神龙汽车公司经销商评价改进本科毕业论文.doc

PAGE 1 神龙汽车公司经销商评价改进 摘要 自前几年中国家用轿车经历井喷增长之后，中国汽车工业的发展变的更加理性和稳健。经销商的管理更加精细，作为渠道管理核心工作的经销商评价得到了汽车企业的高度重视。 神龙汽车公司作为较早建立的合资企业，其经销渠道经历了中国市场的检验，形成了比较稳定的管理模式，通过对其营销渠道评价体系的调查分析，结合中国汽车营销渠道发展现状，借鉴战略管理理论、顾客满意理论和供应链管理等理论，从顾客满意绩效、内部运作绩效、经济效益绩效和学习与发展绩效四个方面26项指标全面构建汽车经销商绩效评价体系，综合运用了层次分析法、德尔菲法等绩效评价方法，对神龙汽车公司原有的评价方法进行了多层次、定量与定性结合的改进，为神龙公司经销商评价管理提供了基于综合指标体系权重合理分配的解决方案，同时为神龙公司提出了根据经销商价值的差异对经销商进行分类管理的建议。 关键词：神龙公司；汽车经销商；渠道管理；绩效评价；层次分析法 Abstract Since a few years ago Chinas domestic car experienced blowout growth, the development of Chinas auto industry becomes more rational and stable. Marketing channel management more sophisticated, as a channel management core dealer evaluation of the automobile enterprises attaches great importance to it. DPCA as early establishment of joint ventures, its distribution channels experienced the Chinese market testing, created a relatively stable management, through its dealer evaluation system of investigation and analysis, Chinas car with the development of marketing channels for the status quo, from the strategic management theory, the theory of customer satisfaction and supply chain management theories, Customer satisfaction from the performance, the internal operation of performance, economic performance and learning and development performance four 26 indicators comprehensive auto marketing channels Construction Performance Evaluation System, comprehensive use of the analytic hierarchy process, such as the Delphi method performance evaluation methods, DPCA to the original evaluation method for a multi-level, combining quantitative and qualitative improvement, DPCA dealers to evaluate the management system based on an integrated indicators reasonable weight distribution solution DPCA also for the distribution of markets under the value of the difference dealers classification management. Keywords: DPCA; Automobile dealers; Channel management; Performance evaluation; AHP 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc170116330 第一章 引言 PAGEREF _To