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M汽车延保项目营销方案设计

发布时间:2018-05-24 02:25

  本文选题:汽车延保 + 项目营销 ; 参考:《吉林大学》2013年硕士论文


【摘要】:汽车延保即汽车延长保修期限,是指对于加入延长保修服务的车辆,在原厂质量担保期满后因产品本身问题引起的车辆故障,在延长保修期内可以继续享受原厂保修的服务。延长保修期服务是对原厂整车质保服务的一种延伸,用以解决品牌客户车辆保修期满后维修费用不确定的风险。 汽车延保在我国仍然是一个新事物,很多消费者对其存在着很多误解。实际上,汽车延保是一种售后服务,指在原厂保修到期之后,对被保车辆延长一定的保修期限,当被保车辆在正常使用中出现故障时,因此产生的维修免费,保修针对的是产品本身,是针对内因导致的故障而言。需要特别指出的是,汽车延保不同于汽车保险,当车辆发生事故涉及到别的车辆及人身伤害时,便属于汽车保险而非汽车延保服务的范围了。 汽车延保服务的出现并非偶然,而是有一定的历史背景条件的。产生背景有三:第一,汽车市场价格竞争日趋激烈,使得汽车行业竞争的焦点逐渐从价格转向了品质和售后服务方面;第二,消费者对售后服务的关注和重视,使得汽车企业逐渐将售后服务工作越来越细化;第三,以往的促销活动如节假日给车做免费“体检”、免费打气、赠送小礼品等已然没有新意,汽车厂商和经销商都需要更新的办法来吸引消费者的关注。汽车延保就是在这样的形势下应运而生的。 推行汽车延保对于客户和经销商而言,,都具有非常巨大的意义。对于客户而言,延长保修可以节省费用,对汽车的性能也可以更放心,全国联保的服务更能为客户带来无限的便利,而具有延保服务的车辆在转手时也可以具有更高的价值,使客户的汽车能够保值。对于品牌及经销商而言,推行延保对其方针目标达成有重要促进作用。首先延保合同有助于维持超出保修期的客户继续返店维修,减少客户流失率;其次,延保作为一种服务产品,可以改变顾客过保后的消费方式,促进客户返厂,带动服务产值的提升;再次,增加延保项目的服务,能够使客户安心购车、放心用车,有效提高客户的满意度;延保产品的推出可以展现出厂家对汽车质量和性能的自信,让消费者也增强对品牌汽车质量的认可,提高品牌在消费者心中的形象,促进品牌汽车的销售,等等,由此可见,延保服务对经销商而言也具有很大的吸引力。 按照不同的标准,汽车延保服务可以分为不同的类别。首先按照是否向客户收取费用,可以分为有偿延保和无偿延保。其次,按照延保服务开发商的不同又分为两类:第一类是产品制造商为保障消费者的合法权益所开发出的延保服务,另一种则是由专业延保机构与汽车零售商合作的第三方汽车延保服务机构。 汽车延长保修服务在我国是一门新兴的行业,它起源于美国20世纪70年代,在美国已经有超过40年的发展历史,超过60%的美国车主都会在购买新车时主动购买汽车延保服务。我国从2010年起将延保服务运用到汽车售后服务中,因此汽车延保刚刚起步,是汽车后市场中的朝阳产业,按照西方汽车行业发达国家的汽车延保服务发展路径,可以预见我国汽车延保行业将会有一个广泛的发展前景,因此了解其项目营销的方式对汽车延保行业的发展有着不可估量的社会意义。 本文在参阅大量相关文献的基础上,通过人员访谈、资料收集、数据分析等方法,详细阐述了汽车延保的概念,国内同行业的发展概况,在此基础上,详细分析了M汽车延保项目的所面对的市场环境,并对目标市场进行了细分、选择和定位,运用工作分解结构逐层分解延保项目的工作范围,逐个研究其中每项任务并完成设计,最后结合上述分析制定出相应的营销策略,主要从营销渠道、促销方式、目标客户选择等方面提出营销的对策,从人员设置、销售管理、技能要求方面提出实施营销策略的保障。 通过本文,相关延保行业人员和学者可以全面的了解汽车延保服务的营销方案构建过程,可为进一步的汽车延保服务研究提供借鉴,为相关企业发展汽车延保服务提供一个样板模式。笔者坚信,只要能保证后期的服务,这将是一个快速增长、高收入、能创造更多就业机会的黄金行业,于国于民都是有利无害的。
[Abstract]:Automobile extension, that is, the extension of the warranty period, is an extension of the warranty service to the original vehicle, which is an extension of the warranty service for the original vehicle to be extended to solve the problem of vehicle failure caused by the product itself after the warranty period of the original factory is due to the problem of the product itself. The risk of maintenance costs of brand customers after the expiration of warranty period is uncertain.
Automobile extension is still a new thing in our country, many consumers have many misunderstandings. In fact, the automobile extension insurance is a kind of after-sales service. It means that after the original warranty expires, the warranty period is extended to the insured vehicle. When the insured vehicle is in normal use, the maintenance is free and the warranty is directed. It is the product itself, which is aimed at the internal cause of the failure. It needs to be particularly pointed out that the automobile extension is different from the automobile insurance. When the vehicle accident involves other vehicle and personal injury, it belongs to the scope of automobile insurance, not the vehicle extension service.
The emergence of automobile extension service is not accidental, but has certain historical background conditions. There are three background conditions. First, the competition of automobile market is increasingly fierce, which makes the focus of automobile industry gradually turn from price to quality and after-sales service; second, the attention and attention of consumer to after-sales service make the car enterprise. The industry has gradually refined the after-sale service work; third, the previous promotion activities such as holiday to the car do free "physical examination", free gas, gift and other gifts have no new idea, auto manufacturers and dealers need to update the way to attract consumers' attention. Steam Che Yanbao came into being under such a situation.
