WM汽车集团渠道模式创新研究
发布时间：2018-08-09 10:51
【摘要】：中国的汽车市场在经历了近十年的飞速发展之后,如今已经稳居世界第一大国的位置。同时汽车市场的渠道模式也层出不穷,而4S店模式在这十年中更是占据了其中的主导地位。然而随着市场形势的改变,汽车渠道模式也在逐渐发生着变化。4S店模式正面临着综合渠道的挑战。 本研究首先分析汽车渠道的几种常见模式,以描述法来概述汽车市场的大背景,介绍4S店与其他模式的经营状况。通过分析现况找出其中存在的问题、未来的发展趋势,得出渠道模式的创新也变得势在必行。接着继续研究WM集团进行渠道创新的必要性,我们以全球产业链分析研究,认真研究渠道模式创新必须思考的关键因素,比如中国汽车市场的崛起、汽车市场行业利润率的转移趋势、商业模式的创新思考、汽车金融业的未来发展和电子商务的逐渐兴起,对这些渠道创新因素的剖析将会为WM集团渠道模式创新指明方向,又奠定理性决策的基础。最后经过综合分析研究,WM集团高管团队决定渠道模式创新的发展战略目标就是建设5S店性质的商业综合体,具体的渠道创新实践措施包括业务规划、市场规划及职能支持规划。在业务规划层面,既强化原有的汽车金融业务,又强化和布局四大业务,如新车销售、二手车经营、售后维修和配件、电子商务。使得公司的盈利点得以扩展。在市场规划层面,立足中原,辐射全国,具体的市场规划是总部带动分部的市场渗透策略,即郑州建设5S商业综合体旗舰店,各地市建设城市展厅+快修店。在职能规划层面,进行集团化规划,郑州5S商业综合体旗舰店作为集团管理总部,各地市分部作为渠道分公司,总部和分部的职能进行互补,组建利益共同体。 本研究主要对汽车市场的主流渠道模式进行了理性的分析及研究,同时通过一系列的理论研究,经典模式介绍。大胆的提出了明确的5S综合综合体渠道模式创新将会顺应汽车市场潮流,给WM集团带来巨大成功。
[Abstract]:After nearly a decade of rapid development, China's auto market is now the number one country in the world. At the same time, the auto market channel mode also emerged in endlessly, and the 4S shop mode occupied the dominant position in this decade. However, with the change of market situation, automobile channel mode is changing gradually. 4S store model is facing the challenge of comprehensive channel. This paper first analyzes several common models of automobile channel, summarizes the background of automobile market by descriptive method, and introduces the management status of 4S store and other models. Through analyzing the current situation to find out the existing problems and the future development trend, it is concluded that the innovation of channel mode is imperative. Then we continue to study the necessity of channel innovation in WM Group. We analyze and study the global industrial chain and carefully study the key factors that must be considered for channel model innovation, such as the rise of China's automobile market. The trend of profit margin transfer in automobile market, the innovative thinking of business model, the future development of automobile financial industry and the gradual rise of electronic commerce, the analysis of these channel innovation factors will point out the direction of channel mode innovation of WM Group. And lay the foundation for rational decision-making. Finally, through comprehensive analysis and research, the development strategy target of channel mode innovation is to build 5S store business complex. The practical measures of channel innovation include business planning, market planning and functional support planning. At the level of business planning, it not only strengthens the original auto finance business, but also strengthens and distributes four major businesses, such as new car sales, second-hand car operation, after-sales maintenance and accessories, electronic commerce. So that the company's profitability can be expanded. On the level of market planning, the market planning is based on the Central Plains and radiates the whole country. The specific market planning is the market penetration strategy of the headquarter driving the branch, that is, Zhengzhou builds the flagship store of 5S commercial complex, and every city builds the city exhibition hall quick repair shop. In the level of function planning, the group planning is carried out. The flagship store of Zhengzhou 5S commercial complex serves as the management headquarters of the group, and the prefectural and municipal branches serve as the channel branches. The functions of the headquarters and the branch complement each other to form a community of interests. This research mainly carries on the rational analysis and the research to the automobile market mainstream channel pattern, at the same time through a series of theoretical research, the classical model introduction. Boldly put forward a clear 5S complex channel model innovation will conform to the trend of the automotive market and bring great success to WM Group.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F274
