论文--当前汽车营销模式的基本情况与技巧的分析研究.doc

[摘要] 近年来,随着我国汽车工业的快速发展和经济发展水平的提高,汽车需求变化使汽车营销体制也发生了很大变化,代理制、 专卖、 专营、 特许经营等各种营销方式应运而生。这对于汽车销售企业来说，用与行之有效的营销模式就显的尤为重要。本文从国外汽车市场的营销模式及特点入手来深入分析国内现行的汽车市场的营销模式及其现状，通过对比国外发达国家的先进汽车市场模式和营销模式来推测出中国未来的汽车产品市场及营销模式的发展趋势，找出适合我国国情的营销模式。同时对汽车营销的技巧及策略进行了一定的阐述。 [Abstract] In the past years，along the rapid development of Chinese auto industry and the improvement of Chinese economic development level，the sales system of auto has changed greatly along with the change of auto requirement, agent, monopolization, special sales and others. So the effective sales mode is very important for the auto sales enterprise. This article analyses the sales mode and status quo of domestic auto market on the basis of the sales mode and character of abroad auto market, contrast the advanced auto market mode and sales mode of abroad developed countries, speculate on the development direction of Chinese auto products market and sales mode, find out the sales mode fitting in with the domestic situation. At the same time, make an expatiation for the skill and strategy of auto sales. [关键词] 汽车市场 汽车营销模式 汽车营销技巧 [Key words] auto market, auto sales mode, auto sales skill 目 录 前言……………………………………………………………………………………1 1营销体系……………………………………………………………………………1 1.1营销体系的功能…………………………………………………………………1 1.1.1资金通融功能…………………………………………………………………2 1.1.2配件供应和技术服务功能……………………………………………………2 1.1.3风险分担功能…………………………………………………………………2 1.2营销体系建立的影响因素………………………………………………………2 1.2.1企业特性………………………………………………………………………2 1.2.2产品特性………………………………………………………………………2 1.2.3市场特性………………………………………………………………………2 1.2.4政策特性………………………………………………………………………2 1.2.5基础条件………………………………………………………………………2 2国际汽车营销体系…………………………………………………………………2 2.1国际汽车营销模式………………………………………………………………3 2.1.1汽车专卖店模式………………………………………………………………3 2.1.2汽车商店模式…………………………………………………………………3 2.1.3汽车大道模式…………………………………………………………………3 2.1.4网络直销模式…………………………………………………………………3 2.1.5租赁营销模式…………………………………………………………………3 3国内汽车营销模式的基本情况及发展趋势………………………………………4 3.1国内汽车营销模式的基本情况 …………………………………………………4 3.2国内汽车营销模式的发展趋势…………………………………………………5 4.汽车营销技巧……………………………