基于营销网格的汽车营销资源优化配置研究
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摘要
随着汽车产业格局的变化从快速增长时代步入微增长时代,汽车营销的竞争模式也从单要素的竞争转化为营销资源组合配置和商业模式的综合竞争。顾客需求也从单一的同质化需求转化为多样的个性化需求。传统的市场营销模式急需突破,网格营销理论越来越受到企业的青睐和重视,对汽车营销资源的整合与配置,也成为汽车产业研究的重点课题,也是提升汽车产业竞争力的重要支撑。汽车企业掌握的销售资源总是有限的,要想在众多汽车企业中脱颖而出,就必须充分认识到企业的营销资源优势并极大效率地发挥出各种竞争优势,提升企业的运作效率,充分发挥出企业资源的能量,使企业以有限的资源创造出最大的价值和财富。
通过国内外文献资料的查阅,以及对目前汽车市场营销模式的分析,归纳总结出企业营销资源的内涵及其特征,依据市场营销理论,从营销投入与产出的视角将企业营销资源种类划分为基础性营销资源、能力性资源和战略性营销资源三大类。根据企业营销资源的分类标准,建立了汽车营销资源分类体系。研究了营销资源量化的方法,通过提取能衡量该营销资源并方便量化的指标,构建营销资源评估指标体系,对不可直接量化的汽车营销资源进行量化。
提出了营销网格划分的维度,以及汽车营销网格构建的流程,指出营销网格划分粒度设定的依据。对汽车营销网格划分的四个维度：汽车客户的基本特征、汽车客户行为、汽车客户价值和汽车客户生命周期进行了分析,并对营销资源每个维度中的要素不同组合匹配作为营销网格的划分依据。通过对营销网格构建算法建立,构建营销网格粒度与汽车营销资源关系矩阵,根据汽车营销资源的充足与匮乏程度确定营销网格粒度。通过对营销网格划分模型以及粒度的评估,对营销网格进行持续优化。确保营销网格粒度与营销资源的最佳匹配。
利用市场调查和数据挖掘等多种方法,获取汽车网格营销资源需求。按重要程度、紧急程度和匹配难易程度对需求进行分类和排序。利用模糊数学方法对采集到的营销资源需求进行描述和转化。运用关联规则方法从定性角度构建汽车企业营销资源与网格资源需求映射模型,关联规则的形式有四种：单条件单规则、单条件多规则、多条件单规则和多条件多规则。运用人工神经网络方法从定量角度构建企业营销资源与网格资源需求映射模型。从而构建每个营销网格的资源集,形成营销网格资源的初步配置方案。
研究了汽车营销资源配置模式,包括配置原则、配置主体和配置流程,对网格营销的资源需求进行科学合理的分配。运用管理经济学中的“弹性需求理论”重点研究了营销网格资源的调整策略,从营销资源投入与营销资源收益产出的角度构建了资源匹配的映射模型。利用数据包络分析方法对汽车营销资源配置效率进行评估,根据内外部环境和资源供给需求变化,应用需求映射模型,重新进行网格粒度的划分,需求映射、匹配映射持续优化资源配置和资源调度。通过投影分析,找出提高资源配置效率的改进方向。
基于神宇车辆有限公司进行汽车网格营销资源优化配置实证研究,运用神宇公司的调查数据对营销网格的构建、营销网格资源需求映射以及营销网格资源优化配置等环节进行了分析。突破了该公司汽车营销资源的限制,优化了营销网格对资源需求配置和调度策略,有效地提高了企业的营销资源使用效率和企业的竞争力,减少了企业的营销风险。
With the change in the pattern of the automotive industry from the era of rapid growth into the micro-growth era, the competition mode of automotive marketing has transformed from competition of single element into the overall competition of marketing resources portfolio allocation and business models. Besides, in customer demand, the mode of diverse individual needs has taken place of single homogenous demand gradually. Therefore traditional marketing model is eager for a breakthrough.
As the grid marketing theory is drawing more and more attention from enterprises, integration and configuration of automotive marketing resources has become the key topics of the auto industry research, and the important support enhancing the competitiveness of the automotive industry. In order to stand out in the automotive industry, automotive enterprises with limited sales resources have to fully understand the advantage of their enterprise marketing resources and make full use of them. Only in this way, can they improve their operational efficiency, give full play to the energy of enterprise resource, and finally create the greatest value and wealth.
Through consulting the literature at home and abroad and analyzing the present automobile marketing mode, the author made a summary of the connotation and characteristics of enterprise marketing resources. On the basis of the marketing theory, the author, from the perspective of marketing input and output, divided enterprise marketing resource into three categories, namely basic marketing resources, ability resources and strategic marketing resources. According to the classification standards of enterprise marketing resources, the author established an automobile marketing resources classification system and studied the marketing resources quantitative method. Through the extraction of the convenient quantitative index which can measure the marketing resources, the author constructed a marketing resources evaluation index system to quantify the automobile marketing resources which usually cannot be quantified directly.
