【作者】 王辉；

【导师】 周阳敏（Fairtown Zhou）；

【作者基本信息】 郑州大学 ， 工商管理硕士（专业学位）， 2021， 硕士

【摘要】 N汽车公司是国内最早的合资皮卡车企,国内皮卡市场份额排名前三,公司在发展过程中始终使用经销商渠道进行车辆销售。随着市场竞争加剧,经销商盈利状况不断下降,退网情况时有发生,主机厂与经销商关系日趋紧张,公司经营业绩也不断下滑。在此背景下,本文对N汽车公司的渠道拓展及管理问题进行诊断并提出相应优化方案。通过对N汽车公司现行渠道调查、营销管理人员访谈,笔者发现N汽车公司营销渠道管理上存在一系列问题:第一,渠道拓展效率低下,新拓展经销商质量偏低,渠道拓展缺乏科学规划的问题;第二,渠道管理水平不足,在目标管理、政策执行、运营改善等方面存在问题;第三,品牌推广效果不佳,品牌定位不清晰、市场推广规划性不足的问题。这三个方面的问题制约了N汽车公司产品销售和品牌形象的提升。因此本文针对上述问题提出了优化方案:第一,通过完善渠道规划建设体系,为经销商的“选”、“用”、“育”、“留”提供科学的标准、制度,借助制度优化不断提升渠道质量;第二,通过运用科学的管理方法、工具,逐步建立相应的目标管理体系、政策管控机制,有计划的提升经销商运营能力,实现销量与收益共同提升;第三,通过明确品牌定位,制定清晰的品牌规划,提升品牌推广效果。本文通过对N汽车公司现行渠道实际问题的深入分析,提出针对性的解决办法从而帮助N汽车公司通过渠道管理的优化更好地激活经销商潜力,适应汽车市场的变化。希望此优化方案能对N汽车公司渠道管理提供一定的指导作用,并对行业内同类型传统汽车厂商提供参考和借鉴。更多还原

【Abstract】 N automotive company is the earliest pickup joint venture enterprise in China,-ranking the top three in the domestic market share of pickup.The company always uses dealers as channel to sell vehicles during the development.With the market competition intensifying,the profit of dealers is declining,and the situation of dealer withdrawal occurs frequently.The relationship between the host plant and the dealer is becoming increasingly tense,and the company’s operating performance is also declining.In this context,this paper diagnoses the channel expansion and management problems of N automotive company and proposes the corresponding optimization scheme.Through the current channel investigation and marketing management interviews of N automotive company,it is found that there are a series of problems in the marketing channel of N automotive company:First,insufficient channel expansion,new dealers can’t meet expectations,and the channel development lacks scientific planning;Second,insufficient channel management,include sales target management,commercial policy implementation,dealer operation improvement,etc.;Third,insufficient of brand promotion,brand positioning is not clear,lack of marketing planning.These three problems restrict the promotion of product sales and brand image of N automobile company.Therefore,this paper puts forward the optimization scheme for the above problems:First,by improving the channel planning and developing system,provide scientific standards and systems for the "selection","use","education" and "retention" of dealers,and constantly improve the channel quality with the help of system optimization;Second,gradually establish the corresponding target management system and policy control through the use of scientific management methods and tools;Third,through clear brand positioning and planning to improve the effect of brand promotion.Based on the in-depth analysis of the N automotive company’s current channel,this paper puts forward targeted solutions,so as to help N automotive company better activate the potential of dealers and adapt to the changes of the automotive market through the optimization of channel management.It is hoped that this optimization scheme can provide certain guidance for the channel management of N automotive company,and provide reference for the same type of traditional automotive manufacturers in the industry.更多还原