锦州华宝汽车4S店的售后服务管理研究毕业论文

本科生毕业设计（论文）ITheresearchofChineseautomobiledistributionchannelWiththeestablishmentofthesocialistmarketeconomyandimprove,themarketmarketinginthenationaleconomyincreasinglyprominentrole.Morethan30yearsofreformandopeningup,Chinahasabatchofstrengthoftheautocompanies,butwiththeadventofinternationalization,theintensemarketcompetition,ourcountryenterprisetothecarwithforeignautoenterprisecompetitionintheindustryneedsthedomesticautoenterpriseoffurtherresearchthinking.WiththerapiddevelopmentofChina'sautomobilemarket,howtodealwiththeincreasinglyfiercecompetition,hasbecomeacarmanufacturersinfrontofthemajorissue.Therefore,assoonasestablishesconformstothemarkettoruntheruleoftheChinesecarindustrymarketingmode,introduceanewmarketingstrategyistomakethecirculationsystemmodernization,enhancethecompetitivenessoftheautoindustrymarket,withtheinternationalcommunity,ensurethehealthyandrapiddevelopmentofautomobileindustryoftheinevitablechoice.AlongwiththeChineseautomobileindustry'sfastdevelopment,theautomobilecirculationindustryalsoenteredanunprecedentedgrowthperiodafter1995.Inthistime,theautomobilecirculationformandideaishavingthehugechange.AlongwithChinesereformandopening-upprocessspeedup,theconnotationwhichtheautomobilecirculatedalsoobtainedwidespreadextending.Themaindistributionchannelnottobemoreandmoreobvious,decentralizedpersonalizationofsalesisrisingnow.Distributionchannels,alsoknownassaleschannels:Theproductorservicefromthemanufacturerbytheflowofconsumersthroughtheentirechannel.Thatpassageisusuallyfromthemanufacturer,middleman(franchisee,wholesale,anddealer)andotherassistanceorganizationsconstitute.Thejumping-offpointisthemanufactoryorministrantpromotersoftheproduct,theterminalpointisconsumerorcustomers.Theexistingautomobileexchangemarket,brandmonopolystore,chainstore,theautomobilesupermarketarealltofacetotheconsumerdirectly.Distributionchannelsandmerchandisearecloselyrelatedtothetransferofownershipitdoesnotincludetheproductionprocess,alsonotincludingprocurementofrawmaterialscausedbythechannelthroughwhichownership.Itsdifferentsaleschannels,becausemarketingchannelscoverstheprocurementofrawmaterialsandselltheirproductsarisingfromthetransferofownershipthroughwhichthechannels.InotherwordsmarketingoutletincludesDistributionchannel,salechannelalsoincludestockchannel.Sothatretailsthechannelisthemarketingchannel'simportantcomponent.Whenresearchsaledomainmarketingchannel,marketingchannelsanddistributionchannelsareequivalent.Becausethecategoryofthisresearchfocusesthesalerealminautomobileonly,didnotinvolvethepurchaseofitsoriginalmaterial,so,inautomarketing,referredtodistributionchannelsandsaleschannelsbotharethesame.Regardlessofretailstheautomobilecirculationchannelwhichthechannelorthemarketingchannelarelookedmicroscopically.Itisstandsintheautomobilemanufacturerangle,comesuptheresearchmanufacturerproductpathtargetmarketbestchannelfromthemicroscopicstratificationplane.Buttheresearchoftheautomobilecirculationchannelcontentsismuchcomprehensive;itnotonlyneedstoconsidertheautomobilemanufacturer,butalsoneedstoconsidercirculationbusinessenterprise,eventheconsumer.Theautomobilecirculationchannelinvolvesthenewcarmarketingchannel,theusedcarmarketingchannel,theabandonmentvehiclerecyclingchannel,andtheautoaccessorymarketingchannel,butautomobiledistributiononlyinvolvesthenewcarsaleservicesstructure,andonlyresearchtheautomobilemanufacturer’schannelstrategy.Becauserealmofthisresearchdomainmainlyinnewcarsale,thereforeinthisresearchmentionedthecirculationchannelwithretailschannel'sconceptalsotobepossibletoregardastoequate.Themainchanneloftheprocessofautomotiveproductsentityprocess，autoproductentityprocessflow,paymentprocess,theownershipoftheinformationflowandautosalespromotionprocess.Automotiveproductsareautomobilemanufacturersfromphysicalprocesstransfertoendusersandconsumers.Afterproducedcars,themanufacturershouldbebasedtheorderfromshelloutthefranchiser,thendeliveredtocustomersbydealers.Ownershipofautomotiveproductsflowreferstocarownershiptransferbythemanufacturertodistributorandthentotheuser'sprocess.Thepaymentflowisreferstotheend-usertopaythebilltothedealerandthedealertopaythebilltothemanufacturer.Theinformationflowistheprocessthateachadjacentorganizationdeliverstheinformationandcarriesonthecommunication.Carsalespromotionprocessisachannelmemberinfluenceonanotherchannelmember’sprocess.TheChineseautomarkethasbeenexperiencingrapidgrowthaftertwoyears,in2004thegrowthstartedtoslowdown.Becausein2003thehotautomarketluredeachautomobilemanufacturertoraiseits2004productionplantarget,butin2004theChineseautomarketsperformancewasverybad,soatpresenteachmanufacturer'sautomobilereserveincreasesobviously.Facedwiththeincreasinginventory,theautomobilemanufactoryisinadditiontoadjustitproductionplan,themarketingmethodthatistoreduceprice.Butreducepricethestrategyjustpurchasetheconfidenceinbiggerandbiggerinjuryconsumer,sotheconsumerheldthemoneytotreatandbuyin2004ofhesitatedthemotiontoupsurgeagain.Atthesametime,theautomobileproducthomogenizationturnswithqualitytoincreasebutstrengthengraduallyalongwiththecartype,theChineseautomobilesalemarketisalreadytobebeenquicklybythesellingpartymarketinthebeginning,changingtowardthebuyermarket.Undersuchbackgroundofmarket,onlythedistributionchannelcanbringcompetitiveadvantagefortheautomobilemanufacturer.Thisisthemean“Theonewhogetthedistributionchannelwillgainedtheworld”.Theoneoftheimportantlinksofthemarketmarketing,retailtheunsteadyofthedistributionchanneltothemanagementefficiency,competitionabilityofthemanufactoryandconductthesafetieswillproducebadinfluence.Therefore,howbuildupdistributionchannel,excellentturntheexistingdistributionchannel,acquirethebiggestcompetitiveadvantagewillbeanimportantproblemthattheautomobilemanufacturertoface.Actually,theautomobilemanufacturerhasalreadystartedtheretaildistributionchannelthatexaminesitoneselfwiththenewsenseofvision,andakindofimportantresourcesthatthedistributionchannelconductsandactionspromotesitscompetitionability.Undertheconditionofsuchmarketbackground,thisstudypurposethathelpthemanufacturersplanning,improving,amelioratingdistributionchannels.Theautomobileindustry,akeysectorinChina’sindustrializationandmodernizationefforts,hasbeendevelopingrapidlysincethe1990s.Inrecentyears