理銷售企業(yè)營(yíng)銷策略如何與當(dāng)前的經(jīng)濟(jì)形式接軌,在行業(yè)內(nèi)更具競(jìng)爭(zhēng)力勢(shì)在必行。 本文以深圳市中汽南華集團(tuán)有限公司(以下簡(jiǎn)稱中汽南華)為研究對(duì)象,在查閱梳理了汽車(chē)銷售行業(yè)發(fā)展現(xiàn)狀、市場(chǎng)營(yíng)銷以及促銷等相關(guān)理論的基礎(chǔ)上,對(duì)中汽南華的內(nèi)部經(jīng)營(yíng)狀況、外部營(yíng)銷環(huán)境以及競(jìng)爭(zhēng)環(huán)境作了系統(tǒng)的分析,接著就中汽南華招募地區(qū)轄縣經(jīng)銷商、促銷的市場(chǎng)細(xì)分、促銷市場(chǎng)的選擇以及促銷定位作出相應(yīng)的分析,最后在分析比較廣告宣傳、銷售推廣、公關(guān)宣傳和人員促銷四大類促銷工具的優(yōu)缺點(diǎn),根據(jù)目前深圳市中汽南華集團(tuán)有限公司2013年的營(yíng)銷策略案例,總結(jié)出目前國(guó)內(nèi)部分知名度不高的進(jìn)口品牌汽車(chē)銷售公司普遍存在的營(yíng)銷策略問(wèn)題。 本文力圖通過(guò)對(duì)中汽南華2012年?duì)I銷策略現(xiàn)狀的反思而總結(jié)出一些經(jīng)營(yíng)知名度不高的進(jìn)口品牌汽車(chē)的經(jīng)銷商在市場(chǎng)營(yíng)銷策略方面普遍存在的問(wèn)題,并嘗試通過(guò)市場(chǎng)營(yíng)銷理論、市場(chǎng)經(jīng)濟(jì)學(xué)理論等解決這些問(wèn)題。
[Abstract]:The automobile industry plays an important role in the national economy, and many developed countries regard it as a pillar industry. The core part of the automobile industry chain mainly includes four aspects: first, the research and development of automobile product technology. It mainly refers to the engineering and development of automobile products; the second is the procurement of parts and components; the third is the manufacture and production of automobiles; and 4th is the circulation (sales) and services of automobiles. In recent years, with the globalization of the automobile economy, With the withdrawal of the policy to stimulate automobile consumption, the rising price of domestic refined oil products, the contradiction between the high-speed growth of the industry and the requirements for urban motor vehicle capacity, infrastructure and environmental protection, the growth rate of production and sales of the automobile industry is gradually slowing down. The increase of automobile production is far higher than that of auto sales, and the profitability of automobile enterprises is also gradually declining, and the competition in automobile sales industry is becoming more and more intense. This paper discusses how the marketing strategy of automobile agency sales enterprises should be in line with the current economic situation. It is imperative to be more competitive in the industry. In this paper, the author takes CSC Nanhua Group Co., Ltd (hereinafter referred to as CNAC) as the research object, on the basis of consulting and combing the relevant theories of automobile sales industry development, marketing and promotion, etc. This paper makes a systematic analysis of the internal management, external marketing environment and competition environment of CNAC South China. Then, it makes a detailed analysis of the market segmentation of CNAC South China's recruiting regional county distributors, The selection and orientation of the promotion market are analyzed accordingly. Finally, the advantages and disadvantages of the four kinds of promotional tools, including advertising, sales promotion, public relations promotion and personnel promotion, are analyzed and compared. According to the marketing strategy case of Shenzhen CNAC Nanhua Group Co., Ltd in 2013, this paper sums up the common problems of marketing strategy in some import brand automobile sales companies which are not well known in our country at present. This paper tries to sum up the common problems in marketing strategy of some imported brand automobile dealers who are not well known by reflecting on the current situation of marketing strategy of CNAC South China in 2012, and tries to pass the marketing theory. Market economy theory and so on solve these problems.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.471

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