国内自主品牌乘用车营销渠道优化研究论文范本

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摘要

近年来，我国汽车消费和制造均发展迅速。由于国外主流汽车生产企业的进入，

我国汽车产业在生产、销售及服务等领域都得到了很大的提高，目前已成长为世界汽

车业一个重要的新兴市场。但由于我国开展汽车营销活动的时间还比较短，我国自主

品牌汽车在销售市场以及营销渠道建设方面仍存在一定的问题。市场竞争激烈，由先

前的价格战向渠道控制、市场细分、品牌文化建设等多元化竞争发展。营销渠道一直

是汽车制造商占领市场的重中之重，而营销渠道成员之间缺乏合作，不和谐的渠道

关系影响了汽车企业的进一步发展。营销渠道的理论研究已经有90多年的历史，而

我国的汽车营销管理并没有得到相关理论的充分指导。

本文分别介绍了我国目前汽车市场上主流的渠道模式，对渠道现存的问题及其

原因进行了深入的分析，指出，汽车生产企业应该在以消费者需求为导向，保障经

销商利益，和提升自身综合实力的基本精神指导下，从分析营销渠道环境开始，展

开由渠道结构优化到渠道成员优化的思想。汽车厂家应注重对经销商队伍能力的提高

销售网点分布的优化，以及高效信息平台的搭建，最终收获和谐信任的渠道成员关

系，并使营销渠道成为自己参与市场的核心竞争力，这就是本文渠道优化的目标。本

文最后还对奇瑞汽车营销渠道的优化活动进行了分析，以对本文的研究结论加以佐

证。

关键字：自主品牌，乘用车，营销渠道，优化

ABSTRACT

In recent years, auto consumption and manufacturing in china are developing

rapidly. As the foreign automobile manufacturers entering the mainstream, the automotive

industry has been greatly improved in production, sales and service areas, and now grown

into an important emerging market of the world automobile industry. Because our

marketing activities carried out cars are relatively short time, there are still some problems

in the building of sales market and marketing channels for Chinese own

brands.Competitive market has made diverse competition,developing from the previous

price war to the channel control, market segmentation and brand culture building.

Marketing channel has been a top priority for vehicle manufacturers to dominate the

market,however, lack of cooperation among the members of marketing channels and

discord channel relationship affect the further development of the automobile business.

Theoretical study of marketing channels has 90 years of history, but our car marketing

management has not been guided by associate theory adequately. This paper describes our

current channels of the mainstream car market model, analyzes the channel’s existing

problems and its causes deeply. This paper argues that auto manufacturers should be under

the guidance of the basic spirit of the consumer demand, protecting the interests of dealers,

and enhancing the overall strength of its own, starting from the analysis of marketing

channels environment, promoting the channel to the channel member optimization

ideas.Automobile manufacturers should focus on the distributor force capabilities, sales

distribution network optimization, and efficient information platform building,finally

harvest harmonious and trust relationship between channel members,and make their own

marketing channels become the core competitiveness in the market, that is the object of

channel optimization of this paper.

Finally, analyzes Chery’s optimization activities of marketing channels, in order to

be corroborated on the conclusion of this paper.

KEY WORDS: Self-owned brand, Passenger Cars, Marketing channels,

Optimization

目录
绪论.....................................................................................................................................1
1 研究背景..................................................................................................................1
2 研究目的与意义......................................................................................................2
3 研究内容与方法......................................................................................................3
营销渠道基本理论.............................................................................................................4
1 营销渠道概述..........................................................................................................4
1.1.营销渠道的定义........................................................................................4
1.2 营销渠道的作用........................................................................................4
1.3 营销渠道的类型........................................................................................4
1.4 营销渠道的功能........................................................................................5
2 营销渠道的管理......................................................................................................6
2.1 营销渠道管理的内涵.................................................................................6
2.2 营销渠道优化概述.....................................................................................6
3 营销渠道理论在汽车行业的应用分析..................................................................7
3.1 营销渠道与产销关系................................................................................7
3.2 汽车营销渠道的特征................................................................................8
我国乘用车营销渠道现状、问题及原因分析.................................................................9
1 我国乘用车营销渠道的现有模式..........................................................................9
2 我国乘用车营销渠道的主要问题及原因分析....................................................11
2.1 我国乘用车营销渠道的主要问题...........................................................11
2.2 我国乘用车车营销渠道问题的原因分析..............................................12
4我国自主品牌乘用车营销渠道优化策略.......................................................................15
1 我国自主品牌乘用车营销渠道优化目标............................................................15
2 我国自主品牌乘用车营销渠道结构优化............................................................15
3 我国自主品牌乘用车营销渠道终端的优化........................................................18
5案例分析--奇瑞汽车营销渠道研究................................................................................20
1 奇瑞汽车概述........................................................................................................20
1.1 公司简介..................................................................................................20
1.2 奇瑞旗下品牌及市场定位......................................................................20
2 奇瑞汽车营销渠道优化措施..............................................................................20
2.1 奇瑞汽车营销渠道设计..........................................................................20
2.2 奇瑞营销渠道优化—两次分网..............................................................21

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摘要：

摘要近年来，我国汽车消费和制造均发展迅速。由于国外主流汽车生产企业的进入，我国汽车产业在生产、销售及服务等领域都得到了很大的提高，目前已成长为世界汽车业一个重要的新兴市场。但由于我国开展汽车营销活动的时间还比较短，我国自主品牌汽车在销售市场以及营销渠道建设方面仍存在一定的问题。市场竞争激烈，由先前的价格战向渠道控制、市场细分、品牌文化建设等多元化竞争发展。营销渠道一直是汽车制造商占领市场的重中之重，而营销渠道成员之间缺乏合作，不和谐的渠道关系影响了汽车企业的进一步发展。营销渠道的理论研究已经有90多年的历史，而我国的汽车营销管理并没有得到相关理论的充分指导。本文分别介绍了我国目前汽车市场上主流...

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