【正文】 1 / 24東風日產乘用車公司汽車銷售渠道管理研究摘要： 銷售渠道管理是企 業(yè)營銷管理的重要內容之一，本文從 這一論題切入，以東風日產乘用車公司為目標，從理論和實證 兩方面探討了如何對銷售渠道 進行有效地管理這樣一個戰(zhàn)略問題。本文在理論上分析了銷售渠道的定義和特點，渠道和 營銷 的關系，渠道管理的基本 問題。實踐部分以東風日產乘用車公司銷售渠道的管理為例， 對東風日 產乘用車公司銷售渠道進行了分析介紹，搜集了詳實的資料對東風日產乘用車公司銷售渠道管理進行了深入的剖析，指出現(xiàn)有銷售渠道管理中存在的問題，最后提出有關策略。關鍵字: 汽車銷售；渠道；決策與 實施The Car marketing channel management research of DongFeng Nissan Passenger Vehicle CompanyAbstract: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 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 目錄前言 ................................................................................................................................3第 1 章 東風日產乘用車公司的現(xiàn)狀 ..........................................................................42 / 24 東風日產乘用車公司簡介 .................................................................................4 東風日產乘用車公司銷售渠道管理現(xiàn)狀 .........................................................5 東風日產乘用車公司銷售管理存在的問題 .....................................................5 銷售渠道管理對于東風日產乘用車公司汽車銷售的意義 .............................6第 2 章 銷售渠道基本理論 ..........................................................................................7 銷售渠道的定義 .................................................................................................7 銷售渠道的流程 .................................................................................................7 銷售渠道分類 .....................................................................................................8 銷售渠道管理現(xiàn)狀 ...........................................................................................11 ...................................................14第 3 章 東風日產乘用車公司銷售渠道整合與建設構想 ........................................15 優(yōu)化渠道決策 促進體系整合 .........................................................................15 以區(qū)域“旗艦”店為主，形成地區(qū)營運系統(tǒng)，支援區(qū)域網絡發(fā)展 ...........19，更新管理模式，建立利益共同體 .......................19 營銷隊伍的自身建設與管理 ...........................................................................21總結 ..............................................................................................................................22致謝 ..............................................................................................................................23注釋 ..............................................................................................................................23參考文獻 ......................................................................................................................23前言中國的汽車產業(yè)經過起步階段的發(fā)展現(xiàn)已進入了高速成長期，近幾年來產銷量都保持了 30%以上的增速，尤其是 2022 年，我國的汽車產銷雙雙突破 4