本文關(guān)鍵詞： 邁騰 汽車(chē)消費(fèi)市場(chǎng) 關(guān)系營(yíng)銷(xiāo) B級(jí)車(chē)　出處：《吉林大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：作為拉動(dòng)我國(guó)GDP增長(zhǎng)的重要產(chǎn)業(yè)之一,汽車(chē)消費(fèi)市場(chǎng)在經(jīng)歷了近10年的高速增長(zhǎng)后,近5年來(lái)不斷放緩。伴隨著汽車(chē)市場(chǎng)總量不斷膨脹而出現(xiàn)的不是企業(yè)利潤(rùn)的快速上漲,而是在生產(chǎn)、銷(xiāo)售以及服務(wù)等環(huán)節(jié)更加激烈的競(jìng)爭(zhēng)。作為一汽-大眾眾多轎車(chē)產(chǎn)品中的支柱型品牌之一,“邁騰”在2007年正式走進(jìn)中國(guó)市場(chǎng)后已經(jīng)累計(jì)銷(xiāo)售1,024,411輛,并且長(zhǎng)期保持B級(jí)轎車(chē)市場(chǎng)份額前三甲的地位,為一汽-大眾銷(xiāo)量和利潤(rùn)目標(biāo)的實(shí)現(xiàn)做出了突出貢獻(xiàn)。在后市場(chǎng)時(shí)代,汽車(chē)品牌的競(jìng)爭(zhēng)已從產(chǎn)品本身的角力轉(zhuǎn)變成客戶資源的爭(zhēng)奪。因此,誰(shuí)能贏得更多客戶的青睞,誰(shuí)就能獲取市場(chǎng)競(jìng)爭(zhēng)中的優(yōu)勢(shì)地位。而要贏得客戶,就必須從了解客戶開(kāi)始,充分利用各種資源收集客戶信息,進(jìn)而通過(guò)豐富的互動(dòng)手段拉近品牌與客戶的距離,促進(jìn)新客戶的成交,提升老客戶的滿意度并培養(yǎng)其忠誠(chéng)度,進(jìn)而實(shí)現(xiàn)從“購(gòu)買(mǎi)”到“摯愛(ài)”的轉(zhuǎn)化。這就督促企業(yè)必須在傳統(tǒng)的營(yíng)銷(xiāo)理念上進(jìn)行創(chuàng)新,建立一套科學(xué)系統(tǒng)的關(guān)系營(yíng)銷(xiāo)方法,在IT系統(tǒng)的支持下,充分運(yùn)用現(xiàn)代營(yíng)銷(xiāo)理念來(lái)開(kāi)發(fā)新客戶和挽留老客戶,開(kāi)展有效的關(guān)系營(yíng)銷(xiāo)。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(duì)汽車(chē)消費(fèi)市場(chǎng)的支撐取向,政府持續(xù)從多個(gè)角度促進(jìn)汽車(chē)消費(fèi),并加大了對(duì)新能源車(chē)的支持力度,但是對(duì)于B級(jí)轎車(chē)消費(fèi)市場(chǎng),由于受不享受節(jié)能補(bǔ)貼和購(gòu)置稅減半政策等因素影響,預(yù)計(jì)將仍保持激烈競(jìng)爭(zhēng)態(tài)勢(shì)。因此,本文通過(guò)分析一汽-大眾“邁騰”關(guān)系營(yíng)銷(xiāo)業(yè)務(wù)的現(xiàn)狀,從B級(jí)轎車(chē)市場(chǎng)經(jīng)營(yíng)環(huán)境和目標(biāo)消費(fèi)者群體分析入手,對(duì)其進(jìn)行SWOT分析和關(guān)系營(yíng)銷(xiāo)策略設(shè)計(jì),希望通過(guò)這些研究能夠幫助一汽-大眾解決目前存在的問(wèn)題,更好地應(yīng)對(duì)市場(chǎng)競(jìng)爭(zhēng)壓力,同時(shí)找到能有效解決問(wèn)題的模式和方法。通過(guò)關(guān)系營(yíng)銷(xiāo)可以幫助我們更加了解客戶的需求,有效促進(jìn)潛在客戶成交,并為客戶提供更多有針對(duì)性的、個(gè)性化的服務(wù),提升客戶的滿意度和忠誠(chéng)度,進(jìn)而通過(guò)客戶的口碑效應(yīng),為一汽-大眾提供更多的潛在客戶。同時(shí),關(guān)系營(yíng)銷(xiāo)能幫助我們提高營(yíng)銷(xiāo)效率,降低營(yíng)銷(xiāo)成本,進(jìn)而提升經(jīng)銷(xiāo)商盈利水平。這些研究對(duì)汽車(chē)行業(yè)內(nèi)其它品牌具有一定的參考價(jià)值和實(shí)踐指導(dǎo)作用,對(duì)推動(dòng)行業(yè)的健康、持續(xù)發(fā)展有一定的現(xiàn)實(shí)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(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F426.471

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