近年来,会员制营销作为一种高级营销模式而备受中国商家推崇,通过会员制营销的展开以增加顾客回头率,成为汽车企业间竞争的新方式。M汽车公司会员制营销模式则成为典型,但会员制营销也存在许多问题,其发展现状并不理想。在激烈竞争的中国汽车市场,如何结合企业内外环境与经营实际状况来发展会员制营销模式,成为汽车行业营销所面临的难题,也是学术界研究的热点与难点。
本文以M公司汽车营销模式为例,在分析汽车经销商市场营销现状的前提下,吸取其他已经运用会员制营销获得成果的同品牌和同行业经验,根据本企业的实际情况,建立自己的营销方案以及与之配套的整合营销体系,评估营销模式可能获得的收益以及对企业品牌树立的影响及对企业营销费用投入配比的影响,提出新的营销战略措施,提升M公司汽车营销能力。
关键词:汽车营销,会员制营销,营销模式,会员制模式ABSTRACTChina has become the world's largest automotive consumer market, and the potential ofthe Chinese automotive market is huge. Therefore,all the world's major automobilemanufacturers compete in the Chinese market , in order to occupy a certain market space.Since the market environment of the automotive industry is highly competitive, carmanufacturers' competitive strategy has changed from products to customers,and began toseek a customer-centric competitive advantage . In recent years, membership marketing isregarded as a senior marketing model and highly respected by Chinesebusinessmen .Membership marketing has become the new way of competition among carcompanies to increase customer retention rates . M Motor Company membership marketingmodel has become typical and relatively mature, but there are many problems,so that thedevelopment situation is not ideal. In Chinese fierce competitive auto market,how tocombine actual operating conditions with external environment to develop membershipmarketing model has not only been M Motor Company's marketing challenges,but also theacademic hotspots.Based on the analysis of current situation of marketing car dealer market in the case of Mcompany under the premise,learn from other's use of membership marketing get results in thesame brand and the same industry experience,according to the actual situation of theenterprise, the establishment of marketing plan and supporting the integration of marketingsystem,evaluation of marketing mode may be obtained income and set up the enterprisebrand and marketing expense ratio influence,proposed new marketing strategy, to enhancethe marketing ability of M company car.KEYWORDS: automobile marketing,membership marketing,marketing model,membership model1绪论1.1研究背景和意义1.1.1研究背景作为世界上最大的汽车消费市场,中国汽车产业R趋成熟,市场竞争日趋激烈。根据中国汽车工业协会2013年1月11 R公布数据显示,2012年我国汽车产销双双突破1900万辆,再次突破纪录,连续位居世界第一。这也说明中国汽车市场竞争的重点正在从产品、渠道的争夺升级至品牌的竞逐。根据目前的中国汽车市场来说,产品和服务日益同质化,运用品牌竞争成为汽车厂商的重要营销手段。
同时,随着中国高端汽车品牌竞争的R趋白热化,高端客户的日益增加,汽车行业的营销手段己经从传统的平面媒体、广播、电视、活动逐渐扩展至新兴的网络营销、会员制营销和整合营销,并且这样的创新营销方式所占的比重越来越大。目前,中国汽车销售市场上所开展的会员制营销仍然只是初级阶段,无论是会员制营销的形式、手段、规模,还是框架和理论都处于探索过程中气本文通过会员制营销相关理论的介绍和相关文献的研究,结合活动幵展的比较早、形式比较成熟、效果比较突出的主马汽车的实际经营状况,对其开展会员制营销的成果和经验,建立M公司汽车会员制营销方案以及与之配套的会员制营销体系,评估营销模式可能获得的收益,对企业品牌树立的影响及对企业营销费用投入配比的影响,从而提升M公司营销能力与市场竞争力1.1.2研究意义通过会员制营销的研究,深入了解中国汽车行业,尤其是对高端汽车经销商而言,会员制营销模式如何掌握主力消费人群心理,促成持续销售。本项研究的成果,对正处于会员制营销探索阶段的中国汽车领域的营销实践活动给予有益的指导。同时,也能对体验式营销理论的建设作出有益的贡献“。通过研究传统汽车营销方式和创新型营销方式,寻求适合高端汽车经销商的营销思路,提高经销商的品牌知名度,提高客户忠诚度;通过研究此选题并结合企业实际,重新配比企4k市场营销费用的投入比例,合理分配企
==>>