中国汽车营销渠道竞争力集成评价与提升研究

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1、⑧申请同济大学管理学博士学位论文中国汽车营销渠道竞争力集成评价与提升研究培养单位：一级学科：二级学科：研究生：指导教师：经济与管理学院工商管理企业管理郑鑫吴泅宗教授二00／dt：-：I‘二月摘要国汽车渠道竞争力的进一步提升和理论研究的突破提供启示。关键词：汽车营销渠道竞争力，集成评价模型，系统动力学，对策框架HAbstractABSTRACTThecompetitionofChinaAutomobilemarkethastransferredfromthetraditionalproductsandpricecompetitiontobrandandchannelcompetition．Esp

2、ecially,thecompetitionofchannelhasbeenthefocusforallChinaAutomobilecompanies．ButthecompetitivenessofChinaAutomobilecompaniesisveryweak．Thispaperputsforward“SCveninsufficiencies’’ofpracticeand“fourabsences”oftheory,basedontheresearchonChinaAutomobilemarketingpracticeandchannelmanagementtheory．Thenthi

3、spaperadvancestwokeyproblems：HowtoevaluatetheCompetitivePowerofChinaAutomobileMarketingChannel?HowtoimprovetheCompetitivePowerofChinaAutomobileMarketingChannel?Firstly,thispaperadvancestheconceptandconnotationoftheChannelCompetitvePower(cce)andAutoMarketingChannelCompetitivePower(AMCCP),whichiscompo

4、sedofsalescapability,servicecapability,payoffcapability,coordinatedcapability,manegement＆controlcapability,continuabledevelopmentcapabilityandscaleoperationcapability,basedonthelonghistoryresearchonthetheoryandpracticeofChannelmanagement．OnthebasementofdefinitionoftheCCPandAMCCBthispapersetsuptheAFD

5、AstaticevaluationmodlethatcouldbeapplicatedtoevaluatetheAMCCPstatus，integratingAHP,FuzzyEvaluation，AcurateEvaluation，DEAandDelphmethods．Ulteriorly,thispaperdesignsthedynamicforecastingandevaluationmodleforAMCCP,whichimports“Networksdealersnumber'’and“Salesvolume”astwostatusvariablesandintroduce“Desi

6、redcompetitiveratio”and‘‘Targetingsalesvolume”aslinkvariables，integratingtheseparateAMCCPsub·systemintothewholeAMCCPsystem．ThenthispaperselectstopfiveautomobilecompaniesastheresearchstylebooksandmakesadeeppositiveanalysistoevaluatethestaticAMCCPstatusandtoforecasttheAMCCPdevelopingtrendintheBextdeca

7、de．Meanwhilethispaperbringsforwardthe‘‘fourteenstrengthening”asstrategiestoimprovethe“seven111Abshactcapabilities'’forChinaautomobilecompanies．Atthesametimethesestrategieswillalsobenefitforgovernmentt