W汽车4S店关系营销存在的问题及对策

发布时间：2018-03-22 10:06

本文选题：汽车4S店　切入点：关系营销　出处：《郑州大学》2013年硕士论文　论文类型：学位论文

【摘要】：汽车4S店,是我国目前最普及的汽车销售模式,消费者在对4S店的信任度和忠诚度不断提高的同时,其要求也进一步升级。销售人员对专业知识的缺乏、服务人员不够真诚的服务、媒体的负面信息、收费不合理的维修服务,诸如此类的问题,都会影响到4S店的长期利益。目前来说,实施有效的关系营销可以说是汽车4S店制胜的法宝。企业的关系营销主要关注企业与客户、企业与员工、企业与其他利益相关者如供应商、竞争对手、政府部门、分销商等的关系。尽管有不少汽车4S店已经在应用关系营销的理念去增进销售、改善客户关系和员工关系,但是很少见有真正把这个营销方法贯穿营销活动的始终的。出现这种情况,一是我们对关系营销的理解还处于初级阶段,二是因为我们还没有能建立起一个高效率、高素质的营销团队,三是因为企业领导不够重视。本文以w汽车4S店为研究对象,在市场营销和关系营销理论基础上,分析了4S店目前正在使用的关系营销策略,重点分析了企业比较关注的客户关系管理和员工关系管理情况,并通过调查问卷的分析找出了其中存在的问题和成因。对于企业比较欠缺的竞争者、厂商以及政府和媒体关系管理,论文也找出了其存在的问题和企业应当重视的方面。在此分析基础上,为企业制定出了关系营销改进建议。论文最终得出以下结论：原有的关系营销模式已经不能适应w汽车4S店的长期发展需要。面临着消费者对于市场日益低迷而产生的“持币待购”现象和宝马、奔驰的强势市场冲击,目前的关系营销模式必须加以适时改进。 w汽车4S店的关系营销策略存在的一系列问题需要我们去改进,本论文提出的改进方案旨在为企业解决营销中的实际问题,一方面为企业提供具有指导意义和经济价值的营销策略,另一方面也为其他类似的4S店提供可借鉴的经验。
[Abstract]:The automobile 4S shop is the most popular automobile sales mode in China at present. While the trust and loyalty of the consumers to the 4S store are constantly improving, their requirements are also further upgraded. The lack of professional knowledge on the part of the salespeople, Service personnel are not sincere service, media negative information, unreasonably charged maintenance services, and so on, will affect the long-term interests of 4S stores. For now, The implementation of effective relationship marketing can be said to be a magic weapon for automobile 4S stores. The relationship marketing of enterprises mainly focuses on enterprises and customers, enterprises and employees, enterprises and other stakeholders such as suppliers, competitors, government departments, Although many car 4S stores have applied the concept of relationship marketing to promote sales, improve customer relations and employee relations, But it is rare that this marketing method is really running through the marketing campaign. This happens. One is that our understanding of relationship marketing is still in its infancy, and the other is that we have not yet been able to build a high efficiency. High-quality marketing team, third, because the enterprise leadership is not enough attention. Based on the theory of marketing and relationship marketing, this paper takes 4S store of w automobile as the research object, and analyzes the relationship marketing strategy that 4S store is using at present. This paper focuses on the analysis of customer relationship management and employee relationship management, and finds out the existing problems and causes through the analysis of questionnaire. On the basis of the analysis of the relationship management between the manufacturer and the government and the media, the paper also finds out the existing problems and the aspects that enterprises should pay attention to. Finally, the paper draws the following conclusions: the original relationship marketing model can no longer meet the long-term development needs of w car 4S store. The phenomenon of "holding money to buy" and BMW, Mercedes-Benz 's strong market impact, the current relationship marketing model must be timely improved. A series of problems existing in the relationship marketing strategy of 4S store need us to improve. The purpose of this paper is to solve the practical problems in marketing for enterprises. On the one hand, it provides the marketing strategy with guiding significance and economic value for enterprises, on the other hand, it also provides other similar 4S stores with lessons for reference.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.471;F274

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