中国汽车营销体系研究——以一汽大众为例

南京工业大学硕士学位论文中国汽车营销体系研究——以一汽-大众为例姓名：徐凯申请学位级别：硕士专业：企业管理指导教师：来尧静20060508IWTOWTO-,iAbstractSinceChinajoinedWTO,bymeansofjointventure,almostallthetransnationalautomotivecorporationshavespeeduptheirstepsintotheChinesemarket.Chineseautomobilemarketshowsanewcompetitivelayoutwhichpresentstwonoticeabletrends:globalizationofdomesticenterprisesandlocalizationofinternationalenterprises.ThecommitmentwhichisinvolvedduringtheWTOnegotiationincludes:tariffcut,opennessofnon-tariffbarrier,thepermissionoftheforeigncapitalintothedomesticautomobileservicesector.ThereexistspresentlyahugegapbetweentheChineseautomobilemarketingsystemandtheinternationalsystem.HowtoestablishandimprovetheautomobilemarketingsysteminChinahasbecomeatremendouschallengeandtask.Theauthorthinksthatthesuccessfulmarketingexperienceshouldbewellappreciatedandweshoulddrawupontheexperienceofdevelopedcountriesinourownautomobilemarketingactivities.ItwillattachagreatimportancetoestablishanautomobilemarketingsystemwithChinesecharacteristicsandinlinewithinternationalpractice.Undertheguideofmarketingtheoryandservicesmarketingtheoryandcomsumersbehaviortheory,intermsofautomobilemarketingphilosophy,distributionchannelmodeandmarketingmeans,thispapercomparesandanalyzesthestateofdevelopment,characteristicsandactualgapbetweenthedomesticandinternationalautomobilemarketingsystem,discussesthenewdevelopmenttendencyoftheinternationalautomobilemarketingsystem;andanalyzetherelatedlinkvalueintheautomobileindustryvaluechain,andhelpstheenterprisesrecognizetheprofitopportunitiesinthedownstreamactivitiesoftheautomobileindustry.WiththemarketingsystemchangesoftheFAW-VWasexample,thispaperdiscussesthedifferentiationmarketingstratagy,marketingmeansandrelatedpracticetopromotethecorecompetitiveness;analyzesthemaininfluencingfactorsoftheChineseconsumers’demandsandpurchasingbehavioroftheChinesecarconsumers.Finallythispaperintroducesmainviewpoint,whichpayscloseattentiontocustomerlifevalue,moderncustomer-orientedmarketingphilosophy,diversifieddistributionchannels,andmarketingmeans,withwhichthenewChineseautomobilemarketingsystemwithChinesecharacteristicsandaswellasinlinewithinternationalsystemshouldbeconstructed.Chineseconsumerbehaviortrendstoberationalandmature.Asthewaystoknowthecarproductinformationgorich,andtheconsumersknowmuchmoreaboutcarsthanbefore.Thefactors,whichinfluencetheconsumers’demandsandpurchasingdecision,expandfromproductprice,qualityandperformancetoresidentincome,consumptionpolicy,consumptioncircumstance,consumptionintention,paymentmode,automobilesalesserviceandbrandimage.TheChineseautomobileenterprisesmustpaymoreattentiontocarservice.Withtheconsumerlifecycletheoryandautovaluechaintheory,theChineseautomobileenterprisesshouldfosterthelifeservicethought,andfocusontheprofitopportunitiesiiinthedownstreamoftheautomobileindustryvaluechain.Theheritageandinnovationoftheautomobilemarketingsystemistheeverlastingpowerfortheautomobileindustrydevelopment.Practicehasprovedthatwhetherautomobilemarketingphilosophyisadvancedattachesmuchimportancetotheriseandfalloftheautomobileenterprises.Itisoneofthekeyfactorswhichsupporttheefficientfunctionsoftheautomobilemarketingsystemtoestablishanautomobilemarketingchannelmodewhichisnotonlyinlinewithinternationalsystembutalsomeetsthenationalconditions.Tobroadenthemarketingmeansandnewsalesmode,toparticipateinthedownstreamactivitiesoftheautomobilevaluechainaretheimportantwaysfortheChineseautomobileenterprisestowinthemarketcompetitioninthefuture.Onlywiththemodern“customer-oriented”automobilemarketingphilosophy,diversifieddistributionchannelsandmarketingmeans,couldthemodernautomobilemarketingsystemwithChinesecharacteristicsbeconstructed,beinlinewithinternationalsystemandbeintegratedintothemainstreamingoftheglobalautomobileindustrysystemandmarketingsystem.KEYWORDS:ComsumersbehaviorMarketingsystemMarketingphilosophyDistributionchannelMarketingmeans10.10.1.10-1Fig.0-1TheincreasingtrendinvolumeofprivateautomobileinChina::(2005)WTO,2005,,(1)WTO2(2)2004(3),2002-2003200320042005“”“”200671,WTO1WTO2,3(4)0.30.3.10.3.2,-0-20.3.314234-50-2Fig.0-2Thestructurearrangementofthepaper-5.1(5.2)(5.3)61.11.1.1.[1]4P.1957,,,Product(Price)(Prmotion)(Place).1971..[2]5070807(1-1)1-1Table1-1Themaindifferenceofthreekindsofmarketingconcept1.1.24P’s4C’s,,1962McCarthy4PProductPricePlacePromotion,2090199010.RobertLauterborn4P’s4C’s,(Customer’swantsandneeds)(Costtosatisfywantsandneeds)(Conveniencetobuy)(Communication)[3]4P’s4C’s1-181-14P’s4C’sFig.1-1Themarketingstrategyfrom4P’sto4C’s19984P’s4P’s4P’s4C’s[4]1.1.3...[5]--“”4P’s4C’s4P’s4P’s4C’sInternetTCP./IP9IT1.219801980-1985198619811981.1983“”,,,,[6]1984Gronroos4P’sexternalmarketing(internalmarketing)(interactivemarketing)1-21-2Fig.1-2Thetriangleofservicemarketing::.[M].(.)200110[7]4P’s1981Booms(Bitner)P4P’s“”People“”PhysicalEvidence“”Process7P’s[8]7P’s20901.31-3111-3Fig.1-3Thegeneralmodelofconsumersbehavior.I.,.J.,.A.2003.4P’s121.41.4.1(9)1.4.2(10)4P4P4P21201.4.32001(11)TPSJIT13“”4P142.12.1.1“”“”2090,“”,,2.1.215