本文關(guān)鍵詞：藍天汽車銷售公司營銷能力提升策略研究　出處：《吉林大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：近幾年隨著居民可支配收入的逐漸增多，具備汽車消費能力的人群逐步擴大，加之政府為了抗金融危機風(fēng)險，提出擴大內(nèi)需調(diào)整汽車產(chǎn)業(yè)政策，直接拉動汽車行業(yè)進入飛速發(fā)展時期。然而隨著政策的逐步退出，汽車行業(yè)開始逐步進入平穩(wěn)發(fā)展時期，行業(yè)內(nèi)部的競爭逐步加劇，原本隱藏的公司內(nèi)部營銷能力問題也隨之慢慢顯現(xiàn)。汽車企業(yè)中的銷售部或者銷售公司的營銷能力不足，將直接影響公司的銷售業(yè)績及盈利水平，同時影響公司的品牌形象，以及公司長遠的發(fā)展空間及發(fā)展方向。 各公司在意識到自己營銷能力不足后，已經(jīng)開始不斷地尋求營銷能力提升的突破口，創(chuàng)造營銷新的亮點，提升公司市場競爭力，來面對激烈的競爭環(huán)境。東風(fēng)日產(chǎn)成立了專門的數(shù)字營銷部，全面實現(xiàn)數(shù)字營銷到終端銷售漏斗與品牌建設(shè)等傳統(tǒng)業(yè)務(wù)的對接，全力打造新的營銷模式，營銷成果顯著；豐田建立整合的E-CRB系統(tǒng)，大力開展?jié)撛诳蛻敉诰�，實現(xiàn)精益化售后服務(wù)運營，提升了營銷效率及服務(wù)質(zhì)量；寶馬為提升服務(wù)便利性，，針對不同的市場環(huán)境開發(fā)了六種渠道業(yè)態(tài)：4S/5S、城市展廳、都市快修、維修中心、城鎮(zhèn)快修、鈑噴中心，大大提升了用戶滿意度。 藍天汽車銷售公司在意識到這個問題后，開始也在策劃提升其營銷能力，尤其近幾年公司受制于產(chǎn)能不足，銷量壓力相對較小，正是進行營銷能力提升的最佳時機。本文首先分析了目前汽車行業(yè)的競爭環(huán)境以及藍天公司的營銷能力現(xiàn)狀，然后結(jié)合定性、定量以及比較研究等方法剖析了公司目前面臨的營銷問題，造成現(xiàn)狀的主要原因，最后通過對行業(yè)內(nèi)優(yōu)秀企業(yè)的研究分析，以及結(jié)合藍天汽車銷售公司自身情況，提出相應(yīng)的提升策略，從而全面提升藍天汽車的營銷能力，加強公司在行業(yè)內(nèi)的競爭力，使公司能夠在新廠投產(chǎn)后，以最佳的狀態(tài)全面沖擊更高的業(yè)績。 本文共分為四部分進行闡述，第一部分主要陳述論文的研究背景、意義、思路、方法以及論文的框架；第二部分主要介紹整個汽車行業(yè)的發(fā)展現(xiàn)狀及競爭格局，以及藍天汽車公司的行業(yè)背景及位勢，簡單描述藍天汽車銷售公司營銷能力的現(xiàn)狀；第三部分是從銷售體系能力、營銷政策、市場戰(zhàn)略、營銷網(wǎng)絡(luò)四個方面分析藍天汽車銷售公司營銷能力存在的問題及原因；第四部分是針對藍天汽車銷售公司存在的問題提出的幾項營銷能力提升對策，分別是提出開展銷售公司體系能力提升計劃、靈活采用多樣化營銷政策、推進創(chuàng)新互動營銷模式的市場戰(zhàn)略實施、實施藍天公司網(wǎng)絡(luò)戰(zhàn)略四項提升對策。
[Abstract]:With the gradual increase of the disposable income of the residents and the gradual expansion of the population with the ability of automobile consumption in recent years , with the gradual withdrawal of the policy , the automobile industry has entered the rapid development period . However , with the gradual withdrawal of the policy , the competition in the industry gradually increases , and the problem of the internal marketing capability of the company is gradually increased . The sales department or the sales company in the automobile enterprise has insufficient marketing capacity , which will directly influence the company ' s sales performance and profitability , and also influence the company ' s brand image and the long - term development space and development direction of the company . After realizing the lack of their own marketing ability , companies have begun to seek the breakthrough of marketing ability , create new highlights of marketing , improve the market competitiveness of the company , and face the fierce competition environment . The Dongfeng Nissan has established a special digital marketing department to fully realize the integration of E - CRB system , to improve the marketing efficiency and the service quality . BMW provides six channels for improving the service convenience , and develops six channels of channel industry for different market environments : 4S / 5S , city exhibition hall , urban rapid repair , maintenance center , town quick repair , sheet metal spraying center , and greatly improves user satisfaction . After realizing the problem , blue sky auto sales company also plans to improve its marketing ability , especially in recent years , the company has been limited to capacity shortage , sales pressure is relatively small , it is the best time to carry on the marketing ability promotion . This paper first analyzes the current automobile industry ' s competitive environment and the blue sky company ' s marketing ability present situation , then puts forward the corresponding promotion strategy by combining qualitative , quantitative and comparative study and so on , thus comprehensively improving the marketing ability of the blue sky automobile and strengthening the competitiveness of the company in the industry , so that the company can fully impact the higher performance in the best state after the new plant is put into production . This paper is divided into four parts , the first part mainly presents the background , significance , thinking , method and framework of the thesis . The second part mainly introduces the current situation and competitive pattern of the whole automobile industry , and the background and potential of the blue sky auto sales company . The fourth part is to put forward some countermeasures to improve the marketing ability of the blue sky auto sales company in four aspects : the ability of sales system , marketing policy , market strategy and marketing network .

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.471

【引證文獻】

相關(guān)碩士學(xué)位論文 前1條

1 吳慧娟;4A廣告公司的數(shù)字營銷[D];安徽大學(xué);2015年

本文編號：1421901