本文選題：營(yíng)銷環(huán)境 + 4S店　； 參考：《河北工業(yè)大學(xué)》2014年碩士論文

【摘要】：汽車4S店是現(xiàn)階段中國(guó)汽車銷售的主要模式，如何克服這種銷售模式發(fā)展過(guò)程中存在的問(wèn)題，適應(yīng)現(xiàn)階段中國(guó)汽車市場(chǎng)營(yíng)銷環(huán)境的變換，是汽車市場(chǎng)發(fā)展的一個(gè)重要研究課題。 本文在研究中國(guó)市場(chǎng)營(yíng)銷環(huán)境，以及現(xiàn)階段國(guó)內(nèi)大城市的限行、限購(gòu)政策對(duì)汽車銷售影響的基礎(chǔ)上，分析了汽車4S店在發(fā)展、建設(shè)中存在的問(wèn)題。以實(shí)例驗(yàn)證汽車4S店如何實(shí)現(xiàn)結(jié)構(gòu)轉(zhuǎn)型，怎樣提高售后服務(wù)質(zhì)量，以及汽車4S店怎樣將服務(wù)再做延伸和強(qiáng)化。 首先文章研究了在我國(guó)汽車市場(chǎng)發(fā)展階段，，汽車營(yíng)銷宏觀環(huán)境對(duì)汽車生產(chǎn)、銷售的重要影響。以北京市、上海市為例說(shuō)明現(xiàn)行、限購(gòu)對(duì)汽車4S店銷量產(chǎn)生的影響以及由此產(chǎn)生的市場(chǎng)競(jìng)爭(zhēng)格局和消費(fèi)者消費(fèi)行為的變化。 其次，從管理模式、人員素質(zhì)、以及4S店建設(shè)等不同的角度分析中國(guó)汽車4S店存在的問(wèn)題，以實(shí)例分析了現(xiàn)階段營(yíng)銷模式下汽車4S店的盈利能力。 最后文章根據(jù)上述分析提出今后汽車4S店的發(fā)展方向，第一強(qiáng)化管理，提高自己4S店的各種素質(zhì)和影響力，不滿足做好汽車品牌，更要下大力氣做好4S店的品牌，這種無(wú)形資產(chǎn)對(duì)以后的發(fā)展及其重要；第二，努力做好服務(wù)營(yíng)銷；第三加強(qiáng)精細(xì)化管理，研究汽車4S店精準(zhǔn)集客營(yíng)銷、減少客戶流失、強(qiáng)化汽車營(yíng)銷服務(wù)鏈的延伸、增加客戶二次購(gòu)買等多手段增收節(jié)支，二手車銷售、信貸傭金、精品銷售、保險(xiǎn)傭金、租賃、汽車文化等等將來(lái)可以為4S店提供高比例的利潤(rùn)來(lái)源；第四研究電子商務(wù)、微信、微博等新生工具的利用，來(lái)降低汽車4S店的運(yùn)營(yíng)成本，提高工作效率，實(shí)現(xiàn)服務(wù)定制，大大拓寬汽車4S店的利潤(rùn)來(lái)源；總之認(rèn)真研究環(huán)境和市場(chǎng)、做好服務(wù)營(yíng)銷，在營(yíng)銷上創(chuàng)新，在汽車后市場(chǎng)上找突破和新的增長(zhǎng)點(diǎn)。
[Abstract]:Automobile 4S shop is the main mode of Chinese automobile sales at present. How to overcome the problems existing in the development of this kind of sales model and adapt to the change of China's automobile marketing environment is an important research topic in the development of automobile market. On the basis of studying the marketing environment of China and the influence of the restriction and purchase policy of the big cities in China on the automobile sales at present, this paper analyzes the problems existing in the development and construction of the automobile 4S store. An example is given to verify how to realize the structural transformation, how to improve the quality of after-sales service, and how to extend and strengthen the service. Firstly, this paper studies the important influence of the macro environment of automobile marketing on automobile production and sales in the development stage of automobile market in China. Taking Beijing and Shanghai as examples, this paper illustrates the influence of current, limited purchase on the sales volume of 4S stores and the changes of market competition pattern and consumer consumption behavior. Secondly, from the management mode, the quality of personnel and the construction of 4S store, the paper analyzes the existing problems of 4S store in China, and analyzes the profitability of the 4S store in the current marketing mode with an example. Finally, according to the above analysis, the paper puts forward the development direction of the automobile 4S store in the future. First, we should strengthen the management, improve the quality and influence of our 4S store, do not satisfy the automobile brand, and make great efforts to do a good job of the 4S store brand. This kind of intangible assets is very important to the future development; second, we should strive to do a good job in service marketing; third, we should strengthen the meticulous management, study the precise customer gathering marketing of 4S stores, reduce the loss of customers, and strengthen the extension of the automobile marketing service chain. Increase customer's second purchase and other means to increase income and save money, second-hand car sales, credit commission, boutique sales, insurance commission, leasing, car culture and so on can provide a high proportion of profit sources for 4S stores in the future; fourth, study e-commerce, WeChat, etc. The use of new tools, such as Weibo, can reduce the operating cost, improve working efficiency, realize service customization, and greatly broaden the profit sources of automobile 4S stores; in short, we should seriously study the environment and market, and do a good job in service marketing. In marketing innovation, after the car market to find a breakthrough and new growth point.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.471

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