五菱汽车营销渠道管理研究论文.doc

　 华 中 科 技 大 学 硕 士 学 位 论 文  摘  要  营销渠道作为生产制造商与用户之间的桥梁，其功能的发挥不应该仅限于生产 制造商产品物权的转移，应该具有为制造商开发市场和服务好用户的功能。制造商 拥有功能强大的营销渠道是其核心竞争力的一部分，而且还是竞争者难以复制的宝 贵资源。而营销渠道的功能和效率往往取决于制造商对营销渠道的管理水平。 本文首先介绍了中国汽车市场的背景与现状，然后研究了营销渠道的相关理 论，随后分析了中国汽车市场营销渠道的发展与现状。本文最后运用经济学垄断竞 争和博弈等微观经济学理论知识从营销渠道的纵向与横向阐述了如何提高营销渠 道功能的理论和实践。纵向方面，研究了厂商作为利益共同体如何通过三方协议融 资、精益营销考评体系、基于消费者行为的双漏斗营销过程模型及深度分销的策略， 以提高中间商服务好市场的能力，把整个市场的蛋糕做大。横向方面，研究了厂商 以及中间商之间作为有不同目标的独立实体的区域经销商管理理论和实践，指出了 低度冲突的垄断市场与高冲突水平的过度竞争市场的治理策略，使市场蛋糕的分配 更加合理，更有利于营销渠道的长期发展。总结出的这些营销理论和实践的研究对 于汽车公司的汽车营销提供了很好的参照，对促进我国汽车业的营销管理具有一定 的理论价值和现实意义。  关键词：汽车市场  营销渠道  渠道功能  渠道冲突  渠道管理  I 　 华 中 科 技 大 学 硕 士 学 位 论 文 Abstract As the bridge between manufacturers and customers, Marketing channel should not only help to transfer the product’s right but also exploit the market and serve the customer well. A powerfull marketing channel is the core competition of manufacturers and the manufacturer’s important resource which is very difficult to copy. The function and efficiency of marketing channel is decided by the manufacturer’s management of marketing channel. The papers do some research on the theory and real example how to manage the marketing channel more effectively by using the monopoly and game theory, taking the Wuling motor company as example. Firstly, the papers discuss some background about the recent motor industry and introduce the research object of the papers. Secondly, the marketing channel theory was analysed. Thirdly, the current situation and development about the marketing channel of China motor industry was introduced. fourthly, the papers do some research on the management of Wuling motor company’s marketing channel, such as the lean marketing  management,  the model for Wuling motor company’s marketing,  the three-parts  financial theory for dealers and the tactics on building up the distribution channel in the county. Finally, some theory and real examples on regional dealers’management based on dealers’conflict was analysed. The researc