天津一汽汽车市场营销渠道下沉研究
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摘要
渠道问题一直是现代市场营销理论家和各类营销实践者关注的重点问题,渠道的定义也一直都成为理论家们争论的焦点问题。本文首先回顾不同理论对渠道的不同阐释,发现不同学者从不同视角进行定义和分析,有的侧重分析营销渠道的组织结构和功能,有的着重研究渠道中所有权的转移和市场主体特征,从概念的本质上而言,可谓殊途同归,都明确表明渠道就是通过一定的环节将产品从制造商送达至消费者的通路。
汽车作为一种特殊的耐用消费品,营销渠道的问题势必会成为我国汽车工业发展过程中需要重点讨论的问题。本文在回顾了中国汽车营销渠道的发展历程之后,综合分析对比了当前几种汽车营销模式的优劣势,阐述了4S店这种品牌授权模式存在的问题和面临的挑战,深入分析了当前汽车渠道下沉的必要性,并重点分析了汽车企业在下沉过程中可能遇到的各种问题。
为了更有深度地探索汽车渠道下沉的实质性措施,本文结合天津一汽在三四线城市所做的探索性调查研究,进一步证实三四线城市汽车消费者的基本特征和汽车消费需求与一二线城市用户相比还是有其特殊性的,同时,通过对当地二级经销商的走访,发现目前还处在夹缝中生存的二级经销商网络,由于其有效地补充了一级经销商网络分布和市场需求之间的缺口,在汽车渠道下沉的过程中确实起到了一些实质性的补充作用。据此,关于如何促进二级经销商合理健康的发展,以解决现阶段汽车营销渠道下沉面临的各种问题,本文也对厂商和一级经销商提供了有价值的策略建议。
Channel has been the focus of the discussions of the modern marketing theorists and various marketing person, the definition of channel has also been the hot topic of various theorists. This article first reviewed the different definitions of channel and found that although the different definitions have different emphases, some of them emphasized to reflect the organizational structure of marketing channel, or some of them emphasized the transfer of ownership in the channel, but in essence they are the same, channels is the link to product delivery from the manufacturer to the consumer.
The car as a special kind of durable consumer goods, auto marketing channels, it is bound to China's automobile industry development process. After reviewing the development process of automotive marketing channels in our country, the paper made the comprehensive analysis and comparison of several automobile marketing mode of the current advantages and disadvantages, described the 4S models problems and challenges, in-depth analysis of the current auto channel need to sink, and analyzed in the automotive business in the sinking process may encounter problems.
In order to explore the process of auto channels penetration, this paper based on the exploratory research of Tianjin FAW in the three or four tie cities, further confirmed that the basic characteristics and car consumption demand in 3 and 4 tie cities are much more different with urban areas. At the same time, visits to local non-authorized dealers, this paper found that survival of those non-authorized dealers is still very difficult, but they are the really effective complement to the gap between the auto dealer network distribution and market demand in the 3 and 4 tie cities. Accordingly, how to promote rational and healthy development of marketing channels, the paper also provided valuable strategic proposals to manufacturers and authorized dealers.
汽车作为一种特殊的耐用消费品,营销渠道的问题势必会成为我国汽车工业发展过程中需要重点讨论的问题。本文在回顾了中国汽车营销渠道的发展历程之后,综合分析对比了当前几种汽车营销模式的优劣势,阐述了4S店这种品牌授权模式存在的问题和面临的挑战,深入分析了当前汽车渠道下沉的必要性,并重点分析了汽车企业在下沉过程中可能遇到的各种问题。
为了更有深度地探索汽车渠道下沉的实质性措施,本文结合天津一汽在三四线城市所做的探索性调查研究,进一步证实三四线城市汽车消费者的基本特征和汽车消费需求与一二线城市用户相比还是有其特殊性的,同时,通过对当地二级经销商的走访,发现目前还处在夹缝中生存的二级经销商网络,由于其有效地补充了一级经销商网络分布和市场需求之间的缺口,在汽车渠道下沉的过程中确实起到了一些实质性的补充作用。据此,关于如何促进二级经销商合理健康的发展,以解决现阶段汽车营销渠道下沉面临的各种问题,本文也对厂商和一级经销商提供了有价值的策略建议。
Channel has been the focus of the discussions of the modern marketing theorists and various marketing person, the definition of channel has also been the hot topic of various theorists. This article first reviewed the different definitions of channel and found that although the different definitions have different emphases, some of them emphasized to reflect the organizational structure of marketing channel, or some of them emphasized the transfer of ownership in the channel, but in essence they are the same, channels is the link to product delivery from the manufacturer to the consumer.
