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论文编号：	8651
作者编号：	2120142899
上传时间：	2016/12/6 16:20:09
中文题目：	爱信在汽车自动变速箱油市场的营销渠道研究
英文题目：	Research on Marketing Channel of Aisin in the Auto-Transmission Fluid Market
指导老师：	任星耀
中文关键字：	爱信，自动变速箱油市场，营销渠道
英文关键字：	Aisin, ATF market, Marketing Channel
中文摘要：	2015年，我国汽车销量达到创纪录的2,460万辆，年销量突破3000万辆指日可待，新车销售全球第一市场的位置前所未有更加稳固。 伴随着新车销售的连年攀升，我国的汽车保有量连年扩大，截至2015年末，我国的汽车保有总量已经接近2亿台。即便按照目前自动变速箱搭（AT）载率20%左右的保守估计，目前汽车售后市场上保有的自动变速箱约在4,000万台左右——这背后潜藏着一个的自动变速箱油更换的庞大市场。察觉到变速箱油更换市场的巨大潜力，国内外相关企业，包括整车制造商、变速箱制造商、汽车油品制造商等纷纷大举进军该行业，一时间，中国汽车变速箱油市场，方兴未艾。 爱信，作为世界最大的汽车变速箱制造企业之一，在充分发挥其强大的品牌影响，以及充分利用当下汽车市场中数量庞大的爱信变速箱的存量优势的基础上，通过启用本土销售团队，凭借制定和实施一系列成功的销售策略，特别是在销售渠道的建设上的成功举措，在竞争激烈的汽车变速箱油市场，牢牢占据着领先位置。 本文基于营销渠道的理论研究，首先阐述了渠道的关系、功能和职能。结合中国自动变速箱油市场的当下环境，在对比欧美日本等成熟市场的现状的基础上，从渠道模式、消费者特征、市场现状等维度进行分析，勾勒出中国自动箱油更换市场营销渠道的发展历程及未来方向。 在归纳研究理论和分析中国自动变速箱油市场渠道现状的基础上，从渠道设计、成员管理、渠道控制、渠道激励以及冲突管理等方面，剖析了爱信在市场营销渠道建设上的具体的成功举措。希望为我国易耗性汽车用油品生产及销售企业提供参考。
英文摘要：	In 2015, the sales of automobiles in China reached a record of 24.6 million and it seems to surmount the sales of 30 million not far from now, to keep the No.1 status in the new automobile selling market firmer. With the continual growth of new automobile sales, the stocks of automobile amount keep expanding as well, increasing into the total number of nearly 200 million in the late of 2015. Even estimating at a basis of 20% which the automatic transmission (AT) were carried, the stocks of AT in the aftermarket will be about 40 million at present, which means a huge market of AT fluid (ATF) renewal. Realizing the big potential of the ATF renewal market, enterprises at home and abroad such as vehicle makers, transmission manufacturers and automobile fluid producers, move one after another into the market, creating a thriving scenery in the ATF market. Aisin is one of the biggest automobiles AT makers. Taking advantage of its strong brand power and the stocks of Aisin ATs in the present market, using a native sales group, implementing a series of successful marketing strategy, especially in the aspect of marketing channel building, Aisin has taken the leading position in the competitive ATF market. This paper is based upon marketing channel literature and firstly introduces the relations, functions and management of marketing channels. It compares the present situation of the ATF market in China with the mature market (i.e. Europe, America and Japan), and does an analysis from multiple angles such as channel mode, consumer characteristics and market actualities. It also depicts the development history and the trend on the marketing channel of ATF in China. Through summarizing the theoretical research and the current situation of ATF marketing channel in China, this paper goes a step further to analyze Aisin’s successful measures in building marketing channel in the aspect of channel design, channel members management, channel control, channel reward and conflict management. Finally, I hope it could benefit those enterprises which are engaged in producing and selling consumable oil for automobiles in this market.
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