太仓东睿公司服务营销策略研究

发布时间：2018-04-05 20:01

本文选题：目标市场　切入点：服务营销　出处：《哈尔滨理工大学》2015年硕士论文

【摘要】：目前我国汽车销售市场显示出营销与服务相分离的现象,许多汽车品牌专营店只是对公司业绩与生产厂商颁发的专营许可证趋之若骛,却时常忽视汽车营销过程中改善规划细节,从而造成汽车营销最终失败的结局。及时建立完善的服务营销策略,不仅有利于企业自身的良性发展,也是市场竞争导致的必然结果。鉴于此,有必要对汽车品牌专营店的营销策略进行分析和研究。本文以太仓东睿汽车销售服务有限公司为例,首先梳理了服务营销的相关理论与分析方法,对我国及太仓东睿专营店的现状作了分析。其次,通过数据采集与整理,运用SWOT分析法对太仓东睿专营店进行综合分析,同时,通过目标客户群与目标市场的分析,为下文服务营销策略的制定提供理论与现实的依据。最后,本文运用服务营销7P理论与服务营销三角模型,制定太仓东睿汽车销售服务有限公司服务营销实施对策,目的是完善太仓东睿品牌专营店的服务营销水平,提高市场占有率,缩小与其他品牌专营店的差距,探索出一条适合太仓东睿专营店长期发展规划要求的服务营销管理模式。
[Abstract]:At present, the automobile sales market in China shows the separation of marketing and service. Many auto brand stores are only focusing on the company's performance and the franchise licenses issued by manufacturers.However, it often ignores the planning details in the process of automobile marketing, which results in the final failure of automobile marketing.The timely establishment of perfect service marketing strategy is not only conducive to the healthy development of the enterprise itself, but also the inevitable result of market competition.In view of this, it is necessary to analyze and study the marketing strategy of automobile brand stores.Taking Taicang Dongrui Automobile sales and Service Co., Ltd as an example, this paper firstly combs the relevant theories and analysis methods of service marketing, and analyzes the present situation of Taicang Dongrui exclusive store in China.Secondly, through the data collection and collation, using the SWOT analysis method to Taicang Dongrui specialty store comprehensive analysis, at the same time, through the target customer group and the target market analysis, provides the theory and the reality basis for the following service marketing strategy formulation.Finally, using the service marketing 7P theory and the service marketing triangle model, this article formulates the service marketing implementation countermeasure of Taicang Dongrui Automobile sales Service Co., Ltd., the purpose is to perfect the service marketing level of Taicang Dongrui brand exclusive store.To increase market share, narrow the gap with other brand stores, and explore a service marketing management model suitable for the long-term development planning requirements of Taicang Dongrui exclusive store.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.471

【相似文献】