奇瑞汽车股份有限公司营销渠道研究.docVIP

奇瑞汽车股份有限公司营销渠道研究 摘要:随着汽车工业的发展和经济的增长，汽车市场需求也在不断更新，在市场竞争机制的调节下，汽车营销的渠道也将随之更新。汽车行业由于市场需求大、市场竞争充分的特点，决定了它需要广泛的营销销渠道。营销渠道系统创造的资源对汽车企业的发展有着重大的弥补作用。渠道是产品流向终端的必经之路，是成功的关键，在市场营销中渠道起着举足轻重的作用。如何根据产品和市场的特点设计良好的营销渠道，在企业的经营战略中显得非常重要。作为中国名族汽车产业的领航者，奇瑞汽车股份有限公司的汽车产品虽然在这十几年期间销量不断上升，市场占有率不断增长，但是一直没有较高的利润空间，而且随着研发费用的逐年增加，企业面临着一定的费用问题，所以迫切需要通过改进营销渠道来刺激利润，提高企业的价值。本文将通过分析奇瑞汽车股份有限公司及其主要竞争对手的营销渠道，明确其需改进的方法，提出合理性的建议。 关键词: 奇瑞汽车股份有限公司 营销渠道 改进 Chery automobile Co., LTD marketing channel research Abstract: With the auto industrial developing and economic growth, the demand of the car market is constantly updated. The adjustment of the car marketing channels will further updates in market competition mechanism. It is the characteristics of large market?demand and?full market competition that?decide the automotive industry needs more?extensive marketing?distribution channels. The resources which are created by the marketing?channel system?have?an important compensating role for?the development of an?auto company. Channel is the only way which products flow to the terminal. It is the key to success and plays a pivotal role in the market marketing channels. How to design a good channel according to the characteristics of products and markets is very important in the management of the enterprise strategy. The Chery automobile corporation, as the pilot of the Chinese national automobile industry, its product sales is continually keeping rising in this decade, and its market share is continually increasing, but its profit margin hasn’t been higher. And as the cost of development has increased, enterprises are faced with certain expense problem, so improving marketing channel to stimulate profits and enhancing the enterprise value are urgently needed. This paper will make clear its improvement methods and give reasonable suggestions through analyzing the current marketing channel modes of the Chery automobile corporation and its main competitors with the analysis. Keyword: Chery automo