汽车4S店的品牌战略问题研究
发布时间：2018-08-04 08:50
【摘要】： 随着我国汽车产业的快速发展,汽车4S店的重要作用日益显现。汽车4S店是汽车生产企业与用户之间的桥梁和纽带,它双向沟通生产企业与用户的信息,是汽车工业的重要组成部分,通过4S店可以把汽车及时地从生产企业向消费者转移。 但是,目前国内很多汽车4S店的发展具有一定的局限性,多数“荫庇”在所代理的汽车品牌的光影之下,而不能形成4S店自身的品牌和影响力。 为了提升汽车4S店的竞争实力,自身品牌建设已成为企业关注的焦点。因为在当今品牌竞争的新时代,汽车4S店经营的差别除了汽车产品,还有自身店面的品牌号召力,光有好的产品已不是企业获取市场份额的唯一。只有代理的汽车品牌和4S店自身品牌“双剑合壁”,才有可能成为企业拥有市场的保证。 本文正是在汽车市场竞争激烈的现实背景下,探讨汽车4S店品牌战略的问题。文章结合相关理论和笔者自身工作经历,以深圳BMW(宝马)的4S店——B公司为实证研究对象,对汽车4S店品牌建设策略进行了系统分析。力求在推动汽车销售及售后服务在中国市场发展方面,进行一些有益的探索。 文章分为四个部分:第一部分是导论。在提出研究问题的基础上,阐明了研究范围及意义,明确了本文的研究方法和基本思路。第二部分研究理论。在综合国内外研究成果基础上,提出了品牌是一种竞争力,品牌战略具有独特优势的基本观点。在基本理论研究基础上,明确了汽车4S店实施品牌战略的目的及重点。第三部分是分析问题。本文以B公司为实证分析对象,在对汽车4S店目前品牌建设问题分析的基础上,综合运用竞争5F模型和SWOT等战略分析方法,全面解析了4S店的竞争现状和品牌战略环境,为汽车经销企业有效制定和实施品牌战略提供依据。第四部分解决问题。在上述理论研究和环境分析基础上,本文从三个方面有针对性地提出了汽车4S店品牌建设具体的策略措施:加强客户关系管理、实施差异化服务、加强企业组织制度建设的策略。
[Abstract]:With the rapid development of automobile industry in China, the important role of auto 4 S store is becoming more and more obvious. Automobile 4S store is the bridge and link between the automobile production enterprise and the user, it communicates the information between the production enterprise and the user in both directions, and is an important part of the automobile industry. Through the 4S shop, the automobile can be transferred from the production enterprise to the consumer in time. However, at present, the development of many domestic automobile 4S stores has some limitations. Most of the "shade" is under the light and shadow of the automobile brands, but can not form the brand and influence of the 4S stores themselves. In order to improve the competitive strength of auto 4 S store, its own brand construction has become the focus of attention. Because in the new era of brand competition, the difference of automobile 4S store management is not only the automobile products, but also the brand appeal of its own store, the only way for enterprises to gain market share is to have good products. Only the agency automobile brand and 4S shop own brand "double sword close wall", can become the enterprise to own the market guarantee. Under the background of fierce competition in automobile market, this paper discusses the brand strategy of auto 4S store. Based on the relevant theory and the author's own work experience, this paper takes 4Sdian B Company of Shenzhen BMW (BMW) as the empirical research object, carries on the systematic analysis to the automobile 4Shop brand construction strategy. To promote the development of auto sales and after-sales service in the Chinese market, some useful exploration. The article is divided into four parts: the first part is an introduction. On the basis of putting forward the research problems, this paper clarifies the scope and significance of the research, and clarifies the research methods and basic ideas of this paper. The second part studies the theory. On the basis of synthesizing domestic and foreign research results, this paper puts forward the basic viewpoint that brand is a kind of competitive power and brand strategy has unique advantages. On the basis of basic theory research, the purpose and key point of implementing brand strategy of auto 4S shop are clarified. The third part is the analysis of the problem. This paper takes B Company as the empirical analysis object, on the basis of the analysis of the current brand construction problem of the automobile 4S store, synthetically uses the competition 5F model and the SWOT and so on strategic analysis method, has comprehensively analyzed the competition present situation and the brand strategic environment of the 4S store. It provides the basis for automobile distribution enterprises to formulate and implement brand strategy effectively. The fourth part solves the problem. On the basis of the above theoretical research and environmental analysis, this paper puts forward the specific strategies and measures for the brand construction of automobile 4S store from three aspects: strengthening customer relationship management, implementing differentiated service, The strategy of strengthening the construction of enterprise organization system.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.471
本文编号：2163282
[Abstract]:With the rapid development of automobile industry in China, the important role of auto 4 S store is becoming more and more obvious. Automobile 4S store is the bridge and link between the automobile production enterprise and the user, it communicates the information between the production enterprise and the user in both directions, and is an important part of the automobile industry. Through the 4S shop, the automobile can be transferred from the production enterprise to the consumer in time. However, at present, the development of many domestic automobile 4S stores has some limitations. Most of the "shade" is under the light and shadow of the automobile brands, but can not form the brand and influence of the 4S stores themselves. In order to improve the competitive strength of auto 4 S store, its own brand construction has become the focus of attention. Because in the new era of brand competition, the difference of automobile 4S store management is not only the automobile products, but also the brand appeal of its own store, the only way for enterprises to gain market share is to have good products. Only the agency automobile brand and 4S shop own brand "double sword close wall", can become the enterprise to own the market guarantee. Under the background of fierce competition in automobile market, this paper discusses the brand strategy of auto 4S store. Based on the relevant theory and the author's own work experience, this paper takes 4Sdian B Company of Shenzhen BMW (BMW) as the empirical research object, carries on the systematic analysis to the automobile 4Shop brand construction strategy. To promote the development of auto sales and after-sales service in the Chinese market, some useful exploration. The article is divided into four parts: the first part is an introduction. On the basis of putting forward the research problems, this paper clarifies the scope and significance of the research, and clarifies the research methods and basic ideas of this paper. The second part studies the theory. On the basis of synthesizing domestic and foreign research results, this paper puts forward the basic viewpoint that brand is a kind of competitive power and brand strategy has unique advantages. On the basis of basic theory research, the purpose and key point of implementing brand strategy of auto 4S shop are clarified. The third part is the analysis of the problem. This paper takes B Company as the empirical analysis object, on the basis of the analysis of the current brand construction problem of the automobile 4S store, synthetically uses the competition 5F model and the SWOT and so on strategic analysis method, has comprehensively analyzed the competition present situation and the brand strategic environment of the 4S store. It provides the basis for automobile distribution enterprises to formulate and implement brand strategy effectively. The fourth part solves the problem. On the basis of the above theoretical research and environmental analysis, this paper puts forward the specific strategies and measures for the brand construction of automobile 4S store from three aspects: strengthening customer relationship management, implementing differentiated service, The strategy of strengthening the construction of enterprise organization system.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.471
【引证文献】
相关硕士学位论文 前3条
1 胡海迪;私家车服务设施分布及停车场选址的地理信息系统研究[D];宁波大学;2011年
2 黄艳秀;汽车4S店服务品牌建设研究[D];浙江大学;2012年
3 邓介梁;A汽车4S店营销策略研究[D];中国海洋大学;2012年
，本文编号：2163282
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