【摘要】：本文以長安福特品牌所授權(quán)經(jīng)銷商廣州華馳4S店為背景，探究其最近幾年銷售業(yè)績下滑，市場占有率呈下降趨勢的狀況，通過數(shù)據(jù)分析、客戶訪問、管理層訪談，結(jié)合長安福特的客戶報告，經(jīng)銷商運營綜合評估等材料對該4S店進(jìn)行了全方位的原因分析，歸納和評估出造成原因、核心問題，并就該4S店的銷售方面的管理提出改善方案，進(jìn)行局部測試，通過銷售管理量化系統(tǒng)，進(jìn)行了改善前的數(shù)據(jù)分析統(tǒng)計，改善后的數(shù)據(jù)對比，且對實施方案進(jìn)行了過程的監(jiān)控，方法調(diào)整和再實施。 本文共分四個部分。 在第一部分緒論方面，闡述了該課題的研究背景和意義，并設(shè)定了研究目標(biāo)、內(nèi)容和方法�；诠P者在汽車行業(yè)的實際工作經(jīng)驗，及對廣州華馳4S店具有輔導(dǎo)任務(wù)，筆者對該4S店及其品牌有較深的了解，據(jù)此制定了課題的研究思路和工作順序。鑒于汽車4S店的管理較復(fù)雜，需運用的管理知識和研究理論較多，本文結(jié)合了4S店情況與筆者的理解和運用經(jīng)驗，并以此作為本研究的理論基礎(chǔ)。 若要本研究有一定的成果和實際成效，即：銷售量在實戰(zhàn)當(dāng)中有所提升，須從兩個構(gòu)成要素進(jìn)行研究，第一點是增加潛在客戶的數(shù)量，第二點是提高成交率。增加潛客數(shù)量的常規(guī)做法有降價、促銷等，降價不可長期實施，更導(dǎo)致純利大幅下降；促銷則耗費大量人力物力成本。本文將著重在成交率提升策略上進(jìn)行研究。若要有效提高成交率，至關(guān)重要的環(huán)節(jié)是：對該4S店目前的情況進(jìn)行了解和分析，，本文的第二章及第三章，筆者從客戶角度、管理方角度、廠方角度、咨詢公司角度等各個方面進(jìn)行訪問、訪談、數(shù)據(jù)對比，并通過實際的財務(wù)報表、數(shù)據(jù)統(tǒng)計等考察依據(jù)得出其真實情況的反映，并通過SWOT和魚骨圖等分析工具對進(jìn)行弱項的排查，最終歸納出需要著手改善的重點問題。 在原因清晰，方向明確后，于本文的第四章列舉提升的策略、流程、改善過程測試，記錄改善措施、方法、相應(yīng)的管理表格工具、意義、可能存在的疑問或管理者應(yīng)要關(guān)注的內(nèi)容，進(jìn)行研究探討，最后總結(jié)提升的成效。
[Abstract]:Based on the background of Guangzhou Huaxi 4S store, the authorized dealer of Changan Ford brand, this paper explores the decline of its sales performance and market share in recent years, through data analysis, customer interviews, management interviews, Combined with the customer report of Changan Ford, comprehensive evaluation of dealer operation and other materials, the 4S store is analyzed in all directions, the causes and core problems are summarized and evaluated, and an improvement scheme is put forward for the sales management of the 4S store. Through the quantitative system of sales management, the data analysis and statistics before the improvement, the comparison of the data after the improvement, and the process monitoring, method adjustment and re-implementation of the implementation scheme are carried out. This paper is divided into four parts. In the first part of the introduction, the research background and significance of the subject, and set up research objectives, content and methods. Based on the author's practical working experience in the automobile industry and the guidance task for Guangzhou Huaxi 4S store, the author has a deeper understanding of the 4S store and its brand, and then formulates the research ideas and working order of the subject. In view of the complex management of automobile 4S store, the management knowledge and research theory need to be used more, this paper combines the situation of 4S store with the author's understanding and application experience, and takes this as the theoretical basis of this study. If this study has some achievements and practical results, that is, the sales volume in the actual combat has to be improved, we must study from two elements, the first is to increase the number of potential customers, and the second is to increase the turnover rate. The conventional ways to increase the number of potential hikers are price reduction, sales promotion and so on, which can not be carried out for a long time, and lead to a sharp decline in net profit, while sales promotion costs a lot of manpower and material resources. This paper will focus on the transaction rate promotion strategy. In order to increase the turnover rate effectively, the most important link is to understand and analyze the current situation of the 4S shop. In the second and third chapters of this paper, the author from the customer's point of view, the management's angle, the factory's angle, Consulting company angle and other aspects of interviews, data comparison, and through the actual financial statements, data statistics and other inspection basis to find out the true situation of the reflection, and through SWOT and fish bone map and other analysis tools for weak terms, Finally, the key problems that need to be improved are summed up. After the reasons are clear and the direction is clear, in the fourth chapter of this paper, the promotion strategy, process, process testing, record improvement measures, methods, corresponding management form tools, significance, are listed. The question that may exist or the content that the manager should pay attention to, carry on the research discussion, summarize the effect of the promotion finally.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.471

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本文編號：2358422