汽車營銷論文英文文獻

1、Foreign automobile marketing moderare referenee to the research for the automobile marketing mode, and also rare. After the existing data eolleetionand found that foreign automobile marketing modeof literatureconcen trate on fran ehis ing (4S mono poly) in the field. Joh n S Kiff (2000) view is that

2、 the car manu facturers, fran chise model represe nts a low in put, low-risk and control channel for the market. Franchise mode on the car because franchisees have manyrequirements, such as the minimum level of sales and service capabilities. Car manufacturers do not need to sell part of inv estme n

3、t capital and man ageme nt, these tasks borne by the dealer.Johny K Johansson McCrane/ shaker (1998) that the franchise model is the most importa nt features of manu facturers and distributors from the "zero-sum race" into a mutually supportive relati on ship betwee n the "wi n-win&qu

4、ot; relati on ship.Abell, Mark (1993) found that con sumers store tobuy a car through the lice nse, especially high-e nd cars, not only the purchase of the product itself,but more importantly a symbol of status,peer recognition and the realityof man's spirit so that if The expensivehigh-e nd car

5、s with poor car market crowded together on the show, will greatly reduce the value of the former. On automobile marketing mode, many of our scholars from differe nt an gles, using differe nt methods to make their respective contributions, mainly in the following areas: SizedEnterprises Jiang-hui,&qu

6、ot;MultinationalAutomobile Marketing Models" (2004)proposed: the curre ntmodeof the gen eral framework of the car market isdivided in to three mai n eleme nts: marketi ng ideas, marketi ng orga ni zati ons and marketi ng. Con structi on of the n etwork from the marketi ng point of view, the n e

7、twork marketi ng model in to con structi on mode, and n etwork by n etwork models and patterns; from the marketi ng orga ni zati on'spoint of view, the age nt system into market ing mode, autotrading market system, distributio n system of lice nsing, multi-bra nd specialty forms, etc.; from the

8、marketing point of view, the agents and direct marketing model into other ways. Hanxue Chun in "System of China's auto sales and auto sales market structure model" (2002) that: a reas on able model would be automotive products as the mai n distributor for the leading all aspects of ser

9、vice features, the user at the core to the Automotive en terprises, automobile products (vehicles, parts and comp onen ts), car dealers, car product users, car repair services, auto finance services, car in sura nee services, and bus in ess man ageme nt together. He Jih ong Yu country side and the &

10、quot;Reform and Rec on structio n of automobile marketi ng mode," (2006), the proposed guida nee based on ecological theory, marketing models of new cars: car sales Ecological Park. The park, car manu facturers, dealers, eon sumers and stakeholders to realize the value of the transfer and for t

11、he purpose of forming a value chain and value network, build a "living system" the interests of thecommunity. WAN(Yi Jun Wusubmerge cases and the "development pattern of Chi na's auto sales model the dyn amic features of an alysis" (2005) tocon struct a developme nt pattern o

12、f Chin a's automobile marketi ng mode of the system dynamics model, marketing model analyzes the dynamic evolution of various characteristics, and predict ion with in the n ext few years,China's overall vehicle sales model pattern trends. MuXiaoli and Li Yuan in "emerging automobile mar

13、keting mode," (2002) presented a paper on Cultural Marketing Model: Dalian University of arrest and Zhoukuai BinYu Duoalso "E-commerce will be applied in the automotive marketing" (2002) article, detailed analysis of the e-commerce applications in the automotive in dustry opport un it

14、ies and difficulties, and e-bus in ess tran sformatio n of Chin ese auto in dustry made a prelimi nary study. Bear Country Dr. Qian Zaiqi thesis "based on the value of transferring the system mode selecti on of the Chin ese car market evaluati on" (2006), the use of fuzzy comprehe nsive ev

15、aluati on model, from value creati on, value added, value delivery and value of collaborative 4 categories 30 tran sferri ng the system to establish the value of in dicators competitive ness evaluati on in dex system of the car on the five main marketing modewere evaluated. In summary, the present t

16、heoretical model of vehicle service marketi ng research is lagg ing beh ind, the discussi on on the practical level, more, there is a certain lack of theoretical depth; from a local point of view of many, but a comprehe nsive systematic in freque nt. The rapid developme nt of practice, an urge nt n

17、eed for our automotive service marketi ng model features, performa nee and its future patter n of running in-depth, Ji Tong an alysis and research, so as toChina's automotive industry to provide the sound development of the future theory of Jia n Yi Zhi Dao and useful.原文:國外少有汽車營銷模式的提法，對于汽車營銷模式的研

18、究也并不多見。經(jīng)過對現(xiàn) 有資料的收集和整理發(fā)現(xiàn)，國外 汽車營銷模式的文獻集中在研究特許經(jīng)營(4S 專賣)領(lǐng)域。John S Kiff (2000)的觀點是對汽車制造商來說，特許經(jīng)營模式代 表著一種低投入、低風(fēng)險和針對市場的可控渠道。因為特許經(jīng)營模式對汽車特許 經(jīng)銷商有許多要求，諸如最低銷售水平和服務(wù)能力等。汽車制造商不必對銷售環(huán) 節(jié)投入資金和管理，這些任務(wù)由經(jīng)銷商承擔(dān)。Joh ny K Joha nsso nMcCrane/shaker(1998)認為特許經(jīng)營模式最重要的特點是制造商和經(jīng)銷商從“零和竟賽”的關(guān)系轉(zhuǎn)化為相互支持的“雙贏”關(guān)系。 Abell ， Mark(1993)研究 發(fā)現(xiàn)，消費

