【作者】 党仁；

【导师】 王媛； 庞金华；

【作者基本信息】 天津大学 ， 工业工程， 2012， 硕士

【摘要】 渠道问题一直是现代市场营销理论家和各类营销实践者关注的重点问题,渠道的定义也一直都成为理论家们争论的焦点问题。本文首先回顾不同理论对渠道的不同阐释,发现不同学者从不同视角进行定义和分析,有的侧重分析营销渠道的组织结构和功能,有的着重研究渠道中所有权的转移和市场主体特征,从概念的本质上而言,可谓殊途同归,都明确表明渠道就是通过一定的环节将产品从制造商送达至消费者的通路。汽车作为一种特殊的耐用消费品,营销渠道的问题势必会成为我国汽车工业发展过程中需要重点讨论的问题。本文在回顾了中国汽车营销渠道的发展历程之后,综合分析对比了当前几种汽车营销模式的优劣势,阐述了4S店这种品牌授权模式存在的问题和面临的挑战,深入分析了当前汽车渠道下沉的必要性,并重点分析了汽车企业在下沉过程中可能遇到的各种问题。为了更有深度地探索汽车渠道下沉的实质性措施,本文结合天津一汽在三四线城市所做的探索性调查研究,进一步证实三四线城市汽车消费者的基本特征和汽车消费需求与一二线城市用户相比还是有其特殊性的,同时,通过对当地二级经销商的走访,发现目前还处在夹缝中生存的二级经销商网络,由于其有效地补充了一级经销商网络分布和市场需求之间的缺口,在汽车渠道下沉的过程中确实起到了一些实质性的补充作用。据此,关于如何促进二级经销商合理健康的发展,以解决现阶段汽车营销渠道下沉面临的各种问题,本文也对厂商和一级经销商提供了有价值的策略建议。更多还原

【Abstract】 Channel has been the focus of the discussions of the modern marketing theorists and various marketing person, the definition of channel has also been the hot topic of various theorists. This article first reviewed the different definitions of channel and found that although the different definitions have different emphases, some of them emphasized to reflect the organizational structure of marketing channel, or some of them emphasized the transfer of ownership in the channel, but in essence they are the same, channels is the link to product delivery from the manufacturer to the consumer.The car as a special kind of durable consumer goods, auto marketing channels, it is bound to China’s automobile industry development process. After reviewing the development process of automotive marketing channels in our country, the paper made the comprehensive analysis and comparison of several automobile marketing mode of the current advantages and disadvantages, described the 4S models problems and challenges, in-depth analysis of the current auto channel need to sink, and analyzed in the automotive business in the sinking process may encounter problems.In order to explore the process of auto channels penetration, this paper based on the exploratory research of Tianjin FAW in the three or four tie cities, further confirmed that the basic characteristics and car consumption demand in 3 and 4 tie cities are much more different with urban areas. At the same time, visits to local non-authorized dealers, this paper found that survival of those non-authorized dealers is still very difficult, but they are the really effective complement to the gap between the auto dealer network distribution and market demand in the 3 and 4 tie cities. Accordingly, how to promote rational and healthy development of marketing channels, the paper also provided valuable strategic proposals to manufacturers and authorized dealers.更多还原