The car as a special kind of durable consumer goods, auto marketing channels, it is bound to China's automobile industry development process. After reviewing the development process of automotive marketing channels in our country, the paper made the comprehensive analysis and comparison of several automobile marketing mode of the current advantages and disadvantages, described the 4S models problems and challenges, in-depth analysis of the current auto channel need to sink, and analyzed in the automotive business in the sinking process may encounter problems.
In order to explore the process of auto channels penetration, this paper based on the exploratory research of Tianjin FAW in the three or four tie cities, further confirmed that the basic characteristics and car consumption demand in 3 and 4 tie cities are much more different with urban areas. At the same time, visits to local non-authorized dealers, this paper found that survival of those non-authorized dealers is still very difficult, but they are the really effective complement to the gap between the auto dealer network distribution and market demand in the 3 and 4 tie cities. Accordingly, how to promote rational and healthy development of marketing channels, the paper also provided valuable strategic proposals to manufacturers and authorized dealers.
引文
[1] Alexander Hiam. MARKETING FOR DUMMIES. John Wiley and Sons Ltd.2004
[2] Bill Vlasic, Bradley A. Stertz. Taken for a Ride: How Daimler Benz Drove off with Chrysler. Hamperinformation, June 2006
[3] Dowdell Marketinf, Dowdel Marketing Consult. Structure of the Japanese Auto Parts Industry. Internationnal Publications Sevice,December 2006
[4] Gary Armstrong, Philip Kotler, Principles of Marketing, Prentice Hall, 2007
[5] Keith T.Brown. The Interactive Marketplace: Business-to-Business Strategies for Delivering Just-in-Time, mass-Customized products.The McGraw-Hill Companies,April 2005
[6] Philip Kotler, Kevin L.Keller,Marketing Management.12thed. Pearson Education, Inc, 2006
[7] Robert Genat. American Car Dealership. Moterbooks, October 2006
[8] Yozo Hasegawa. Hasegawa:Clean Car Wars:How Honda and Toyota are Winning the Battle of the Eco-Friendly.Autosjohn Wiley&Sons.2007
