汽车后市场是资本价值投资的洼地，在当下市场状态下，中国汽车市场由增量市场变为存 量市场的转变中，汽车后市场更成为竞争激烈的战场，各企业的竞争由产品的竞争转变为终端 渠道的竞争与商业模式的竞争，C 公司目前是汽配流通欧亿·体育（中国）有限公司前五位市场规模的企业，其“不卖 假件”的定位，深受众多汽配经销商的欢迎，可其传统渠道为主的行销模式明显已让企业在规 模上、利润上增加乏力，如何在互联网的趋势下，完善与优化现有的渠道渠道，如何从战略的 层面深入思考“汽配、汽修、车主”三角关系，成为当下 C 汽配企业需要深入思考的战略性问题。 本文首先整理了国内外有关营销与营销渠道的相关理论，从汽配流通欧亿·体育（中国）有限公司的研究为着落点， 以欧亿·体育（中国）有限公司现状和理论为基础，来全面的分析 C 公司的经营状况与商业模式，尤其是传统渠道为主 的背景下经营状况做数据化分析，我们清晰的知晓了 C 公司的渠道经营的短板。 紧接着我们运用了 PEST、五力模型、问卷调查、SWOT 分析法，知晓 C 公司未来发展的 机会与威胁，通过 STP 理论的分析，重新选择了细分市场、目标市场与定位体系。从而以产品 细分为切入口，进行了四种模型的渠道策略。最后我们从组织重塑、业务体系支持、供应链与 IT 部门协同支持、制度与激励机制等建立，来确保整体营销渠道策略的全面实施，为未来 C 汽配公司打造成精细化电商公司的转型而垫定基础。 关键词，关键词，互联网+，传统汽配欧亿·体育（中国）有限公司，营销渠道策略优化，电商公司II Abstract Auto Aftermarket is deep in capital market. Currently, Chinese Auto market is moving from incremental model to stock market. Auto aftermarket will be especially intensive. The competition point in this industry is moving from products to channels and operation-models. Company C is top-5(ranked by scale) in automotive accessories industry and is famous by ‘no-fake’ tenet. But it lacks of potential growth because that it focused on only traditional sales channel. Now,there are 2 urgent missions for company C. The first one is optimizing sales channels. The second one is figuring out the relationship of accessory, auto-fixing and auto-owner. This essay integrated global theories about marketing and marketing channel, then analyzed operation and business model of company C, based on theory /experience, and focus on auto-accessory industry. It is noteworthy that we find out the weakness for company C’s channel strategy by data analysis. PEST, Porter’s fiver forces model, questionnaire and SWOT were utilized to research the opportunities and threats of company C. We reselected sub-markets, target customers and positing systems by STEP theory. After that, we created 4 different channel strategies by product subdividing. Finally, we designed 4 systems to ensure the practicability of our strategy and to transform into delicacy E-commerce company. The systems related to reorganization, business supporting, cooperation between supply chain and IT and incentive mechanism. KEY WORD: Internet +, traditional auto parts industry, marketing channel strategy optimization, electricity supplier companyIII 目 录 第 1 章 绪论.................................................................................................................................. 1 1.1 本文研究背景................................................................................................................. 1 1.2 本文研究的目的和意义................................................................................................. 2 1.2.1 研究目的................................................................................................................... 2 1.2.2 研究意义................................................................................................................... 2 1.3 研究思路、研究内容和方法........................................................................................ 3 1.3.1 研究思路................................................................................................................... 3 1.3.2 研究内容.................................................................................................................. 4 1.3.3 研发方法.................................................................................................................. 5 第 2 章 互联网+及营销渠道相关理论........................................................................................ 6 2.1 互联网+的定义及内容................................................................................................... 6 2.2 营销相关理念及概念.................................................................................................... 7 2.2.1 营销战略理论.......................................................................................................... 8 2.2.2 市场营销组合理论................................................................................................... 8 2.3 中国互联网+的发展现状及趋势.................................................................................. 8 2.4 国内外文献综述........................................................................................................... 11 2.4.1 国内营销渠道的文献综述..................................................................................... 11 2.4.2 国外营销渠道文献综述........................................................................................ 13 第 3 章 汽配流通欧亿·体育（中国）有限公司研究........................................................................................................ 17 3.1 汽配流通产业的发展历程和欧亿·体育（中国）有限公司属性....................................................................... 17 3.1.1 汽配流通欧亿·体育（中国）有限公司的发展历程.................................................................................... 17 3.1.2 中国当前汽配欧亿·体育（中国）有限公司的现状..................................................................................... 20 3.1.3 互联网+背景下对汽配欧亿·体育（中国）有限公司价值链的影响........................................................... 22 3.1.4 互联网背景下对汽配欧亿·体育（中国）有限公司商业模式的影响........................................................ 24 3.2 美国汽配流通欧亿·体育（中国）有限公司的发展经验................................................................................... 25 3.2.1 美国汽配流通欧亿·体育（中国）有限公司发展历程大致经历了四个阶段............................................. 26 3.2.2.美国汽配流通欧亿·体育（中国）有限公司特点........................................................................................ 27 3.2.3 美国优秀汽配企业的案例研究............................................................................. 28IV 3.3 美国汽车维修市场发展启示....................................................................................... 30 第 4 章 C 公司的渠道模式现状................................................................................................. 33 4. 1 公司概况..................................................................................................................... 33 4.2 公司的产品及合作供应商........................................................................................... 34 4.3 公司现有渠道模式介绍............................................................................................... 35 4.3.1 传统的渠道模式..................................................................................................... 35 4.3.2 B2C 电商模式......................................................................................................... 36 4.3.3 零售模式................................................................................................................. 36 4.4 针对 C 公司现有销售渠道的指标进行经营分析...................................................... 37 第 5 章 C 公司的营销环境深度分析......................................................................................... 43 5.1 PEST 分析..................................................................................................................... 43 5.1.1 政策与法律环境.................................................................................................... 43 5.1.2 经济环境................................................................................................................ 43 5.1.3 社会与文化环境.................................................................................................... 43 5.1.4 技术环境..............