东风日产销售渠道管理.doc

东风日产乘用车公司汽车销售渠道管理研究 摘要： 销售渠道管理是企业营销管理的重要汽车销售；渠道；决策与实施 The Car marketing channel management research of DongFeng Nissan Passenger Vehicle Company Abstract:Distribution channels management is one of the important contents of marketing management of the corporation,with the DongFeng Nissan Passenger Vehicle Company being an object,this dissertation cuts in from this topic to discuss a strategic problem about how to manage the distribution channels effectively from both theoretical and demonstrational aspects. This article analyzes the defination and trait of distribution channels,the relation between channels and marketing, and the basic problems of the distribution management. The practical part takes the distribution channels of the DongFeng Nissan Passenger Vehicle Company as an example.At first,there is an analyse and introduction of it,then i collected detailed datas to probe it into depth to point out the problems existed in the distribution channels management, finally,i bring foward some pertinent strategies. Key words: motor marketing ; channel ; decision and implementation 目录 前言 ............................................................................................................................... 2 第1章 东风日产乘用车公司的现状 ......................................................................... 3 1 1.1 东风日产乘用车公司简介 ................................................................................ 3 1.2 东风日产乘用车公司销售渠道管理现状 ........................................................ 4 1.3 东风日产乘用车公司销售管理存在的问题 .................................................... 5 1.4 销售渠道管理对于东风日产乘用车公司汽车销售的意义 ............................ 6 第2章 销售渠道基本理论 ......................................................................................... 6 2.1 销售渠道的定义 ................................................................................................ 6 2.2 销售渠道的流程 ................................................................................................ 7 2.3 销售渠道分类 ......