The dissertation puts forward the dimension of developing marketing grids, as well as the procedure of building marketing grids for auto sales; meanwhile, the basis of determining marketing grids granularity is also discussed. The author has analyzed the essential characteristics, the actions, the value and the lifecycle of auto customers, and he pointed that a combination of marketing resources elements could be a way to develop marketing grids. The author first tried to find an algorithm to develop the marketing grids, then created a matrix based on the relationships between the grain size of marketing grids and the automotive marketing resources and tried to determine the grain size of marketing grids by the judgment of the degree to which the automotive marketing resources are supplied. Finally, he estimated the model to develop marketing grids and the grain size of the marketing grids and tried to optimize the marketing grids continuously to make sure that the grain size of the marketing grids best fit the marketing resources.
Using a variety of methods of market research and data mining obtain the auto grid marketing resource requirements. Classify and sort order of the demand by importance, urgency and matching degree of difficulty. By using the fuzzy mathematics method to describe and convert the collected marketing resource requirements. Using the method of association rules construct the mapping model between Automobile enterprise marketing resources and grid resource requirements from a qualitative point of view, the association rules in the form include four categories:single-condition single rule, multi-rule multi rules, multi-condition single rules and conditions of the single condition. Using the method of artificial neural network construct the mapping model between Automobile enterprise marketing resources and grid resource requirements From a quantitative point of view, thus build a set of resources for each marketing grid and form the initial configuration program of the marketing grid resources.
Studied the automotive marketing resource allocation model, including configuration principle, configure the main and configuration process, scientific and rational distribute the grid marketing resource requirements. Using the application of management economics of the "elastic demand theory" mainly studied the strategy of adjustment of marketing grid resources, and build a resource matching mapping model from the point of view of marketing resource inputs and marketing resources revenue output. Use of data envelopment analysis to assess the efficiency of resource allocation on automotive marketing, according to internal and external environment and resource supply to changes in demand, apply the mapping model of the requirements, redistrict grid granularity, demand mapping and matching mapping continue to optimize the allocation of resources and resource scheduling. Through the projection analysis, find out the efficiency improvement direction to improve the allocation of resources.
Based on the Shenyu vehicle Company, for auto grid empirical research on optimal allocation of marketing resources, using shenyu's investigation data to analyze the construction of marketing grid and marketing grid resource demand mapping Shenyu company in marketing grid construction, marketing grid resource demand mapping and marketing grid resource allocation optimization. Breaking the limits of automobile marketing resources of the company, optimizing the marketing grid demand on resources allocation and scheduling strategy, effectively improving the resource efficiency of enterprise marketing and enterprise competitiveness, reducing the enterprise's marketing risk.
通过国内外文献资料的查阅,以及对目前汽车市场营销模式的分析,归纳总结出企业营销资源的内涵及其特征,依据市场营销理论,从营销投入与产出的视角将企业营销资源种类划分为基础性营销资源、能力性资源和战略性营销资源三大类。根据企业营销资源的分类标准,建立了汽车营销资源分类体系。研究了营销资源量化的方法,通过提取能衡量该营销资源并方便量化的指标,构建营销资源评估指标体系,对不可直接量化的汽车营销资源进行量化。
提出了营销网格划分的维度,以及汽车营销网格构建的流程,指出营销网格划分粒度设定的依据。对汽车营销网格划分的四个维度：汽车客户的基本特征、汽车客户行为、汽车客户价值和汽车客户生命周期进行了分析,并对营销资源每个维度中的要素不同组合匹配作为营销网格的划分依据。通过对营销网格构建算法建立,构建营销网格粒度与汽车营销资源关系矩阵,根据汽车营销资源的充足与匮乏程度确定营销网格粒度。通过对营销网格划分模型以及粒度的评估,对营销网格进行持续优化。确保营销网格粒度与营销资源的最佳匹配。
利用市场调查和数据挖掘等多种方法,获取汽车网格营销资源需求。按重要程度、紧急程度和匹配难易程度对需求进行分类和排序。利用模糊数学方法对采集到的营销资源需求进行描述和转化。运用关联规则方法从定性角度构建汽车企业营销资源与网格资源需求映射模型,关联规则的形式有四种：单条件单规则、单条件多规则、多条件单规则和多条件多规则。运用人工神经网络方法从定量角度构建企业营销资源与网格资源需求映射模型。从而构建每个营销网格的资源集,形成营销网格资源的初步配置方案。
研究了汽车营销资源配置模式,包括配置原则、配置主体和配置流程,对网格营销的资源需求进行科学合理的分配。运用管理经济学中的“弹性需求理论”重点研究了营销网格资源的调整策略,从营销资源投入与营销资源收益产出的角度构建了资源匹配的映射模型。利用数据包络分析方法对汽车营销资源配置效率进行评估,根据内外部环境和资源供给需求变化,应用需求映射模型,重新进行网格粒度的划分,需求映射、匹配映射持续优化资源配置和资源调度。通过投影分析,找出提高资源配置效率的改进方向。
基于神宇车辆有限公司进行汽车网格营销资源优化配置实证研究,运用神宇公司的调查数据对营销网格的构建、营销网格资源需求映射以及营销网格资源优化配置等环节进行了分析。突破了该公司汽车营销资源的限制,优化了营销网格对资源需求配置和调度策略,有效地提高了企业的营销资源使用效率和企业的竞争力,减少了企业的营销风险。
With the change in the pattern of the automotive industry from the era of rapid growth into the micro-growth era, the competition mode of automotive marketing has transformed from competition of single element into the overall competition of marketing resources portfolio allocation and business models. Besides, in customer demand, the mode of diverse individual needs has taken place of single homogenous demand gradually. Therefore traditional marketing model is eager for a breakthrough.
