猎豹汽车分销渠道模式的探讨-工商管理(MBA)专业论文.docxVIP

p7311摘 p7311 摘 要 磊前孛謇枣场对汽车虢霈求蠢薤扩大，我国汽车市场歪戬15～20％耱增长遽 麇步入快速成长轨道。我国加入世界贸易组织后，随赣关税下降和褥已额增加，邀 13越野车数量增多；跨国汽车公司纷纷与国内汽车公硼的合作生产越野车，国内 越辩车市蘩竞-9瓣趋凝黧，猛豹汽车公司嚣箍严竣豹镳藏。汽车《予簸豹竞争邑南 拽术竞争、质凝竞争进入服务竞争阶段，作为服务的裁体和销售链的终端，分销 渠道的建设已成为汽车企业竞争优势的黧黉来源，决胜在于终端已成为各汽车公 裁熬共瑷。 猎豹汽车公司是我国最犬的中高档轻型越野车生产厂家之一，销售量连续三 年在同业名列篇～。其主导产品猎豹汽车是引进三茭帕杰罗技术进行国产化适应 瞧浚透瑟生产豹，基形或不瓣瑟置、不爨徐掇熬产鑫系捌，可数瀵楚溃费者多鬃 次需求。长期以来，猎豹汽车的主要目标市场是公务率市场和商务率市场。近年 来，在经济发达的沿海地区，猎豹汽车的个人消费比例已超过50％。随着猎豹汽 窜公霹产瑟结构豹调整，猿豹汽车豹消费燕棼凌由集滋羯户转淘令入弱户。 本文从猎豹汽车公司融前正在运行的分销模式现状出发，详缨分析了现行的 猫豹汽车公司分销模式所存在的问题和耐临的新形势，指出了分销渠道模式创新 耧变革豹必要拣。其次，从理论秘实践涎方西，详纲分辑和阐述了影昀猪豹汽举 公司分销渠道模式的各种因索，并比较了各种分销莱邀模式的特意，提出猎豹汽 牮公司构建“予(分)公司+特约经销商”的分销渠遒模式，采用信息化管理进 萼亍漂道饯纯的槐想；并结会世界汽车行毂发展酶经验，展望猪豹汽车公司未来较 长时间的分销渠道模式。鬣螽，结台广东省猪豹汽车公司的分销模式建设实黢柬 详细说明了猎豹汽车公司在分销渠道建设方面的实际工作及其取得的成果。 笑键词：猿豹汽车 分链浆遴 模忒 AbstractThe Abstract The automobile market of China is growing at a rate of 1 5·20％per year．The reduction of import tariffs after China entered WTO presented a window of opportunity for imported off-road vehicles．Liebao now faces severe competition between national brands and imported brands．The competition in automobile industries has shifted from technology and quality to customer services．Distribution Channels modes is becoming an important factor in competition．The relationship between the manufacturers and the distributors and the clients has become inseparable．This relationship becomes an invisible asset to a company in winning the customers． Liebao is one of the biggest manufacturers of light off-road automobiles in China, and top the national sales for 3 years consecutively．Liebao vehicle acquire its technology from Mitsubishi and localize the production process．Over the years，Liebao has created series of cars、Ⅳi血a wide range of spec试cations and price range to meet the requirement of different customers．All along，Liebao has targeted government and corporate clients．The fast economic growth of coastal cities has increased Liebao’S personal buyers to over 50％．Liebao is reorganizing its strategy to shift the focus fro