I 摘要 随着改革开放后的发展，中国的国民经济得到飞速的发展，新一代信息技术产 业也获得巨大发展与进步。新一代信息技术是国务院确定的七个战略性新兴产业之 一，而车联网概念引申自物联网。在车辆运输行业领域，车联网作为重要应用分支 之一，现已被作为中华人民共和国国民经济和社会发展第十二个五年规划纲要期间 的重点课题与项目之一。工信部正在从产业的一个整体规划、技术评判的标准依据 与商业应用场景等多方面发力，着手并加大对车载终端与车载信息化服务的支持力 度，以推进车联网产业的全面落地发展。在将来，车联网行业也将迎来更多的应用 场景与政策扶持。然而，车联网行业也面临产品同质化、价格无利化，营销乏术的 难题。因此，如何制定有效的营销渠道策略，建立有效营销渠道体系也越发重要。 本文是以从事车联网行业的C公司的市场营销渠道策略作为研究对象，针对C公 司目前的营销渠道现状基础上，结合4P理论、SWOT分析等理论，剖析C公司目前 战略定位、产品定位、营销策略现状。结合对C公司的渠道设计、渠道组织、渠道 激励、渠道管控分析，确定C公司新的渠道设计策略，根据C公司的战略发展需要， 为C公司构建一个营销渠道服务一体化体系，以实现在市场竞争中获得良好的可持 续发展，也为车联网络运营商行业的可持续发展做出贡献。 关键词：车联网；市场营销；营销渠道；渠道激励；渠道管控 Abstract III Abstract Withthedevelopmentafterthereformandopeningup,China'snationaleconomy hasdevelopedrapidly,andthenewgenerationofinformationtechnologyindustryhas alsoachievedgreatdevelopmentandprogress.Thenewgenerationofinformation technologyisoneofthesevenstrategicemergingindustriesidentifiedbythestate council,andtheconceptofInternetofvehiclesisderivedfromtheInternetofthings.In thefieldofvehicletransportation,theInternetofvehicles,asoneoftheimportant applicationbranches,hasbeenoneofthekeytopicsandprojectsduringthe12th five-yearplanfornationaleconomicandsocialdevelopmentofthePeople'sRepublicof China.Theministryofindustryandinformationtechnologyismakingeffortsfrom industrialplanning,technicalstandardsandsceneapplications,andstartingtoincrease supportforon-boardterminalsandon-boardinformationservices,soastopromotethe overalldevelopmentoftheInternetofvehiclesindustry.Inthefuture,theInternetof vehiclesindustrywillalsousherinmoreapplicationscenariosandpolicysupport. However,theInternetofvehiclesindustryalsofacestheproblemsofproduct homogeneity,unprofitablepriceandpoormarketing.Therefore,howtoformulate effectivemarketingchannelstrategy,theestablishmentofeffectivemarketingchannel systemisalsomoreandmoreimportant. ThisarticlewasengagedincarnetworkingindustryofCcompanymarketing channelstrategyastheresearchobject,accordingtocurrentsituationofthemarketing channelofCcompany,onthebasisofcombiningthetheoryof4p,SWOTanalysis, porterfiveanalysismodel,Bostonmatrixtheory,analyzetheCcompanypresent situationofstrategicpositioning,productpositioning,marketingstrategybination ofCcompanychanneldesign,channel,channelmotivation,channelcontrolisanalyzed, Ccompanynewchanneldesignstrategyisdetermined,accordingtotheCcompany's strategicdevelopmentneeds,buildamarketingchannelforCcompanyservice integrationsystem,inordertoachieveinmarketcompetitiontoobtainthesustainable developmentofthegood,alsoforthecar,networkoperatorstomakecontributionto sustainabledevelopmentoftheindustry. 广东工业大学硕士学位论文 IV Keywords:vehiclenetworkindustry;Ccompany;marketing;marketingchannels; marketingchannelsystem 目录 V 目录 摘要...........................................................................................................................................I Abstract..................................................................................................................................III 目录..........................................................................................................................................V Contents................................................................................................................................VII 第一章诸论............................................................................................................................1 1.1研究的背景..............................................................................................................1 1.2研究目的与研究意义..............................................................................................2 1.3国内外相关研究......................................................................................................3 1.3.1国外研究现状...............................................................................................3 1.3.2国内研究现状...............................................................................................4 1.4研究内容与研究方法..............................................................................................4 1.5本章小结...................................................................................................................6 第二章相关概念和基础理论...............................................................................................7 2.1车联网的相关基本概念及理论.............................................................................7 2.2营销渠道的相关基本概念及营销渠道理论......................................................10 2.3分销渠道的相关基本概念研究现状...................................................................11 2.4渠道激励的相关基本概念研究现状...................................................................14 2.5渠道控制的相关基本概念研究现状...................................................................15 2.6本章小结.................................................................................................................16 第三章C公司车联网业务营销渠道现状分析................................................................17 3.1C公司基本情况分析.............................................................................................17 3.1.1C公司概况..................................................................................................17 3.1.2C公司车联网业务产品与服务对象.........................................................17 3.1.3C公司组织架构..........................................................................................19 3.1.4C公司商业模式..........................................................................................20 3.2C公司车联网营销渠道现状及不足....................................................................21 3.2.1C公司车联网营销渠道现状.....................................................................21 3.2.2C公司车联网营销渠道存在的问题与原因分析....................................23 3.3本章小结.................................................................................................................23 广东工业大学硕士学位论文 VI 第四章C公司车联网业务营销渠道环境分析................................................................24 4.1宏观环境分析........................................................................................................24 4.2车联网行业环境分析............................................................................................25 4.3C公司内外部竞争环境（SWOT）分析.............................................................28 4.3.1优势.............................................................................................................28 4.3.2劣势.............................................................................................................29 4.3.3机会.............................................................................................................29 4.3.4威胁.............................................................................................................29 4.4车联网企业问卷设计与实施...............................................................................31 4.4.1问卷设计与发放.........................................................................................32 4.4.2问卷结果统计分析.....................................................................................32 4.5本章小结......................................................................................