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xx汽车地区营销渠道设计,18000字摘要营销渠道是生产企业生存与发展的命脉，汽车市场激烈竞争的现实和影响营销渠道因素的发展趋势使营销渠道正在发生深刻的变化，渠道是否健全，流通是否顺畅，直接影响了企业的生存和发展。面对日趋激烈的市场竞争，在不断推出高品质产品的同时，还要有高质量的营销渠道，完善优质的销售服务渠道是保障汽车...
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xx汽车地区营销渠道设计
18000字
摘要
营销渠道是生产企业生存与发展的命脉，汽车市场激烈竞争的现实和影响营销渠道因素的发展趋势使营销渠道正在发生深刻的变化，渠道是否健全，流通是否顺畅，直接影响了企业的生存和发展。面对日趋激烈的市场竞争，在不断推出高品质产品的同时，还要有高质量的营销渠道，完善优质的销售服务渠道是保障汽车企业今后得以快速发展的营销战略工程。
为全面打开合肥市场，提高双龙汽车在合肥地区的销量，了解双龙汽车合肥市场的营销渠道现状，分析目前渠道存在的问题并进行改善，本文采用数据搜集和问卷调查的方式对双龙在合肥的业务及需求进行了调研，对双龙合肥地区的经销商进行了业务调查，搜集其不同业务的年销量，分析不同业务在合肥地区的业务量比例，调研发现双龙汽车不同业务在合肥地区销能相差较大，且呈现一定的比例规律。
采用问卷调查的方式对合肥顾客进行需求调研，调研发现顾客对不同业务也有着不同的需求，通过具体数据分类对比，本文结合双龙经销商不同业务的销能和客户对不同业务的需求情况进行渠道改进，一直以4S店模式运营的形式并不是双龙在合肥地区的最佳选择，而将销售、售后维修和配件供应按照需求量分开运营，是双龙在尽可能减小成本费用的情况下，提升销量的可行性途径，通过对渠道的改善，达到双龙在合肥地区的目标销量，提高双龙在合肥地区的辐射度，增加销量及售后利润，在满足消费者不同层次需求的同时，提升双龙品牌在合肥地区的认知度及美誉度，快速提高售前销量及售后利润，进而提高渠道价值。
关键词:双龙汽车 营销模式 渠道设计
The marketing channel design of Ssangyong Motor in Hefei
ABSTRACT Marketing channel is manufacturer survival and development of the life blood of the highly competitive automotive market reality and the factors affecting the development trend of marketing channels to enable marketing channels is undergoing profound changes, channels are sound and whether the smooth flow of a direct impact on the enterprise's survival and development. Facing increasingly fierce market competition, continues to deliver high-quality products, we should also have high-quality marketing channels, improve the quality of sales and service channels to protect the car to the rapid development of enterprises in the future marketing strategy works.
To open Hefei market fully, improve the Ssangyong Motor sales in Hefei area, understand the status of marketing channels of Ssangyong Motor in Hefei market, analysis of the current problems of the channels and improve it, this paper uses data collection and questionnaire survey for Ssangyong business and demand in Hefei were investigated, the business investigation for Ssangyong Hefei area dealers, gather the different business sales, analysis of different business in Hefei area volume ratio, research found that the Ssangyong automobile different business can vary greatly in Hefei area , and present the proportion.
The questionnaire investigation of Hefei customer demand, research found that customers have different needs for different business, through specific data classification comparison, combining the Ssangyong dealer different business and customer channel on demand of different business improvement, has been to the 4S store mode of operation form and area is the best choice in Hefei, and the sales, customer service repair and spare parts supply in accordance with the demand of separate operation, the company is to minimize cost under the condition of feasibility, promote sales, through the channel improvement, achieve target sales in Hefei area, increase in Hefei area of radiation, to increase sales and profit in customer service, meet different levels of customer demand at the same time, enhance the brand awareness and reputation in Hefei area, rapidly improve the customer service sales and profits, and improve channel value.
