【正文】 把營(yíng)銷(xiāo)管理定義為：計(jì)劃和執(zhí)行關(guān)于商品、服務(wù)和創(chuàng)意的觀(guān)念、定價(jià)、分銷(xiāo)和促銷(xiāo)，以創(chuàng)造能符合個(gè)人和組織目標(biāo)的交換的一種過(guò)程。5060 年代，美國(guó)國(guó)內(nèi)生產(chǎn)和生活方式發(fā)生了巨大變化，市場(chǎng)營(yíng)銷(xiāo)理論也開(kāi)始邁向一個(gè)成熟的新階段。大型企業(yè)的發(fā)展，突破了傳統(tǒng)分銷(xiāo)渠道的局限。當(dāng)時(shí)的經(jīng)濟(jì)學(xué)家們分析生產(chǎn)要素、價(jià)值創(chuàng)造、定價(jià)政策時(shí)，并沒(méi)有把中間商當(dāng)成典型的企業(yè)組織。市場(chǎng)營(yíng)銷(xiāo)學(xué)從思想起源到現(xiàn)階段較為成熟、系統(tǒng)的理論體系，經(jīng)歷了一個(gè)多世紀(jì)。競(jìng)爭(zhēng)的激烈迫使各個(gè)競(jìng)爭(zhēng)者不斷的提高自身競(jìng)爭(zhēng)力，改進(jìn)服務(wù)質(zhì)量。這就使得中國(guó)的汽車(chē)市場(chǎng)的競(jìng)爭(zhēng)越來(lái)越激烈。20世紀(jì) 90 年代以來(lái)，我國(guó)汽車(chē)產(chǎn)量實(shí)現(xiàn)兩次突破，第一次是 1992 年突破百萬(wàn)輛大關(guān)。接下來(lái)本文以 A 汽車(chē)咨詢(xún)公司為案例，在關(guān)系營(yíng)銷(xiāo)模型下給出相應(yīng)的營(yíng)銷(xiāo)策略建議。首先本文簡(jiǎn)要的介紹了咨詢(xún)行業(yè)和汽車(chē)咨詢(xún)行業(yè)在中國(guó)的發(fā)展?fàn)顩r作為分析的基礎(chǔ)，在指出國(guó)內(nèi)汽車(chē)咨詢(xún)行業(yè)對(duì)新?tīng)I(yíng)銷(xiāo)模式的需求的前提下，本文引入了關(guān)系營(yíng)銷(xiāo)模型的幾種分支，并且就其中一種最適用于國(guó)內(nèi)市場(chǎng)的分支，詳細(xì)說(shuō)明了關(guān)系營(yíng)銷(xiāo)模型給汽車(chē)咨詢(xún)行業(yè)帶來(lái)的變革以及相應(yīng)的收益和成本。關(guān)鍵詞：汽車(chē)咨詢(xún) 營(yíng)銷(xiāo)模式 關(guān)系營(yíng)銷(xiāo)模型IIA TENTATIVE RESEARCH ON THE APPLICABILITYOF RELATIONSHIP MARKETING MODEL INAUTOMOTIVE CONSULTING INDUSTRYAbstractThe purpose of this thesis is to testify the applicability of RelationshipMarketing Mode in China’s automotive consulting industry. As athreshold matter, a brief introduction is brought in about the developmentof consulting industry and automotive consulting industry in China as thebasis of the followon analysis. Under the premise that there’s an urgentin domestic automotive consulting industry for the demand of newmarketing model, this thesis imports several embranchments ofrelationship marketing model and picks one model that is most suitablefor domestic market, particularizing what relationship marketing modelbring to automotive consulting industrythe change , correspondingreturns and costs. In the following section, a specific case study on acertain automotive consulting pany is cited and correspondingmarketing strategic suggestion under the framework of relationshipmarketing model are proposed. In this section, the thesis first gives out adescription about the difficulties in marketing the pany encounteredIIIand adopt SWOT to evaluate the pany’s marketing environment. Inthe end, on the basis of the aforementioned relationship marketing modelanalysis, the measures taken by the pany are assessed and particularstrategy suggestions aiming at the improvement of the pany’smarketing mode are brought up.Key Words: Automotive Consulting, Marketing Mode, RelationshipMarketing ModelIV目 錄中文摘要英文摘要第 1 章 緒論.....................................................................................1 論文選題背景與研究目標(biāo) ........................................................... 1 研究方法與研究思路 ................................................................... 4第 2 章 咨詢(xún)行業(yè)和汽車(chē)咨詢(xún).........................................................6 咨詢(xún)行業(yè)........................................................................................ 6 咨詢(xún)業(yè)的基本特點(diǎn) ..................................................................................... 6 中國(guó)咨詢(xún)業(yè)現(xiàn)狀 ......................................................................................... 6 汽車(chē)咨詢(xún)行業(yè)在中國(guó) ................................................................... 8 中國(guó)汽車(chē)咨詢(xún)行業(yè)概況 ............................................................................. 8 中國(guó)汽車(chē)咨詢(xún)業(yè)需求分析 ....................................................................... 