本文關(guān)鍵詞： 汽車園區(qū) 產(chǎn)業(yè)集群 服務(wù)集群 集約化 層次分析法　出處：《武漢理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：2012年我國共生產(chǎn)汽車1927.18萬輛,銷售1930.64萬輛,同比增長率保持在4%以上。汽車行業(yè)整體數(shù)據(jù)持續(xù)增長的背后卻是大部分經(jīng)銷商盈利能力的大幅下滑,究其原因主要是,4S店模式硬件設(shè)施及土地投入過高、土地審批難度加大、廠家銷量服務(wù)指標(biāo)高、服務(wù)模式單一等問題日漸突出。為了汽車銷售服務(wù)市場的健康有序發(fā)展,需對以4S店為主體的汽車銷售服務(wù)渠道模式加以升級轉(zhuǎn)型,降低經(jīng)營成本,提高銷售服務(wù)競爭力。 本文圍繞集群式汽車銷售服務(wù)新模式研究這一課題展開,以產(chǎn)業(yè)集群理論為理論基礎(chǔ),綜合運用問卷調(diào)查、層次分析法等多種方法,進(jìn)行定性與定量結(jié)合分析,并通過經(jīng)銷商實證分析對新模式的運營加以說明。本文首先對產(chǎn)業(yè)集群概念進(jìn)行詳細(xì)介紹,對產(chǎn)業(yè)集群理論對銷售服務(wù)集群模式的指導(dǎo)作用進(jìn)行了闡述,詳細(xì)介紹了本文的理論基礎(chǔ)。然后介紹了我國目前主要的汽車營銷渠道模式,明確我國汽車營銷渠道現(xiàn)存的主要問題,提出主要的演進(jìn)趨勢。接著通過消費者需求調(diào)研,了解消費者在汽車消費及服務(wù)階段的具體需求,為建立集群式銷售服務(wù)模型提供數(shù)據(jù)基礎(chǔ)。本文的主體部分介紹了以集群化銷售服務(wù)、集聚化功能配套、集約化運營管理、綠色環(huán)保四大理念為支柱的汽車園區(qū)發(fā)展模式,并對這種模式的商業(yè)運營模式、品牌化運營戰(zhàn)略和應(yīng)重視的發(fā)展問題進(jìn)行了研究。最后在相關(guān)理論分析的基礎(chǔ)上,對廣東精文汽車城進(jìn)行實證研究,為其提供相應(yīng)的汽車城發(fā)展策略。運用定性與定量相結(jié)合的理論研究方法,確定汽車城配套服務(wù)設(shè)施的分期建設(shè)規(guī)劃,促進(jìn)汽車園區(qū)建設(shè)理性化發(fā)展。 本文通過大量理論驗證及實證分析提出的集群式汽車銷售服務(wù)模式即汽車園區(qū)模式,在充分發(fā)揮服務(wù)集群效應(yīng)的基礎(chǔ)上可以提高汽車銷售服務(wù)模式競爭力,降低土地和資源利用率,實現(xiàn)集約化發(fā)展�；旧辖鉀Q了目前汽車銷售服務(wù)模式的弊端,同時也能夠更好的滿足汽車消費者不斷增長的消費需求,是汽車銷售服務(wù)模式未來的主要演進(jìn)趨勢,對汽車銷售服務(wù)模式的變革具有較強的理論及現(xiàn)實指導(dǎo)意義。
[Abstract]:In 2012, China produced nineteen million two hundred and seventy-one thousand and eight hundred cars and sold nineteen million three hundred and six thousand and four hundred , with a year-on-year growth rate of more than 4%. Behind the sustained growth in the overall data of the auto industry, however, is the sharp decline in the profitability of most dealers. The main reasons for this are that the 4S shop model has too high hardware facilities and land investment, it is more difficult to examine and approve the land, the manufacturers' sales service index is high, the service mode is single, and so on. For the sake of the healthy and orderly development of the automobile sales service market, It is necessary to upgrade and transform the model of automobile sales service channel with 4S store as the main body, reduce the operating cost and improve the competitiveness of sales service. Based on the theory of industrial cluster, this paper combines qualitative and quantitative analysis with questionnaire survey and analytic hierarchy process (AHP). In this paper, the concept of industrial cluster is introduced in detail, and the guiding role of industrial cluster theory to sales service cluster model is expounded. The theoretical basis of this paper is introduced in detail. Then the main automobile marketing channel mode in China is introduced, the main problems existing in the automobile marketing channel in our country are clear, and the main evolution trend is put forward. To understand the specific needs of consumers in the stage of automobile consumption and service, and to provide a data basis for the establishment of a cluster sales service model. The main part of this paper introduces the cluster sales service, the clustering function supporting, the intensive operation management. The development model of automobile park based on the four concepts of green and environmental protection is studied, and the commercial operation mode, brand operation strategy and development problems should be paid more attention to. Finally, on the basis of relevant theoretical analysis, This paper makes an empirical study on the Jingwen Automobile City in Guangdong Province, and provides the corresponding development strategy for the Automobile City. By using the theoretical research method of combining qualitative and quantitative analysis, it determines the construction plan of the auxiliary service facilities in the Automobile City by stages. Promote the rational development of automobile park construction. Through a great deal of theoretical verification and empirical analysis, this paper puts forward the cluster automobile sales service model, that is, the automobile park model, which can improve the competitiveness of the automobile sales service mode on the basis of giving full play to the service cluster effect. Reducing the utilization ratio of land and resources, realizing intensive development, basically solving the disadvantages of the current automobile sales service mode, and at the same time, it can better meet the increasing consumer demand of automobile consumers. It is the main evolution trend of automobile sales service mode in the future, which has strong theoretical and practical guiding significance for the reform of automobile sales service mode.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.471

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本文編號：1505109