我国微型商用车营销模式研究

我国自2009年初至2010年底宽松的购车政策和环境,促使汽车销量一路攀升。文章以如何在政策结束后继续保持良好销售、始终保证售后服务质量为研究目的,在对比国内外汽车销售模式的基础上,从我国微车营销的实际情况中,发现其营销模式存在销售环节混乱、销售服务终端落后以及服务质量较低等问题,并从营销理念、营销组织和营销手段3方面来探讨解决问题和帮助我国微车营销发展的方法。

Research on Marketing Mode of Mini Commercial Vehicle in China

The easy policy and environment from the beginning of 2009 to the end of 2010 in China has helped the car sales soar.The research purpose of this paper is how to keep good sales and quality of after-sales service when such police ends.In comparison with the auto sales mode both at home and abroad,we find some problems existing in the actual situation：disordered sales channel,backward sales service terminal and low quality service.Marketing idea,marketing organization and marketing ways,these three aspects are discussed to explore the approaches which can solve the problems and enhance the marketing development of China＇s mini vehicles.