车主俱乐部的经营模式及其营销策略研究

论文编号:YX162  论文字数:20197,页数:28

摘要
 
 本文运用文献研究、比较分析及案例分析等方法，首先分析了汽车后市场的发展前景、汽车俱乐部的经营模式，讨论了行业企业经营中存在的管理及营销问题。在此基础上，以其所参与的珠海DW公司车主俱乐部项目策略为主线，对车主俱乐部的经营模式及服务营销、品牌营销和整合营销为主的营销策略进行了系统的分析与比较，据以提出相关意见和建议。本文提出，经营车主俱乐部应树立以车主为导向的服务观念，提供质优价廉的配套服务；应建立品牌化经营方式，打造服务品牌；应依托连锁品牌专营店为服务平台，提供一站式服务。
 全文共分五章。第一章是背景分析，简单介绍了在现在中国汽车产业的“黄金时代”，国内外的汽车后市场及其产业衍生产物车主俱乐部的发展现状以及研究的意义。第二章是相关理论的分析，主要对服务营销、品牌营销、整合营销等理论的综述。第三章现状分析，本章简单的对汽车后市场和车主俱乐部的发展现状进行论述，重点总结出车主俱乐部的经营模式及其存在的问题和分析。第四章是案例的分析，对珠海DW公司车主俱乐部的基本情况和经营模式的分析。第五章是案例营销策略分析，本章结合企业自身因素，系统地探讨了珠海DW公司车主俱乐部的经营模式营销策略。
 本文讨论、研究的主题是车主俱乐部的经营模式及其营销策略，相关分析对车主俱乐部行业企业的经营发展具有一定的参考价值与指导意义。
关键词：车主俱乐部 汽车俱乐部 汽车后市场 经营模式 营销策略

 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

目录
 
摘要 I
Abstract II
1  前言 1
1.1研究背景 1
1.2选题目的与意义 1
1.3研究思路与技术路线 2
2  相关理论综述 3
2.1服务营销理论简述 3
2.2品牌营销理论简述 3
2.3整合营销理论简述 4
2.4汽车后市场概述 4
3  车主俱乐部的发展现状 6
3.1汽车后市场的发展现状 6
3.1.1主要经营业务 6
3.1.2企业经营模式 6
3.2车主俱乐部的发展现状与经营模式 7
3.2.1发展现状 7
3.2.2主要的经营模式 8
3.3经营中存在的问题与影响因素分析 9
4  珠海DW公司车主俱乐部的经营模式分析与设计 10
4.1珠海DW公司概况 10
4.1.1公司发展历程 10
4.1.2现有经营与服务 10
4.1.3传统业务与经营创新 10
4.2 车主俱乐部项目概况 11
4.2.1项目基本情况 11
4.2.2外部环境与内部条件综合分析 11
4.2.3行业竞争环境分析 12
4.3项目的经营模式设计 14
4.3.1经营模式创新 14
4.3.2服务项目与服务体系 15
4.3.3营利模式 16
5  营销策略分析与建议 17
5.1服务营销及其策略分析 17
5.2品牌营销及其策略分析 18
5.3整合营销及其策略分析 19
6  结束语 21
参考文献 22
致谢 23