资源描述：
《奇瑞公司多品牌战略中的营销渠道构建分析》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、IIAbstractSince21century,thedomesticautomobilemarketsalescontinuetoincrease,thehugemarketdemandandgoodeconomicdevelopmentattractsmanyinternationalautogiantsanddomesticallkindsofcapitalinflow,carshavebroughtconsiderablesocialandeconomicbenefitsandpromotethedev
2、elopmentofrelatedindustries,automobileinourcountryhasbecomethepillarofnationaleconomicdevelopment.AsChina'sindependentbrandofcarcompanies-cherybenchmarking,after14yearsofhardefforts,haspassedthewesttakesdecadestowalkedthroughtheprocess.Cheryautomobilehasnowde
3、velopedintohas868salesservice4sstore,coveredexceptHongKongandMacaoregionofthenationalmarket,becomeoneofthenation'slargestautomobileproductionandsalesenterprises.Butmanyproblems:',jiaqinetworkdevelopmentisnotveryideal,partiallynetdealerdisconnectionsandevenche
4、ryinthenetworkhavedealernetworkback,therefore,themarketingstrategytheoryisappliedtotheenterprisemarketingstrategyformulationandresearchwiththepresentstageiscloselyrelatedtotheactualoperatingconditions,practicalpromotingroleandsignificance.Paperfirstfromthecur
5、rentmarketingsituation,marketingenvironment,organizationalstructure,productservicestrategy,marketingtacticsandperformanceanalysisofcheryautomobiledevelopmentpresentsituation,pointsoutitsunreasonableproblemsintheaspectofmarketingchannels,usingPESTmodelandfivea
6、nalysismethodstoanalyzethemacroenvironmentandindustryenvironmenttocheryautomobile;Andthencombinedwiththemarketmarketing4ptheory,fromproduct,price,channel,promotionfouraspectsputforwardtheoptimizationstrategyofmarketingchannel;Finally,putforwardhowtocarryoutmu
7、lti-brandstrategyofmarketingchannelconstructionandformapositiveenterpriseculture,etc,safeguards.Throughtheanalysisofcheryautomobilemarketingchannelandpractice,putforwardmoresuitablefornationalbrandmarketingdemandcharacteristicsandtheactualsituationofthedevelo
8、pmentstrategy,themulti-brandstrategyofmarketingchannelconstructiontoprovidecertainguidingrole.Keywords:cheryautomobilebrandstrategy,marketingchannel,constructionandstudyII3目录摘要...........
