摘要
本文结合中国汽车市场“三年井喷一夜雪崩”的整体环境和汽车营销渠道竞争力普遍缺乏的现状,运用竞争力理论对中国汽车营销渠道竞争力进行全面剖析,并提出基于渠道竞争力7种能力的汽车营销渠道竞争力评价指标体系,同时,提出了中国汽车营销渠道竞争力集成评价模型,并运用该模型对国内5家汽车厂家的营销渠道进行了实证分析。
Since the China automobile market changing from “rapid developing” to “general developing ”and China automo- bile marketing channel being short of competitive power, this paper provides competitive power evaluation index system to the China marketing channel, based on the competitive power theory and the seven capabilities of marketing channel. Furthermore, this paper creates the integrated Competitive Power Evaluation Model, integrating methodology of the AHP, Fuzzy Evaluation, DEA Factorial analysis and Accurate evaluation. Meanwhile, this paper uses evaluation model to demonstrate the automobile marketing channel competitive power, and this model has theoretical and applied value.
出处
《经济管理》
CSSCI
北大核心
2005年第16期19-26,共8页
Business and Management Journal ( BMJ )
