iii 摘要 伴随着互联网和通信技术的高速发展，科技的巨大创新正在以飞快的速度改 变着众多行业生态。在政策和汽车行业自然需求的推动下，传统汽车正在向智能网 联汽车演进和变革。车联网是智慧交通领域的重要研究方向之一，车载智能终端是 车联网系统中关键的功能部件，是实现汽车智能化、网联化的最重要的配置。新技 术的快速进步、社会经济环境的不断变化、消费者需求的不断增加以及产业的变革， 要求企业必须能够在快速变化的市场环境中把握机遇，也要求企业必须不断完善 自己的市场营销策略。而其中的渠道营销策略和渠道建设，是极为突出和重要的一 个竞争环节。在这样一个机遇与挑战并存的时代如何制定正确的渠道竞争战略，是 迫切需要回答的问题。 本文重点采用了案例研究和企业调查分析的方法，选择了笔者工作的企业作 为研究对象，本文先从车载智能终端市场营销渠道的宏观环境、竞争环境和现状进 行了分析，紧接着对目前M公司营销渠道的现状与问题重点展开了详细的研究和 剖析，通过运用营销渠道理论中的策略优化、渠道结构设计、运营管理、渠道行为 和控制等模型，对M公司的市场营销渠道进行研究和策略优化，最终经过实证分 析，得出的结论是： 第一，企业若要提高自身的渠道竞争能力，在现今市场环境下，单纯的采用传 统的渠道策略是不可能建立核心竞争壁垒并获取可持续竞争优势的。企业需要不 断优化并寻找创新的渠道策略，加强自己的渠道开发和建设，充分考虑外部商业环 境和企业自身能力，审时度势、顺势而为，才能保持并增强企业的核心竞争能力。 第二，M公司的在渠道建设和营销渠道策略执行的过程中，通过加强对渠道成员的 控制，优化渠道管理体系，保证了渠道成员能够高效的执行M公司的渠道策略以 达到公司规模化的市场目标。第三，M公司除了要加强对终端消费者渠道的营销管 理，还需加强对企业客户渠道的营销策略设计和管理，不同业务和渠道之间互相补 充，充分协同。 关键词：M公司；车联网；车载智能终端；市场营销渠道；渠道策略优化 北京交通大学硕士专业学位论文 ABSTRACT iv ABSTRACT With the rapid development of the Internet and communication technologies, huge innovations in technology are changing the ecology of many industries at a rapid rate. Driven by policies and the natural demands of the automotive industry, traditional cars are evolving and transforming into smart connected cars. The Internet of Vehicles is one of the important research directions in the field of smart transportation. The in-vehicle intelligent terminal is a key functional component in the Internet of Vehicles system, and it is the most important configuration for realizing intelligent and networked vehicles. The rapid advancement of new technologies, the ever-changing socio-economic environment, the ever-increasing consumer demand, and the transformation of the industry require companies to be able to seize opportunities in a rapidly changing market environment, and also require companies to constantly improve their marketing strategies. The channel marketing strategy and channel construction is an extremely prominent and important part of the competition. In such an era of opportunities and challenges, how to formulate the correct channel competition strategy is an urgent question to be answered. This article focuses on the methods of case studies and enterprise survey analysis, and selects the company where the author works as the research object. This article first analyzes the macro environment, competitive environment and current situation of the marketing channels of vehicle-mounted intelligent terminals, followed by the current company The current status and problems of marketing channels focused on detailed research and analysis, through the use of marketing channel theory in the strategy optimization, channel structure design, operation management, channel behavior and control models to optimize M company's marketing channel. After empirical analysis, the conclusion is: First, if an enterprise wants to improve its own channel competitiveness, in the current market environment, it is impossible to establish core competitive barriers and obtain sustainable competitive advantages simply by adopting traditional channel strategies. Enterprises need to constantly optimize and find innovative channel strategies, strengthen their own channel development and construction, fully consider the external business environment and the company's own capabilities, and review the situation and follow the trend to maintain and enhance the company's core competitiveness. Secondly, in the process of channel construction and marketing channel strategy implementation of M Company, the channel management system is optimized by strengthening the control 北京交通大学硕士专业学位论文 ABSTRACT v of channel members to ensure that channel members can effectively implement M company's channel strategy to achieve the company's large-scale market aims. Third, in addition to strengthening the marketing management of end-consumer channels, Company M also needs to strengthen the design and management of marketing strategies for corporate customer channels. Different businesses and channels complement each other and fully collaborate. KEYWORDS：M Company; Internet of Vehicles; Vehicle Intelligent Terminal; Marketing channels; Channel strategy optimization. 北京交通大学硕士专业学位论文 序言 vi 序言 笔者为了进行市场营销中关于营销渠道的理论探索，运用到工作实践中去解 决企业在渠道开拓和建设方面实际存在的问题而进行研究。基于车联网行业领域 的背景，旨在通过本文的研究，总结国内车载智能终端市场的发展现状及营销渠道 的特点，为笔者所工作的企业以及车联网行业内的其他企业提供更具价值，更全面 的参考信息，制定符合企业自身特点的营销渠道策略。本文的研究会对与M公司 同样处在激烈的竞争阶段，以及探索营销渠道策略和模式的公司有借鉴和指导作 用。 笔者运用了文献研究法、案例研究法、企业调查分析法和比较分析法，对研究 领域进行了充分的调研和了解，针对其他人研究中存在的问题和不足，确定了自己 的研究方向并展开自己的研究工作，对他人的研究成果进行了补充、完善和改进。 本文将在引言部分对论文的研究背景、研究目的、研究意义以及研究过程、采 用的研究方法和论文整体的逻辑框架做详细的说明。 北京交通大学硕士专业学位论文 目录 vii 目录 摘要 ........................................................... III ABSTRACT ........................................................ IV 序言 ............................................................ VI 1 引言 ........................................................... 1 1.1 研究背景及意义 ............................................ 1 1.1.1 车载信息系统与互联网的结合 ............................ 1 1.1.2 汽车产销量及智能化的影响 .............................. 1 1.1.3 企业探索创新的营销渠道 ................................ 2 1.1.4 研究意义 .............................................. 3 1.2 研究内容与框架 ............................................ 3 1.2.1 研究内容 .............................................. 3 1.2.2 研究理论框架 .......................................... 4 1.3 研究方法 .................................................. 5 2 理论基础与文献综述 ............................................ 7 2.1 相关概念界定 ............................................... 7 2.2 理论基础 ................................................... 8 2.2.1 营销渠道功能 ........................................... 8 2.2.2 营销渠道运营管理理论 ................................... 9 2.2.3 营销渠道策略与结构设计理论 ............................ 10 2.3 文献综述 .................................................. 12 2.3.1 国外研究现状 ......................................... 12 2.3.2 国内研究现状 ......................................... 12 2.3.3 文献述评 ............................................. 13 3 我国车载智能终端市场营销渠道分析 ............................. 15 3.1 营销环境分析 ............................................. 15 3.1.1 宏观环境分析 ......................................... 15 3.1.2 车载智能终端成车联网产业当前建设重点 ................. 17 北京交通大学硕士专业学位论文 目录 viii 3.1.3 车载智能终端市场发展提速 ............................. 18 3.1.4 车载智能终端市场发展趋势 ............................. 22 3.2 车载智能终端市场营销渠道的现状分析 ....................... 23 3.2.1 传统营销渠道模式 ..................................... 23 3.2.2 O2O全渠道营销模式 ................................... 24 3.3 车载智能终端市场营销渠