【摘要】：汽車4S店?duì)I銷是20世紀(jì)末從國(guó)外引入的一種新型汽車銷售模式,它對(duì)汽車消費(fèi)市場(chǎng)的發(fā)展起到了促進(jìn)作用。自21世紀(jì)以來(lái),主要汽車廠商意識(shí)到4S店?duì)I銷模式的重要性,全國(guó)各地大量興建汽車4S店,由于4S店服務(wù)內(nèi)容差異化不顯著,導(dǎo)致目前各大4S店之間市場(chǎng)競(jìng)爭(zhēng)異常激烈。在當(dāng)前的競(jìng)爭(zhēng)環(huán)境下,汽車4S店需要轉(zhuǎn)變?cè)械慕?jīng)營(yíng)模式,提升服務(wù)能力,以全新的服務(wù)營(yíng)銷模式在競(jìng)爭(zhēng)激烈的市場(chǎng)上占據(jù)競(jìng)爭(zhēng)優(yōu)勢(shì)。本文以STRW 4S店為例,在借鑒國(guó)內(nèi)外服務(wù)營(yíng)銷理論的基礎(chǔ)上,通過(guò)對(duì)STRW 4S店內(nèi)部資源能力VRIO分析,宏觀環(huán)境PEST分析,運(yùn)用SWOT分析法對(duì)STRW 4S店的內(nèi)部?jī)?yōu)勢(shì)和劣勢(shì),外部機(jī)會(huì)和威脅分析,得到可行的服務(wù)營(yíng)銷策略;然后從STRW4S店的服務(wù)營(yíng)銷現(xiàn)狀、目標(biāo)客戶群體、目標(biāo)市場(chǎng)和當(dāng)前主要競(jìng)爭(zhēng)對(duì)手分析,得到公司當(dāng)前所面臨的主要問(wèn)題是市場(chǎng)定位不明確,品牌意識(shí)不強(qiáng),服務(wù)團(tuán)隊(duì)專業(yè)化水平不足以及售后服務(wù)不足等。針對(duì)STRW 4S店目前所存在的問(wèn)題,根據(jù)7P營(yíng)銷理論,制定出相應(yīng)的服務(wù)營(yíng)銷策略,服務(wù)營(yíng)銷產(chǎn)品策略從服務(wù)營(yíng)銷產(chǎn)品組合、服務(wù)品質(zhì)策略和產(chǎn)品的生命周期策略進(jìn)行服務(wù)營(yíng)銷策略設(shè)計(jì);促銷策略包括針對(duì)不同的客戶群體實(shí)施個(gè)性化促銷和近距離促銷、服務(wù)過(guò)程策略包括售前、售中和售后三個(gè)方面和有形展示策略。為確保STRW4S店服務(wù)營(yíng)銷策略的順利實(shí)施,制定了相應(yīng)的保障性措施,建立以顧客為導(dǎo)向的服務(wù)型企業(yè)文化,規(guī)范化招聘流程,加強(qiáng)員工專業(yè)培訓(xùn),同時(shí)加強(qiáng)客戶關(guān)系管理以及提高服務(wù)質(zhì)量。從而使STRW 4S店能在激烈的市場(chǎng)競(jìng)爭(zhēng)中獲得優(yōu)勢(shì),提高企業(yè)利潤(rùn),最終實(shí)現(xiàn)企業(yè)的長(zhǎng)久發(fā)展。
[Abstract]:Automobile 4S store marketing is a new type of automobile sales model introduced from abroad at the end of the 20th century, which promotes the development of automobile consumption market. Since the 21st century, the major automobile manufacturers have realized the importance of the 4S store marketing model, and a large number of automobile 4S stores have been built all over the country. Because the service content difference of the 4S store is not remarkable, the market competition among the major 4S stores is extremely fierce. In the current competitive environment, the automobile 4S store needs to change the original business model, improve the service ability, and occupy the competitive advantage in the competitive market with the brand-new service marketing mode. Taking STRW 4S store as an example, based on the domestic and foreign service marketing theory, this paper analyzes the internal resource capability of STRW 4S store by VRIO analysis, macro environment PEST analysis and SWOT analysis to the internal strengths and weaknesses of STRW 4S store. External opportunity and threat analysis, get feasible service marketing strategy; Then from the STRW4S store service marketing situation, target customer group, target market and current main competitors analysis, the main problems facing the company is that the market positioning is not clear, brand awareness is not strong, The service team specialization level is insufficient and the after-sale service insufficiency and so on. In view of the existing problems in STRW 4S store, according to the 7P marketing theory, the corresponding service marketing strategy is worked out, and the service marketing product strategy from the service marketing product combination. Service quality strategy and product life cycle strategy design service marketing strategy; The promotion strategy includes individualized promotion and close range promotion for different customer groups, and the service process strategy includes three aspects: pre-sale, mid-sale and after-sale, and tangible display strategy. In order to ensure the smooth implementation of STRW4S store service marketing strategy, the corresponding safeguard measures were formulated, the customer oriented service enterprise culture was established, the recruitment process was standardized, and the staff professional training was strengthened. At the same time, strengthen customer relationship management and improve service quality. So that STRW 4S stores can gain advantages in the fierce market competition, improve the profits of enterprises, and finally realize the long-term development of enterprises.
【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
【分類號(hào)】：F274;F426.471

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