服务营销在汽车4S店经营中的应用

发布时间：2019-02-22 12:32

【摘要】：经过改革开放三十余年的快速发展，中国已经成为全球汽车市场中的重要组成部分。近年来，伴随着国外众多的汽车品牌和汽车服务品牌涌入我国，，传统的汽车经营模式受到了新的挑战。根据目前严峻的汽车市场竞争形势，探索、改革传统的经营模式，构建以顾客为本的服务营销模式是非常有必要的。笔者结合自身在盛元丰田4S店数年的工作经验，并结合所学习的市场营销、服务营销的基本原理，以服务质量差距模型为前提，加之SWOP模型，具体分析了盛元丰田4S店中现有的优势、劣势、机会与威胁。在此基础上，结合公司的长期发展战略和服务营销的7P策略，通过丰富产品、管理上下游渠道、合理利用促销、制定价格策略、完善人员配备、优化有形展示和改进服务过程七个方面的具体措施，推动盛元尽快建立完善的服务营销模式，使得盛元能够快速准确的应对环境的变化，注重顾客的切身体验与市场的认同度，服务趋于人性化、个性化，从整个销售的过程中，体现客户所需要的服务。也希望能够为其他的汽车4S店提供借鉴，促进行业的健康发展。
[Abstract]:With the rapid development of reform and opening up for more than 30 years, China has become an important part of the global automobile market. In recent years, with the influx of foreign automobile brands and automobile service brands into China, the traditional automobile business model has been faced with new challenges. According to the severe situation of automobile market competition, it is necessary to explore and reform the traditional management mode and build a customer-oriented service marketing model. In combination with my working experience in Shengyuan Toyota 4S store and the basic principles of marketing and service marketing, the author takes the service quality gap model as the premise and the SWOP model. Analyzed the existing strengths, weaknesses, opportunities and threats in Shengyuan Toyota 4 S store. On this basis, combined with the company's long-term development strategy and 7P strategy of service marketing, through the enrichment of products, management of upstream and downstream channels, rational use of promotions, the formulation of price strategies, improve staffing, To optimize the tangible display and improve the specific measures of seven aspects of the service process, promote Sheng Yuan to establish a perfect service marketing model as soon as possible, so that Sheng Yuan can quickly and accurately respond to the changes in the environment, pay attention to the customer's personal experience and market identity, Service tends to humanize, personalized, from the entire sales process, reflect the customer needs of service. Also hope to be able to other car 4 S store to provide reference, promote the healthy development of the industry.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

【共引文献】