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论文编号：	5178
作者编号：	2120112761
上传时间：	2013/6/4 21:41:37
中文题目：	上海大众汽车营销模式研究
英文题目：	Research on Shanghai Volkswagen Auto Marketing Pattern
指导老师：	李桂华
中文关键字：	上海大众汽车;营销模式;营销渠道;服务营销
英文关键字：	Shanghai Volkswagen; Marketing Pattern; Marketing Channel; Services Marketing
中文摘要：	近几年来，我国汽车产业发生了长足的发展，中国成为了全球汽车消费的第一大国。自从中国加入WTO，各国汽车企业开始来到中国进行市场进行瓜分，市场的竞争开始越来越激烈争。随着中国汽车市场逐渐从卖方转向了买方，营销环节越来越成为汽车企业输赢的关键因素，汽车营销模式是营销环节的重要组成部分，影响着整个产业链的整体运行效率。作为与改革开放同龄的上海大众汽车有限公司（下文均简称为“上海大众”）经历了整个中国汽车产业发展的全过程，同样也经历了汽车营销模式的变迁。4S营销模式（整车销售（Sale）、配件供应（Sparepart）、售后服务(Service)、信息反馈(Survey)），是目前中国汽车企业中的主流模式。上海大众是中国最早从欧洲引入4S营销模式的企业，研究上海大众的汽车营销模式对研究整个中国汽车营销模式有着重要的参考价值。当我国汽车市场从卖方市场完全转入买方市场了之后，汽车营销模式发生了很大的变化，本文通过对上海大众内外部环境分析总结出了目前上海大众所面临的的挑战和机遇，为了更好的面对将来可能的各种挑战，就亟需对汽车营销模式进行深入的分析。本文尝试从上海大众现有营销模式的不足、国内营销模式、国外营销模式和改进经验等方面进行分析，寻找上海大众汽车营销模式改进的依据，总结出了改进的思路，即：对4S营销模式目前在我国还是普遍适用的，面对各种问题的出现，需要对4S营销模式进行系统的“升级”，通过深入的挖掘存在问题的原因，从根本上解决存在的症结。这就需要借助于其他国家的一些先进的改进经验，从厂商、政府、经销商三方面提出了改进上海大众汽车营销模式的对策。最后本文对现实中一家上海大众4S店进行案例分析，对上文的进行了验证。
英文摘要：	In recent years, the automotive industry of China has undergone considerable development, and China has become the superpower of the global automotive consumer. Since China's accession to the WTO, the national car companies began to come to China market to carve up the market, competition has become increasingly fierce contention. As China's auto market gradually shifted from the seller to the buyer, the marketing aspect has increasingly become a key factor in winning or losing by the auto companies, automotive marketing model is an important part of the marketing aspects, affecting the overall operating efficiency of the whole industry chain. The same age as the reform and opening Shanghai Volkswagen Automotive Co., Ltd. (hereinafter referred to as the "Shanghai Volkswagen) has gone through the whole process of China's auto industry development, also experienced automotive marketing model change. 4S marketing model (vehicle sales (Sale), spare parts supply (Sparepart), service (Service), Feedback (Survey)) is the mainstream model in the Chinese auto companies. Shanghai Volkswagen, China was first introduced from Europe 4S marketing model, the study of Shanghai Volkswagen Automotive marketing model to study the Chinese automotive marketing model has important reference value. China's auto market from a seller's completely transferred to a buyer's market, automotive marketing model has undergone great changes, the paper analyzed the internal and external environment in the Shanghai Volkswagen Shanghai Volkswagen is currently facing the challenges and opportunities, in order to good face possible challenges in the future, it is urgent need for automobile marketing mode in-depth analysis. This paper attempts to lack of Shanghai Volkswagen's existing marketing model, domestic marketing model, the foreign marketing model and improved experience, looking the Shanghai Volkswagen marketing model to improve the basis, summed up the ideas for improvement, namely: 4S marketing model in China is still generally applicable, in the face of the emergence of a variety of problems, you need 4S marketing model system "upgrade", through in-depth mining problems, a fundamental solution to the crux of the existence. This requires the help the advanced improvement experience of other countries, firms, governments, distributors countermeasures to improve Shanghai Volkswagen marketing model. Finally, based on the case studies reality of a Shanghai Volkswagen 4S shop, verify the above validation.
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