汽车营销模式研究

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1、同济大学经济与管理学院博士学位论文汽车营销模式研究姓名：王奕俊申请学位级别：博士专业：技术经济及管理指导教师：吴泗宗20040915AbstractTheautomobileindustryofChinadevelopsveryquicklyinrecentyearsandplaysamoreimportantroleinthenationaleconomy．Marketingliesinthebackwardpositionoftheautomobileindustry,anditisthekeyforthetransfero

2、ftheproduct‘svaluetothefinalcustomers．TheCarmarketingmodeistheinstitutionalarrangementabouttheproductcirculationandtheimportantcomponentofmarketing,anditinfluencesthewholeefficiencyoftheautomobileindustrychain．AftertheaccessiontotheWTO,theautomobileindustryofChinawil

3、lmeetagoodchanceoffastdevelopment．Butatthesametime，itwillfacetheimpactofthetransnationalautnmobi!egiants，particularlyinthefieldoftheautomobilecirculation．It’Snecessarytodosomeresearchonthefeaturesandefficiencyofdifferentautomobilemarketingmodes，andthedevelopmenttrend

4、ofautomobilemarketingmodepattern，whichwillhelpthegovernmenttomakeindustrialpoliciesandregulationstokeepthebenigndevelopmentofautomobilecirculationindustryofChinaandeventhewholeautomobileindustry．Thethesisregardsthemarketingmodeasoneinstitutionarrangementofthefieldofa

5、utomobilecirculation．Itputstheresearchofthemarketingmodeintheframeofinstitution，carriesonresearchtotheinternalinstitutionalelementsandexternalinstitutionalenvironment，andanalysesthedevelopmentofthemarketingmodepatternfromthepointofinstitutionalchange．Undertheframeofi

6、nstitution，thisthesisfurtherregardsthemarketingstageoftheautomobileindustryasa”miniatureindustry”，andcarriesonfurtherresearchonmarketingmodeoftheautomobilefromrespectssuchasthestructure，behaviorandperformanceonthebasisofSCPparadigmoftheindustrialorganizationtheory．Th

7、enthisthesisanalysestheinterrelationandbenefitdistributionamongthemanufacturers，distributorsandconsumers，andtheinfluenceofmarketingmodestructureonprincipalparts’behaviorandperformance．Meanwhile，onthebasisoftheanalysisabouttheinternalfactorsandenvironmentalfactors，the

8、thesisstructuresthesystemdynamicsmodelaboutthechangeoftheautomobilemarketingmodepaaerntoanalyzeandpre-judgethedevelopmenttrendofmar