【摘要】：摘要：目前汽車廠商幾乎都建立了4S店以組建自己分銷網(wǎng)絡(luò),使其變得更加龐大而完善,也使得汽車4S店逐漸成為我國(guó)的主流汽車經(jīng)銷模式,在汽車業(yè)的發(fā)展中發(fā)揮著重要作用。但是汽車市場(chǎng)的快速發(fā)展,一方面不斷加劇著汽車行業(yè)之間的競(jìng)爭(zhēng)程度,另一方面也使得汽車銷售的利潤(rùn)逐年下降,遠(yuǎn)遠(yuǎn)達(dá)不到汽車服務(wù)所帶來(lái)的市場(chǎng)空間、利潤(rùn)空間、發(fā)展空間。越來(lái)越多的汽車4s店經(jīng)營(yíng)者開始意識(shí)到汽車行業(yè)營(yíng)銷都是根植于4S店與顧客的關(guān)系中進(jìn)行的。面對(duì)這場(chǎng)沒(méi)有硝煙的戰(zhàn)爭(zhēng),以關(guān)系為導(dǎo)向,關(guān)系營(yíng)銷為途徑,創(chuàng)建4s店自身的關(guān)系營(yíng)銷品牌就不可避免的成為汽車4S店發(fā)展的戰(zhàn)略措施。 本文以獵豹汽車湖南煜嶠4S店服務(wù)營(yíng)銷為研究對(duì)象,分析了獵豹汽車湖南煜嶠4S店的關(guān)系營(yíng)銷策略,并提出了存在的問(wèn)題和相關(guān)解決措施,對(duì)促進(jìn)獵豹汽車湖南煜嶠4S店的發(fā)展具有較強(qiáng)的現(xiàn)實(shí)意義。第3、4章作為本文的重點(diǎn)章節(jié),在分析了關(guān)系營(yíng)銷理論和4R營(yíng)銷理論的基礎(chǔ)上,研究了獵豹汽車湖南煜嶠4S店的4R關(guān)系營(yíng)銷模式,以及基于4R理論的關(guān)系營(yíng)銷策略,列舉了獵豹汽車湖南煜嶠4S店的關(guān)系營(yíng)銷現(xiàn)狀及所存在的問(wèn)題及其解決措施,以期望獵豹汽車湖南煜嶠4S店通過(guò)該關(guān)系營(yíng)銷策略的實(shí)施,可以最終達(dá)到提升企業(yè)的核心競(jìng)爭(zhēng)力、實(shí)現(xiàn)公司可持續(xù)發(fā)展的目標(biāo),也為本行業(yè)的其他經(jīng)營(yíng)者提供借鑒。
[Abstract]:Absrtact: at present, almost all automobile manufacturers have set up 4S stores to set up their own distribution network, which makes them become more and more large and perfect, and automobile 4S stores gradually become the mainstream automobile distribution mode in our country. It plays an important role in the development of automobile industry. However, with the rapid development of the automobile market, on the one hand, the degree of competition between the automobile industry is constantly intensified; on the other hand, the profit of automobile sales is also declining year by year, which is far from reaching the market space and profit space brought by the automobile service. Space for development More and more auto 4s store operators are beginning to realize that auto industry marketing is rooted in the relationship between 4S stores and customers. In the face of the war without gunsmoke, the establishment of the relationship marketing brand of 4s store is inevitably a strategic measure for the development of automobile 4S store, taking the relationship as the direction and the relationship marketing as the way. This paper takes the service marketing of Hunan Yu Qiao 4S shop of Cheetah Automobile as the research object, analyzes the relationship marketing strategy of Hunan Yu Qiao 4S store of Cheetah Automobile, and puts forward the existing problems and relevant solutions. To promote the development of cheetah car Yu Qiao 4 Shop has a strong practical significance. As the key chapter of this paper, Chapter 3 and 4, based on the analysis of the relationship marketing theory and the 4R marketing theory, this paper studies the 4R relationship marketing model and the relationship marketing strategy based on the 4R theory of Cheetah car Hunan Yu Qiao 4Sshop. This paper enumerates the present situation, existing problems and solutions of the relationship marketing of Hunan Yu Qiao 4S shop of Cheetah Automobile, in order to hope that the implementation of the relationship marketing strategy of Cheetah Automobile Hunan Yu Qiao 4S Store can eventually enhance the core competitiveness of the enterprise. To achieve the goal of sustainable development of the company, but also for the other operators of the industry to provide reference.
【學(xué)位授予單位】：中南大學(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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