,Chinahasbecometheworld’sfastestgrowingautomotiveproducer.Annualvehicleoutputhasincreasedfromlessthan2millionvehiclesinthelate1990sto9.5millionin2008.Intermsofproductionvolumein2008,ChinahassurpassedKorea,France,Germany,andtheUnitedStates,trailingonlyJapan.AdisproportionateshareofChina’soutputwasheavyvehiclesinthe1990s.However,since2000China’sgrowthhasbeenledbyanincreaseinpassengercars,whichnowaccountformorethan65%ofitsvehicleproduction.China’sautomobileindustryhascontinuedtoexpanddespitetheglobaleconomicdownturn.FromJanuarytoOctober2009,morethan10millionvehiclesweresoldinChina.Ifsuchgrowthcontinues,Chinaisonitswaytobecomingworld’slargestautomarket.UnlikeKoreaorJapan,China’sautomotiveindustryhasdevelopedextensivelythroughforeigndirectinvestment.ThisinvestmenthascomeintheformofalliancesandjointventuresbetweeninternationalautomobilemanufacturersandChinesepartners.TheinternationalautomobilemanufacturersareunlikelytopromoteChineseexportsthatcompetewiththeirownproductsinothermarkets.Asaconsequence,theChinesecompaniesthathaveexpressedastronginterestinexportingcarshavenothadstrongtiestoforeigncarproducersandthat,consequently,maystruggletomeetsafetyandemissionstandardsinindustrializedcountries.However,ifindependentproducers,suchasGeely,canachievemuchhigherstandards,theycouldprovetobeastronginternationalcompetitor.Ford’sproposedsaleofVolvotoGeelymayhelptheChinesecompanyimproveitsproducts.Chinaexportsandimportsfewmotorvehicles.Exportsaregrowingmuchmorerapidlythanimportsandaremostlylighttrucksandpassengercarsshippedtodevelopingcountrymarkets.Bycontrast,ChineseautopartsexportsarealreadymakinginroadsintotheUnitedStatesandotherdevelopedmarkets.WhileU.S.motorvehicletradewithChinawasinsignificantin2008,theUnitedStatesimportedmorethan$5.5billioninpartsfromChina,whileitexportedaboutone-eighthofthatamount.Manyoftheseimportsareaimedattheaftermarket,asmostofwhatChinanowexportstotheU.S.marketarestandardproductssuchasbrakeparts,electricalandelectronicparts,andseatingandinteriortrim.ButwithhighratesofinvestmentandstronggrowthinChinabytheleadingU.S.manufacturersofbothcarsandparts,majormotorvehiclecompaniesarelikelytoincreasesourcingfromChina.TherehavebeenasignificantnumberoftradedisputeswithChinarangingfromimplementationofobligationsthatweremadewhenChinajoinedtheWTO,China’sexchangeratepolicy,laxtradelawenforcement,andallegedsubsidiestoindustrialproducers.WithabilateralU.S.tradedeficitthatrosetomorethan$268billionin2008,representativesoftheObamaadministration,aswellasmanyMembersofCongress,wouldliketoachievemorebalanceinU.S.-Chinatraderelations.WithintheChineseindustrializationprocess,nodevelopmentmaybemoreimportantthanthegrowthofChina’sautomotiveindustry,whichisacatalystformanyotherlinkedsectorsoftheeconomy.Inparticular,China’sfocusontheautoindustryandthesupportinginfrastructureanddevelopmentpatternsthataccompanyitmayhavethepotentialtoupsetmanyexistingmanufacturingandtraderelationshipsinsignificantwaysthatare,atpresent,unclear.AlthoughChinesedomesticautomotiveassemblyfirmsappearunlikelytobecomesignificantexportersofautomobilestotheUnitedStatesintheshortterm,theChinesegovernmentappeared,initsMarch2009three-yearplanfortheautoindustry,“AutomotiveIndustryReadjustmentandRevitalizationPlan,”tobetakingalong-runviewofthesector’sdevelopment.2TheautomobileindustryhasbeenamajordriveroftheU.S.andotherindustrialeconomiessinceHenryFordappliedassemblylinetechniquesformanufacturingcarsandchangedtheproductfromaluxuryitemforwealthyconsumerstoanearlyessentialcomponentofeverydaylife.TheautomobileindustryisalreadyamajorforcepropellingtheChineseeconomyanditsworkforce;themainquestioniswhetherChinawillmainlyconsumeautomobilesinitsownmarket,takeamoreaggressiveexport-orientedapproachsimilartothatofJapanandKorea,orcreatesomemixtureofthesetwo.IndicatorssuggestthatChina,alreadyfarmoreopentoforeigninvestmentthaneitherJapanorKorea,maytakeahybridapproachthatfocusesondomesticconsumptionwhilealsobuildingvehiclesforexportinordertoinduceChinesecompaniestoproduceworldclasscars.Additionally,China’sautomotivepartsmanufacturingsectorisexportfocused,increasinglycomplex,andrapidlymovingfromlow-costtomorevalue-addedproduction.WhiletheglobaleconomicdownturnhashadamajorimpactontheU.S.automotivesector,China’srapidlygrowingautoindustryhasbeenabrightspot—especiallyforforeignfirmswithapresenceinChina.In2008,Chinaproducednearlyeighttimesasmanymotorvehiclesasitdidinthemid-1990s.Withannualproductionof9.5millionvehiclesin2008,itsurpassedtheUnitedStatesforthefirsttime,asthesecondlargestnationalvehicleproducer,trailingonlyJapanintotalvehicleoutput.FromJanuarytoOctober2009,about10.89millionvehicles,reportedly,weresoldinChina.3IfChinacansustainthislevelofgrowth,itwillovertaketheUnitedStatestobecomethelargestautomarketintheworld.中国汽车分销渠道分析随着社会主义市场经济的建立和完善，市场营销在国民经济中扮演着越来越重要的角色。在30多年的改革开放中，中国建立了一批有实力的汽车公司，但在国际化、激烈的市场竞争中，我国企业与国外汽车企业的汽车行业竞争需要国内汽车企业形成进一步研究的思路。快速发展的中国汽车市场，如何应对日益激烈的竞争，已成为一个汽车制造商面前的主要问题。因此，尽快建立起符合市场运行规则的中国汽车行业营销模式，引入一个新的营销策略是使流通制度现代化，增强汽车行业市场竞争力，同国际接轨，保证汽车行业的稳定和快速发展的必然选择。随着中国汽车工业的快速发展，1995年之后汽车流通行业也进入了一个前所未有的发展时期。在这个时间，汽车流通形式和想法发生巨大的变化。随着中国改革开放进程加快，汽车流通形式的思路也得到了广泛的扩展。主要的分销渠道并没有越来越明显，而现在演变出分散管理的个性化销售。分销渠道，也称为销售渠道：产品或服务从制造商流通到消费者的整个通道。这通道通常由制造商、中间商(特许经营人、批发、和经销商)和其他援助组织构成。这个出发点是制造企业或产品的服务的推动者，终点是消费者或客户。现有的汽车交易市场、品牌专卖店、连锁商店、汽车超市都是直接面对消费者。分销渠道和商品密切相关，所有权的转让不包括生产过程，也不包括原材料的采购渠道引起的所有权。其不同的销售渠道包括了原料的采购和销售，产品所引起的所有权转让也要通过这个渠道实现。换句话说营销渠道包括分销渠道，还包括股票渠道。所以，零售渠道是营销渠道的重要组成部分。当研究销售领域营销渠道时，营销渠道和分销渠道是等价的。因为分类的研究主要只集中在汽车销售领域，不涉及购买它的原始材料，因此，在汽车销售领域中分销渠道和销售渠道都是相同的。该研究的汽车流通渠道内容非常全面，它不仅需要考虑汽车制造商，也需要考虑流通企业，甚至是消费者。汽车流通渠道涉及新的汽车营销渠道，营销渠道的二手车，遗弃车辆回收渠道，和汽车配件营销渠道，但汽车分销只涉及新的汽车销售服务体系，只有研究汽车制造商的渠道策略。因为这个研究领域的领域主要在新车销售，因此在本研究提到了流通渠道和零售渠道的概念也可以视为等同起来。汽车产品实体主要销售渠道的过程，汽车产品实体流程、付款流程，信息流的所有权和汽车销售推广过程。汽车产品是汽车制造商从物理过程转移到最终用户和消费者。生产的汽车后，制造商应该从经销商建立订单，然后交付给与客户对接的经销商。汽车产品实体流程是指汽车所有权转移由制造商向经销商，然后给用户的过程。付款流程是指最终用户支付的议案，经销商和经销商来付账给制造商。信息流动的过程中每个相邻组织提供信息并进行沟通。汽车促销过程是一个渠道成员对另一个渠道成员的影响的过程。中国汽车市场已经历快速增长两年后，2004年，经济增长开始放慢。因为在2003年火热的汽车市场吸引每个汽车制造商提高其2004年生产计划的目标，但在2004年，中国汽车市场的表现也很糟糕，所以目前每个制造商的汽车储备增加明显。面对库存的不断增加，汽车制造厂是除了调整生产计划，其他的营销方法便是减少价格，但降低价格的策略只是越来越大的伤害消费者，所以消费者持有这笔钱来治疗，2004年汽车市场的运动热潮再次降低了。与此同时，汽车产品的均质化与质量提高而将逐渐增强以及汽车类型，中国汽车销售市场已经是被迅速的销售聚会一开始，改变市场向买方市场。在这样的市场背景，只有分销渠道可以带来竞争优势的汽车制造商。这是意味着“获得分销渠道将获得世界”。一个重要的环节，市场营销、零售不稳定的分销渠道的