中国轿车轮胎替换市场的营销渠道分析.docVIP

 PAGE \* MERGEFORMAT 24 中国轿车轮胎替换市场的营销渠道分析 摘要 当代中国的经济快速发展，中国的轿车市场每年的增长率很高，具有让全世界瞩目的巨大的市场潜力。如今中国的轿车工业高速发展，汽车后服务市场与其密切相关，也呈现着巨大的消费力，当然其中的轮胎替换市场也随之成了市场竞争的焦点。直到2007 年末，中国的轮胎替换市场品牌已经达到 300 ，国外品牌进入中国的方式有独资、合资、收购等，市场竞争非常激烈，营销渠道竞争更加激烈。 本文先对中国的轿车替换轮胎市场情况和营销渠道做了分析，从市场环境和市场竞争状况以及消费者特点，详细阐述了市场现状。分析营销渠道的时候，结合了我国的轮胎替换市场渠道发展过程和领导品牌的渠道模式以及主要的零售渠道特点这三个方面做了分析。 米其林轮胎是世界轮胎业的领导者，在我国轮胎替换市场已多年保持 高于30%的增长率，该集团的产品的市场占有率超过了 20%，中高端产品接近 40%。本文主要对米其林在我国轿车轮胎替换市场中的营销策略和渠道管理模式做了详细的阐述和深入的分析，总结了其成功模式上的先进理念与有效方法，给同行一些启示与借鉴。 我国轿车轮胎替换市场只是个新兴市场，仅仅依靠米其林在我国的成功经验对市场营销渠道发展趋势做预测，肯定不行。因此，本文后面还运用了营销渠道管理理论，逻辑性地推测出我国替换轮胎营销渠道的发展趋势，试图为国内外准备进入或者正在进入中国轿车轮胎替换市场的那些轮胎厂家有所借鉴与帮助。 【关键词】： 轿车轮胎替换市场 营销渠道 米其林轮胎  Abstract With the rapid development of Chinese economy, all eyes all over the world focus on the high speed rate and huge market potential of PC (Passenger Car) market in China. And with the development of Auto Industry, the relative PC after sales service market come forth sharp consumption. The tire-replaced market is the focus of this competition market. By the end of 2007, the top 10 tire company around this world has opened business in China through independence, join-venture, buying ways. So now there are over 300 tire brands in China with a very stinging competition, special in Marketing Channel. At the beginning of this thesis, the author analyzes PC tire-replaced market situation and marketing channel in China, mainly illustrates market environment, competition situation and consumer character. In marketing channel chapter, the author analyzes distribution development process, main tire brands distribution model and main retail distribution character. Michelin Tire, as the leader in the tire business world, has kept sustained increaseby over 30% per year in recent years in China. Three brands (Michelin, Warrior and BF Goodrich) has over 20% market share, in middle and high segment with about 40% market share in China. So the author illustrates in detail and deeply analyzes Michelin Tire marketing channe