大连汽贸公司连锁服务营销策略设计研究

发布时间：2018-01-26 04:22

本文关键词： 汽车4S店连锁服务服务营销　出处：《哈尔滨工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：2012年上半年，中国汽车新车销量959.81万辆，比上年同期增长为2.9%，市场从前两年的超高速增长步入了“微增长”的时代。汽车市场相对饱和，国内一些发达地区为治理交通拥堵，也相继推出了汽车“限购”令，这更加剧了汽车销售行业竞争的残酷性，使得一些汽车销售企业不再盲目乐观。如今各个汽车销售商老总们依靠过去的管理思路和营销战略，很难获得长足的发展。汽车销售商如何利用现有的品牌形象走出一条属于自己的营销之路，是其未来生存发展的关键所在。本文中以大连汽贸公司为案例，以先进的市场营销和战略管理理论为基础，对其内外部环境运用了PEST、SWOT分析工具进行了深入剖析，从实际出发，提出了连锁服务营销策略设计：以大连汽贸公司4S店为连锁总部，组建属于本公司的连锁服务体系。在大连汽贸公司连锁服务营销策略的设计总体思路中，提出了设计目标、设计原则、并对策略的可行性进行了分析，针对公司的实际问题和顾客需求，制定了连锁公司的市场策略，产品策略、品牌策略、形象策略。最后，本文对大连汽贸公司连锁服务营销策略实施，提出了具体的实施方案和保障措施，为连锁服务营销策略的成功实现奠定了坚实基础。大连汽贸公司连锁服务营销策略的制定可以树立公司良好的服务品牌形象，扩大市场份额，提高业务收入来源，为顾客提供更方便快捷的服务。本文的研究旨在通过对大连汽贸公司连锁营销服务的设计，能为在激烈的市场竞争中的汽车经销商提供一些借鉴，力图为其带来实际参考价值，探求出一条属于中国汽车4S销售店新的营销之路。
[Abstract]:In the first half of 2012, new car sales in China were nine million five hundred and ninety-eight thousand and one hundred , up 2.9% from the same period last year. The market has stepped into the era of "micro-growth" from the super-fast growth in the previous two years. The automobile market is relatively saturated. In order to control traffic congestion, some developed regions have also introduced the "purchase restriction" order. This has exacerbated the cruelty of competition in the auto sales industry and made some auto sales companies no longer blindly optimistic. Now car dealers now rely on their old management ideas and marketing strategies. How to make use of the existing brand image to find a way out of its own marketing is the key to its future survival and development. Based on the advanced marketing and strategic management theory, this paper analyzes the internal and external environment of Dalian Auto Trade Company by using PEST-SWOT analysis tool. From the practical point of view, this paper puts forward the design of chain service marketing strategy: take 4S store of Dalian Auto Trade Company as the chain headquarters. Set up the chain service system belonging to the company. In the overall thinking of the design of the chain service marketing strategy of Dalian Auto & Trade Company, put forward the design objectives, design principles, and analyze the feasibility of the strategy. According to the company's actual problems and customer needs, the chain company's market strategy, product strategy, brand strategy, image strategy. Finally, this paper carries out the chain service marketing strategy of Dalian Auto Trade Company. Put forward the concrete implementation plan and safeguard measure. It lays a solid foundation for the successful realization of chain service marketing strategy. The establishment of chain service marketing strategy of Dalian Auto Trade Company can set up a good service brand image of the company and expand the market share. Improve business revenue sources, to provide customers with a more convenient and fast service. The purpose of this paper is to design the chain marketing service of Dalian Auto Trade Company, which can provide some reference for the automobile dealers in the fierce market competition, and try to bring practical reference value for it. Seek out a new marketing road that belongs to Chinese auto 4 S sales store.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

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