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| 论文编号： | 6264 | |
| 作者编号： | 2120122632 | |
| 上传时间： | 2014/6/6 15:49:54 | |
| 中文题目： | 一汽轿车销售渠道策略研究 | |
| 英文题目： | Research on marketing channel strategy of FAW car | |
| 指导老师： | 张永强 | |
| 中文关键字： | 一汽轿车；销售渠道；渠道管理；营销管理 | |
| 英文关键字： | FAW Car ; sales channels ; channel management ; Marketing Management | |
| 中文摘要： | 本文从销售渠道策略这一论题切入，以我国汽车制造行业三巨头之一的一汽轿车公司为目标，从理论和实践两方面探讨了如何建立一个完善的销售渠道并进行有效地管理这样一个战略问题。应该说本文从选题到立意都具有现实性和指导意义。本文具体从多个层面对一汽轿车现有的销售渠道进行了阐述和分析，并得出了一汽轿车销售渠道的优势和存在的问题并提出合理的销售渠道政策改善的建议。首先主要对本文的研究背景、研究意义和研究方法、框架等进行简单的阐述。着重对销售渠的相关道理论进行了回顾，包括销售渠道的涵义、流程、分类以及新型的销售渠道类型等，后重点介绍了差异化竞争的相关理论。后面的部分本文着重对一汽轿车销售渠道发展与现状进行了分析介绍。搜集了大量的资料对一汽轿车背景、发展的历程以及一汽轿车的现状进行了详细的阐述，并且从宏观环境、行业环境、微观环境等几个方面对一汽轿车销售渠道的现状进行了详尽的分析，对一汽轿车现有的销售渠道状况进行了综合的评价、指出了一汽轿车当前销售渠道决策的局限性以及销售渠道建设和管理中存在的各种问题，并提出了一汽轿车公司目前在渠道建设方面应该采取的一些举措。 | |
| 英文摘要： | In this paper, the construction and management of sales channels cut into this topic in China's automobile manufacturing industry, one of the Big Three target FAW CAR CO.,LTD , discusses how to build a perfect sales channel and effectively manage both from the theoretical and practical aspects of such a strategic issues. It should be said in this article are realistic and guidance from topic to conception . This article specifically on three levels FAW Car sales channels conducted a study and draw valuable conclusions and policy recommendations. The first part of the main sales channel theory is studied. Pointed out that the sales channel development and management of regional planning should market , channel members filtering , channel and channel capacity performance assessment and other aspects of assistance to proceed , and to establish the corresponding index system , so that the channel construction and management work to be more standardized and scientific. The second and third part focuses on the development and status of FAW Car sales channels were analyzed introduction. I collected a vivid and detailed information on the background and development process of FAW CAR CO.,LTD sales channels conducted in-depth analysis of the plane , the structure and composition of members of the existing sales channels were evaluated situation , pointing out the limitations of the existing sales channels as well as decision-making sales channel development and management of the problems , and describes some of the initiatives being taken by the FAW CAR CO.,LTD in the channel construction.. | |
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