本文關(guān)鍵詞： 東風(fēng)柳汽 風(fēng)行汽車(chē) 營(yíng)銷(xiāo)渠道　出處：《中國(guó)地質(zhì)大學(xué)（北京）》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：汽車(chē)工業(yè)誕生一百多年以來(lái)，一直被看作是衡量國(guó)家經(jīng)濟(jì)發(fā)達(dá)程度的指標(biāo)。汽車(chē)工業(yè)在提高國(guó)家綜合實(shí)力和社會(huì)進(jìn)步水平等方面發(fā)揮著重要的作用。 隨著我國(guó)汽車(chē)工業(yè)的不斷發(fā)展，合資品牌的價(jià)格區(qū)間不斷下探，在市場(chǎng)占有率上自主品牌受到的威脅越來(lái)越大。自主品牌若想提升市場(chǎng)占有率不僅要在制造技術(shù)和工藝上尋求突破更要在營(yíng)銷(xiāo)渠道的建設(shè)和管理上因地制宜推陳出新。技術(shù)和工藝上的改進(jìn)革新需要廠(chǎng)家大量的投入，短期內(nèi)難以達(dá)到立竿見(jiàn)影的效果而營(yíng)銷(xiāo)渠道上的調(diào)整和改進(jìn)可以取得比較顯著的效果。 本文則從營(yíng)銷(xiāo)渠道的建設(shè)這一論題入手，以東風(fēng)柳州汽車(chē)有限公司為目標(biāo)，從理論和實(shí)際兩方面探討了如何建立一個(gè)有效完善的營(yíng)銷(xiāo)渠道并針對(duì)實(shí)際情況提出改進(jìn)和創(chuàng)新措施。 本文首先闡述了選題背景、研究主題及意義。同時(shí)介紹了研究所需要的營(yíng)銷(xiāo)渠道的相關(guān)概念和理論。其次介紹了國(guó)內(nèi)外汽車(chē)營(yíng)銷(xiāo)渠道的發(fā)展歷史和現(xiàn)狀，并分析了東風(fēng)柳汽風(fēng)行營(yíng)銷(xiāo)渠道的現(xiàn)狀及存在的問(wèn)題。在此基礎(chǔ)上，從東風(fēng)柳汽風(fēng)行發(fā)展目標(biāo)出發(fā)，根據(jù)現(xiàn)實(shí)中存在的問(wèn)題，提出風(fēng)行汽車(chē)營(yíng)銷(xiāo)渠道的改進(jìn)目的。最后通過(guò)理論和現(xiàn)實(shí)兩方面分析提出解決風(fēng)行汽車(chē)營(yíng)銷(xiāo)渠道現(xiàn)存問(wèn)題的四大舉措。
[Abstract]:Automobile industry has been regarded as an indicator of national economic development since its birth for more than 100 years. Automobile industry plays an important role in improving the comprehensive strength of the country and the level of social progress. With the continuous development of China's automobile industry, the price range of the joint venture brands has been continuously explored. If we want to increase the market share, we should not only seek a breakthrough in manufacturing technology and technology, but also promote the construction and management of marketing channels according to local conditions. Technological and technological improvements require a great deal of input from manufacturers. It is difficult to achieve the immediate effect in the short term, but the adjustment and improvement in the marketing channel can achieve more remarkable results. This paper starts with the topic of the construction of marketing channels and takes Dongfeng Liuzhou Automobile Co., Ltd as its target. This paper probes into how to establish an effective and perfect marketing channel from two aspects of theory and practice, and puts forward the improvement and innovation measures according to the actual situation. This paper first describes the background of the topic, the research theme and significance. At the same time, it introduces the related concepts and theories of the marketing channel needed by the research. Secondly, it introduces the development history and current situation of the automobile marketing channel at home and abroad. On the basis of the analysis of the current situation and the existing problems of Dongfeng Liuqi's popular marketing channel, this paper starts from the development goal of Dongfeng Liuqi's popularity, and according to the existing problems in reality, Finally, through the theoretical and practical analysis, four measures to solve the existing problems of the popular automobile marketing channel are put forward.
【學(xué)位授予單位】：中國(guó)地質(zhì)大學(xué)（北京）
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.471;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 楊東進(jìn);;我國(guó)汽車(chē)4S營(yíng)銷(xiāo)模式現(xiàn)狀、問(wèn)題及對(duì)策分析[J];商場(chǎng)現(xiàn)代化;2007年10期

，

本文編號(hào)：1500680