常州ZC上海大众4S店服务营销策略研究
发布时间：2018-11-07 06:49
【摘要】：汽车4S专卖店实施服务营销策略,创建自身服务品牌是日趋激烈的市场竞争的必然结果,也是企业长远发展的战略需要。因此,有必要对汽车4S专卖店的服务营销策略进行分析和研究。 本文以服务营销理论及战略管理的相关理论为基础,对我国及常州地区汽车4S店的现状作了详细地分析,通过相关数据的收集和分析,利用波士顿矩阵及SWOT分析法对常州ZC上海大众4S店的主营业务及内部的优势、劣势,外部面临的机会与威胁进行了分析。分析结果表明,常州ZC上海大众4S店的管理模式和经营策略已经不能满足企业发展的需要,为满足未来更加激烈的市场竞争的要求,4S店应采取扭转型战略,并全面调整现有服务营销策略,以优质的服务打造服务品牌,提高企业的核心竞争力。 本文运用SWOT分析法对常州ZC上海大众4S店的现状进行分析后,进行了切合4S店实际的,具有现实意义的服务营销策略规划。具体从服务产品、服务定价、服务促销、服务过程管理、服务供求管理和服务质量管理六个方面重新规划了该4S店的服务营销策略。 最后,本文借助服务营销7P’S新组合和服务营销三角形模型,提出了常州ZC上海大众4S店服务营销策略执行的具体措施建议：提供配套齐全的一站式产品营销策略、实行服务品牌专项管理、制定合理灵活的定价策略、强化全方位的促销策略管理等。
[Abstract]:It is the inevitable result of the increasingly fierce market competition and the strategic need for the long-term development of the enterprise to implement the service marketing strategy and establish its own service brand in the automobile 4S exclusive store. Therefore, it is necessary to analyze and study the service marketing strategy of automobile 4S exclusive store. Based on the theory of service marketing and related theories of strategic management, this paper makes a detailed analysis of the current situation of automobile 4S stores in China and Changzhou area, and through the collection and analysis of relevant data, Based on Boston matrix and SWOT analysis, this paper analyzes the main business and internal advantages, disadvantages, opportunities and threats of Changzhou ZC Shanghai Volkswagen 4S store. The results show that the management mode and management strategy of Changzhou ZC Shanghai Volkswagen 4S store can no longer meet the needs of enterprise development. In order to meet the requirements of more fierce market competition in the future, the 4S store should adopt a reverse strategy. And comprehensive adjustment of the existing service marketing strategy, quality service to create service brand, improve the core competitiveness of enterprises. This paper analyzes the current situation of Shanghai Volkswagen 4S store in Changzhou ZC by using SWOT analysis method, and carries on the service marketing strategy plan which suits the actual situation of 4S store and has practical significance. The service marketing strategy of 4S store is redesigned from six aspects: service product, service pricing, service promotion, service process management, service supply and demand management and service quality management. Finally, with the help of the new 7P'S combination of service marketing and the triangular model of service marketing, this paper puts forward the concrete measures to implement the service marketing strategy of Changzhou ZC Shanghai Volkswagen 4S store: providing complete one-stop product marketing strategy. Carry out special management of service brand, make reasonable and flexible pricing strategy, strengthen all-round promotion strategy management, etc.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471
本文编号：2315539
[Abstract]:It is the inevitable result of the increasingly fierce market competition and the strategic need for the long-term development of the enterprise to implement the service marketing strategy and establish its own service brand in the automobile 4S exclusive store. Therefore, it is necessary to analyze and study the service marketing strategy of automobile 4S exclusive store. Based on the theory of service marketing and related theories of strategic management, this paper makes a detailed analysis of the current situation of automobile 4S stores in China and Changzhou area, and through the collection and analysis of relevant data, Based on Boston matrix and SWOT analysis, this paper analyzes the main business and internal advantages, disadvantages, opportunities and threats of Changzhou ZC Shanghai Volkswagen 4S store. The results show that the management mode and management strategy of Changzhou ZC Shanghai Volkswagen 4S store can no longer meet the needs of enterprise development. In order to meet the requirements of more fierce market competition in the future, the 4S store should adopt a reverse strategy. And comprehensive adjustment of the existing service marketing strategy, quality service to create service brand, improve the core competitiveness of enterprises. This paper analyzes the current situation of Shanghai Volkswagen 4S store in Changzhou ZC by using SWOT analysis method, and carries on the service marketing strategy plan which suits the actual situation of 4S store and has practical significance. The service marketing strategy of 4S store is redesigned from six aspects: service product, service pricing, service promotion, service process management, service supply and demand management and service quality management. Finally, with the help of the new 7P'S combination of service marketing and the triangular model of service marketing, this paper puts forward the concrete measures to implement the service marketing strategy of Changzhou ZC Shanghai Volkswagen 4S store: providing complete one-stop product marketing strategy. Carry out special management of service brand, make reasonable and flexible pricing strategy, strengthen all-round promotion strategy management, etc.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471
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