汽车销售4S店的营销方法探究,mba市场营销论文

PAGEPAGE7汽车销售4S店的营销方法探究,mba市场营销论文本篇论文目录导航：【第1部分】汽车销售4S店的营销方式方法探究【第2部分】【第3部分】【第4部分】【第5部分】【第6部分】【第7部分】内容内容内容内容摘要伴随着全球汽车市场竞争的日益加剧，中国汽车销售市场的主流营销形式逐一4S店的竞争也日渐显着。4S店的营销必须考虑厂家、经销商、客户三方面利益的综合平衡，而厂家和经销商的利益主要来自于客户，更好的为客户服务，得到客户的认可才能够持续长久的获得利益。汽车需求日益加剧，造成各种汽车品牌之间竞争日趋剧烈，竞争手段也日益丰富，汽车行业的营销策略日显重要。当代市场营销观念强调市场营销应以消费者为中心，汽车市场的营销也应以消费者为中心，通过知足消费者的需求，才可能实现企业的目的。因而，发现和了解消费者的需求，做好服务营销工作是汽车销售的首要任务。随着中国汽车工业的逐步发展壮大，汽车4S店也日益增加。到当下为止，全国有536家M品牌汽车4S店，M汽车销量也在逐年增长。随着汽车4S店越来越多，竞争越来越剧烈，加上国家工商总局下发汽车品牌经销商销售改为汽车销售，4S店经营单一品牌汽车的风险也日渐凸显，正因如此，本文研究和探寻求索汽车销售4S店的营销策略是特别必要的。在充分了解我们国家汽车市场4S店发展现在状况的基础上，讨论了将来产业竞争的手段--服务竞争。本文以市场营销学、服务营销的基本理论为基础，分析了M汽车4S店的营销现在状况和存在的问题，提出产品和服务双品牌建设对4S店的重要意义。以M汽车4S店为研究对象，通过PEST分析、SWOT分析、波特五力分析等经营环境分析工具，对M汽车4S店经营环境进行分析，研究了M汽车4S店内外部发展的优势和劣势、面临的时机和威胁进行了分析之后，发现M汽车4S店当下的管理和运营形式已经跟不受骗前市场竞争的需求，而且消费者也越来越理性，这就要求4S店加强对服务营销的重视，重新制定以服务品质、服务价格、服务形象和服务管理为切入点，施行服务营销策略创新的发展新规划。本文主要以M汽车4S店为分析主体，对M汽车4S店的服务营销策略提出优化建议，以服务为指导思想，贯穿于整个4S店经营的全部经过，树立全员性，全经过性，后续性服务，全部的生产，销售，所有的经营活动都以知足顾客需要出发，以提高知足顾客需要的产品和服务为主要责任和义务，创造客户感悟价值，开发客户终身价值，加强4S店的竞争优势。根据分析研究结果，结合中国汽车市场特点和M汽车4S店的经营现在状况，在7P营销组合的基础上提出营销建议，即产品策略、定价策略、服务分销策略、服务促销策略、服务人员策略、物质环境策略、服务流程策略，进而为广大汽车4S店经营者就怎样开展服务营销策略提供了理论上和实践上的借鉴。本文本文本文本文关键词语语语语：汽车4S店；服务营销；营销策略Abstract4Sshop,themainstreammarketingmodelofChinasautosalesmarket,isincreasinglycompetitive,asaresultoftheseverecompetitionintheglobalautomotivemarket.Tosurvivethemarket,4Sshopsmuststrikeacomprehensivebalanceamongmanufacturers,distributors,andcustomers,withthebenefitsoftheformertworelyingheavilyoncustomers,sincebetterserviceforandwiderecognitionfromthecustomercanbringthemlong-termbenefits.Therefore,marketingstrategiesofautoindustryarebecomingmoreandmoreimportantbecausetiiereisagrowingdemandforcars,resultingintheincreasinglyfiercecompetitionamongdifferentautobrandsandmorecompetitionmethods.Theautomarketingshouldbeconsumer-centered,whichisthecoreofmodernmarketing.Onlybysatisfyingconsumerdemandscancompaniespossiblyachievetheirgoals.Thus,theprimarytaskofcarmarketingbusinessesistodiscoveryandunderstandtheirconsumersneedsandprovidegoodservices.Therearemoreandmore4Sshops,withthesteadydevelopmentofChinasautoindustry.Sofar,thereare536auto4SshopsofMbrandandtheirsalesarealsoincreasingyearly.Thecompetitionamongtheshopsisfierceandtheywilltakemorerisksiftheysaleonlyonebrandofauto,whichismadeworsebytiiefactthatSAICorderedthatallautomobilebranddealersarechangedtocardealers.ThismakesthestudyonmarketingStrategiesof4sshopsveryimportantServicecompetition,themeansoffutureindustrycompetition,isthefocusofthepresentstudy,whichisbasedonasurveyonthecurrentsituationofthedevelopmentofChinasautomarketThestatusquoandexistingproblemsofMauto4Sshopsmarketingwillbeanalyzedandthesignificanceofthebranddevelopmentofproductsandserviceswillalsobeemphasized,basedonthebasictheoriesofmarketing,servicesmarketing.UsingMauto4Sshopsastheresearchobject,businessenvironmentanalysistoolssuchasPESTanalysis,SWOTanalysis,andPortersfiveforcesanalysis,thestudiesanalyzesthebusinessenvironmentofMauto4Sshops,researchestheiradvantagesanddisadvantages,opportunitiesandthreats.Thestudyfindsthatthecurrentmanagementandoperatingmodeloftheshopscannotkeepupwiththeneedsofthepresentmarketcompetition.Furthermore,consumersarenowmorerational.Thus,4Sshopsshouldstrengthenservicesmarketing,andhaveanewservicemarketingplan,whichfocusesonquality,price,imageandmanagement.AdviceforoptimizingservicemarketingisgivenforMauto4Sshops,whicharethestudytarget.Theconceptofserviceshouldbeunderstoodbyallstaffmembers,andembodiedineverystageofthewholeprocessof4Sshopsmanagement,andallactivitiesincludingproduction,salesandsoonaretakentomeetcustomers,needs,tomakeitastheshopsmainresponsibilitiesandobligations,tocreateextravalueperceivedbycustomers,toexplorethecustomerslifetimevalue,andtoenhancetheircompetitiveabilities.BasedonthecharacteristicsofChinasautomarket,theoperationconditionofMauto4Sshops,andthefindingsofthepresentstudy,thepaperadvancesthefollowing7-Pmarketingstrategies:productstrategy,pricingstrategy,servicedistributionstrategy,servicemarketingstrategy,servicepersonnelstrategy,physicalenvironmentstrategy,serviceprocessstrategy,soastoprovideatheoreticalandpracticalreferenceframeworkforthemajorityofauto4Sshopdealers.Keywords:auto4Sshops;servicemarketing;marketingstrategy目录第一章绪论一、研究背景、目的和意义二、论文思路、方式方法和主要内容三、论文的创新之处第二章服务营销理论基础与文献综述一、概念界定二、理论基础三、国内外研究现在状