吉林省建达汽车销售服务有限公司发展战略研究

发布时间：2018-01-12 12:22

本文关键词：吉林省建达汽车销售服务有限公司发展战略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着汽车产业的发展和成熟,汽车销售服务4S店的模式也逐渐被学习和运用到实际销售服务中,逐渐成为汽车产业中的主导模式。在我国,消费者对汽车及维保服务、零配件等需求不断增加,汽车的原厂供应配件及售后服务的需求也不断凸显,这给汽车销售服务4S店的发展埋下了伏笔。吉林省建达汽车销售服务有限公司是中国长城汽车吉林省特许销售服务商,其旗舰店位于长春市汽车产业开发区内,于2010年成立。影响建达汽车4S店外部战略环境的重要因素有:汽车产业迅速发展,市场持有量增加;利率下调;科学技术环境逐渐成熟;购买者议价能力弱;汽车购置税减免政策停止;同行业竞争激烈等。影响建达汽车4S店内部战略环境的重要因素有:营销模式丰富;特许经销商模式;配套设备齐全;熟悉吉林省汽车行业发展态势;企业文化氛围不浓;专业管理人才不足等。在企业的发展中,主要以市场开发、市场渗透和多元化战略为主,打造公司特色,合理规避市场风险。在战略实施的过程中要施以相应的保证措施,一是企业组织结构进行转型变革,转变成更适合发展的模式;二是建设企业文化,配合发展战略的实施;三是转变营销方式,充分利用现代化手段;四是建立客户大数据库,培养高端消费客户等方面。汽车产业的发展对于我国经济健康的发展具有重大战略意义,并且汽车市场仍具有大量的需求,研究汽车销售服务模式将会为汽车产业的发展提供理论支持和实践参考,结合我国汽车产业现状,给现有汽车销售服务公司以启迪,提高销售量,推广品牌,提升竞争力,都具有重要的现实意义。
[Abstract]:With the development and maturity of automobile industry, the model of automobile sales service 4S shop has been gradually learned and applied to the actual sales service, gradually becoming the dominant model in the automobile industry. Consumer demand for automotive and maintenance services, spare parts and other increasing demand, the original car factory supply of spare parts and after-sales service demand is also constantly highlighted. This has laid the groundwork for the development of auto sales service 4S shop. Jilin Jianda Automobile sales Service Co., Ltd. is a special sales and service provider of Great Wall Automobile Jilin Province. Its flagship store is located in Changchun Automotive Industry Development Zone, established in 2010. The important factors influencing the external strategic environment of Jianda Automobile 4S store are: the rapid development of automobile industry and the increase of market holding; Lower interest rates; The environment of science and technology is maturing gradually; The buyer's bargaining power is weak; The policy of tax reduction and reduction of car purchase tax will be stopped; The important factors influencing the internal strategic environment of Jianda Automobile 4S store are as follows: rich marketing model; Franchising model; Complete equipment; Familiar with the development of automobile industry in Jilin Province; The enterprise culture atmosphere is not strong; Lack of professional management personnel. In the development of enterprises, mainly to market development, market penetration and diversification strategy, to create company characteristics. To avoid the market risk reasonably, the corresponding guarantee measures should be applied in the process of implementing the strategy. Firstly, the organizational structure of the enterprise should be transformed into a more suitable mode of development. The second is to construct the enterprise culture and cooperate with the implementation of the development strategy; Third, to change the marketing mode and make full use of modern means; The development of automobile industry is of great strategic significance to the healthy economic development of our country, and the automobile market still has a large amount of demand. The study of automobile sales service model will provide theoretical support and practical reference for the development of automobile industry, combined with the current situation of automobile industry in China, to enlighten existing auto sales service companies, to improve sales volume, and to promote the brand. Enhance competitiveness, have important practical significance.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F272

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