[9](美)菲利普·科勒特,凯文·莱恩,营销管理(第十二版):上海人民出版社,2006
[10](美)罗森布洛姆著,宋华等译,营销渠道:管理的视野(第7版),中国人民大学出版社,2006.10
[11](美)科特勒,(美)凯勒著,王永贵等译,营销管理:格致出版社,2009.11
[12](美)科特勒,市场营销原理(亚洲版):机械工业出版社,2006
[13](美)罗森布罗姆,营销渠道:管理的视野(第7版),人民大学出版社, 2006
[14]曹献存,汽车品牌经销商经营中的问题与对策,商场现代化2006-03:107
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[18]李同泽,得渠道者得天(下),汽车分销渠道研究:中国经济出版社2005
[19]李东平,汽车经销商面临生死抉择,经营管理者,2007,3:59-63
[20]刘飞,徐成,关于我国汽车营销模式发展的探讨,特区经济2007, 8:293-294
[21]吕一林,营销渠道决策:中国人民大学出版社,2005
[22]高云龙等,汽车营销:社会科学文献出版社,2008
[23]国务院发展研究中心发展,战略和区域经济研究部的课题报告《中国(大陆)区域社会经济发展特征分析》
[24]计算机产品与流通,渠道管理:企业管理出版社,2004
[25]韩学春,中国汽车营销体系和汽车销售市场结构模式的探讨,汽车工业研究,2002,8:29-30
[26]苗月新,营销渠道概论:清华大学出版社,2007
[27]马卫,发达国家汽车销售模式比较及其对,中国汽车业的启示商场现代化,2006,10:49-51
[28]孟凡森,我国汽车营销新模式,合作经济与科技2006,01:8-10
[29]南兆旭,渠道管理方法:中国标准出版社,2001
[30]钱振为,21世纪中国汽车产业:北京工业大学出版社,2004
[31]孙路弘,汽车销售:中国财经经济出版社,2004
[32]宋晓冰,国内外汽车企业营销模式的比较性研究,上海汽车,2005,08:15-17
[33]吴开诚,赢之道——丰田汽车中国营销谋略(透视丰田系列丛书):机械工业出版社,2007
[34]王方华,奚俊芳,营销渠道:上海交通大学出版社,2005
[35]王永峰,汽车营销渠道发展策略研究:北京汽车,2005
[36]徐志强,中国轿车市场营销体系的现状分析及其对策的研究,北京汽车,2006,02:23-24
[37]徐颖,徐静航,我国汽车市场分销渠道模式:国务院发展研究中心信息网,2003
[38]徐蔚琴,谢国娥,营销渠道管理:电子工业出版社,2003
[39]向寒松,中国汽车营销风云:北京机械工业出版社,2007.3
[40]向寒松,新营销:2010.3.26
[41]影响力中央研究院教材专家组编著,渠道为王——销售渠道建设3部曲:电子工业出版社,2009.1
[42]庄贵军,中国企业的营销渠道行为研究:北京大学出版社,2007
[43]朱玉童,渠道冲突:电子工业出版社,2004
[44]张国方,现代汽车营销:北京电子工业出版社,2005.8
[45]张广玲,分销渠道管理:武汉大学出版社,2002
[46]张一,《汽车产业发展政策》解读,投资顾问,2005,05:23-24
[47]张国方,汽车营销,北京:人民交通出版社,2002
[48]赵俊明,我国汽车工业发展现状及二十一世纪发展道路和选择,长春汽车研究所,2005,08:19-20
[49]曾业辉,打造中国汽车营销模式:国务院发展研究中心信息网,2003
[50]郑鑫,中国汽车市场环境分析,中国广告,2005,No.5:54-56
[51]中国著名时尚产业经济研究专家李凯洛个人官方网站: www.karollee.com
[52] http://www.5137.cc/news/market/20103/market_19152814.html51,商机网
[53]汽车业快马加鞭跨国汽车品牌网络下沉http://auto.shangdu.com, 2009/11/27
[54]中国营销传播网,2006-6-12
[2] Bill Vlasic, Bradley A. Stertz. Taken for a Ride: How Daimler Benz Drove off with Chrysler. Hamperinformation, June 2006
[3] Dowdell Marketinf, Dowdel Marketing Consult. Structure of the Japanese Auto Parts Industry. Internationnal Publications Sevice,December 2006
[4] Gary Armstrong, Philip Kotler, Principles of Marketing, Prentice Hall, 2007
