宝马（中国）汽车贸易有限公司售后营销策略研究

发布时间：2018-01-02 08:32

本文关键词：宝马（中国）汽车贸易有限公司售后营销策略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：1999年广州本田在中国建立了汽车厂家直接授权经销商开展面向终端客户进行新车零售和售后服务的4S店模式。售后工作占了4S店工作中的的维修(Service),配件供应(Spare parts)和一大半的客户反馈(Survey)功能。最初售后工作的存在更多是为了提升客户购买产品信心的一个补充功能,随着时间推移,售后基盘客户的大量增加使得售后工作成为了各4S店的主要利润来源。更重要的是,随着移动互联网的兴起,今天的消费者的消费习惯与之前有了很大的变化,这就要求各品牌厂家能够在新的竞争环境中,清晰的找到自己优势和劣势,并通过创新和变革将传统优势用新的服务模式改造得更加符合当代消费者消费习惯。本文从售后市场背景及近十几年发展趋势出发,系统的阐述了市场竞争对手的竞争优劣势及其变化的情况。本文也分析了国家相关产业政策对主机厂商务政策,4S经销商运营标准的影响。在此背景之下,根据宝马中国的售后客户数据,阐述了宝马中国相应售后市场工作的思路和执行方法。并追加了我自己在实际操作中培训经销商员工提升营销方案效果的许多小技巧。最后,针对宝马中国现有售后营销工作的短板,设计了售后客户经理工作界面,并对主要功能及内在计算逻辑进行了阐述。本论文的提出对改善宝马中国售后营销工作效果能起到非常重大的推动作用。得到了公司相关业务部门的极大重视,现正在基于本论文提出的工作界面进行相应的IT开发中。
[Abstract]:In 1999, Guangzhou Honda established a 4S shop model in China where car manufacturers directly authorize dealers to carry out new car retail and after-sales service for end-customers. After-sales work accounts for the maintenance of 4S stores (. Service. Parts supply Spare parts) and more than half of customer feedback surveys. The initial after-sales work was more of a complementary function to boost customer confidence in buying products. Over time, the massive increase in after-sales base disk customers has made after-sales work a major source of profit for 4S stores, and more importantly, with the rise of the mobile Internet. Today's consumer habits and the previous great changes, which requires each brand manufacturers can clearly find their own strengths and weaknesses in the new competitive environment. And through innovation and change to the traditional advantages with the new service model to more in line with contemporary consumer consumption habits. This article from the after-sales market background and the trend of development in the past more than ten years. This paper systematically expounds the competitive advantages and disadvantages of market competitors and their changes. This paper also analyzes the impact of relevant national industrial policies on the business policy of host factory / 4S dealer operation standard. According to BMW China after-sales customer data. This paper expounds the train of thought and execution method of the corresponding aftermarket work in BMW China, and adds a lot of small skills to train the dealer staff in the actual operation to improve the effect of the marketing program. Finally. In view of BMW China existing after-sales marketing work short board, designed after-sales account manager working interface. And the main functions and internal calculation logic are expounded. The proposal of this paper can play a very important role in improving the effect of after-sales marketing of BMW in China, which has been paid great attention to by the relevant business departments of the company. At present, based on the work interface proposed in this paper, the corresponding IT development.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.471;F274

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