“瑞风”MPV营销渠道管理设计
摘要
信息技术的广泛应用和全球一体化进程不可逆地高速加快，理所当然地将21世纪的人类社会带入了以数字化、自动化、信息化为标志的新经济时代。
新经济时代己将营销活动复杂成纵横的营销链，营销链中每个环节的软化，都将造成营销绩效的巨幅衰减和成本的高额浪费，对成本的有效控制及营销绩效的提升，就必然要对营销链整体及各个环节有机地计划、组织、领导、控制——新经济时代的市场营销已必然是管理营销。
管理营销是一种运作体系化，过程程序化，控制数字化的营销方式，在这种营销方式中，管理成为营销有效性的必要保障。
管理营销不仅是一种营销行为，更是一种管理行为。
作为中国汽车行业中的一种高成长性的车型——商务车(MPV)，所在市场环境硝烟弥漫、群雄四起，这就迫切需要用管理营销来优化营销运行行为，增强整个营销链的市场竞争力和抵御风险的能力，快速响应顾客需求的能力，从而在激烈的市场竞争中求得生存和发展。
本文首次提出管理营销的概念，并以江淮“瑞风”MPV为例，以管理营销的观点对MPV市场渠道的设计，渠道运行的管理保障、渠道运行管理进行综合阐述，提出MPV市场渠道中，管理营销的实战操作技法。
Along with the widely used information technology and the far-speeding globalization process, as it ought to be, human society of the 21st century is brought to a new economy era symbolized with digitalization, automation and information.
The new economy era has made marketing activities complicated as a marketing chain with great ease. The softness of every part in the marketing chain will cause the marketing performance to reduce greatly and cost to waste badly. To control cost effectively and to elevate the marketing performance, it must require to plan, organize, lead and control the whole and part of the marketing chain organically. Naturally, marketing in the new economy era should be management marketing.
Management marketing is a marketing form that operates systematically, processes programmatically and controls digitally. In this marketing form, management has become necessary guarantee to make management more effective. To some degree. Management marketing is not only a kind of marketing behavior but also a kind of management behavior.
As a far-growing trend in the automobile industry of China, for the new kind automobile-MPV, there is fierce competitive and more new giants in this marketing environment. As a result, it requires urgently management to optimize the marketing operation activities, to strengthen the market competition capability and risk-proof ability of the whole marketing chain and to respond the customer need quickly. Consequently, it will survival and develop well in the high heated market competition.
This article first puts forward the management marketing concept and takes the Refine MPV of Jianghuai as an example, from the management marketing angle, to design the market channel of MPV market. What's more, the author comprehensively elaborates the management safeguard of management operation and the management of channel operation. Deeply, the author offers some practical operative skills of management marketing in the MPV market channel.
新经济时代己将营销活动复杂成纵横的营销链，营销链中每个环节的软化，都将造成营销绩效的巨幅衰减和成本的高额浪费，对成本的有效控制及营销绩效的提升，就必然要对营销链整体及各个环节有机地计划、组织、领导、控制——新经济时代的市场营销已必然是管理营销。
管理营销是一种运作体系化，过程程序化，控制数字化的营销方式，在这种营销方式中，管理成为营销有效性的必要保障。
管理营销不仅是一种营销行为，更是一种管理行为。
作为中国汽车行业中的一种高成长性的车型——商务车(MPV)，所在市场环境硝烟弥漫、群雄四起，这就迫切需要用管理营销来优化营销运行行为，增强整个营销链的市场竞争力和抵御风险的能力，快速响应顾客需求的能力，从而在激烈的市场竞争中求得生存和发展。
本文首次提出管理营销的概念，并以江淮“瑞风”MPV为例，以管理营销的观点对MPV市场渠道的设计，渠道运行的管理保障、渠道运行管理进行综合阐述，提出MPV市场渠道中，管理营销的实战操作技法。
Along with the widely used information technology and the far-speeding globalization process, as it ought to be, human society of the 21st century is brought to a new economy era symbolized with digitalization, automation and information.
