本文選題：汽車延保 + 服務(wù)營銷�。� 參考：《云南大學(xué)》2015年碩士論文

【摘要】：從汽車延保服務(wù)發(fā)展歷史看,汽車延長保修服務(wù)由于為廣大消費者提供了超過廠家保修期與保修范圍的維修服務(wù),受到消費者的廣泛青睞,尤其是在一些西方國家和地區(qū)都有幾十年的發(fā)展歷史,消費者接受汽車延長保修服務(wù)的比率超過了六成。目前,在西方國家,汽車延保服務(wù)已經(jīng)形成了專門產(chǎn)業(yè),成為汽車金融保險業(yè)務(wù)的支柱產(chǎn)業(yè),其市場占有率僅次于消費信貸業(yè)務(wù)。在我國,近年來,汽車延保服務(wù)也越來越受到消費者的關(guān)注。當(dāng)前,我國機動車保有量已達(dá)到1.37億,按照現(xiàn)在的增速水平,2020年將上升到2億,如果延保滲透率達(dá)到20%,行業(yè)產(chǎn)值將會達(dá)到1200億元,同時給經(jīng)銷商所帶來的周邊效益將突破300億元。由此可見,我國汽車有償延保服務(wù)的發(fā)展?jié)摿薮?并且延保能帶給經(jīng)銷商以及整個汽車行業(yè)巨大的利益空間,將有力推動汽車行業(yè)的健康穩(wěn)定發(fā)展。作為第三方的汽車延保公司的誕生,標(biāo)志著中國的汽車延保市場開始向?qū)I(yè)化方向發(fā)展。目前關(guān)于第三方公司的營銷策略的研究比較少,新興行業(yè)中起步發(fā)展的企業(yè),如何在業(yè)內(nèi)迅速脫穎而出并立足,關(guān)鍵是在于探索和完善有效的營銷策略。本文通過對汽車延保服務(wù)營銷策略的研究,綜合闡述了L公司服務(wù)營銷內(nèi)外環(huán)境,運用PEST分析法,確定了L公司發(fā)展服務(wù)營銷在總體上應(yīng)實行的營銷策略,主要表現(xiàn)在：L公司應(yīng)充分考慮與汽車經(jīng)銷商的合作共贏,充分研究國家在發(fā)展汽車延保服務(wù)方面的優(yōu)惠政策,有的放矢地開展延保服務(wù),制定營銷策略,努力打造服務(wù)品牌,擴展市場占有率,同時,加強與汽車客戶的廣泛接觸與溝通,建立客戶信息庫,推出一系列特色汽車延保服務(wù)營銷理念和措施,對推動本行業(yè)健康穩(wěn)定發(fā)展起到一定的啟迪和參考作用。
[Abstract]:From the history of automobile extension service development, automobile extension warranty service is widely favored by consumers because it provides maintenance services beyond the warranty period and warranty scope of manufacturers for the majority of consumers. Especially in some Western countries and regions have decades of development, consumers accept extended warranty service more than 60%. At present, in western countries, automobile extension insurance service has formed a special industry and become the pillar industry of automobile finance and insurance business, and its market share is second only to consumer credit business. In our country, in recent years, the automobile extension service also receives the consumer's attention more and more. At present, the number of motor vehicles in our country has reached 137 million. According to the current growth rate, it will rise to 200 million in 2020. If the extended guarantee penetration rate reaches 20 million, the industry output value will reach 120 billion yuan. At the same time to dealers will bring peripheral benefits will exceed 30 billion yuan. It can be seen from this that the development potential of paid extended insurance service in our country is huge, and the extension insurance can bring great benefit space to dealers and the whole automobile industry, which will promote the healthy and stable development of automobile industry. As a third-party auto insurance company, the emergence of China's auto extension insurance market began to develop to the direction of specialization. At present, the research on the marketing strategy of the third party company is relatively few. The key is to explore and perfect the effective marketing strategy for the enterprises that start to develop in the new industry and how to stand out and stand out quickly in the industry. Based on the study of the marketing strategy of extended guarantee service, this paper comprehensively expounds the internal and external environment of service marketing in company L, and by means of PEST analysis, determines the marketing strategy that should be carried out in the development of service marketing in company L as a whole. This is mainly reflected in the fact that the company should take full account of the win-win cooperation with auto dealers, fully study the preferential policies of the state in the development of extended auto insurance services, carry out extension insurance services in a targeted manner, formulate marketing strategies, and strive to build service brands. Expand market share, at the same time, strengthen extensive contact and communication with automobile customers, establish customer information base, and launch a series of marketing concepts and measures for extended insurance service with special features. To promote the healthy and stable development of the industry to play a certain enlightening and reference role.
【學(xué)位授予單位】：云南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.471

【參考文獻】

相關(guān)碩士學(xué)位論文 前1條

1 鮑新武;ABC汽車公司服務(wù)營銷策略研究[D];重慶大學(xué);2007年

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本文編號：1953513