汽車營銷論文英文文獻(xiàn)

1、Foreign automobile marketing mode rare reference to the research for the automobile marketingmode, and also rare. After the existing data collection and found that foreign automobile marketingmode of literature concentrate on franchising (4S monopoly) in the field. John S Kiff (2000) view isthat the

2、 car manufacturers, franchise model represents a low input, low-risk and control channel forthe market. Franchise modeon the car because franchisees have many requirements, such as theminimum level of sales and service capabilities. Car manufacturers do not need to sell part ofinvestment capital and

3、 management, these tasks borne by the dealer. Johny K JohanssonMcCrane / shaker (1998) that the franchise model is the most important features of manufacturersand distributors from the zero-sum race into a mutually supportive relationship between thewin-win relationship.Abell, Mark (1993) found that

4、 consumers store to buy a car through the license, especially high-endcars, not only the purchase of the product itself, but more importantly a symbol of status, peerrecognition and the reality of mans spirit so that if The expensive high-end cars with poor carmarket crowded together on the show, wi

5、ll greatly reduce the value of the former.On automobile marketing mode, many of our scholars from different angles, using differentmethods to make their respective contributions, mainly in the following areas: Sized EnterprisesJiang-hui, Multinational Automobile Marketing Models (2004) proposed: the

6、 current modeof thegeneral framework of the car market is divided into three main elements: marketing ideas,marketing organizations and marketing. Construction of the network from the marketing point ofview, the network marketing model into construction mode, and network by network models andpattern

7、s; from the marketing organizations point of view, the agent system into marketing mode,auto trading market system, distribution system of licensing, multi-brand specialty forms, etc.; fromthe marketing point of view, the agents and direct marketing model into other ways. Hanxue Chunin System of Chi

8、nas auto sales and auto sales market structure model (2002) that: a reasonablemodel would be automotive products as the main distributor for the leading all aspects of servicefeatures, the user at the core to the Automotive enterprises, automobile products (vehicles, partsand components), car dealer

9、s, car product users, car repair services, auto finance services, carinsurance services, and business management together. He Jihong Yu country side and theReform and Reconstruction of automobile marketing mode, (2006), the proposed guidancebased on ecological theory, marketing models of new cars: c

10、ar sales Ecological Park. The park, carmanufacturers, dealers, consumers and stakeholders to realize the value of the transfer and for thepurpose of forming a value chain and value network, build a living system the interests of thecommunity. WANG Yi Jun Wu submerge cases and the development pattern

11、 of Chinas auto salesmodel the dynamic features of analysis (2005) to construct a development pattern of Chinasautomobile marketing mode of the system dynamics model, marketing model analyzes thedynamic evolution of various characteristics, and prediction within the next few years, Chinasoverall veh

12、icle sales model pattern trends. Mu Xiaoli and Li Yuan in emerging automobilemarketing mode, (2002) presented a paper on Cultural Marketing Model: Dalian University ofarrest and Zhoukuai Bin Yu Duo also E-commerce will be applied in the automotive marketing(2002) article, detailed analysis of the e-

13、commerce applications in the automotive industryopportunities and difficulties, and e-business transformation ofChinese auto industry made a preliminary study. Bear Country Dr. Qian Zaiqi thesis based on thevalue of transferring the system modeselection of the Chinese car market evaluation (2006), t

14、heuse of fuzzy comprehensive evaluation model, from value creation, value added, value deliveryand value of collaborative 4 categories 30 transferring the system to establish the value ofindicators competitiveness evaluation index system of the car on the five main marketing modewere evaluated. In s

15、ummary, the present theoretical model of vehicle service marketing research islagging behind, the discussion on the practical level, more, there is a certain lack of theoreticaldepth; from a local point of view of many, but a comprehensive systematic infrequent. The rapiddevelopment of practice, an

16、urgent need for our automotive service marketing model features,performance and its future pattern of running in-depth, Ji Tong analysis and research, so as toChinas automotive industry to provide the sound development of the future theory of Jian Yi ZhiDao and useful.原文:國外少有汽車營銷模式的提法，對于 汽車營銷模式的研究也并

17、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(xiàn)集中在研究特許經(jīng)營（4S 專賣） 領(lǐng)域。John S Kiff （2000）的觀點(diǎn)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(xiǎn)和針對市場的可控渠道。因?yàn)樘卦S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 nsson McCra ne/shaker（1998）認(rèn)為特許經(jīng)營模式最重要的特點(diǎn)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(fèi)者通過特許專賣

18、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(rèn) 同以及現(xiàn)實(shí)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(xiàn)，主要表現(xiàn)在以下幾個(gè)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、多品牌專賣形式等；從營

19、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(diǎn)、 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(xiǎn)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(fèi) 者及相關(guān)利益者以價(jià)值轉(zhuǎn)移和實(shí)現(xiàn)為目的，形成了價(jià)值鏈和價(jià)值網(wǎng)，構(gòu)建了 “類生 物”的利益共同體。吳泅宗和王

20、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） 一文中介紹了文化 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(xì)分析了電子商務(wù)在汽車工業(yè)中應(yīng)用的機(jī)會和困難，并對中 國汽車工業(yè)的電子商務(wù)改造進(jìn)行了初步的探討。熊國錢在其博士論文基于價(jià)值讓 渡系統(tǒng)的中國轎車營銷模式選擇的評價(jià)（2006）中，借助模糊綜合評價(jià)模型，從價(jià)值創(chuàng)造、價(jià)值增值、價(jià)值交付和價(jià)值協(xié)同

21、4 大類 30 個(gè)指標(biāo)建立了價(jià)值讓渡系統(tǒng)競爭力的評價(jià)指標(biāo)體系，對五種主要的轎車營銷模式進(jìn)行了評價(jià)。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(shí)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(gè)角度出發(fā)的局部研究多，但全面的系統(tǒng)性研究較少。實(shí)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(yùn)行績效及其未來格局 進(jìn)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(xiàn)：-我國汽車營銷 模式的現(xiàn)狀與創(chuàng)新標(biāo)的目的Current Situation andInn ovation Trend of Chello nas Automotive

22、 Market ing Modes筆者：龔潔，期刊 上海汽車 SHANGHAI AUTO 200 年 第 07 期-國外汽車企業(yè)營銷模式對于我國的啟示 TheEnlightenment of the Marketing Modes of the Foreign Automobile Enterprises on OurCountry 筆者：張建英,期刊 科技諜報(bào)開發(fā)與經(jīng)濟(jì) SCI/TECH INFORMATION DEVELOPMENT &ECONOMY 20（年第 11 期-汽車營銷模式成長分析 筆者：陳翩然,期刊-焦點(diǎn)期刊 汽車 工業(yè)研究AUTONDUSTRYRESEARC0O8

23、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(tuán)體經(jīng)濟(jì) CHINA COLLECTIVE ECONOMY 2 年 7 第 30 期-國表里汽車企業(yè)營銷模式的比較性研究 Comparative An alysis on the Market ing Mode Betwee n Domestic andForeign Auto Enterprises 筆者：宋曉冰，秦維娟，李曉燕，武雙林，期刊 上 海汽車 SHANGHAAUTO2OO5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(bào)JOURNAO FTIANJIN MODERENTERPRISM ANAGEMENT COLLEGE FOR STAFF AND WORKERS年 0 第