我国汽车销售模式的探讨

【作者】 李毅；

【导师】 陈乙；

【作者基本信息】 西南财经大学 ， 工商管理， 2005， 硕士

【副题名】兼论北方公司销售模式的选择

【摘要】 十八世纪以来,随着制造业的发展,现代汽车工业在西方各主要工业化国家相继发展起来并形成了完善的销售维修服务体系。与西方各主要工业化国家相比,由于受半封建半殖民地的影响,我国的汽车工业直到解放后才于二十世纪五十年代艰难地起步,加上受计划经济体制的束缚,我国汽车的销售、维修及售后服务等在近四十年的时间内一直没有形成一个有效的销售服务模式,直到二十世纪九十年代,随着我国经济的全方位开放,我国的汽车业进入高速发展期,汽车开始进入寻常百姓家庭,汽车市场相继出现了汽车交易市场、汽车 4S店、汽车超市、汽车工业园、汽车大道等名目繁多的销售模式。这些汽车销售模式究竟孰优孰劣,是近几年来业界争论的焦点,特别是曾一度在西方各主要工业化国家盛行的汽车 4S 模式,前几年在我国汽车零售行业备受推崇。可是,经过近几年的试验,人们发现汽车 4S模式并不是适合中国国情的唯一的、更不是最好的汽车销售模式,各种销售模式各有千秋。汽车经销商究竟采用哪种销售模式,这是本文需要探讨的主要问题所在。 本文力图通过对近些年来我国汽车市场的各种销售模式的优劣性的分析比较,探讨不同的汽车产品,针对不同的消费群,汽车经销商应根据不同的市场环境及自身实力状况来选择合适的汽车销售模式。同时,通过对笔者所在的成都北方公司现有的销售模式以及成都北方公司自身的优势、劣势、机会与威胁分析,探讨北方公司的销售模式选择。 本文共分五个部分: 第一部分和第二部分分别对世界汽车工业的发端、发展和中国汽车工业的发展历程进行了简要的介绍与回顾,并分析了我国汽车工业的现状以及与国外成熟的汽车市场比较中国作为新兴的汽车市场所存在的差别。 第三部分重点对我国现有的汽车销售模式进行了分析,主要包括各种销售模式的历史沿革、各种销售模式的具体做法以及各种销售模2式的优劣性,并对各种销售模式作出了总体评价,明确提出各种销售模式各有千秋,不存在谁比谁好的观点。第四部分通过对成都北方车辆有限责任公司的介绍以及对其在不同的历史时期选择不同的汽车销售模式所表现出的不同销售业绩的比较,并通过对成都北方作 SWOT 分析,指出了成都北方现有销售模式的局限性及其对策。第五部分介绍了欧美汽车零售市场的新趋势以及我国汽车零售市场的一些新变化,意在说明不管是特定的汽车经销商还是我国的汽车市场,都需要多元化的汽车销售模式。本文在选题上紧密联系实际,紧扣当前的市场热点,具有极强的针对性和实践性,在分析问题时运用了营销竞争理论,力求做到理论与实践的有机结合。文章在运用营销理论的同时,还综合运用了汽车业界及媒体人士和汽车行业协会的一些研究成果,并提出了自己的观点。一段时间以来,业界对汽车的销售模式一直争论不休,究竟孰优孰劣,业界也没有定论,而就在这场争论中,各种销售模式都得到了蓬勃发展,这恰好印证了笔者提出的我们的市场需要多元化的销售模式的论断。相信这一论断对汽车经销商及我们的汽车零售业有一定的借鉴作用。关键词:汽车销售模式,汽车交易市场,汽车 4S 店,汽车超市,汽车大道,成都北方。更多还原

【Abstract】 Since the 18th century, along with the development of the manufacturing industries, modern car industries developed and perfect sales , maintenance & service systems formed in main western industrialization countries one after another. Different from western industrialization countries, car industries in China didn’t start until the 1950s after liberation. Car sales, maintenance & after-sales service in China didn’t form an effective sales and service mode in the past 40 years because of the restriction of the planned economy system. Until in the 1990s, along with all-arounded open interm of economy in China, car industry in our country has been developing rapidly and civilians are rich enough to buy cars. Various kinds of car sales modes such as car trade markets, car 4S stores, car supermarkets, car industrial parks and car streets, etc came into being one after another in car markets. People in this industry have been discussing on whether these cars sales modes are actually excellent or not, especially the 4S mode which was once popular in the main western industrialization countries and worshipped in car retail in China a few years ago. But, through the experiments in the past years, people came to find car 4S mode was not the unique and the best appropriate to Chinese situations and each kind of sale modes has its merits. The key problem to be discussed in this article is that which sales mode shoud the car dealer adopt. We try to analyze and compare the advantage and disadvantage of each kind of sale mode in car markets of our country in the past few years, discuss different kinds of car products, aims at different consumption groups. Car dealers should choose the right car sales mode according to different markets environments and their own situations. Meanwhile, by analyzing advantage, disadvantage and pressure in Chengdu North Vehicle Co., Ltd. (hereafter NORVECO for short) the writer serves and the current sales mode in NORVECO, we discuss the choice of the sales mode in NORVECO. This text is divided into five parts: The first part and the second part briefly introduce and review the beginning and development of world’s car industry and the development process in China’s car industry respectively, and analyze present condition of car industry in China and the difference between the mature foreign car markets and the developing markets in China. The third part analyzes the current car sales mode in China, including the history, practical operation, advantages and disadvantages of all kinds of sales mode. Then evaluates generally all kinds of sales modes and draws the conclusion that each kind of sales mode has its merits and none is better than the others. The fourth part introduces NORVECO, compares different sales records achieved by different sales modes selected at different time, then points out the restriction and countermeasure of current sales mode selected by NORVECO through the SWOT analysis. The fifth part introduces the new trend in the Euro-American car retail markets and some new changes in car retail markets in our country to explain that diversified car sales modes needed by both particular car dealers and car markets in China. This text links real situation closely, grasps the highlight currently and thus has strong pertinence and practice. Marketing competition theory used in analyzing the questions to ensure the perfect combination of theory and practice. The article still to make use of the findings is by people in car industry and media, result of the car profession in car association when using the marketing theoretical, and then put forwardown viewpoint. Arguments on car sales mode exists in this line for a period of time. Which one is better, no conclusion has been drawn. But each kind of sales modes all developed rapidly in the arguments, and which happen to prove the conclusion that the diversified sales modes needed in our market. We believe certainly that car dealers and our car retail trades will benefit from this conclusion.更多还原