[5] Keith T.Brown. The Interactive Marketplace: Business-to-Business Strategies for Delivering Just-in-Time, mass-Customized products.The McGraw-Hill Companies,April 2005
[6] Philip Kotler, Kevin L.Keller,Marketing Management.12thed. Pearson Education, Inc, 2006
[7] Robert Genat. American Car Dealership. Moterbooks, October 2006
[8] Yozo Hasegawa. Hasegawa:Clean Car Wars:How Honda and Toyota are Winning the Battle of the Eco-Friendly.Autosjohn Wiley&Sons.2007
[9](美)菲利普·科勒特,凯文·莱恩,营销管理(第十二版):上海人民出版社,2006
[10](美)罗森布洛姆著,宋华等译,营销渠道:管理的视野(第7版),中国人民大学出版社,2006.10
[11](美)科特勒,(美)凯勒著,王永贵等译,营销管理:格致出版社,2009.11
[12](美)科特勒,市场营销原理(亚洲版):机械工业出版社,2006
[13](美)罗森布罗姆,营销渠道:管理的视野(第7版),人民大学出版社, 2006
[14]曹献存,汽车品牌经销商经营中的问题与对策,商场现代化2006-03:107
[15]陈勇编著,经销商区域招商:中国发展出版社,2008.1
[16]李玉国,做渠道霸主——超级经销商打造策略:机械工业出版社,2008
[17]李毅,我国汽车销售模式的探讨:重庆西南财经大学图书馆,2005
[18]李同泽,得渠道者得天(下),汽车分销渠道研究:中国经济出版社2005
[19]李东平,汽车经销商面临生死抉择,经营管理者,2007,3:59-63
[20]刘飞,徐成,关于我国汽车营销模式发展的探讨,特区经济2007, 8:293-294
[21]吕一林,营销渠道决策:中国人民大学出版社,2005
[22]高云龙等,汽车营销:社会科学文献出版社,2008
[23]国务院发展研究中心发展,战略和区域经济研究部的课题报告《中国(大陆)区域社会经济发展特征分析》
[24]计算机产品与流通,渠道管理:企业管理出版社,2004
[25]韩学春,中国汽车营销体系和汽车销售市场结构模式的探讨,汽车工业研究,2002,8:29-30
[26]苗月新,营销渠道概论:清华大学出版社,2007
[27]马卫,发达国家汽车销售模式比较及其对,中国汽车业的启示商场现代化,2006,10:49-51
[28]孟凡森,我国汽车营销新模式,合作经济与科技2006,01:8-10
[29]南兆旭,渠道管理方法:中国标准出版社,2001
[30]钱振为,21世纪中国汽车产业:北京工业大学出版社,2004
[31]孙路弘,汽车销售:中国财经经济出版社,2004
[32]宋晓冰,国内外汽车企业营销模式的比较性研究,上海汽车,2005,08:15-17
[33]吴开诚,赢之道——丰田汽车中国营销谋略(透视丰田系列丛书):机械工业出版社,2007
[34]王方华,奚俊芳,营销渠道:上海交通大学出版社,2005
[35]王永峰,汽车营销渠道发展策略研究:北京汽车,2005
[36]徐志强,中国轿车市场营销体系的现状分析及其对策的研究,北京汽车,2006,02:23-24
[37]徐颖,徐静航,我国汽车市场分销渠道模式:国务院发展研究中心信息网,2003
[38]徐蔚琴,谢国娥,营销渠道管理:电子工业出版社,2003
[39]向寒松,中国汽车营销风云:北京机械工业出版社,2007.3
[40]向寒松,新营销:2010.3.26
[41]影响力中央研究院教材专家组编著,渠道为王——销售渠道建设3部曲:电子工业出版社,2009.1
[42]庄贵军,中国企业的营销渠道行为研究:北京大学出版社,2007
[43]朱玉童,渠道冲突:电子工业出版社,2004
[44]张国方,现代汽车营销:北京电子工业出版社,2005.8
[45]张广玲,分销渠道管理:武汉大学出版社,2002
[46]张一,《汽车产业发展政策》解读,投资顾问,2005,05:23-24
[47]张国方,汽车营销,北京:人民交通出版社,2002
[48]赵俊明,我国汽车工业发展现状及二十一世纪发展道路和选择,长春汽车研究所,2005,08:19-20
[49]曾业辉,打造中国汽车营销模式:国务院发展研究中心信息网,2003
[50]郑鑫,中国汽车市场环境分析,中国广告,2005,No.5:54-56
[51]中国著名时尚产业经济研究专家李凯洛个人官方网站: www.karollee.com
[52] http://www.5137.cc/news/market/20103/market_19152814.html51,商机网
[53]汽车业快马加鞭跨国汽车品牌网络下沉http://auto.shangdu.com, 2009/11/27
[54]中国营销传播网,2006-6-12