【作者】 刘辉；

【导师】 叶明海；

【作者基本信息】 同济大学 ， 企业管理， 2006， 硕士

【摘要】 随着汽车行业“黑色拐点”的悄然而至以及井喷式增长的神话终结,中国汽车工业的发展变得更加理性和稳健。在价格战、公关战纷纷失灵,产品和广告日趋同质的情况下,营销渠道以其高门槛、难模仿的特性成为各汽车企业逐鹿中原的制高点和克敌制胜的武器。汽车营销渠道绩效评价作为信息反馈、优化配置的有力工具,也越来越成为各汽车企业营销渠道管理的关注焦点。 本文归纳总结了绩效评价、营销渠道绩效评价以及汽车营销渠道绩效评价的相关理论成果和研究现状,深入探讨了我国汽车营销渠道的特点以及对绩效评价的内在要求,借鉴了战略管理理论、顾客满意理论和供应链管理理论等先进理论,从顾客满意绩效、内部运作绩效、经济效益绩效和学习与发展绩效四个方面全面构建了汽车营销渠道绩效评价体系,综合利用了层次分析法、德尔菲法和线性加权法等绩效评价方法,对汽车营销渠道绩效进行全面、科学、客观的评价,并通过实证分析,验证了本文所提出的汽车营销渠道绩效评价体系和方法的科学性和可行性。最后,关于进一步研究的方向进行了简要的讨论。 本文期望借此研究为国内汽车营销渠道绩效评价的理论研究和实证分析作微薄贡献,同时也为我国汽车企业营销渠道的优化管理,提升渠道竞争力提供实践参考。更多还原

【Abstract】 While the black inflexion in automobile industry comes and the myth of blowout-growth draws to a close, the development of Chinese automobile industry becomes rational and stable. For its hard-to-imitate character, Marketing channel is regarded as the core factor of aquiring competitive predominance under the situation that price strategy or public strategy can’t do execution, besides products and advertisements turn to homogeneous. What’s more, as a method of feedback, the performance evaluation of Chinese automobile marketing channel is deemed to be the focus of automobile corporations.The paper makes a retrospect and analysis about the current research on the theory and method of performance evaluation and automobile marketing channel, discusses the key points of Chinese automobile industry and its impact and internal requests on performance evaluation of marketing channel. After refering to the advanced theories such as stratagem management, customer sutisfaciton and supply chain management, the paper goes deep into four parts-customer satisfaction, internal operation, economic benefit, study and develop-to build up a performance evaluation system, use Analytical Hierarchy Process, Delphi, and linear authority splice to be the integrative evaluation method. Then the examples are made in order to approve the effectiveness of the system and the method. The paper also makes a conclusion about the main fruits and the prospect of the future research.I hope this paper could contribute lightly to performance evaluation on automobile marketing channel theory in quantificational and practical fields, and also offer a reference for aquiring competitive predominance of automobile corporations.更多还原