汽车营销渠道在整个销售系统具有举足轻重的作用。本文研究M商用车公司是一家

全新的商用车公司,在2年的营销发展过程中,存在诸多问题。本文通过对营销渠道设

计、营销渠道运营管理二个方面对M商用车公司营销渠道管理进行了分析与研宄,总结

出M商用车公司目前在营销渠道管理的不足之处,并进行相应营销渠道设计,从而达到

M商用车营销渠道管理优化的效果。

在梳理国内外汽车营销渠道模式的基础上,运用市场营销和战略管理等学科的相

关理论,对M公司在营销渠道重新设计。营销渠道设计通过4个方面进行:营销渠道层

级设计、渠道评价认证体系设计、渠道建设标准设计、电子商务机制设立。通过整体

重新对营销渠道设计,从一味追求金字塔型的渠道模式,逐渐向扁平化、营销渠道下

沉化营销渠道发展,从而更贴近市场需求。通过5种建设等级、4种管理等级的经销

商层级设计,更好地符合多变的市场发展。营销渠道运营管理设计通过4个方面进行:

提升管理能力、运营管理考核、规范市场机制、满意度评估,而从有效的支持营销

渠道更健康的发展。研宄M商用车公司营销渠道管理,也对中国商用车品牌在渠道管

理有着重要的借鉴意义。

关键词:商用车、营销管理、渠道管理

第II页
华东理工大学硕士学文论文

M commercial vehicle company marketing channel management research

Abstract

Automobile marketing channels play a decisive role in the whole sale system. This paper

studies the M commercial vehicle company is a new commercial vehicle company in

marketing, 2 years in the development process,there are many problems. Based on the two

aspects of marketing channel design, operation and management of the marketing research

and analyze the marketing channel management of M commercial vehicle company,summed

up the M commercial vehicle company current deficiencies in the marketing channel

mmagement, and make corresponding marketing channel design, so as to achieve the effect

of M commercial vehicle marketing channel management optimization.

On the basis of summarizing the domestic and foreign automobile marketing channel mode,

use of related theory of marketing and strategy management subject to M company, re design

the marketing channel. 4 aspects through the marketing channel design: the establishment of

construction standard marketing channel, channel evaluation and certification system level

design design, channel design, e-commerce mechanism. Through the whole again on

marketing channel design,from the blind pursuit of Pyramid type channel mode, and

gradually to the flat, marketing channel sink marketing channel development, and thus is

more close to the market demand. The dealer level design of 5 kinds of construction grade, 4

kinds of management level,to better meet the changing market development. 4 aspects

through the channel operation and management marketing design: to enhance the

management, operational management assessment, standardizing the market mechanism,

satisfaction, and from the effective support of marketing channel more healthy development.

Marketing channel management of M commercial vehicle company,also on the China

commercial vehicle brand in the channel management has important reference significance.

Keywords:Commercial Vehicle, Marketing Management, Channel Management