解放商用车公司营销模式研究

华中科技大学硕士学位论文解放商用车公司营销模式研究姓名：袁子云申请学位级别：硕士专业：工商管理指导教师：田志龙20060413ISWOT4SIIAbstractThisthesisisaresearchontheimprovingproblemsinmarketingmodeofChinabusinessautomobilesmanufacturerswiththecaseofJiefangBusinessAutomobileCo.Firstly,thethesisintroducesthedefinitionsandcomposingelementsofmarketingmodeaboutbusinessautomobiles,anddiscussesthebasictheoryofhowthebusinessautomobilemanufacturersimprovingtheirmarketingmodefromthreeaspectsinmarketingthoughtmarketingorganizationandmarketingtechnology;Secondly,thethesisintroducesbrieflyaboutthedevelopmenttrendofChinesebusinessautomobilesindustry,structureofcustoms,characteristicsoffranchises,therealityofmarketingmodeofdomesticbusinessautomobilemanufacturersandthetypicalmarketingmodeofinternationalbusinessautomobilemanufacturers.Thirdly,thethesis,basedonthecaseofJiefangbusinessautomobileCo,analyzesamplythemarketenvironmentoftheJiefangwithSWOTanalysismethod,thenthethesisanalyzesthemarkingmodeoftheJiefangbusinessautomobilesaccordingtothebasictheoryandpointsouttheproblems;Finally,thethesisproposestheconcreteimprovementmeasurestoJiefangaccordingtotherealityofmarketingmodeinJiefangbusinessautomobiles.TherapiddevelopmentofChinabusinessautomobilesindustryhasacceleratedthechangesofproductsstructureandmarketcompetition.Thecompetitionbetweenmanufacturershaschangedtointegrativemarketingabilitycompetitionfromproductscompetition.Consequently,thebusinessautomobilemanufactureshavetochoicethepropermarketingmodetofacethegrowingdrasticcompetition.ThethesistablesconcreteproposalsthroughthestudyofmarketingmodeofJiefangbusinessautomobileCowithhopesthatthisthesiswillprovidedomesticbusinessautomobilemanufactureswithusefulreferencesandenlightenments.Atmeantime,IrealizedeeplyintheprocessofstudythatChinabusinessautomobileindustryneedsnotonlyinnovationattechnology,product,equipment,butalsoneedsattachimportancetosoftwareinnovationsincludeproduceprocess,salesprocessandmarketingmodes,andthelarge-sizestate-ownedbusinessautomobilemanufacturesofChinabearmoreresponsibilityandobligationintheprocesses.KeywordsBusinessautomobilesMarketingmodeTrademarksexclusive“4S”Franchise111.1WTO1.2WTO4S21.3SWOT322.11-11-1123[1][2]2.242.2.114PProductPricePlacePromotion·RobotLauteborn4CCustomerCostConvenienceCommunication4C[3][4]4C[5]52[6]CRMCustomerRelationshipManagement[7][8]ArthurM.Hughes[9][10][11]3[12]52%6282.2[13][14]2.2.21[2][13]2[15]31-17×××1-1365[16]4[17]2.2.318[18][19]2[20][21]39[5][7]1033.13.1.117.5%7%10-2022306.5311419905%20041990128.1%116.8%[5][6]3.1.212200671WTO1233.1.312000-20043-122000-20043-2200012.89%200427.38%112.41%200025.39%200412.97%48.92%13020000040000060000080000010000001200000140000016000006429906784189300991074211135445782869146985245401255755370795163157162747164498136378175644396964368686520200682078808018200020012002200320043-12000-200412.89%21.67%26.38%23.81%27.38%25.39%23.98%17.69%12.70%12.97%61.72%54.35%55.93%63.49%59.65%0%20%40%60%80%100%61.72%54.35%55.93%63.49%59.65%25.39%23.98%17.69%12.70%12.97%12.89%21.67%26.38%23.81%27.38%200020012002200320043-22000-200432000-2004143-30.00%10.00%20.00%30.00%40.00%50.00%43.36%40.42%33.13%23.73%15.37%21.53%19.36%19.27%20.87%20.62%21.46%19.64%23.18%28.69%35.85%13.65%20.58%24.42%26.71%28.16%200020012002200320043-32000-20044200320043-43-52003200493.68%95.52%,36.28%,32.58%,8.20%,6.72%,4.60%,5.30%,6.32%3-4200315,34.48%,30.05%,12.18%,8.75%,5.47%,4.59%,4.48%3-520043-43-520043.9848.54%20042.0330.21%[22][23][24]3.2121634[5][7]3.31172345[6]1844.119535042004135195319781978—1992199215%1992199219WTO[4][25]4.24.2.11197819782197819923199220[2][6]4.2.2185%[26]4S4SSaleSpare-partServiceSurvey4S4S214S4S4S4S4S4S4S4S1000100224S4S4S4S4S4S4S23[27][28][29]22480%25[15][30]3[16][30]4S4-1264-14.2.34.31274S23[37][38]4.44.4.12812345680[31][32]294.4.2[33]1234[34][35]4.4.3123304[32][36]3155.15.1.1191800260450263503019851985198819941996322003[39]5.1.25-15-15.25.2.11WTO33235-2200110.0313.2117.0214.2318.8440.77%42.65%41.52%36.28%34.48%024681012141618200.00%5.00%10.00%15.00%20.00%25.00%30.00%35.00%40.00%45.00%()10.0313.2117.0214.2318.84(%)40.77%42.65%41.52%36.28%34.48%200020012002200320045-22000-2004345.2.212793200432684593745.2.3SWOT13530236320047920043020044375.35.3.120012002200320045.3.24S21652371273815-35-325-45-44S4S395.3.313+93+9123923+9345.3.4120017940234166.112346.26.2.14220016.2.21434S4S4S44[40][41][42]2[42]43]34544S4S6.2.3461ERPERP[44][45][46]220%80%-85%60%-70%2004801704748WTO4950[1].—21.,2002(8)[2]..,2003(8)[3]PhilipKotler.MarketingManagement.Prentice-HallInc,(2002)[4]..,2004(6)[5]..:,2001[6]..:,2003[7]..:,2002[8]·M·..:,2004[9]..:,2001[10]RobertBWoodruff.CustomerValue:TheNextSourceforCompetitiveAdvantage.AcademyofMarketingScience,(1998)[11].CRM.,2005(8)[12]RoderickMMcNealy.MakingCustomerSatisfaction:ASteategyforDelightingCustomer.LondonChapman&Hall,(1999)[13]..:,(2005)[14]KotlerP.Marketing:AnIntroduction.PrenticeHall,(1999)[15]..,2005(2)[16].—.,2003(10)[17].“”.,2004(7)[18]..,2002(6)[19]RobertDHof.TheClick-HereEconomy.BusinessWeek,2000(6)[20]..,2002(4)[21]..,2004(10)[22]..:51,(2004)[2