江铃汽车分销渠道研究.pdfVIP

要 随着WTO 过渡期的结束，在产品日趋同质化的今天，面对着国际汽车集团竞 争的压力和消费者多样化需求，我国汽车企业必须及时调整营销战略，努力撑控 好分销渠道这条生命 ，精心设计出适合自身的分销渠道，以赢得未来汽车市场 的竞争。 本文以江铃汽车公司为研究对象，在国内外的汽车分销渠道理论研究和趋势 分析的基础上，对江铃汽车公司目前的市场及渠道现状进行了系统的分析和研究。 首先对江铃分销渠道的现状与存在问题作了分析,特别是在渠道的选择与设计, 渠道的企业文化, 以及分品牌管理三个方面,做了较深刻的分析.在此基础上，借鉴国 内外先进的渠道管理经验及企业文化与品牌营销理论，从渠道的选择、渠道的管 政策,渠道的企业文化建设,江铃如何发展自主品牌等四个方面提出了自己的建议， 以期能够对江铃汽车公司渠道管理的营销活动提供帮助。 关键词：分销渠道研究 渠道策略 企业文化 品牌营销 渠道管理 1 Abstract With the ending of WTO transition period, in the days of product homogeneity, facing international motor group competition stress and consumer diversification demands, our motor enterprise must adjust marketing strategy on time, make great efforts to handle lifeline marketing channel, abortively design adapted marketing channel to win future motor marketing competition. The thesis takes JMC as study target, basing local/overseas motor marketing channel theory study and trend analysis to systemically analyze and study current status of JMC ’s marketing and channel. Firstly analyze the current status and existing issue of JMC marketing channel, especially deep analysis in the channel selection and design, enterprise culture of channel and he-brand marketing management. And use local/overseas advanced management experience and theory of enterprise culture and brand marketing as reference, to raise personal suggestion on 4 aspects, channel selection, channel management policy, channel enterprise culture instruction, and how to develop self-brand, expecting to contribute to JMC Motor Company channel management marketing. Key words: Channel Study Channel Strategy Channel Enterprise Culture Brand Marketing