摘要
BHAF汽车金融公司零售产品市场营销渠道优化研究
摘要
BHAF汽车金融公司作为北京现代旗下盈利增长最快的分支机构,产
品的渗透率也在逐年增长。通过分析BHAF汽车金融公司的运营状况和
营销渠道策略,在可以提升汽车金融服务专业化水平的同时也有利于拉动
经销商的整车销售,并能为其他汽车金融公司与4S店的密切合作提供范
本。本研宄在理论上丰富了汽车金融企业营销渠道理论体系。在实践层面
上指出影响BHAF汽车金融公司消费信贷发展的营销渠道障碍和因素,
为提高信贷购车在新车销售比例,改变全款购车给消费者带来的资金压
力,提高现BHAF汽车金融公司的盈利能力具有较强的指导价值,对现
代汽车提升市场占有率、促进整车销售起也有一定的推动作用,可以说研
宄具有重要的理论意义和实践价值

&39;
本研究首先回顾了国内外与汽车金融公司营销渠道相关的研究成果,
然后在以往研究成果的基础上,结合BHAF汽车金融公司实际,基于营
销渠道的相关理论通过对SWOT分析方法分析了 BHAF汽车公司的具体
情况,在指出BHAF汽车金融公司零售产品营销渠道存在的问题与不足
之后,提出了 BHAF汽车金融公司零售产品营销渠道优化策略

通过系统研宄得出以下结论.第一,BHAF汽车金融公司零售产品业
务发展的优势大于劣势,总体机会大于威胁,BHAF汽车金融公司应该积
极地推进零售产品业务发展,有效维护当前营销渠道的同时努力开拓新的
营销渠道。第二,BHAF汽车金融公司零售产品的营销渠道存在的问题在
于营销渠道目标不明确,品牌影响力较弱,宣传投入不足,对经销商的管
理缺失。第三,论文结合BHAF汽车金融公司实际,从明确营销渠道的
目标与结构,巩固渠道内品牌影响力,加强渠道宣传活动的开展,完善对
经销商的管理机制,多举措加强现有渠道维护五个方面提出了 BHAF汽
车金融公司零售产品的营销渠道优化策略

