长安微车渠道曹雨详解.docVIP

河南工程学院考查课 专业论文 长安微车营销渠道管理研 学生姓名： 曹雨 学 号： 201212208141 学 院： 工商管理学院 专业班级： 市场营销1242 专业课程： 渠道管理 任课教师： 翟趁华 201 年 月 日 摘要 营销渠道作为生产制造商与用户之间的桥梁，其作用不仅限于生产者与消费者之间 的物流转移，更应该具有为制造商开发市场和服务用户的功能。尤其是汽车行业，目前 以厂家为主导建立专营的渠道模式下，制造商拥有功能强大的营销渠道更是其核心竞争 力的一部分，而且还是其他竞争者难以复制的宝贵资源。而营销渠道的功能和效率往往 取决于制造商对营销渠道的管理水平。本文首先介绍了中国汽车市场的背景和现状，然后研究了营销渠道的相关基础理 论，随后以长安微车渠道为研究对象，结合长安微车的发展历程和渠道模式，分析了微 车渠道的特点和不足，并根据现代化汽车渠道建设的要求，提出了渠道扁平化建设的方 案，构建了严格的考评体系，明确了经销进入和退出的考核标准，并对长安微车产品全网化销售提出了建议。总结出的这些营销理论和实践的研究对于汽车公司的汽车营销渠道提供了很好参照，对促进我国汽车业的营销渠道管理具有一定的理论价值和现实意义。 关键词 汽车市场 营销渠道 渠道管理 Research on marketing channel management of Chana mini car Abstract As the bridge between manufactures and customers, Marketing channel should not only help to transfer the product’s right but also the market and serve the customer well. A powerful marketing channel is the core competition of manufacturers and the manufacturer’s important resource which is very difficult to copy. The function and efficiency of marketing channel is decided by the manufacturer’s management of marketing channel. Firstly, the paper discuss some background about the recent motor industry and introduce the research object of the papers. Secondly, study the marketing channel theory . Then Chana mini car channel as the research object, combined with the development and channel mode of Chana mini car, analyzes the characteristics of micro channel and insufficient, and according to purpose of modern auto channel construction, proposed the channel flat construction plan, construction of the clear strict assessment system, the distribution of the entry and exit criteria and some suggestions on Chana mini car product network marketing present. Study on the marketing theory and practice summarize for automobile company auto marketing channels provides a very good reference, has certain theory value and practi