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论文编号：	5177
作者编号：	2120112700
上传时间：	2013/6/4 21:02:55
中文题目：	米其林轿车轮胎市场营销渠道研究
英文题目：	Research on Tire Marketing Channel of Michelin
指导老师：	韩德昌
中文关键字：	米其林，轮胎市场，营销渠道
英文关键字：	Michelin, tire market, marketing channel
中文摘要：	中国经济的高速发展带来了汽车工业的飞速发展，促进了人民生活水平的提高，推动了社会的进步。自2000年，中国汽车年销量平均增长惊人的达到55%，预计2013年汽车销量有望达到2050万辆。汽车庞大的需求催生了汽车后服务的巨大市场，其中轿车轮胎替换市场更是以每年17%的速度递增。看到轿车轮胎替换市场的发展潜力，国际轮胎巨头纷纷进入中国。世界排名前十的轮胎制造商通过独资、合资等各种方式均在中国开设了工厂，加上国内的上百家轮胎制造商，使得轮胎替换市场竞争异常激烈。 我国轮胎替换中高端市场已基本被外资品牌占据，国内轮胎品牌仅凭借价格低廉的竞争优势占据低端市场。而在轿车轮胎替换市场的营销渠道建设上，国内品牌厂商与外资品牌相比更是鞭长莫及。 本文首先对相关营销渠道的理论进行了回顾，对渠道的关系、渠道的功能、渠道的职能等管理理论进行了简要的论述。其次对中国轿车轮胎替换市场的环境进行了分析，从渠道模式、市场现状、消费者特点多个角度进行了分析，并结合国外成熟市场的状况，对市场的未来发展趋势进行预测，提出中国轮胎替换市场营销渠道的发展之路。 作为世界轮胎的领导者，米其林公司在中国轮胎替换市场持续保持着高速的增长，且市场份额一直位居前列，在轮胎替换的中高端市场更是保持着第一的市场占有率。米其林在中国的成功，得益于其与众不同的营销渠道策略。 在归纳总结理论研究和中国轮胎替换市场渠道现状的基础上，综合分析米其林公司在市场营销渠道的成功策略，主要研究了米其林公司在渠道设计、成员管理、渠道控制、渠道激励以及冲突管理五个方面的内容。通过对米其林营销渠道发展的分析，总结了米其林营销渠道先进有效的管理方法，希望能对行业相关人员有所借鉴。
英文摘要：	With the rapid economic development, the automobile industry of China has developed rapidly that improve the people’s living and social progress. An average growth rate of Chinese car sales has almost reached 55% every year from 2000. It is expected that car sales in china would reach 2.05 million in 2013. The huge automobile demand causes a huge car service market. Tire-replace market is increasing at an annual rate of 17% because of millions of automobile service customer. Focus on China tire-replace market’s potential, international tire giants has all entered china. Hundreds of Chinese tire manufacturers has to competed with the world top ten tire manufacturers who already sale their production in china through proprietorship, joint ventures, or open factories in China directly. China tire-replace market competition becomes fierce. The high-end tire-replace market has been occupied by foreign enterprises; domestic enterprises only occupied the low-end market by low price competitive advantage. While in the car tire-replace market marketing channel construction, domestic companies are beyond their ability to compare with foreign companies. At the beginning of this thesis, the author reviews the theory of marketing channels including channels of relationship, channel function and channel management theory. Secondly, give a brief analysis of Chinese passenger car tire-replace market environment. It is analyzed from multiple angles of channel mode, market situation and consumer characteristics. Then combined with the foreign mature market conditions, the author predicts the future development trend of the Chinese tire-replace market. As the world tire product leader, Michelin continued to maintain a rapid growth in China tire market. Michelin has a high market share all the time and is the first position in the high-end market. Michelin's success in China thanks to its unusual marketing channel strategy. In the basis of summarizing the marketing channel theoretical and China tire-replace market status, it makes a comprehensive analysis of the Michelin successful marketing channel strategy in China tire-replace market. The main research in channel design, channel members, channel control, channel stimulation and conflict management five aspects. Through analyzing the development of Michelin channel, summarize the advanced management method of Michelin marketing channel, it would be useful for China tire enterprises.
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