成都理工大学学生毕业设计(论文)外文译文.doc

成 都 理 工 大 学学生毕业设计（论文）外文译文学生姓名：张亮学号：200708020404专业名称：商场营销译文标题（中英文）：对几种汽车营销模式的分析及展望（Some automotive marketing model for the analysis and prospects）译文出处：Gary Armstrong &Philip Kotler Some automotive marketing model for the analysis and prospects 指导教师审阅签名： 现代汽车营销模式的分析现代汽车营销模式贯穿汽车销售价值链的整个活动过程通过灵活多样的营销组织、先进的信息化技术，全方位多层次的模式。1、营销理念国际上汽车工业发达国家经验证明， 随着汽车工业的不断发展，汽车营销从只重视汽车销售环延伸到汽车销售的售前、售中和售后整个价值链活动过程，也就是销售与服务的全过程。汽车销理念也随之扩展为崭新的汽车服务营销理念。汽车服务营销的根本就是在买卖双方之间建立亲善和谐和相互依存又相互信赖的伙伴关系这种关是长期的，尤其针对汽车产品而言。长期的依赖和合作是双方都必须的。在这种关系中厂商和销商要建立一种全新的理念一种对价值和利益新的判断，弱化与客户的对立性，强化其依赖性企业必须突破以销售为唯一目的的思考方式思索客户的终生价值也就是预期可以从客户身上到多少未来利润的现值。调查表明，汽车用户的车消费是购车消费的152倍。企业的目标在于为客户带来更长期的价值，并由此与客户维持更长久的关系。企业的利润建立在为客户建立更长的价值基础之上，这是双赢的营销服务理念它将使企业长远发展。2、营销组织随着汽车市场从卖方市场转向买方市场营销组织也发生了巨大的变化，三种不同的渠道模式呈现在眼前。一种是不直接零售的中间人；另一种是一般零售商，通过有形汽车市场电子商务等销售汽车业务以销售为主，只有极少数提供维修或简单的售后服务；第三种是四位一体的专卖店，经销商直接与厂商签订合同。按照厂商的要求建立店面提供整车销售、零配件供应、售后服务和信息反馈等多种功能。这三种形式都是现代化的营销组织形式但各有优劣，其焦点是厂商和经销商利益的平衡以及消费者不同的需求。营销组织多体的不同需要，适应不同区域市场差异。3、营销手段除了一般的文化营销娱乐营销等手段，信息化和服务营销将成为新形势下汽车营销的重点。互联网的开放性使得汽车消费者2 4小时进行网上订购发送配送指令成为可能。可以预言，随着互联网应用的普及率不断提高电子商务在整体汽车营销手段中的比重必然会大幅增加，维修服务等都能够在网上实现或通过网络提供信息支持。从现实看，参考一些成功的国际运营商，稳步实施电子商务也许是汽车厂商营销渠道变革必考虑的一个重要因素。电子商务模式下汽车营销渠道的建立，首先要求企业本身必须实行信息化管理，进一步使用产品数据管理系统(PDM)，从而优化整车以及零配件的设计与生产，使用企业资源管理系统(ER P)，降低管理成本；使用供应链管理系统(S C M)，提高上下游供应链条的运营效率。另外，汽车产品因其特有的产品特征使得汽车产品在围绕有形延伸，以战略的方式构筑个性化、多层面和全方位的汽车服务营销，如汽车改装和装饰。汽车保险和服务的个性化方案以及从买车、用车到卖车、再买车等多层面的汽车服务。汽车信贷、汽车的评估和转让等全方位的服务项目。正是适应了汽车消费的固有特征，并迎合了汽车用户对深层次服务的要求强化汽车用户对汽车服务和汽车企业的依赖，加大制造商和经销商之间的利益联系，实施汽车销售合理化和科学化。Analysis of the modern automobile marketing mode Marketing model Hyundai car sales value chain throughout the entire event process. Marketing organization through flexible, advanced information technology, comprehensive multi-level model. 1、The marketing concept International experience has shown that the developed countries on the automotive industry, with the continuous development of the automobile industry, automotive marketing attention from the only extended to the auto sales car sales ring pre-sale and after-sales activities across the value chain process, that is all sales and service process. Auto sales also will be extended to a new concept car service marketing concept. Automotive Service Marketing is a fundamental harmony between buyers and sellers to establish goodwill and mutual interdependence and mutual trust partnership. This relationship is a long-term, especially for automotive products concerned. Long-term dependence and cooperation is both necessary. In this relationship. Manufacturers and distributors to create a new concept. The value and benefits of a new judge, weakening the opposition of the customer, strengthening its dependent companies must break through to sales for the sole purpose of thinking. Think about customer lifetime value. That is expected from their customers how much the present value of future profits. Survey shows that car users car car consumer consumption is 1.5 to 2 times. Business goal is to provide customers with more long-term value, and thus maintain a more long-term customer relationships. Profits of an enterprise based on the value for the customers based on a longer, this is a win-win concept of marketing services. It will enable long-term development.2、 Marketing organization With the auto market to a buyer from a sellers market. Marketing organization has undergone tremendous changes, three different channel model presented in front of us. A retail broker is not directly, such as Shanghai and Nanjing Long Chi Wing-tat, they also agent of many: the other is the general retailers, e-commerce automobile market through sales of tangible car. Based business to sell only a handful of after-sales service to provide maintenance or simple, such as the Asian Games Village Automobile Exchange Market; third is one of four stores, distributors sign a contract directly with vendors. Established in accordance with the requirements of manufacturers to provide store vehicle sales, parts supply, service and information feedback and other features. These three forms are modern marketing organization. But the advantages and disadvantages, and its focus is on balancing the interests of manufacturers and distributors and consumers for different needs. Marketing organization more than the body needs to adapt to different regional market differences.3、Marketing In addition to general marketing of entertainment marketing, and other means of culture, information and marketing services under the new situation will be the focus of automotive marketing. Openness of the Internet makes automotive consumers 24 hours online. Send Distribution command possible. It can be predicted, with the increasing penetration of Internet applications. E-commerce marketing tool in the overall car is bound to a significant increase in the proportion of maintenance services and so can be achieved or the Internet to provide information through the network support. From a practical perspective, drawing on international experience of the successful car carriers, is perhaps the steady implementation of e-commerce marketing channels change the domestic auto manufacturers will be considered an important factor. E-commerce model of automobile marketing channels to establish, first of all requires the enterprise itself must implement information management, increased use of product data management system (PDM), vehicle and spare parts in order to optimize the design and production, the use of enterprise resource management system (ER P ), reduce management costs; use of supply chain management system (SCM), and down the supply chain to improve operational efficiency. In addition, the automotive products because of its unique product characteristics that make automotive products at around the physical extension of a strategic approach to build personalized, multi-level marketing, and a full range of automotive