大众汽车营销.doc

文档介绍：郑州轻院轻工职业学院专科毕业设计(论文) 题目论大众汽车的营销渠道学生姓名郑路专业班级营销与策划 093 学号 0929020306 院(系) 经济管理系指导老师(职称) 张莉(讲师) 完成时间 2011 年 11月 10日摘要在今天经济全球化和信息化迅猛发展的时代,企业间的竞争更激烈,将与国外汽车企业巨头争夺国内汽车市场,而由于技术、体制、机制上因素,我国汽车企业普遍缺乏品牌竞争力。这些都要求我国汽车企业尽快建立起符合市场机制和国际规范的经营体制和管理模式,及时制定相应策略,提高企业的整体竞争力。本文通过对营销渠道理论的论述以及对一汽大众营销渠道进行了较全面的分析和研究,深刻地认识到营销渠道水平对企业的综合竞争能力的深远影响,同时也提到了一些营销渠道的改进意见,它们对提高公司整体的营销渠道水平有一定的帮助和借鉴意义。关键词大众汽车/营销/渠道 THE VOLKSWAGEN AUTOMOBILE CHANNEL ABSTRACT In today of economic globalization and information era of rapid development, petition between the enterprise will be more intense, with foreign automobile enterprises tycoon to contend for the domestic automobile market, and asa result of technology, system, mechanism, automobile enterprises ofour country are generally lack of petitiveness. All these require our automobile enterprises as soon as possible establishes conforms to the market mechanism and the international standardized management system and management mode, timely formulate corresponding strategy, improve the petitiveness of enterprises. This article through to the marketing channel theory and the FAW-Volkswagen marketing channel to make a thorough analysis and research, a profound understanding of the marketing channels on petitiveness of enterprises the far-reaching influence, at the same time also mentioned some marketing channel improvement opinion, to improve pany's overall marketing channel level must have the help of and reference significance. KEY WORDS : Automobile , Marketing , Channel 目录中文摘要................................................. Ⅰ英文摘要................................................ .Ⅱ 1 我国汽车营渠道模式与现状...... ....... ...................1 2 大众汽车公司简介..... ....... ............................1 3 大众汽车营销渠道.. ....... ...............................2 4 大众集团的渠道管理.................. ...................3 5 大众汽车企业的销售渠道系统. .. .... .......................3 开放型渠道系统.. ....... ...............................3 半封闭式统渠道系. .....................................4 6 建立中国特色的营销渠道模式及未来的趋势..