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[优秀毕业设计精品] 丰田汽车沈阳金廊4S店服务营销策略研究.doc

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[优秀毕业设计精品] 丰田汽车沈阳金廊4S店服务营销策略研究.doc

学士学位论文I摘要品牌汽车4S店实施服务营销策略,发展自身品牌是企业长远发展的需要,也是市场竞争发展到一定阶段的必然结果。根据去年的一项不完全统计,在去年,大约只有不到三分之一的4S店实现了盈利。如何开展适合自己的服务营销策略是各品牌汽车4S店的当务之急。本文基于市场营销相关理论,以实证研究的形式,通过相关研究方法,以丰田汽车金廊4S店为研究对象展开论述。首先,简要介绍金廊4S店概况,对金廊4S店的营销环境分为宏观环境和微观环境两个主要方面进行系统地分析。其次,应用SWOT法分析金廊4S店的优势与劣势以及面临的机会和威胁。再次,分析金廊4S店服务营销现状并发现金廊4S店在服务营销经营现状中存在的问题。最后是论文的核心部分,提出金廊4S店服务营销改进的具体建议。关键词服务营销对策4S店学士学位论文IIAbstractItislongtermdevelopmentrequirementandtheinevitableresultofdevelopmentofmarketcompetitiontoacertainstagefor4Sstorebrandstoimplementtheservicemarketingstrategyanddeveloptheirownbrands.Onthebasisofanincompletestatistics,thereareonlyonethirdof4Sstorebrandsrealizingprofitslastyear.Itisveryimportantforevery4Sstorebrandtoimplementtheservicemarketingstrategywhichsuitstoitself.ThearticleisbasedonMarketingtheories,usestheformoftheempiricalstudyandrelevantmethods,expandsdiscussiononJinlangofToyotaMotorsastheresearchobject.First,itintroducesbrieflyoverviewofJinlangthenanalyziessystematicallyonthemarkeitngenvironmentdividedintomacroenvironmentandmicroenvironmentastwomajoraspects.Second,itusesSWOTtoanalyziesthestrengths,theweaknesses,theopportunitiesandthefacingthreatsofJinlang4Sstore.Third,itgalleriesthecurrentsituationofservicemarketingofJinlang4Sshopandthenfindstheservicemarketingmanagementproblems.Finally,itisthecorepartofthearticle,itmakesspecificrecommendationstoimproveservicemarketing.KeywordsServicemarketingStrategy4Sstore学士学位论文III目录引言..........................................................................................................................................11服务营销理论概述..............................................................................................................21.1服务营销的含义和特点............................................................................................21.2服务营销基本理论....................................................................................................21.3服务营销7P新组合..................................................................................................31.4相关研究方法............................................................................................................51.4.1SWOT分析法..................................................................................................51.4.2VRIO框架分析法............................................................................................52丰田汽车沈阳金廊4S店简介............................................................................................72.1丰田汽车沈阳金廊4S店概况..................................................................................72.2丰田汽车沈阳金廊4S店组织结构..........................................................................72.3丰田汽车沈阳金廊4S店企业文化..........................................................................83营销环境分析......................................................................................................................93.1宏观环境分析............................................................................................................93.1.1政策与法律环境分析......................................................................................93.1.2经济环境分析..................................................................................................93.1.3技术环境分析................................................................................................103.2微观环境分析..........................................................................................................103.2.1消费者分析....................................................................................................103.2.2竞争者分析....................................................................................................133.3丰田汽车沈阳金廊4S店SWOT分析...................................................................143.3.1优势分析........................................................................................................143.3.2劣势分析........................................................................................................143.3.3机会分析........................................................................................................153.3.4威胁分析........................................................................................................154沈阳金廊4S店服务营销现状及问题分析......................................................................164.1顾客关系管理不规范..............................................................................................16学士学位论文IV4.1.1客户资料信息不完善....................................................................................164.1.2缺少相应的情感服务....................................................................................164.1.3网上服务体系不健全....................................................................................164.2缺乏汽车品牌俱乐部..............................................................................................174.3服务营销团队体系亟待完善..................................................................................174.3.1服务营销团队专业化程度低........................................................................174.3.2缺乏完善的员工管理培训体系....................................................................184.3.3员工缺乏团结协作精神................................................................................184.3.4缺乏行之有效的绩效评估原则....................................................................184.4促销手段单一..........................................................................................................194.4.1销售人员盲目推销汽车................................................................................194.4.2促销宣传效率低............................................................................................194.5有形展示缺乏新意..................................................................................................194.5.1店内装修陈旧缺乏创新................................................................................204.5.2部分客户对维修作业持怀疑态度................................................................204.6服务流程亟待改进..................................................................................................204.6.1销售流程效率低............................................................................................204.6.2售后服务缺乏人性化....................................................................................215沈阳金廊4S店服务营销策略改进的建议......................................................................225.1加强顾客关系管理..................................................................................................225.1.1完善顾客资料信息........................................................................................225.1.2提供各种情感服务........................................................................................225.1.3建立互联网的客户关系管理........................................................................235.2着手建立汽车品牌俱乐部......................................................................................235.2.1加强便利性服务............................................................................................235.2.2增加增值及个性化服务................................................................................245.2.3广泛发展会员................................................................................................245.3加强团队建设..........................................................................................................255.3.1获得高水平人才............................................................................................255.3.2完善员工培训制度........................................................................................25

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