19、者通過特許專賣店購買汽車特別是高檔車， 不僅是購買產(chǎn)品本身，更 重要的是一種地位的象征、同齡人的認同以及現(xiàn)實男子漢的氣概等， 如果這些昂 貴的高檔車同低劣的車一同放在擁擠的市場中展示，會大大降低前者的附加值。關(guān)于汽車營銷模式，我國許多學(xué)者從不同的角度，利用不同的方法，做出了各自 的貢獻，主要表現(xiàn)在以下幾個方面：康燦華、姜輝在跨國公司在華 汽車營銷模 式研究(2004)中提出：目前一般把汽車營銷模式的框架劃分為三大要素：營銷理念、營銷組織和營銷手段。并從營銷網(wǎng)絡(luò)的構(gòu)建角度，把營銷模式分成建網(wǎng) 模式、借網(wǎng)模式和并網(wǎng)模式；從營銷組織的角度，把營銷模式分成總代理制、汽 車交易市場制、特許經(jīng)銷制、多品牌

20、專賣形式等；從營銷方式的角度，把營銷模 式分成代理和直銷等幾種方式。韓學(xué)春在中國汽車營銷體系和汽車銷售市場結(jié) 構(gòu)模式的探討（2002）中指出：合理的模式應(yīng)該以汽車產(chǎn)品為主體、經(jīng)銷商為 主導(dǎo)、全方面服務(wù)為特點、用戶為核心地把汽車制造企業(yè)、汽車產(chǎn)品（整車、零部件）、汽車經(jīng)銷商、汽車產(chǎn)品用戶、汽車維修服務(wù)、汽車金融服務(wù)、汽車保險 服務(wù)和工商管理聯(lián)系在一起。俞國方和賀繼紅在汽車營銷模式變革與重構(gòu)（2006）中，提出了基于生態(tài)學(xué)理論為指導(dǎo)的新型 汽車營銷模式：汽車營銷生態(tài) 園。園區(qū)內(nèi)，汽車生產(chǎn)商、經(jīng)銷商、消費者及相關(guān)利益者以價值轉(zhuǎn)移和實現(xiàn)為目 的，形成了價值鏈和價值網(wǎng)，構(gòu)建了 “類生物”的利益共同體。

21、吳泅宗和王奕俊 在中國汽車營銷模式發(fā)展格局的動態(tài)特征分析（2005）中，構(gòu)建了中國汽車 營銷模式發(fā)展格局的系統(tǒng)動力學(xué)模型，剖析了各種營銷模式的動態(tài)演化特征，并 且預(yù)測了未來幾年內(nèi)中國 汽車營銷模式格局的總體發(fā)展趨勢。牟曉莉和袁理在新興汽車營銷模式探討（2002） 文中介紹了文化營銷模式：大連理工大學(xué) 的逮宇鐸和周會斌也在電子商務(wù)將在 汽車營銷中得到應(yīng)用（2002）一文中詳 細分析了電子商務(wù)在汽車工業(yè)中應(yīng)用的機會和困難，并對中國汽車工業(yè)的電子商務(wù)改造進行了初步的探討。熊國錢在其博士論文基于價值讓渡系統(tǒng)的中國轎車 營銷模式選擇的評價（2006）中，借助模糊綜合評價模型，從價值創(chuàng)造、價值 增值、價值

22、交付和價值協(xié)同4大類30個指標(biāo)建立了價值讓渡系統(tǒng)競爭力的評價 指標(biāo)體系，對五種主要的轎車營銷模式進行了評價。綜上所述，目前有關(guān)汽車服 務(wù)營銷模式理論上的研究相對滯后， 實際操作層面上的討論較多，有一定理論深 度的探討不夠；從某個角度出發(fā)的局部研究多，但全面的系統(tǒng)性研究較少。實踐 的迅速發(fā)展，迫切需要對我國汽車服務(wù)營銷模式特征、運行績效及其未來格局進 行深入、系統(tǒng)的分析和研究，從而為我國汽車產(chǎn)業(yè)未來的良性發(fā)展提供理論指導(dǎo) 和有益的建議。相似文獻：-我國汽車營銷模式的現(xiàn)狀與創(chuàng)新標(biāo)的目的 Current Situation and Inn ovation Trend of Chello na'

23、;s Automotive Marketi ng Modes 筆者:龔潔,期刊 上 海汽車SHANGHAI AUTO 2006年第07期-國外汽車企業(yè)營銷模式對于我國 的啟示 The Enlightenment of the Marketing Modes of the Foreign Automobile Enterprises on Our Country筆者:張建英,期刊 科技諜報開發(fā)與經(jīng)濟 SCI/TECH INFORMATION DEVELOPMENT & ECONOMY 2006 年第 11 期-汽車營銷模 式成長分析 筆者:陳翩然，期刊-焦點期刊 汽車工業(yè)研究 AUTO

24、INDUSTRY RESEARCH 2008年 第07期-我國汽車市場營銷模式探討 筆者:白玉，程莎,期 刊 神州團體經(jīng)濟 CHINA COLLECTIVE ECONOMY 2007 年第30期-國表里 汽車企業(yè)營銷模式的比較性研究Comparative Analysis on the Marketing ModeBetween Domestic and Foreign Auto Enterprises 筆者:宋曉冰,秦維娟，李曉燕，武雙 林,期刊上海汽車SHANGHAI AUTO 2005年第08期-我國汽車營銷模式的 現(xiàn)狀及對于策 筆者:邢偉，期刊 天津職工現(xiàn)代企業(yè)管理學(xué)院學(xué)報 JOURNAL OF TIANJIN MODERN ENTERPRISE MANAGEMENT