The new economy era has made marketing activities complicated as a marketing chain with great ease. The softness of every part in the marketing chain will cause the marketing performance to reduce greatly and cost to waste badly. To control cost effectively and to elevate the marketing performance, it must require to plan, organize, lead and control the whole and part of the marketing chain organically. Naturally, marketing in the new economy era should be management marketing.
Management marketing is a marketing form that operates systematically, processes programmatically and controls digitally. In this marketing form, management has become necessary guarantee to make management more effective. To some degree. Management marketing is not only a kind of marketing behavior but also a kind of management behavior.
As a far-growing trend in the automobile industry of China, for the new kind automobile-MPV, there is fierce competitive and more new giants in this marketing environment. As a result, it requires urgently management to optimize the marketing operation activities, to strengthen the market competition capability and risk-proof ability of the whole marketing chain and to respond the customer need quickly. Consequently, it will survival and develop well in the high heated market competition.
This article first puts forward the management marketing concept and takes the Refine MPV of Jianghuai as an example, from the management marketing angle, to design the market channel of MPV market. What's more, the author comprehensively elaborates the management safeguard of management operation and the management of channel operation. Deeply, the author offers some practical operative skills of management marketing in the MPV market channel.
引文
[1] 于建原：《营销管理》，1版，西南财经大学出版社，1999
[2] 罗莉：《现代营销策略》，1版，现代出版社，1998
[3] 张春河等：《现代市场营销学》，1版，企业管理出版社，1998
[4] 周国林：《100个成功的促销策划》，1版，机械工业出版社，2002
[5] 王万华：《营销管理》，1版，机械工业出版社，2002
[6] 卢山冰：《广告学概论》，1版，陕西人民出版社，1997
[7] 陈海鹃、时莉：《促销经理手册》，1版，企业管理出版社，1999
[8] 杨保军：《中国原创营销企划实战范本解读》，1版，广东经济出版社
[9] 顾松林、菲利斯：《促销案例大剖析》，上海远东出版社，2003
[10] 李世丁：《整合致胜：打造强势品牌的锐利武器》1版，广东经济出版社，2001．1
[12] 傅浙铭，邹树彬：《营销八段——分销渠道管理》1版，广东经济出版社，2000．9
[13] 《营销主管手册》，1版，中国人事出版社，2000．12
[14] 韩德昌：《市场营销理论与事务》，1版，天津大学出版社，1995
[15] 牛海鹏：《销售通路管理》，1版，企业管理出版社，1999
[16] 王先庆：《市场进入战略》，1版，企业管理出版社，1999
[17] 李航：《有效管理者——营销企划》，1版，中国对外经济贸易出版社，1998
[18] 李航：《有效管理者——竞争优势》，1版，中国对外经济贸易出版社，1998
[19] 李先国：《促销管理》，1版，中国人民大学出版社，1999
[20] 甘碧群：《市场营销学》，1版，武汉大学出版社，1997
[21] 冯丽云：《现代市场营销学》，1版，经济管理出版社，1995
[22] 冯丽云：《现代市场营销实务》，1版，首都经贸大学，1999
[23] (美)玛格丽特．艾伦：《直接营销》，上海远东出版社，1998
[24] (美)迈克尔．波特：《竞争优势》陈小悦译，华夏出版社，1997
[25] (美)迈克尔．波特：《竞争战略》华夏出版社，1997
1版，中信出版社，1998
[26] (美)菲利普．科特勒：《市场营销管理(亚洲版)》，中国人大出版社，1997
[27] (美)菲利普．科特勒等：《营销学导论》，华夏出版社，1999
[28] Phlip Kotler, Marketing Management(ninth edition), Prentice-Hall Inc. 1997
[29] Mc Carthy/Perreault, Basic Marketing(eleventh edition), IRWIN. 1996
[30] Christopher H. Lovelock, Service Marketing, Prentice Hall, Inc
[31] Warren J. Keegan, Global Marketing Management (fifth edition), Prentice Hall, Inc
[32] C.F. Phillips(ed.), Marketing by Manufacturers, revised ed., Richard D. Irwin, 1951.