本文编号：2173847
[Abstract]:After nearly a decade of rapid development, China's auto market is now the number one country in the world. At the same time, the auto market channel mode also emerged in endlessly, and the 4S shop mode occupied the dominant position in this decade. However, with the change of market situation, automobile channel mode is changing gradually. 4S store model is facing the challenge of comprehensive channel. This paper first analyzes several common models of automobile channel, summarizes the background of automobile market by descriptive method, and introduces the management status of 4S store and other models. Through analyzing the current situation to find out the existing problems and the future development trend, it is concluded that the innovation of channel mode is imperative. Then we continue to study the necessity of channel innovation in WM Group. We analyze and study the global industrial chain and carefully study the key factors that must be considered for channel model innovation, such as the rise of China's automobile market. The trend of profit margin transfer in automobile market, the innovative thinking of business model, the future development of automobile financial industry and the gradual rise of electronic commerce, the analysis of these channel innovation factors will point out the direction of channel mode innovation of WM Group. And lay the foundation for rational decision-making. Finally, through comprehensive analysis and research, the development strategy target of channel mode innovation is to build 5S store business complex. The practical measures of channel innovation include business planning, market planning and functional support planning. At the level of business planning, it not only strengthens the original auto finance business, but also strengthens and distributes four major businesses, such as new car sales, second-hand car operation, after-sales maintenance and accessories, electronic commerce. So that the company's profitability can be expanded. On the level of market planning, the market planning is based on the Central Plains and radiates the whole country. The specific market planning is the market penetration strategy of the headquarter driving the branch, that is, Zhengzhou builds the flagship store of 5S commercial complex, and every city builds the city exhibition hall quick repair shop. In the level of function planning, the group planning is carried out. The flagship store of Zhengzhou 5S commercial complex serves as the management headquarters of the group, and the prefectural and municipal branches serve as the channel branches. The functions of the headquarters and the branch complement each other to form a community of interests. This research mainly carries on the rational analysis and the research to the automobile market mainstream channel pattern, at the same time through a series of theoretical research, the classical model introduction. Boldly put forward a clear 5S complex channel model innovation will conform to the trend of the automotive market and bring great success to WM Group.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F274
【参考文献】
相关期刊论文 前10条
1 王甲昌;;基于马斯洛需求层次理论的国有企业激励机制探讨[J];财经界(学术版);2009年02期
2 刘亚丽;;需要层次理论与网络心理需求关系探讨[J];湖南师范大学教育科学学报;2009年04期
3 胡少东;;客户细分方法探析[J];工业技术经济;2005年07期
4 金宁运;涂瑞;曾胜;;客户需求层次的结构模型研究:以汽车销售为例[J];广西民族大学学报(哲学社会科学版);2009年01期
5 刘严萍;何全秀;;SPSS预测模型在汽车市场分析中的应用[J];河南理工大学学报(社会科学版);2006年03期
6 郭西雅;;体验营销理念在汽车销售体系中的应用研究[J];生产力研究;2010年03期
7 叶志斌;;汽车销售人才的技能分析[J];商场现代化;2008年15期
8 李焯章,常宇亮,芦慧;我国轿车市场发展趋势分析[J];武汉工业学院学报;2003年04期
9 苏平;;国家行为的需求层次分析[J];武汉大学学报(哲学社会科学版);2009年02期
10 吴义虎,陈荫三,侯志祥,龙锦,周育才;基于神经网络的中国汽车保有量建模与预测[J];西安公路交通大学学报;2001年02期
，本文编号：2173847
本文链接：https://www.wllwen.com/jingjilunwen/gongyejingjilunwen/2173847.html
