东风日产乘用车公司汽车销售渠道管理分析.docVIP

PAGE PAGE 22 东风日产乘用车公司汽车销售渠道管理研究 摘要： 销售渠道管理是企业营销管理的重要内容之一，本文从这一论题切入，以东风日产乘用车公司为目标，从理论和实证两方面探讨了如何对销售渠道进行有效地管理这样一个战略问题。本文在理论上分析了销售渠道的定义和特点，渠道和营销的关系，渠道管理的基本问题。实践部分以东风日产乘用车公司销售渠道的管理为例，对东风日产乘用车公司销售渠道进行了分析介绍，搜集了详实的资料对东风日产乘用车公司销售渠道管理进行了深入的剖析，指出现有销售渠道管理中存在的问题，最后提出有关策略。 关键字: 汽车销售；渠道；决策与实施 The Car marketing channel management research of DongFeng Nissan Passenger Vehicle Company Abstract:Distribution channels management is one of the important contents of marketing management of the corporation,with the DongFeng Nissan Passenger Vehicle Company being an object,this dissertation cuts in from this topic to discuss a strategic problem about how to manage the distribution channels effectively from both theoretical and demonstrational aspects. This article analyzes the defination and trait of distribution channels,the relation between channels and marketing, and the basic problems of the distribution management. The practical part takes the distribution channels of the DongFeng Nissan Passenger Vehicle Company as an example.At first,there is an analyse and introduction of it,then i collected detailed datas to probe it into depth to point out the problems existed in the distribution channels management, finally,i bring foward some pertinent strategies. Key words: motor marketing ; channel ; decision and implementation 目录 TOC \o 1-2 \h \z \u HYPERLINK \l _Toc167634281 前言 PAGEREF _Toc167634281 \h 3 HYPERLINK \l _Toc167634282 第1章 东风日产乘用车公司的现状 PAGEREF _Toc167634282 \h 4 HYPERLINK \l _Toc167634283 1.1 东风日产乘用车公司简介 PAGEREF _Toc167634283 \h 4 HYPERLINK \l _Toc167634284 1.2 东风日产乘用车公司销售渠道管理现状 PAGEREF _Toc167634284 \h 5 HYPERLINK \l _Toc167634285 1.3 东风日产乘用车公司销售管理存在的问题 PAGEREF _Toc167634285 \h 5 HYPERLINK \l _Toc167634286 1.4 销售渠道管理对于东风日产乘用车公司汽车销售的意义 PAGEREF _Toc167634286 \h 6 HYPERLINK \l _Toc167634287 第2章 销售渠道基本理论 PAGEREF _Toc167634287 \h 7 HYPERLINK \l _Toc167634288 2.1 销售渠道的定义 PAGEREF _Toc167634288 \h 7 HYPERLINK \l _Toc167634289 2.2 销售渠道的流程 PAGEREF _Toc167634289 \