10第 3 章 關(guān)系營(yíng)銷(xiāo)模型及其在汽車(chē)咨詢(xún)業(yè)中的應(yīng)用 ...................12 關(guān)系營(yíng)銷(xiāo)模型 ............................................................................. 12 關(guān)系營(yíng)銷(xiāo)與傳統(tǒng)營(yíng)銷(xiāo)的簡(jiǎn)單對(duì)比 ........................................................... 12 關(guān)系模型營(yíng)銷(xiāo)的代表理論和模型 ........................................................... 12 關(guān)系營(yíng)銷(xiāo)效果與 hotelling 模型模擬 ................................................... 14 從服務(wù)營(yíng)銷(xiāo)到關(guān)系營(yíng)銷(xiāo) ............................................................. 18 關(guān)系營(yíng)銷(xiāo)模型在汽車(chē)咨詢(xún)業(yè)中的應(yīng)用 ..................................... 20 關(guān)系營(yíng)銷(xiāo)的適用性 ................................................................................... 20 顧客市場(chǎng) ................................................................................................... 21 競(jìng)爭(zhēng)者市場(chǎng) ............................................................................................... 22 內(nèi)部市場(chǎng) ................................................................................................... 24 影響者市場(chǎng) ............................................................................................... 24 汽車(chē)咨詢(xún)行業(yè)：交易營(yíng)銷(xiāo)到關(guān)系營(yíng)銷(xiāo)的轉(zhuǎn)變需求 ................. 25 汽車(chē)咨詢(xún)行業(yè)關(guān)系營(yíng)銷(xiāo)運(yùn)作體系 ............................................. 27第 4 章 A 汽車(chē)咨詢(xún)公司營(yíng)銷(xiāo)模式與關(guān)系營(yíng)銷(xiāo) ...........................30 A 汽車(chē)咨詢(xún)公司簡(jiǎn)介.................................................................. 30 A 汽車(chē)咨詢(xún)公司營(yíng)銷(xiāo)環(huán)境的 SWOT 分析 ................................ 32 A 公司的營(yíng)銷(xiāo)戰(zhàn)略調(diào)整 ............................................................. 35V A 公司市場(chǎng)定位 ........................................................................................ 35 調(diào)整和擴(kuò)展公司經(jīng)營(yíng)業(yè)務(wù)范圍 ............................................................... 36 注重公司品牌建設(shè)，培育品牌影響力，提升品牌知名度 ................... 38 咨詢(xún)業(yè)務(wù)組合價(jià)值鏈業(yè)務(wù)模式 ............................................................... 38 提高從業(yè)人員素質(zhì)，維護(hù)良好客戶(hù)關(guān)系 ............................................... 40 公司組織結(jié)構(gòu)調(diào)整 ................................................................................... 40 外部關(guān)系的調(diào)整和維護(hù) ........................................................................... 41 新業(yè)務(wù)營(yíng)銷(xiāo)模式成果說(shuō)明及分析 ........................................................... 41 關(guān)系營(yíng)銷(xiāo)與服務(wù)營(yíng)銷(xiāo)：A 公司營(yíng)銷(xiāo)實(shí)踐分析 ......................... 42 顧客 ........................................................................................................... 42 競(jìng)爭(zhēng)者 ....................................................................................................... 42 內(nèi)部 ........................................................................................................... 42 影響者 ....................................................................................................... 43第 5 章 結(jié)束語(yǔ)...............................................................................44致 謝...........................................................................................46參考文獻(xiàn).........................................................................................47第 1 章 緒論1第1章 緒論 論文選題背景與研究目標(biāo)中國(guó)的汽車(chē)產(chǎn)業(yè)起步較晚，但綜觀(guān)其發(fā)展歷史，平均成長(zhǎng)速度非常之快。一方面汽車(chē)快速的產(chǎn)業(yè)發(fā)展再加上中國(guó)巨大的市場(chǎng)容量不僅