企业营销渠道变革分析——以汽车行业为例

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1、首都经济贸易大学硕士学位论文企业营销渠道变革研究一一以汽车行业为例AbstractInrecentyears，marketingchannelasanimportantpartoftheorganization，bothfromtheperspectiveoftheoveralldevelopmentofbusinessorganizationorenterpriseforsustainablecompetitivenessfromanexternalpointofview,causedmoreandmoreattention．Withtheaccelerationof酉

2、obalization，therapiddevelopmentandchangeofthemarket，marketingchannelasabridgebetweencompaniesandconsumers，iscontinuallychangingasthedevelopmentofthemarketandenterpriseorganizations．Andespeciallyfortheautomotiveindustr5majorforeigncarmanufacturershaveenteredChina，automotiveproductsandbrand

3、fallintoatrendofhomogenizationastheincreasingofautomodels，inwhichcase，themodemautomotivemarketingchannelwillbecomeakeycompetitiveadvantageofthewholeautoindustrydevelopmentandtheautocompanies．Inthispaper，studyfortheenterprise(mainlyintheautomotiveindustry)marketingchannel，problem—oriented，

4、directtopointoutmarketingchannelisakeypointforautomotivemanufacturersanddealersgetcompetitiveadvantage．Nextisthegeneralmarketingchannelsresearch，emphasizingtheimportanceofmarketingchannel，andthenanalyzesthespecialnatureoftheautomotiveindustrymarketingchannel，madeanalysisandcomparisonabout

5、foreignautoindustrymarketingchannel，thenmadedetailedanalysisandcomparisonofthecurrentmajorautomotivemarketingchannelmodeinchina；Finally,accordingtothetheoryofliteratureandtheenvironment．inthecontextoftheneweratoanalyzetheneedforandthepossibilityforchanneltransform，andthemarketingchanneltr

6、ansforlTltrend．Summarizetheanalysisofthemarketingchannelinautomotiveindustry,thencombinedwiththespecificcircumstancesoftheautomotiveindustry,consumerdemandandchangesofthenewmarketingmeasures，andthroughthe“ResearchforcapacityofVolkswagendealergroups”，withthestatisticalanalysismethods，striv

7、etofindouttheentireautomotiveindustryproblemsandtransfornldirectionunderthechangingnewmarketsinChina，SOastoprovidereferencefordailyopermingofcarmanufacturersanddealers．Keywords：OrganizationAutomobileindustryMarketingchannelTransformEmpiricalstudyⅢ首都经济贸易大学硕士学位论文企业营销渠