[33] R. S. Alexander and T. L. Berg, Dynamic Management in Marketing, Richard D. Irwin, 1965.
[34] Walters, C. G. Marketing Channels, Goodyear Phblishing Company, 1977.
[35] Rosenbloom, B., Marketing Channels:A Mangement View, 4th ed., The Dryden Press, 1991.
[36] Stem, L. W. and A. I. Ei-Ansary, Marketing Channels, 4th ed., Prentice-Hall, 1992.
[2] 罗莉：《现代营销策略》，1版，现代出版社，1998
[3] 张春河等：《现代市场营销学》，1版，企业管理出版社，1998
[4] 周国林：《100个成功的促销策划》，1版，机械工业出版社，2002
[5] 王万华：《营销管理》，1版，机械工业出版社，2002
[6] 卢山冰：《广告学概论》，1版，陕西人民出版社，1997
[7] 陈海鹃、时莉：《促销经理手册》，1版，企业管理出版社，1999
[8] 杨保军：《中国原创营销企划实战范本解读》，1版，广东经济出版社
[9] 顾松林、菲利斯：《促销案例大剖析》，上海远东出版社，2003
[10] 李世丁：《整合致胜：打造强势品牌的锐利武器》1版，广东经济出版社，2001．1
[12] 傅浙铭，邹树彬：《营销八段——分销渠道管理》1版，广东经济出版社，2000．9
[13] 《营销主管手册》，1版，中国人事出版社，2000．12
[14] 韩德昌：《市场营销理论与事务》，1版，天津大学出版社，1995
[15] 牛海鹏：《销售通路管理》，1版，企业管理出版社，1999
[16] 王先庆：《市场进入战略》，1版，企业管理出版社，1999
[17] 李航：《有效管理者——营销企划》，1版，中国对外经济贸易出版社，1998
[18] 李航：《有效管理者——竞争优势》，1版，中国对外经济贸易出版社，1998
[19] 李先国：《促销管理》，1版，中国人民大学出版社，1999
[20] 甘碧群：《市场营销学》，1版，武汉大学出版社，1997
[21] 冯丽云：《现代市场营销学》，1版，经济管理出版社，1995
[22] 冯丽云：《现代市场营销实务》，1版，首都经贸大学，1999
[23] (美)玛格丽特．艾伦：《直接营销》，上海远东出版社，1998
[24] (美)迈克尔．波特：《竞争优势》陈小悦译，华夏出版社，1997
[25] (美)迈克尔．波特：《竞争战略》华夏出版社，1997
1版，中信出版社，1998
[26] (美)菲利普．科特勒：《市场营销管理(亚洲版)》，中国人大出版社，1997
[27] (美)菲利普．科特勒等：《营销学导论》，华夏出版社，1999
[28] Phlip Kotler, Marketing Management(ninth edition), Prentice-Hall Inc. 1997
[29] Mc Carthy/Perreault, Basic Marketing(eleventh edition), IRWIN. 1996
[30] Christopher H. Lovelock, Service Marketing, Prentice Hall, Inc
[31] Warren J. Keegan, Global Marketing Management (fifth edition), Prentice Hall, Inc
[32] C.F. Phillips(ed.), Marketing by Manufacturers, revised ed., Richard D. Irwin, 1951.
[33] R. S. Alexander and T. L. Berg, Dynamic Management in Marketing, Richard D. Irwin, 1965.
[34] Walters, C. G. Marketing Channels, Goodyear Phblishing Company, 1977.
[35] Rosenbloom, B., Marketing Channels:A Mangement View, 4th ed., The Dryden Press, 1991.
[36] Stem, L. W. and A. I. Ei-Ansary, Marketing Channels, 4th ed., Prentice-Hall, 1992.