关键词:汽车金融,营销渠道,优化
I
北京化工大学硕士学位论文
Research on Optimization of Retail Marketing Channel of
BHAF Automobile Finance Company
ABSTRACT
BHAF Automotive Finance, as the fastest growing branch of Beijing
Hyundai&39;s earnings, has also increased its penetration year by year, and has
surpassed some of the longer-ever auto finance companies. By analyzing the
BHAF auto finance company&39;s operating conditions and marketing channel
strategy, it can improve the level of automotive financial services, but also
help to drive the dealer&39;s vehicle sales, and for other auto finance companies
and 4S shop in close cooperation Model, through the BHAF car finance
company&39;s consumer credit marketing channel strategy research, theoretically
enriched the consumer - dealers - manufacturers - insurance companies -
banks of all interests in the interests of the distribution, risk sharing and other
issues on the coping strategies The In the practical level to find out the impact
of BHAF car finance company&39;s development of consumer credit barriers and
factors, in order to improve the proportion of credit car sales in new cars, to
change the full amount of car to consumers to bring financial pressure to
improve the current BHAF car finance company Profitability, the modern car
to enhance the market share, promote vehicle sales played a guiding and
promoting the role of research has important theoretical significance and
practical value.
This paper first reviews the research results related to the marketing
channels of automobile finance companies at home and abroad. On the basis
of the previous research results and the actual theory of BHAF Automobile
Company, this paper analyzes the research methods of BHAF Automobile
Company by SWOT analysis method The paper puts forward the optimization
strategy of BHAF automobile finance company&39;s retail product marketing
channel after pointing out the problems and shortcomings of BHAF auto
finance company&39;s retail product marketing channel.
The following conclusions are drawn from the systematic study: First, the
〇
ABSTRACT
advantage of BHAF auto finance company&39;s retail product business
development is greater than the disadvantage; the overall opportunity is
greater than the threat. Second, BHAF automotive finance company&39;s retail
product marketing channel problem is that the marketing channel objectives
are not clear, the brand influence is weak, lack of investment, lack of
management of the dealer. Third, the paper combined with the actual BHAF
car finance company, from the clear marketing channel objectives and
structure, to consolidate the channel within the brand influence, strengthen the
channel to carry out promotional activities, improve the management
mechanism of the dealer, and more measures to strengthen the existing
channel maintenance five This paper puts forward the marketing strategy of
BHAF auto finance company&39;s retail products.
Key words: Automobile finance, Marketing channel, Optimization
in
北京化工大学硕士学位论文
目录
第一章绪论 1
1.1研宄背景 1
1.2研究目的和意义1.3研究方法和思路1.3.1研宄方法1.3.2技术路线及主要研究内容第二章理论综述2.1基本概念界定2.1.1 渠道2.1.2 4P营销策略2.1.3渠道管理2.1.4渠道流2.2论文理论基础2.2.1渠道效率理论2.2.2 4R营销理论2.3国内外文献综述2.3.1国外研宄现状2.3.2国内研宄现状第三章BHAF汽车金融公司零售业务产品市场现状分析3.1BHAF汽车金融公司零售业务销售现状3.1.1BHAF汽车金融公司简介3.1.2销售产品类型3.1.3营销渠道3.2BHAF汽车金融公司零售业务营销SWOT分析3.2.1优势分析3.2.2劣势分析IV
目录
3.2_3机会分析3.2.4威胁分析
21
第四章BHAF汽车金融公司零售产品的营销渠道优化
22
4.1BHAF汽车金融公司零售产品的营销渠道分析
22
4.2 BHAF汽车金融公司零售产品的营销渠道评价
23
4.2.1营销渠道目标不明确
23
4.2.2品牌影响力较弱
23
4.2.3宣传投入不足
24
4.2.4对经销商的管理缺失
24
4.3BHAF汽车金融公司零售产品营销渠道优化
24
4.3.1明确营销渠道的目标与结构
24
4.3.2巩固渠道内品牌影响力
25
4.3.3加强渠道宣传活动的开展
26
4.3.4完善对经销商的管理机制
27
4.3.5多举措加强现有渠道维护
28
第五章结论 32
考文M 33
V
北京化工大学硕士学位论文
CONTENTS
Chapterl Preface1.1 Research background1.2 Purpose and significance of research1.3 Research methods and ideas1.3.1 Research methods1.3.2 Technical route and main research contentsChapter 2 Theoretical Summary2.1 Definition of basic concepts2.1.1 channel2.1.2 4P marketing strategy2.1.3 channel management
5 —
2.1.4 channel flow2.2 Theoretical basis of the paper2.2.1 Channel efficiency theory2.2.2 4R marketing theory2.3 Domestic and foreign literature review2.3.1 Status of foreign research2.3.2 Status of domestic researchChapter 3 Analysis of the Current Situation of the Retail Business
Products Market of BHAF Auto Finance Company3.1BHAF auto finance company retail business sales status3. LI BHAF Automotive Finance Company Profile3.1.2 Sales of product type3.1.3 Marketing channels3.2BHAF Automotive Finance Company Retail Business Marketing SWOT
Analysis 16
VI
CONTENTS
3.2.1 Advantage analysis3.2.2 Disadvantage Analysis3.2.3Opportunity Analysis3.2.4 Threat AnalysisChapter 4 Optimization of Marketing Channels for Retail Products of
BHAF Automotive Finance Company
22
4.1BHAF Automotive Finance Company Retail Marketing Analysis
22
4.2 Evaluation of marketing channels for BHAF auto finance companies&39; retail
products 23
4.2.1 Marketing channel objectives are not clear
23
4.2.2 brand influence is weak
23
4.2.3 Insufficient investment promotion
24
。。。以上简介无排版格式，详细内容请下载查看