xx汽車地區(qū)營(yíng)銷渠道設(shè)計(jì)

18000字

摘要
營(yíng)銷渠道是生產(chǎn)企業(yè)生存與發(fā)展的命脈，汽車市場(chǎng)激烈競(jìng)爭(zhēng)的現(xiàn)實(shí)和影響營(yíng)銷渠道因素的發(fā)展趨勢(shì)使?fàn)I銷渠道正在發(fā)生深刻的變化，渠道是否健全，流通是否順暢，直接影響了企業(yè)的生存和發(fā)展。面對(duì)日趨激烈的市場(chǎng)競(jìng)爭(zhēng)，在不斷推出高品質(zhì)產(chǎn)品的同時(shí)，還要有高質(zhì)量的營(yíng)銷渠道，完善優(yōu)質(zhì)的銷售服務(wù)渠道是保障汽車企業(yè)今后得以快速發(fā)展的營(yíng)銷戰(zhàn)略工程。
為全面打開(kāi)合肥市場(chǎng)，提高雙龍汽車在合肥地區(qū)的銷量，了解雙龍汽車合肥市場(chǎng)的營(yíng)銷渠道現(xiàn)狀，分析目前渠道存在的問(wèn)題并進(jìn)行改善，本文采用數(shù)據(jù)搜集和問(wèn)卷調(diào)查的方式對(duì)雙龍?jiān)诤戏实臉I(yè)務(wù)及需求進(jìn)行了調(diào)研，對(duì)雙龍合肥地區(qū)的經(jīng)銷商進(jìn)行了業(yè)務(wù)調(diào)查，搜集其不同業(yè)務(wù)的年銷量，分析不同業(yè)務(wù)在合肥地區(qū)的業(yè)務(wù)量比例，調(diào)研發(fā)現(xiàn)雙龍汽車不同業(yè)務(wù)在合肥地區(qū)銷能相差較大，且呈現(xiàn)一定的比例規(guī)律。
采用問(wèn)卷調(diào)查的方式對(duì)合肥顧客進(jìn)行需求調(diào)研，調(diào)研發(fā)現(xiàn)顧客對(duì)不同業(yè)務(wù)也有著不同的需求，通過(guò)具體數(shù)據(jù)分類對(duì)比，本文結(jié)合雙龍經(jīng)銷商不同業(yè)務(wù)的銷能和客戶對(duì)不同業(yè)務(wù)的需求情況進(jìn)行渠道改進(jìn)，一直以4S店模式運(yùn)營(yíng)的形式并不是雙龍?jiān)诤戏实貐^(qū)的最佳選擇，而將銷售、售后維修和配件供應(yīng)按照需求量分開(kāi)運(yùn)營(yíng)，是雙龍?jiān)诒M可能減小成本費(fèi)用的情況下，提升銷量的可行性途徑，通過(guò)對(duì)渠道的改善，達(dá)到雙龍?jiān)诤戏实貐^(qū)的目標(biāo)銷量，提高雙龍?jiān)诤戏实貐^(qū)的輻射度，增加銷量及售后利潤(rùn)，在滿足消費(fèi)者不同層次需求的同時(shí)，提升雙龍品牌在合肥地區(qū)的認(rèn)知度及美譽(yù)度，快速提高售前銷量及售后利潤(rùn)，進(jìn)而提高渠道價(jià)值。

關(guān)鍵詞:雙龍汽車 營(yíng)銷模式 渠道設(shè)計(jì)

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

目錄
第1章 緒論 1
1.1研究背景 1
1.2營(yíng)銷渠道設(shè)計(jì)相關(guān)理論 2
1.3研究思路、方法及研究?jī)?nèi)容 3
第2章 雙龍汽車合肥地區(qū)營(yíng)銷渠道現(xiàn)狀分析 5
2.1雙龍汽車合肥地區(qū)宏觀環(huán)境 5
2.1.1合肥人口環(huán)境 5
2.1.2合肥經(jīng)濟(jì)環(huán)境 6
2.1.3合肥市車輛保有量 8
2.2雙龍汽車合肥營(yíng)銷渠道現(xiàn)狀 9
2.2.1雙龍汽車中國(guó)市場(chǎng)營(yíng)銷渠道演化 9
2.2.2雙龍汽車合肥渠道運(yùn)營(yíng)現(xiàn)狀 10
2.3 雙龍汽車合肥渠道存在的問(wèn)題及原因分析 11
2.3.1 雙龍汽車4S店選址不當(dāng) 11
2.3.2 4S店自身模式的弊端 11
2.3.3 4S店?duì)I銷策略問(wèn)題 12
第3章 雙龍汽車合肥地區(qū)渠道能力和顧客需求的調(diào)研 14
3.1調(diào)研方案 14
3.2雙龍汽車合肥市場(chǎng)4S業(yè)務(wù)量占比調(diào)研 15
3.2.1合肥德高4S業(yè)務(wù)量調(diào)研 15
3.2.1合肥德高4S業(yè)務(wù)量調(diào)研 15
3.3合肥地區(qū)客戶調(diào)研 17
3.3.1樣本描述 17
3.3.2 意愿最遠(yuǎn)里程 19
3.3.2 銷售與售后網(wǎng)點(diǎn)數(shù)量合理比例 20
第4章 雙龍汽車合肥地區(qū)營(yíng)銷渠道方案 21
4.1雙龍汽車營(yíng)銷渠道設(shè)計(jì)思路 21
4.2雙龍汽車合肥地區(qū)渠道業(yè)態(tài)設(shè)計(jì) 22
4.2.1整車銷售 22
4.2.2售后維修 24
4.3雙龍汽車合肥地區(qū)渠道區(qū)域布局設(shè)計(jì) 25
4.3.1瑤海區(qū) 25
4.3.2蜀山區(qū) 25
4.3.3包河區(qū) 26
4.3.4廬陽(yáng)區(qū) 26
4.3.5縣城 26
致 謝 28
附錄一 30
參考文獻(xiàn)…………………………………………………………………………………………….29
附錄…………………………………………………………………………………………………….30