X汽车特约销售店服务营销策略研究

发布时间：2019-06-27 20:03

【摘要】：汽车特约销售店正处在激烈竞争、快速发展的大环境下，本文研究X汽车公司特约销售店的服务营销策略，旨在完善服务管理方式，，同时为广大汽车特约销售店的经营者们就如何开展服务营销提供一些借鉴和帮助。本文在服务营销、战略管理理论以及营销组合理论等基础之上，运用文献分析、专家访谈、案例分析、定性与定量分析以及逻辑推理等方法进行研究，对X汽车特约销售店的现状和目标市场进行分析。X汽车公司关注的消费群体为个性特别族和温和可亲族，需要向认真踏实族和积极活跃族扩充。借助SWOT以及VRIO分析工具分析特约销售店所拥有的资源和服务，X汽车特约销售店应采取利用外部机会和内部优势拓宽市场的增长型战略。VRIO分析显示，X汽车特约销售店的服务价格和服务品质的竞争优势相对较弱，容易被其他企业所模仿，而服务管理和服务形象竞争优势比较明显。诊断出特约销售店所面临的问题之后，本文从服务品质、服务价格、服务促销、服务管理四个方面提出服务营销管理策略。X汽车特约销售店应改进服务模式理念、完善服务项目、改善服务态度，以此来提高服务品质。在服务形象方面，应该通过有形展示、贴近顾客，重视口碑传播和美誉度。在服务管理方面，X汽车特约销售店应该在强化服务管理的同时，实施关系营销，加强同顾客的沟通；积极开展内部营销，提升员工服务素质；立足顾客满意，锻造顾客忠诚。最后针对X汽车公司特约销售店的实际情况，提出服务营销策略具体实施建议：加强顾客关系管理、加强团队建设、促销手段多样化、优化服务流程、实施品牌专营管理、有效开展市场活动。
[Abstract]:Under the environment of fierce competition and rapid development, this paper studies the service marketing strategy of X automobile company's special sales store, aiming at perfecting the service management mode, and providing some reference and help for the operators of the majority of automobile special sales stores on how to carry out service marketing. On the basis of service marketing, strategic management theory and marketing combination theory, this paper analyzes the present situation and target market of X automobile special sales store by using the methods of literature analysis, expert interview, case analysis, qualitative and quantitative analysis and logical reasoning. The consumer groups concerned by X automobile company are special and mild relatives, which need to be expanded to serious and active families. With the help of SWOT and VRIO analysis tools to analyze the resources and services of special sales stores, X automobile special sales stores should adopt the growth strategy of using external opportunities and internal advantages to broaden the market. VRIO analysis shows that the competitive advantages of service price and service quality of X automobile special sales stores are relatively weak and easy to be imitated by other enterprises, while the competitive advantages of service management and service image are more obvious. After diagnosing the problems faced by the special sales store, this paper puts forward the service marketing management strategy from four aspects: service quality, service price, service promotion and service management. X automobile special sales store should improve the service mode concept, perfect the service item and improve the service attitude, so as to improve the service quality. In the aspect of service image, we should pay attention to word-of-mouth communication and reputation through tangible display, close to customers. In the aspect of service management, X automobile special sales store should strengthen the service management at the same time, carry out the relationship marketing, strengthen the communication with the customer, actively carry out the internal marketing, improve the service quality of the staff, base on the customer satisfaction, forge the customer loyalty. Finally, according to the actual situation of X automobile company's special sales store, this paper puts forward some suggestions on the implementation of service marketing strategy: strengthening customer relationship management, strengthening team building, diversification of promotion means, optimizing service flow, implementing brand monopoly management, and effectively carrying out market activities.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

【相似文献】