本文選題：汽車4S店　切入點：關(guān)系營銷　出處：《鄭州大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：汽車4S店,是我國目前最普及的汽車銷售模式,消費者在對4S店的信任度和忠誠度不斷提高的同時,其要求也進一步升級。銷售人員對專業(yè)知識的缺乏、服務(wù)人員不夠真誠的服務(wù)、媒體的負面信息、收費不合理的維修服務(wù),諸如此類的問題,都會影響到4S店的長期利益。目前來說,實施有效的關(guān)系營銷可以說是汽車4S店制勝的法寶。企業(yè)的關(guān)系營銷主要關(guān)注企業(yè)與客戶、企業(yè)與員工、企業(yè)與其他利益相關(guān)者如供應(yīng)商、競爭對手、政府部門、分銷商等的關(guān)系。盡管有不少汽車4S店已經(jīng)在應(yīng)用關(guān)系營銷的理念去增進銷售、改善客戶關(guān)系和員工關(guān)系,但是很少見有真正把這個營銷方法貫穿營銷活動的始終的。出現(xiàn)這種情況,一是我們對關(guān)系營銷的理解還處于初級階段,二是因為我們還沒有能建立起一個高效率、高素質(zhì)的營銷團隊,三是因為企業(yè)領(lǐng)導(dǎo)不夠重視。 本文以w汽車4S店為研究對象,在市場營銷和關(guān)系營銷理論基礎(chǔ)上,分析了4S店目前正在使用的關(guān)系營銷策略,重點分析了企業(yè)比較關(guān)注的客戶關(guān)系管理和員工關(guān)系管理情況,并通過調(diào)查問卷的分析找出了其中存在的問題和成因。對于企業(yè)比較欠缺的競爭者、廠商以及政府和媒體關(guān)系管理,論文也找出了其存在的問題和企業(yè)應(yīng)當(dāng)重視的方面。在此分析基礎(chǔ)上,為企業(yè)制定出了關(guān)系營銷改進建議。論文最終得出以下結(jié)論：原有的關(guān)系營銷模式已經(jīng)不能適應(yīng)w汽車4S店的長期發(fā)展需要。面臨著消費者對于市場日益低迷而產(chǎn)生的“持幣待購”現(xiàn)象和寶馬、奔馳的強勢市場沖擊,目前的關(guān)系營銷模式必須加以適時改進。 w汽車4S店的關(guān)系營銷策略存在的一系列問題需要我們?nèi)ジ倪M,本論文提出的改進方案旨在為企業(yè)解決營銷中的實際問題,一方面為企業(yè)提供具有指導(dǎo)意義和經(jīng)濟價值的營銷策略,另一方面也為其他類似的4S店提供可借鑒的經(jīng)驗。
[Abstract]:The automobile 4S shop is the most popular automobile sales mode in China at present. While the trust and loyalty of the consumers to the 4S store are constantly improving, their requirements are also further upgraded. The lack of professional knowledge on the part of the salespeople, Service personnel are not sincere service, media negative information, unreasonably charged maintenance services, and so on, will affect the long-term interests of 4S stores. For now, The implementation of effective relationship marketing can be said to be a magic weapon for automobile 4S stores. The relationship marketing of enterprises mainly focuses on enterprises and customers, enterprises and employees, enterprises and other stakeholders such as suppliers, competitors, government departments, Although many car 4S stores have applied the concept of relationship marketing to promote sales, improve customer relations and employee relations, But it is rare that this marketing method is really running through the marketing campaign. This happens. One is that our understanding of relationship marketing is still in its infancy, and the other is that we have not yet been able to build a high efficiency. High-quality marketing team, third, because the enterprise leadership is not enough attention. Based on the theory of marketing and relationship marketing, this paper takes 4S store of w automobile as the research object, and analyzes the relationship marketing strategy that 4S store is using at present. This paper focuses on the analysis of customer relationship management and employee relationship management, and finds out the existing problems and causes through the analysis of questionnaire. On the basis of the analysis of the relationship management between the manufacturer and the government and the media, the paper also finds out the existing problems and the aspects that enterprises should pay attention to. Finally, the paper draws the following conclusions: the original relationship marketing model can no longer meet the long-term development needs of w car 4S store. The phenomenon of "holding money to buy" and BMW, Mercedes-Benz 's strong market impact, the current relationship marketing model must be timely improved. A series of problems existing in the relationship marketing strategy of 4S store need us to improve. The purpose of this paper is to solve the practical problems in marketing for enterprises. On the one hand, it provides the marketing strategy with guiding significance and economic value for enterprises, on the other hand, it also provides other similar 4S stores with lessons for reference.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.471;F274

【相似文獻】

相關(guān)期刊論文 前10條

1 曾宇容;客戶忠誠及客戶關(guān)系管理[J];上海汽車;2003年04期

2 ;正確看待客戶的消費價值[J];現(xiàn)代家電;2007年18期

3 閆燕燕;;超越客戶滿意，實現(xiàn)客戶忠誠[J];硅谷;2008年13期

4 孫海,劉仲英;多管道的客戶關(guān)系管理[J];物流技術(shù);2001年03期

5 高進,李斌;客戶關(guān)懷項目在中小企業(yè)中的實施研究[J];桂林航天工業(yè)高等�？茖W(xué)校學(xué)報;2002年04期

6 周桂英;;論客戶關(guān)系管理在我國企業(yè)中的應(yīng)用[J];工程機械文摘;2004年05期

7 胡蓓,張建林;以忠誠客戶為導(dǎo)向的企業(yè)運作過程及實施原則[J];工業(yè)工程與管理;2005年02期

8 彭巨水;;從滿意走向忠誠的客戶關(guān)系管理[J];廣西電業(yè);2008年09期

9 劉樹鎖;;淺談汽車企業(yè)的客戶滿意度調(diào)查[J];市場周刊(理論研究);2009年10期

10 吳洪波;張蕾;;保險業(yè)客戶態(tài)度忠誠度模式分析[J];科技與管理;2010年02期

相關(guān)會議論文 前10條

1 張?zhí)m蘭;;網(wǎng)絡(luò)時代企業(yè)贏得客戶忠誠的策略研究[A];中國商品學(xué)會第十五屆學(xué)術(shù)論壇論文集[C];2013年

2 李建橋;李s，

本文編號：1648176