本文選題：LWZZ公司 + 汽車(chē)4S店　； 參考：《山東理工大學(xué)》2017年碩士論文

【摘要】：汽車(chē)產(chǎn)業(yè)是我國(guó)國(guó)民經(jīng)濟(jì)的支柱產(chǎn)業(yè)之一。伴隨中國(guó)經(jīng)濟(jì)迅猛發(fā)展,國(guó)民消費(fèi)水平不斷提高,良好的社會(huì)經(jīng)濟(jì)環(huán)境為汽車(chē)銷(xiāo)售市場(chǎng)在中國(guó)的發(fā)展奠定了基礎(chǔ)。自上世紀(jì)90年代末汽車(chē)4S店現(xiàn)身中國(guó)大陸以來(lái),中國(guó)就成為了各大汽車(chē)廠商競(jìng)相爭(zhēng)奪的一片廣闊的藍(lán)海,世界領(lǐng)域內(nèi)的汽車(chē)巨頭進(jìn)入中國(guó),建設(shè)汽車(chē)4S店搶占市場(chǎng),汽車(chē)作為消費(fèi)品迅速走入家庭。十多年來(lái),汽車(chē)4S店如雨后春筍般迅猛發(fā)展,合資品牌和民族自主品牌也都得到了長(zhǎng)足發(fā)展。本文研究的LWZZ汽車(chē)銷(xiāo)售服務(wù)公司成立于2005年,是LW市首批國(guó)產(chǎn)汽車(chē)品牌4S店,近幾年來(lái)其汽車(chē)銷(xiāo)量穩(wěn)居該市首位。文章在參考了大量國(guó)內(nèi)外關(guān)于汽車(chē)營(yíng)銷(xiāo)方面的文獻(xiàn)、書(shū)籍基礎(chǔ)上,把LWZZ公司的汽車(chē)營(yíng)銷(xiāo)業(yè)務(wù)作為研究分析對(duì)象,首次對(duì)LWZZ公司目前汽車(chē)營(yíng)銷(xiāo)現(xiàn)狀及現(xiàn)行營(yíng)銷(xiāo)策略等方面進(jìn)行全面細(xì)致的調(diào)查研究,總結(jié)出公司在營(yíng)銷(xiāo)管理中所面臨的問(wèn)題,再運(yùn)用外部環(huán)境和內(nèi)部環(huán)境分析方法對(duì)公司的運(yùn)營(yíng)發(fā)展進(jìn)行全方位的系統(tǒng)分析,結(jié)合所學(xué)知識(shí)和國(guó)內(nèi)外其他銷(xiāo)售服務(wù)公司發(fā)展?fàn)I銷(xiāo)業(yè)務(wù)的寶貴經(jīng)驗(yàn),基于BPR管理思想和7P理論提出一些合理化的營(yíng)銷(xiāo)發(fā)展策略,最后就營(yíng)銷(xiāo)策略的實(shí)施提出保障措施,以期能夠幫助LWZZ公司汽車(chē)營(yíng)銷(xiāo)業(yè)務(wù)在汽車(chē)銷(xiāo)售領(lǐng)域同質(zhì)化日趨嚴(yán)重的情況下獲得更快更好的發(fā)展。
[Abstract]:Automobile industry is one of the pillar industries of our national economy. With the rapid development of China's economy, the level of national consumption has been improved constantly, and a good social and economic environment has laid the foundation for the development of the auto sales market in China. Since the automobile 4S shops appeared in mainland China in the late 1990s, China has become a vast blue sea for which major automobile manufacturers have been competing. The automobile giants in the world have entered China and built car 4S stores to seize the market. Cars quickly entered the family as consumer goods. For more than a decade, auto 4S stores have sprung up, and the joint-venture brands and national independent brands have also developed rapidly. The LWZZ Automobile sales Service Company, which was established in 2005, is the first domestic automobile brand 4S store in LW city. In recent years, its auto sales volume has been ranked first in the city. On the basis of referring to a large number of domestic and international literatures and books on automobile marketing, the article takes the automobile marketing business of LWZZ Company as the research object. For the first time, the current automobile marketing situation and current marketing strategy of LWZZ Company are investigated and studied comprehensively and meticulously, and the problems faced by the company in marketing management are summarized. Then using the external environment and the internal environment analysis method to carry on the omnidirectional systematic analysis to the company's operation and development, combined with the knowledge learned and the valuable experience of other sales service companies at home and abroad to develop the marketing business, Based on the BPR management theory and 7p theory, some reasonable marketing development strategies are put forward. Finally, the guarantee measures are put forward for the implementation of the marketing strategy. The aim is to help LWZZ achieve faster and better development under the condition of homogenization in the field of automobile sales.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F426.471

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