Key Words Ssangyong Marketing model channel design
目录
第1章 绪论 1
1.1研究背景 1
1.2营销渠道设计相关理论 2
1.3研究思路、方法及研究内容 3
第2章 双龙汽车合肥地区营销渠道现状分析 5
2.1双龙汽车合肥地区宏观环境 5
2.1.1合肥人口环境 5
2.1.2合肥经济环境 6
2.1.3合肥市车辆保有量 8
2.2双龙汽车合肥营销渠道现状 9
2.2.1双龙汽车中国市场营销渠道演化 9
2.2.2双龙汽车合肥渠道运营现状 10
2.3 双龙汽车合肥渠道存在的问题及原因分析 11
2.3.1 双龙汽车4S店选址不当 11
2.3.2 4S店自身模式的弊端 11
2.3.3 4S店营销策略问题 12
第3章 双龙汽车合肥地区渠道能力和顾客需求的调研 14
3.1调研方案 14
3.2双龙汽车合肥市场4S业务量占比调研 15
3.2.1合肥德高4S业务量调研 15
3.2.1合肥德高4S业务量调研 15
3.3合肥地区客户调研 17
3.3.1样本描述 17
3.3.2 意愿最远里程 19
3.3.2 销售与售后网点数量合理比例 20
第4章 双龙汽车合肥地区营销渠道方案 21
4.1双龙汽车营销渠道设计思路 21
4.2双龙汽车合肥地区渠道业态设计 22
4.2.1整车销售 22
4.2.2售后维修 24
4.3双龙汽车合肥地区渠道区域布局设计 25
4.3.1瑶海区 25
4.3.2蜀山区 25
4.3.3包河区 26
4.3.4庐阳区 26
4.3.5县城 26
致 谢 28
附录一 30
参考文献…………………………………………………………………………………………….29
附录…………………………………………………………………………………………………….30
18000字
摘要
营销渠道是生产企业生存与发展的命脉，汽车市场激烈竞争的现实和影响营销渠道因素的发展趋势使营销渠道正在发生深刻的变化，渠道是否健全，流通是否顺畅，直接影响了企业的生存和发展。面对日趋激烈的市场竞争，在不断推出高品质产品的同时，还要有高质量的营销渠道，完善优质的销售服务渠道是保障汽车企业今后得以快速发展的营销战略工程。
为全面打开合肥市场，提高双龙汽车在合肥地区的销量，了解双龙汽车合肥市场的营销渠道现状，分析目前渠道存在的问题并进行改善，本文采用数据搜集和问卷调查的方式对双龙在合肥的业务及需求进行了调研，对双龙合肥地区的经销商进行了业务调查，搜集其不同业务的年销量，分析不同业务在合肥地区的业务量比例，调研发现双龙汽车不同业务在合肥地区销能相差较大，且呈现一定的比例规律。
采用问卷调查的方式对合肥顾客进行需求调研，调研发现顾客对不同业务也有着不同的需求，通过具体数据分类对比，本文结合双龙经销商不同业务的销能和客户对不同业务的需求情况进行渠道改进，一直以4S店模式运营的形式并不是双龙在合肥地区的最佳选择，而将销售、售后维修和配件供应按照需求量分开运营，是双龙在尽可能减小成本费用的情况下，提升销量的可行性途径，通过对渠道的改善，达到双龙在合肥地区的目标销量，提高双龙在合肥地区的辐射度，增加销量及售后利润，在满足消费者不同层次需求的同时，提升双龙品牌在合肥地区的认知度及美誉度，快速提高售前销量及售后利润，进而提高渠道价值。
关键词:双龙汽车 营销模式 渠道设计
The marketing channel design of Ssangyong Motor in Hefei
ABSTRACT Marketing channel is manufacturer survival and development of the life blood of the highly competitive automotive market reality and the factors affecting the development trend of marketing channels to enable marketing channels is undergoing profound changes, channels are sound and whether the smooth flow of a direct impact on the enterprise's survival and development. Facing increasingly fierce market competition, continues to deliver high-quality products, we should also have high-quality marketing channels, improve the quality of sales and service channels to protect the car to the rapid development of enterprises in the future marketing strategy works.
To open Hefei market fully, improve the Ssangyong Motor sales in Hefei area, understand the status of marketing channels of Ssangyong Motor in Hefei market, analysis of the current problems of the channels and improve it, this paper uses data collection and questionnaire survey for Ssangyong business and demand in Hefei were investigated, the business investigation for Ssangyong Hefei area dealers, gather the different business sales, analysis of different business in Hefei area volume ratio, research found that the Ssangyong automobile different business can vary greatly in Hefei area , and present the proportion.
The questionnaire investigation of Hefei customer demand, research found that customers have different needs for different business, through specific data classification comparison, combining the Ssangyong dealer different business and customer channel on demand of different business improvement, has been to the 4S store mode of operation form and area is the best choice in Hefei, and the sales, customer service repair and spare parts supply in accordance with the demand of separate operation, the company is to minimize cost under the condition of feasibility, promote sales, through the channel improvement, achieve target sales in Hefei area, increase in Hefei area of radiation, to increase sales and profit in customer service, meet different levels of customer demand at the same time, enhance the brand awareness and reputation in Hefei area, rapidly improve the customer service sales and profits, and improve channel value.
Key Words Ssangyong Marketing model channel design
目录
第1章 绪论 1
1.1研究背景 1
1.2营销渠道设计相关理论 2
1.3研究思路、方法及研究内容 3
第2章 双龙汽车合肥地区营销渠道现状分析 5
2.1双龙汽车合肥地区宏观环境 5
2.1.1合肥人口环境 5
2.1.2合肥经济环境 6
2.1.3合肥市车辆保有量 8
2.2双龙汽车合肥营销渠道现状 9
2.2.1双龙汽车中国市场营销渠道演化 9
2.2.2双龙汽车合肥渠道运营现状 10
2.3 双龙汽车合肥渠道存在的问题及原因分析 11
2.3.1 双龙汽车4S店选址不当 11
2.3.2 4S店自身模式的弊端 11
2.3.3 4S店营销策略问题 12
第3章 双龙汽车合肥地区渠道能力和顾客需求的调研 14
3.1调研方案 14
3.2双龙汽车合肥市场4S业务量占比调研 15
3.2.1合肥德高4S业务量调研 15
3.2.1合肥德高4S业务量调研 15
3.3合肥地区客户调研 17
3.3.1样本描述 17
3.3.2 意愿最远里程 19
3.3.2 销售与售后网点数量合理比例 20
第4章 双龙汽车合肥地区营销渠道方案 21
4.1双龙汽车营销渠道设计思路 21
4.2双龙汽车合肥地区渠道业态设计 22
4.2.1整车销售 22
4.2.2售后维修 24
4.3双龙汽车合肥地区渠道区域布局设计 25
4.3.1瑶海区 25
4.3.2蜀山区 25
4.3.3包河区 26
4.3.4庐阳区 26
4.3.5县城 26
致 谢 28
附录一 30
参考文献…………………………………………………………………………………………….29
附录…………………………………………………………………………………………………….30
