HC 4S店营销绩效提升策略研究

发布时间：2018-11-26 11:24

【摘要】：本文以长安福特品牌所授权经销商广州华驰4S店为背景，探究其最近几年销售业绩下滑，市场占有率呈下降趋势的状况，通过数据分析、客户访问、管理层访谈，结合长安福特的客户报告，经销商运营综合评估等材料对该4S店进行了全方位的原因分析，归纳和评估出造成原因、核心问题，并就该4S店的销售方面的管理提出改善方案，进行局部测试，通过销售管理量化系统，进行了改善前的数据分析统计，改善后的数据对比，且对实施方案进行了过程的监控，方法调整和再实施。本文共分四个部分。在第一部分绪论方面，阐述了该课题的研究背景和意义，并设定了研究目标、内容和方法。基于笔者在汽车行业的实际工作经验，及对广州华驰4S店具有辅导任务，笔者对该4S店及其品牌有较深的了解，据此制定了课题的研究思路和工作顺序。鉴于汽车4S店的管理较复杂，需运用的管理知识和研究理论较多，本文结合了4S店情况与笔者的理解和运用经验，并以此作为本研究的理论基础。若要本研究有一定的成果和实际成效，即：销售量在实战当中有所提升，须从两个构成要素进行研究，第一点是增加潜在客户的数量，第二点是提高成交率。增加潜客数量的常规做法有降价、促销等，降价不可长期实施，更导致纯利大幅下降；促销则耗费大量人力物力成本。本文将着重在成交率提升策略上进行研究。若要有效提高成交率，至关重要的环节是：对该4S店目前的情况进行了解和分析，，本文的第二章及第三章，笔者从客户角度、管理方角度、厂方角度、咨询公司角度等各个方面进行访问、访谈、数据对比，并通过实际的财务报表、数据统计等考察依据得出其真实情况的反映，并通过SWOT和鱼骨图等分析工具对进行弱项的排查，最终归纳出需要着手改善的重点问题。在原因清晰，方向明确后，于本文的第四章列举提升的策略、流程、改善过程测试，记录改善措施、方法、相应的管理表格工具、意义、可能存在的疑问或管理者应要关注的内容，进行研究探讨，最后总结提升的成效。
[Abstract]:Based on the background of Guangzhou Huaxi 4S store, the authorized dealer of Changan Ford brand, this paper explores the decline of its sales performance and market share in recent years, through data analysis, customer interviews, management interviews, Combined with the customer report of Changan Ford, comprehensive evaluation of dealer operation and other materials, the 4S store is analyzed in all directions, the causes and core problems are summarized and evaluated, and an improvement scheme is put forward for the sales management of the 4S store. Through the quantitative system of sales management, the data analysis and statistics before the improvement, the comparison of the data after the improvement, and the process monitoring, method adjustment and re-implementation of the implementation scheme are carried out. This paper is divided into four parts. In the first part of the introduction, the research background and significance of the subject, and set up research objectives, content and methods. Based on the author's practical working experience in the automobile industry and the guidance task for Guangzhou Huaxi 4S store, the author has a deeper understanding of the 4S store and its brand, and then formulates the research ideas and working order of the subject. In view of the complex management of automobile 4S store, the management knowledge and research theory need to be used more, this paper combines the situation of 4S store with the author's understanding and application experience, and takes this as the theoretical basis of this study. If this study has some achievements and practical results, that is, the sales volume in the actual combat has to be improved, we must study from two elements, the first is to increase the number of potential customers, and the second is to increase the turnover rate. The conventional ways to increase the number of potential hikers are price reduction, sales promotion and so on, which can not be carried out for a long time, and lead to a sharp decline in net profit, while sales promotion costs a lot of manpower and material resources. This paper will focus on the transaction rate promotion strategy. In order to increase the turnover rate effectively, the most important link is to understand and analyze the current situation of the 4S shop. In the second and third chapters of this paper, the author from the customer's point of view, the management's angle, the factory's angle, Consulting company angle and other aspects of interviews, data comparison, and through the actual financial statements, data statistics and other inspection basis to find out the true situation of the reflection, and through SWOT and fish bone map and other analysis tools for weak terms, Finally, the key problems that need to be improved are summed up. After the reasons are clear and the direction is clear, in the fourth chapter of this paper, the promotion strategy, process, process testing, record improvement measures, methods, corresponding management form tools, significance, are listed. The question that may exist or the content that the manager should pay attention to, carry on the research discussion, summarize the effect of the promotion finally.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

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