For customers and dealers, the extension of auto insurance is of great significance. For customers, the extension of the warranty can save the cost, the performance of the car can be more assured, the service of the national joint insurance can bring the unlimited convenience to the customers, and the vehicles with the maintenance service can also have higher value when they turn hands. To make the customer's car be able to keep the value of the car. For the brand and the dealer, the implementation of the extended insurance has an important role in promoting its policy. First, the extension of the contract will help to maintain the maintenance of customers beyond the warranty period and reduce the rate of customer loss. Secondly, as a service product, the extension can change the consumer after the insured. To promote the customer's return to the factory, promote the service value of the service, and again, increase the service of the extension protection project, can make the customer to buy the car, ease the car, effectively improve the customer satisfaction; the extension of the product can show the manufacturer's confidence in the quality and performance of the car, and let the consumers also enhance the recognition of the quality of the brand car, and improve the quality of the product. Brand image in the minds of consumers, promote sales of brand cars, and so on. It can be seen that the extended warranty service also has great attraction for dealers.
According to the different standards, the vehicle extension service can be divided into different categories. First, it can be divided into paid and unpaid extension according to the charge to customers. Secondly, according to the difference of the extension of the service developers, there are two categories: the first kind is the extension service developed by the product manufacturer to protect the legitimate rights and interests of the consumers. The other is the third party vehicle extension service agency, which is operated by professional extension insurance agencies and auto retailers.
Automobile extension service is a new industry in our country. It originated in the United States in 1970s and has a history of more than 40 years in the United States. More than 60% of the American owners will buy Automobile extension service voluntarily when they buy a new car. From 2010, our country will apply the extension service to the after-sale service of the car, so the car is postponed. It is a rising industry in the post car market. According to the development path of automobile extension service in developed countries of the Western automobile industry, it can be foreseen that the automobile extension industry in China will have a broad development prospect. Therefore, understanding the way of its project marketing has an immeasurable social significance to the development of automobile extension insurance industry.
On the basis of a large number of relevant documents, this paper expounds the concept of automobile extension and the development of the same industry in China through interviews, data collection, data analysis and other methods. On this basis, it analyzes the market environment of the M automobile extension project in detail, and carries out subdivision, selection and positioning of the target market. Using the work decomposition structure to decompose the scope of the project by layer by layer, study each task and complete the design one by one. Finally, the corresponding marketing strategy is formulated in combination with the above analysis. The marketing strategies are put forward mainly from marketing channels, promotion mode and target customer selection, which are put forward from the aspects of personnel setting, sales management and skill requirements. Implement the guarantee of marketing strategy.
Through this article, the personnel and scholars of the related insurance industry can fully understand the process of building the marketing scheme of automobile extension service. It can provide a reference for further research on automobile extension service and provide a model model for the related enterprises to develop automobile extension service. Growth, high income and gold industry that can create more employment opportunities are beneficial and harmless to the country and the people.
【学位授予单位】:吉林大学
【学位级别】:硕士
【学位授予年份】:2013
【分类号】:F274;F426.471

【参考文献】

相关期刊论文 前1条

1 马卫东;铁路项目成本管理分解结构[J];铁道运输与经济;2005年07期



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