本文選題：汽車4S店 + 交叉銷售�。� 參考：《南京大學(xué)》2014年碩士論文

【摘要】：20世紀(jì)90年代末,中國汽車行業(yè)迎來了一種新的模式——汽車4S店。這是一種以“四位一體”為核心的汽車特許經(jīng)營模式,包括整車銷售(Sales)、零配件(Sparepart)、售后服務(wù)(Service)、信息反饋(Survey)等。由于這些特許經(jīng)營店與汽車生產(chǎn)廠商之間有著密切的產(chǎn)銷合作關(guān)系,在外觀、標(biāo)識(shí)、管理標(biāo)準(zhǔn)及品牌特征方面保持著高度的品牌一致性,協(xié)助廠家打造強(qiáng)大的品牌意識(shí),形成品牌資產(chǎn),因而得到廣大廠家及消費(fèi)者的歡迎。傳統(tǒng)的汽車4S店缺乏自身的品牌資產(chǎn)及管理模式,經(jīng)營活動(dòng)受汽車制造商的嚴(yán)格控制,缺乏話語權(quán)。隨著中國市場汽車銷售量的迅速增長,以及4S店“遍地開花”,4S店的經(jīng)營管理暴露出更多的問題。例如,銷售隊(duì)伍流動(dòng)性大、客戶忠誠度低、利潤貧瘠、價(jià)格競爭等。這些問題都對(duì)汽車4S店的經(jīng)營管理,特別是營銷戰(zhàn)略,提出了新的課題。本研究首先回顧了中國汽車市場及汽車銷售渠道,特別是4S店的發(fā)展現(xiàn)狀,進(jìn)而較為詳細(xì)地闡述了上海大眾汽車4S店的現(xiàn)狀,指出衍生服務(wù)銷售是目前及未來汽車4S店利潤的重要來源,也是行業(yè)競爭的焦點(diǎn)以及目前4S店在經(jīng)營管理中所遇到的難題。第二,通過SWOT分析,對(duì)4S店外部環(huán)境及內(nèi)部資源能力進(jìn)行詳盡的論述。分析表明,面對(duì)激烈的市場競爭及迅速發(fā)展變化的產(chǎn)業(yè)環(huán)境,4S店的售前市場已經(jīng)是一片“紅�！�,亟待創(chuàng)造一片“藍(lán)�！�,因而4S店應(yīng)該扭轉(zhuǎn)營銷戰(zhàn)略,將營銷重點(diǎn)向“后市場”轉(zhuǎn)移。所謂的“汽車后市場”是指汽車銷售以后,圍繞汽車使用過程中的各種服務(wù),它涵蓋了消費(fèi)者買車后所需要的一切服務(wù)。特別是利用汽車4S店專業(yè)的服務(wù)場所和情境,實(shí)現(xiàn)高利潤的衍生服務(wù)(包括汽車金融及精品等)的銷售,即“交叉銷售”戰(zhàn)略,成為4S店持續(xù)發(fā)展的重要環(huán)節(jié)。第三,為了使一系列的營銷戰(zhàn)略“落地”,本文特別結(jié)合人力資源管理的視角,討論了高績效工作系統(tǒng)在汽車4S店經(jīng)營管理中的應(yīng)用,為營銷戰(zhàn)略的順利實(shí)現(xiàn)提供保障�？傮w而言,本文的創(chuàng)新之處在于關(guān)注汽車產(chǎn)業(yè)的后市場,并提出4S店的交叉銷售戰(zhàn)略,以及配合交叉銷售戰(zhàn)略實(shí)施的人力資源實(shí)踐體系,從而為4S店的經(jīng)營管理提供切實(shí)可行的對(duì)策建議。
[Abstract]:In the late 1990 s, China's auto industry ushered in a new model-car 4 S store. This is a "four-in-one" car franchise mode, including sales, spare parts, service, information feedback (Survey) and so on. Because of the close relationship between the franchisees and the automobile manufacturers, they maintain a high degree of brand consistency in appearance, marking, management standards and brand characteristics, and help manufacturers to build a strong brand awareness. The formation of brand assets, so the majority of manufacturers and consumers welcome. The traditional automobile 4S store lacks its own brand assets and management mode, and its business activities are strictly controlled by the automobile manufacturers and lack the right to speak. With the rapid growth of auto sales in the Chinese market, and 4S stores "everywhere", 4S store management exposed more problems. For example, sales team liquidity, low customer loyalty, poor profits, price competition and so on. These problems have put forward a new subject to the management of auto 4S store, especially the marketing strategy. This research firstly reviews the current situation of China's auto market and auto sales channels, especially the development of 4S stores, and then expounds the current situation of Shanghai Volkswagen's 4S store in detail. It is pointed out that the sales of derivative services is an important source of profit for 4S stores at present and in the future, as well as the focus of competition in the industry and the problems encountered in the operation and management of 4S stores at present. Second, through SWOT analysis, the 4 S store external environment and internal resource capacity are discussed in detail. The analysis shows that in the face of fierce market competition and rapidly developing and changing industrial environment, the pre-sale market of 4S store is already a "Red Sea", and it is urgent to create a "blue sea", so 4S store should reverse its marketing strategy. Focus on marketing to the "post-market" shift. The so-called "aftermarket" refers to all kinds of services around the process of using the car after the car is sold. It covers all the services that the consumer needs after buying the car. Especially, making use of the professional service place and situation of automobile 4S shop to realize the sales of high-profit derivative service (including automobile finance and boutique products), that is, "cross-selling" strategy, has become an important link in the sustainable development of 4S store. Third, in order to make a series of marketing strategies "landing", this paper discusses the application of high performance work system in the management of automobile 4S store, especially from the perspective of human resource management, which provides a guarantee for the smooth realization of marketing strategy. In general, the innovation of this paper lies in paying attention to the post-market of automobile industry, and putting forward the cross-selling strategy of 4S store and the human resource practice system to cooperate with the cross-selling strategy. So as to provide practical countermeasures and suggestions for the operation and management of 4 S store.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.471

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