摘要
为探索重型特种汽车的发展战略,构建现代市场营销网络体系,应对日益激烈的市场竞争,通过市场调研、数据收集和统计图表分析方法,对其现行营销模式、销售渠道、营销网络的特点和缺陷进行分析。分析认为:应对现行营销网络体系进行重新整合和改进,新的营销网络体系由经销网点、机电进出口公司和自建销售公司构成,并运用三次指数平滑法建立了销售额预测模型。预测分析表明,新的营销网络体系较为适应市场需求的变化趋势。
In order to study the special vehicle development strategy, build up modem marketing network system, and be ready for the severe challenges in market, the authors in the paper, after conducting market investigation and collecting data together with analyzing statistics, analyzes the trait and limitation of existing marketing mode and sales channel as well as marketing network. It points out that enterprises should reconstruct the existing marketing network, which consists of the distribution network company and the import and export company of motor vehicle as well as the self-established sale company. Then with the cubic exponential smoothing method, the paper establishes sales forecasting model. The result shows that the new marketing network system is more suitable for the demand of market.
出处
《长安大学学报（社会科学版）》
2008年第1期74-77,共4页
Journal of Chang'an University(Social Science Edition)
关键词
营销网络
重型汽车
特种车
销售渠道
marketing network
heavy truck
special vehicle
marketing channel