As the grid marketing theory is drawing more and more attention from enterprises, integration and configuration of automotive marketing resources has become the key topics of the auto industry research, and the important support enhancing the competitiveness of the automotive industry. In order to stand out in the automotive industry, automotive enterprises with limited sales resources have to fully understand the advantage of their enterprise marketing resources and make full use of them. Only in this way, can they improve their operational efficiency, give full play to the energy of enterprise resource, and finally create the greatest value and wealth.
Through consulting the literature at home and abroad and analyzing the present automobile marketing mode, the author made a summary of the connotation and characteristics of enterprise marketing resources. On the basis of the marketing theory, the author, from the perspective of marketing input and output, divided enterprise marketing resource into three categories, namely basic marketing resources, ability resources and strategic marketing resources. According to the classification standards of enterprise marketing resources, the author established an automobile marketing resources classification system and studied the marketing resources quantitative method. Through the extraction of the convenient quantitative index which can measure the marketing resources, the author constructed a marketing resources evaluation index system to quantify the automobile marketing resources which usually cannot be quantified directly.
The dissertation puts forward the dimension of developing marketing grids, as well as the procedure of building marketing grids for auto sales; meanwhile, the basis of determining marketing grids granularity is also discussed. The author has analyzed the essential characteristics, the actions, the value and the lifecycle of auto customers, and he pointed that a combination of marketing resources elements could be a way to develop marketing grids. The author first tried to find an algorithm to develop the marketing grids, then created a matrix based on the relationships between the grain size of marketing grids and the automotive marketing resources and tried to determine the grain size of marketing grids by the judgment of the degree to which the automotive marketing resources are supplied. Finally, he estimated the model to develop marketing grids and the grain size of the marketing grids and tried to optimize the marketing grids continuously to make sure that the grain size of the marketing grids best fit the marketing resources.
Using a variety of methods of market research and data mining obtain the auto grid marketing resource requirements. Classify and sort order of the demand by importance, urgency and matching degree of difficulty. By using the fuzzy mathematics method to describe and convert the collected marketing resource requirements. Using the method of association rules construct the mapping model between Automobile enterprise marketing resources and grid resource requirements from a qualitative point of view, the association rules in the form include four categories:single-condition single rule, multi-rule multi rules, multi-condition single rules and conditions of the single condition. Using the method of artificial neural network construct the mapping model between Automobile enterprise marketing resources and grid resource requirements From a quantitative point of view, thus build a set of resources for each marketing grid and form the initial configuration program of the marketing grid resources.
Studied the automotive marketing resource allocation model, including configuration principle, configure the main and configuration process, scientific and rational distribute the grid marketing resource requirements. Using the application of management economics of the "elastic demand theory" mainly studied the strategy of adjustment of marketing grid resources, and build a resource matching mapping model from the point of view of marketing resource inputs and marketing resources revenue output. Use of data envelopment analysis to assess the efficiency of resource allocation on automotive marketing, according to internal and external environment and resource supply to changes in demand, apply the mapping model of the requirements, redistrict grid granularity, demand mapping and matching mapping continue to optimize the allocation of resources and resource scheduling. Through the projection analysis, find out the efficiency improvement direction to improve the allocation of resources.
Based on the Shenyu vehicle Company, for auto grid empirical research on optimal allocation of marketing resources, using shenyu's investigation data to analyze the construction of marketing grid and marketing grid resource demand mapping Shenyu company in marketing grid construction, marketing grid resource demand mapping and marketing grid resource allocation optimization. Breaking the limits of automobile marketing resources of the company, optimizing the marketing grid demand on resources allocation and scheduling strategy, effectively improving the resource efficiency of enterprise marketing and enterprise competitiveness, reducing the enterprise's marketing risk.
引文
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