东风日产乘用车公司汽车销售渠道管理研究摘要：销售渠道管理是企业营销管理的重要内容之一，本文从这一论题切入，以东风日产乘用车公司为目标，从理论和实证两方面探讨了如何对销售渠道进行有效地管理这样一个战略问题。本文在理论上分析了销售渠道的定义和特点，渠道和营销的关系，渠道管理的基本问题。实践部分以东风日产乘用车公司销售渠道的管理为例，对东风日产乘用车公司销售渠道进行了分析介绍，搜集了详实的资料对东风日产乘用车公司销售渠道管理进行了深入的剖析，指出现有销售渠道管理中存在的问题，最后提出有关策略。关键字:汽车销售；渠道；决策与实施TheCarmarketingchannelmanagementresearchofDongFengNissanPassengerVehicleCompanyAbstract:Distributionchannelsmanagementisoneoftheimportantcontentsofmarketingmanagementofthecorporation,withtheDongFengNissanPassengerVehicleCompanybeinganobject,thisdissertationcutsinfromthistopictodiscussastrategicproblemabouthowtomanagethedistributionchannelseffectivelyfromboththeoreticalanddemonstrationalaspects.Thisarticleanalyzesthedefinationandtraitofdistributionchannels,therelationbetweenchannelsandmarketing,andthebasicproblemsofthedistributionmanagement.ThepracticalparttakesthedistributionchannelsoftheDongFengNissanPassengerVehicleCompanyasanexample.Atfirst,thereisananalyseandintroductionofit,thenicollecteddetaileddatastoprobeitintodepthtopointouttheproblemsexistedinthedistributionchannelsmanagement,finally,ibringfowardsomepertinentstrategies.Keywords:motormarketing;channel;decisionandimplementation目录前言................................................................................................................................3第1章东风日产乘用车公司的现状..........................................................................41.1东风日产乘用车公司简介................................................................................41.2东风日产乘用车公司销售渠道管理现状........................................................51.3东风日产乘用车公司销售管理存在的问题....................................................51.4销售渠道管理对于东风日产乘用车公司汽车销售的意义............................6第2章销售渠道基本理论..........................................................................................72.1销售渠道的定义................................................................................................72.2销售渠道的流程................................................................................................72.3销售渠道分类....................................................................................................82.4销售渠道管理现状..........................................................................................112.5东风日产乘用车公司销售管理问题的原因...................................................14第3章东风日产乘用车公司销售渠道整合与建设构想........................................153.1优化渠道决策促进体系整合........................................................................153.2以区域“旗舰”店为主，形成地区营运系统，支援区域网络发展..........193.3以特许经营为渠道组织，更新管理模式，建立利益共同体.......................193.4营销队伍的自身建设与管理..........................................................................21总结..............................................................................................................................22致谢..............................................................
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