車主俱樂部的經營模式及其營銷策略研究

論文編號:YX162  論文字數:20197,頁數:28

摘要
 
 本文運用文獻研究、比較分析及案例分析等方法，首先分析了汽車后市場的發展前景、汽車俱樂部的經營模式，討論了行業企業經營中存在的管理及營銷問題。在此基礎上，以其所參與的珠海DW公司車主俱樂部項目策略為主線，對車主俱樂部的經營模式及服務營銷、品牌營銷和整合營銷為主的營銷策略進行了系統的分析與比較，據以提出相關意見和建議。本文提出，經營車主俱樂部應樹立以車主為導向的服務觀念，提供質優價廉的配套服務；應建立品牌化經營方式，打造服務品牌；應依托連鎖品牌專營店為服務平臺，提供一站式服務。
 全文共分五章。第一章是背景分析，簡單介紹了在現在中國汽車產業的“黃金時代”，國內外的汽車后市場及其產業衍生產物車主俱樂部的發展現狀以及研究的意義。第二章是相關理論的分析，主要對服務營銷、品牌營銷、整合營銷等理論的綜述。第三章現狀分析，本章簡單的對汽車后市場和車主俱樂部的發展現狀進行論述，重點總結出車主俱樂部的經營模式及其存在的問題和分析。第四章是案例的分析，對珠海DW公司車主俱樂部的基本情況和經營模式的分析。第五章是案例營銷策略分析，本章結合企業自身因素，系統地探討了珠海DW公司車主俱樂部的經營模式營銷策略。
 本文討論、研究的主題是車主俱樂部的經營模式及其營銷策略，相關分析對車主俱樂部行業企業的經營發展具有一定的參考價值與指導意義。
關鍵詞：車主俱樂部 汽車俱樂部 汽車后市場 經營模式 營銷策略

 A Study on Car Owners Club：Business Model and Marketing Strategies
— An Analysis on Zhuhai D.W.’s New Project
Abstract
 By employing the methods of literature research, comparative analysis, and case study, this thesis first analyzes the prospects for the development of automobile post-market, business models in car owners club, and discusses its management and marketing issues in operating. On this basis, this thesis take the Zhuhai DW for the participation of company owners Club project as the main line, systematically analyzing and comparing business models of car owners club and marketing strategies which are primarily of service marketing,brand marketing and integrated marketing, so putting forward relevant comments and suggestions. This thesis proposes that, business owners club owners should establish is oriented to provide inexpensive service concept, the auxiliary services; Shall establish brand management way, make service brand; Should rely on catena brand for service platform that provides specialist one-stop services.
 The thesis is composed of five chapters. The first chapter is background analysis: outlined in the present China's automobile industry "golden age", automobile market at home and abroad and its industry-derived product owners Club development present situation and research significance. The second chapter is theoretical analysis:  mainly on the services of marketing, brand marketing, integrated marketing theory review. The third chapter is an analysis of existing status: simple to auto after market and owners Club in this chapter discussed the development of key owners Club established a business model and its existing problems and analysis. The fourth chapter is the analysis of the case: on the basic situation of Zhuhai DW company owners Club and management mode of analysis. The fifth chapter is a case study on marketing strategy of: Enterprise internal factors in this chapter, systematically explored the Zhuhai DW company owners club management mode of marketing strategy.
 Because of this discussion, research topic is the owner of the Club's business model and marketing strategy research, so there have some reference value and significance on the development of owners Club’s business.
Key Word: Car Owners Club, Car Club，Automobile post-market，Business Modes, Marketing Strategies

目錄
 
摘要 I
Abstract II
1  前言 1
1.1研究背景 1
1.2選題目的與意義 1
1.3研究思路與技術路線 2
2  相關理論綜述 3
2.1服務營銷理論簡述 3
2.2品牌營銷理論簡述 3
2.3整合營銷理論簡述 4
2.4汽車后市場概述 4
3  車主俱樂部的發展現狀 6
3.1汽車后市場的發展現狀 6
3.1.1主要經營業務 6
3.1.2企業經營模式 6
3.2車主俱樂部的發展現狀與經營模式 7
3.2.1發展現狀 7
3.2.2主要的經營模式 8
3.3經營中存在的問題與影響因素分析 9
4  珠海DW公司車主俱樂部的經營模式分析與設計 10
4.1珠海DW公司概況 10
4.1.1公司發展歷程 10
4.1.2現有經營與服務 10
4.1.3傳統業務與經營創新 10
4.2 車主俱樂部項目概況 11
4.2.1項目基本情況 11
4.2.2外部環境與內部條件綜合分析 11
4.2.3行業競爭環境分析 12
4.3項目的經營模式設計 14
4.3.1經營模式創新 14
4.3.2服務項目與服務體系 15
4.3.3營利模式 16
5  營銷策略分析與建議 17
5.1服務營銷及其策略分析 17
5.2品牌營銷及其策略分析 18
5.3整合營銷及其策略分析 19
6  結束語 21
參考文獻 22
致謝 23