企业营销渠道变革分析——以汽车行业为例

企业营销渠道变革分析——以汽车行业为例

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时间:2019-01-30

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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

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