汽车营销的发展和销售(论文).docVIP

毕 业 论 文 评定成绩： 题 目 汽车营销的发展和销售 副标题 性 质： 毕业论文 毕业设计 学生姓名 年 级 系 别 专 业 指导教师 摘要： ５０年代出现的全新概念对市场营销学与市场营销行为的影响可以用美国通用电气公司(GeneralElectricCompany)约翰?麦基特里克(JohnB.Mckitterick)1957年提出的“市场营销观念(MarketingConcept)”来概括。市场营销由从前的以产品为出发点、以销售为手段、以增加销售获取利润为目标的传统经营哲学，到以顾客为出发点、以市场营销组合为手段、以满足消费者需求来获取利润的市场营销观念的转变，被公认为是现代市场营销学的“第一次革命”。这一“革命”要求企业把市场在生产中的位置颠倒过来，过去市场是生产过程的终点，而现在市场则成为生产过程的起点，过去是“以产定销”，而现在是“以销定产”。重视消费者需求并以之为起点的市场营销活动，使消费者实际上参与了企业生产、投资、开发与研究等计划的制订。这些新概念和新理论不仅导致了销售职能的扩大和强化，而且促使企业的组织结构也发生了相应的巨大变化，销售部门不仅从企业的其他职能部门中独立出来，而且成为企业市场活动的核心部门。 　 60年代是市场营销学发展的又一个黄金的十年。 Abstract： 50 s a new concept of marketing and marketing behavior can use the influence of the general electric company (GeneralElectricCompany) John? Mackey terry g (JohnB Mckitterick) 1957 (MarketingConcept) \marketing concept\ to summarize. Market marketing by the former products as the starting point, by means of sales, in order to increase sales profit as the goal of the traditional business philosophy, to take the customer as a starting point, by means of marketing mix, in order to meet the consumer demand change of marketing concept to profit, is acknowledged as the \first revolution\ of modern marketing. This \revolution\ requires companies to market position in the production upside down, the market is the end of the production process, and now became the starting point of the production process, the market is \to fix the quotas for marketing production\ in the past, and now is \manufacturing-according-to-sale\. Consumers needs and starting point is the marketing activity, make consumers actually participate in the enterprise production, the process of making the investment, research and development plan. These new concepts and new theory not only led to the expansion of the sales function and strengthening, but also