东风商用车渠道模式变革研究

华中科技大学硕士学位论文东风商用车渠道模式变革研究姓名：田长春申请学位级别：硕士专业：工商管理指导教师：张千帆20090425I(1)(2)(3)(4)IIAbstractMarketingchannelistheproductofmarketcompetitionandimportantmeansofmarketcompetition.Theincreasinglyfiercemarketcompetitionmakesalotofcompaniesaimatthestrategicresourcesofchannels.Manycompaniesarestrivingtoexplorenewchannelmodel,enhancechannelabilityandachievechanneltransformationandvalue-adding.Facingthenewenvironmentofmarketchangingfromextensivetointensiveandtheever-changingenvironment,thedisadvantageoftraditionalchannelmodelinefficiency,costandcontrolhavebecomeincreasinglyprominent.Atthesametime,withtherapiddevelopmentofInternet,thephenomenonoffrequentconflictsbetweentraditionalchannelsandonlinechannelsiscommon.It'sstillrelativelyraretoutilizeinternetformarketinginautomotiveindustryinChina,butinternetchannelhasbecomeamediatointroduceproductinformationforcommercialenterprises.Althoughsomeadjustmentsaremadewiththedevelopmentofthemarket,basicallydidn'tchangetheincompatibilitybetweenmarketingchannelandbetweenefficiencyandcostadvantage.Changesinmarketconditionsputforwardnewrequirementstodistributionchannelmodeandmanagementmethod.Distributionchannelreformhasbecomethenewcentury'smajorstrategicissuesofdevelopingChineseenterprises,thustheresearchofdistributionchannelreformhasgreattheoreticalandpracticalsignificance.Fromliteraturereview,thispaperhaveanalyzedthetheoreticalresearchpulseofchannelchangeathomeandabroad.Basedonrelatedtheoryinchannels,combinedwiththerealconditionofchannelsinautomotiveindustryandcomparedwithdomesticandforeignmarketingchannelsofcommercialvehicles,thispaperhaveanalyzeditsadvantagesanddisadvantages,studythechannelmodelofDongfengCommercialVehicleandexistingproblems,makecleartheneedforchangeinDongfengCommercialVehicle'schannel.Atthesametime,fromtheperspectiveofcommercialvehiclemanufacturers,aroundthemarketingchannelsreformofDongfengCommercialVehicleCompany,thispaperstudyontheproblemsinthechannelmodelofDongfengCommercialVehicleCompanyandmakeanumberofrecommendationsandpointedoutthedirectionofchannelchangeaswellaswaystochangechannels.Thisarticleconcludedthat:(1)Comparingdomesticandforeignchannelmodelofcommercialvehicles,wecanseethattheyhavetheirowncharacteristicsandwecannotjustcopy,ourmarketrealitymustbecombinedtochooseasuitablechannelmodelfortheenterprise.Channelmodemustbefit.III(2)Flatorganization,informationization,integration,andregionalizationaretheprinciplesofDongfengcommercialvehicle'schannelreform.Basedontheseprinciple,itisconfirmedthatthereformdirectionsofDongfengcommercialvehicle'schannelarebrandnamefranchise,regionalization,closedtocustomers.Andthisconclusioncanbeaverygoodreferencetoothercarmanufacturers.(3)DongfengCommercialVehicleCompanyistoestablishamarketingnetworkplatformwhichisaconvergenceofculturalvalues,continuouslyimprovecustomersatisfaction,withthecapacityforsustainabledevelopmentandcompetitiveadvantageandstronglysupportthecauseoftheDongfengcommercialvehicle.(4)Thekeytochangeistocreateachangeinculture,createthevaluessupportingchangesandDongfengCommercialVehicleCompanypreparestocreatesuchaculturewithemotionalmarketing.Keywords:DongfengCommercialVehicleCompany;marketingchannels;channelmode;channelchanges□□(“√”)::::111.120071.21.2.1WTO7WTO55220%20089200820%10199920081-1122.9123.174.23%5.36%153.68153.919.83%10.21%19.2218.9615.34%14.32%7.637.7518.11%16.09%42.8242.741.21%2.87%12007200812200912009110.80.210.70.10.824.713003120081-11://finance.sina.com.cn/stock/hyyj/20081208/10405604112.shtml31.2.2111232231.[M].2006.2.[M].2006414563S27III1.[M].20062.[M].2006.5811.2.3119972090WTO22151.[J].2006(43),36-39.2.[M].2006.631421.2.4112341.[M].2006.2.[M].2006.7212WTO200381.311.3.1198021.[J].20060329-30.2LouisW.Stern.DistributionChannelsasPoliticalEconomiesAFrameworkforComparativeAnalyses[J]JournalofMarketingSummer198052.919961DebraJungmanDahab1996RajdeepGrawal2002219963199612341.14Quinn200551BruceMallen.Marketingchannelsandeconomicdevelopment:aliteratureoverview[J].InternationalJournalofPhysicalDistribution&LogisticsManagement,Bradford:1996.Vol.26,42.2DebraJungmanDahab,JamesWGentry,RavipreetSSohu.Interestdominationasaframeworkforexploringchannelchangesintransformingeconomies.JournalofMacromarketing,Fall1996.3ErinAndersonGeorgeS.DayandV.KasturiRangan.StrategiesChannelDesign[J].SloanManagementReviewSummer1997pg.59-69.4LouisP.Bucklin,EnglewoodCliffs,CompetitionandEvolutionintheDistributiveTrades,JournalofRetailing,PrenticeHall,1972,P369.5QuinnJim,MurrayJohn.TheDriversofChannelEvolution:AWholesalingPerspective[J].InternationalReviewofRetail,DistributionandConsumerResearch,2005,15(1):3-25.101.1AnalyzingchannelstructuresofbusinessmarketsviatheStructure-OutputParadigm.InternationalJournalofResearchinMarketing.1996SherriffTKLuckOsborne199611SherriffT.K.Luk,HaiYangLi.DistributionReforminChina:AMacroPerspectiveandImplicationsforChannelChoices[J].JournalofMarketingChannels.1997,6(1):77.11200111.22070207020211.2LouisW.Stern,AdelI.El-Ansary.20011LouisW.