长安铃木品牌A经销商盈利能力提升策略
发布时间：2019-07-05 07:33
【摘要】：汽车行业在我国的经济中占据着举足轻重的地位。到2010年我国汽车产业实现工业总产值4.34万亿元,占国民经济总产值的6.13%。直接相关产业从业人员超过4000万人,占全国城镇就业人数的12%以上。汽车行业税收总额9500亿元,占全国税收的13%。 2011年以前我国汽车产销增长率达20%以上,但随着社会经济的发展,尤其是汽车行业和相关流通产业的发展,市场竞争日趋激烈,在汽车销售环节,很多经销商已经呈现出微利化。同时,在中国社会体制下,汽车行业也和很多其他行业一样,都是政策主导市场,比如汽车下乡、节能惠民政策、1.6L排量以下减免购置税,对近几年的汽车销量的增长,始终处于主导作用。但是一旦政策结束,庞大的汽车供给市场何去何从,庞大的经销商队伍是否能持续盈利,这是现阶段汽车行业最值得关心的问题。 本文通过引用相关产业的文献及各类资料,从基础的销售渠道理论、客户满意度理论的介绍开始,阐述汽车4S店由来和兴起,以及我国目前在汽车4S店方面的基本情况。再通过选取比较有代表性的长安铃木品牌的经销商,通过介绍其具体信息后,对该经销商所处的汽车行业进行PEST分析、对该经销商当地市场情况进行分析,结合宏观环境对其进行SWOT分析,进而得出该经销商需要从销售及市场方面、服务方面、新业务拓展方面、人力资源方面、财务方面进行提升。然后针对以上几个方面结合目前行业领先的理念和经验,对其提出盈利能力提升建议。最后对应以上五个方面提出策略保障,使其利润提升策略能有力、健康的执行下去。 通过最终的分析和研究,笔者对A经销商的盈利能力提升得出了三方面结论：1.A经销商必须放弃以前的运营理念和运营方式；2.新的运营模式必须从观念到实体进行武装,从高层到执行层贯彻。3.A经销商的典型事例是目前汽车4S店行业中的代表,很多经销商都可以从本次研究中汲取营养,提高其在运营管理中的问题,从而实现盈利。
[Abstract]:The automobile industry occupies an important position in the economy of our country. By 2010, China's automobile industry will achieve a total industrial output value of 4.34 trillion yuan, accounting for 6.13% of the total national economic output value. There are more than 40 million employees in directly related industries, accounting for more than 12 per cent of urban employment in China. The total tax revenue of the automobile industry is 950 billion yuan, accounting for 13 percent of the national tax revenue. Before 2011, the growth rate of automobile production and marketing in China reached more than 20%, but with the development of social economy, especially the development of automobile industry and related circulation industry, the market competition is becoming more and more fierce. In the automobile sales link, many dealers have shown micro-profit. At the same time, under the Chinese social system, the automobile industry, like many other industries, is the dominant market by policy, such as automobile going to the countryside, energy saving and benefiting the people, and reducing purchase tax below 1.6L, which has always played a leading role in the growth of car sales in recent years. However, once the policy is over, where will the huge car supply market go and whether the huge dealer team can continue to make profits is the most worthy of concern in the automotive industry at this stage. By quoting the literature and all kinds of materials of related industries, starting with the introduction of basic sales channel theory and customer satisfaction theory, this paper expounds the origin and rise of automobile 4S store, as well as the basic situation of automobile 4S store in our country at present. Then through the selection of more representative dealers of Changan Suzuki brand, through the introduction of its specific information, the dealer's automobile industry is analyzed by PEST, the local market situation of the dealer is analyzed, and the SWOT analysis is carried out combined with the macro environment, and then it is concluded that the dealer needs to be improved from the aspects of sales and market, service, new business expansion, human resources and finance. Then in view of the above several aspects unifies the current industry leading idea and the experience, puts forward the profit ability enhancement suggestion to it. Finally, the paper puts forward strategic protection in response to the above five aspects, so that its profit promotion strategy can be implemented forcefully and healthily. Through the final analysis and research, the author draws three conclusions on the improvement of the profitability of A dealers: 1.A dealers must give up the previous operating concept and mode of operation; 2. The new operation mode must be armed from concept to entity, from high level to executive level. 3.A dealers are typical examples of the current automobile 4S store industry, many dealers can draw nutrition from this study, improve their problems in operation and management, so as to achieve profitability.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471
本文编号：2510362
[Abstract]:The automobile industry occupies an important position in the economy of our country. By 2010, China's automobile industry will achieve a total industrial output value of 4.34 trillion yuan, accounting for 6.13% of the total national economic output value. There are more than 40 million employees in directly related industries, accounting for more than 12 per cent of urban employment in China. The total tax revenue of the automobile industry is 950 billion yuan, accounting for 13 percent of the national tax revenue. Before 2011, the growth rate of automobile production and marketing in China reached more than 20%, but with the development of social economy, especially the development of automobile industry and related circulation industry, the market competition is becoming more and more fierce. In the automobile sales link, many dealers have shown micro-profit. At the same time, under the Chinese social system, the automobile industry, like many other industries, is the dominant market by policy, such as automobile going to the countryside, energy saving and benefiting the people, and reducing purchase tax below 1.6L, which has always played a leading role in the growth of car sales in recent years. However, once the policy is over, where will the huge car supply market go and whether the huge dealer team can continue to make profits is the most worthy of concern in the automotive industry at this stage. By quoting the literature and all kinds of materials of related industries, starting with the introduction of basic sales channel theory and customer satisfaction theory, this paper expounds the origin and rise of automobile 4S store, as well as the basic situation of automobile 4S store in our country at present. Then through the selection of more representative dealers of Changan Suzuki brand, through the introduction of its specific information, the dealer's automobile industry is analyzed by PEST, the local market situation of the dealer is analyzed, and the SWOT analysis is carried out combined with the macro environment, and then it is concluded that the dealer needs to be improved from the aspects of sales and market, service, new business expansion, human resources and finance. Then in view of the above several aspects unifies the current industry leading idea and the experience, puts forward the profit ability enhancement suggestion to it. Finally, the paper puts forward strategic protection in response to the above five aspects, so that its profit promotion strategy can be implemented forcefully and healthily. Through the final analysis and research, the author draws three conclusions on the improvement of the profitability of A dealers: 1.A dealers must give up the previous operating concept and mode of operation; 2. The new operation mode must be armed from concept to entity, from high level to executive level. 3.A dealers are typical examples of the current automobile 4S store industry, many dealers can draw nutrition from this study, improve their problems in operation and management, so as to achieve profitability.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471
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