LWZZ汽车销售服务公司营销策略研究

发布时间：2018-05-02 22:45

本文选题：LWZZ公司 + 汽车4S店　；参考：《山东理工大学》2017年硕士论文

【摘要】：汽车产业是我国国民经济的支柱产业之一。伴随中国经济迅猛发展,国民消费水平不断提高,良好的社会经济环境为汽车销售市场在中国的发展奠定了基础。自上世纪90年代末汽车4S店现身中国大陆以来,中国就成为了各大汽车厂商竞相争夺的一片广阔的蓝海,世界领域内的汽车巨头进入中国,建设汽车4S店抢占市场,汽车作为消费品迅速走入家庭。十多年来,汽车4S店如雨后春笋般迅猛发展,合资品牌和民族自主品牌也都得到了长足发展。本文研究的LWZZ汽车销售服务公司成立于2005年,是LW市首批国产汽车品牌4S店,近几年来其汽车销量稳居该市首位。文章在参考了大量国内外关于汽车营销方面的文献、书籍基础上,把LWZZ公司的汽车营销业务作为研究分析对象,首次对LWZZ公司目前汽车营销现状及现行营销策略等方面进行全面细致的调查研究,总结出公司在营销管理中所面临的问题,再运用外部环境和内部环境分析方法对公司的运营发展进行全方位的系统分析,结合所学知识和国内外其他销售服务公司发展营销业务的宝贵经验,基于BPR管理思想和7P理论提出一些合理化的营销发展策略,最后就营销策略的实施提出保障措施,以期能够帮助LWZZ公司汽车营销业务在汽车销售领域同质化日趋严重的情况下获得更快更好的发展。
[Abstract]:Automobile industry is one of the pillar industries of our national economy. With the rapid development of China's economy, the level of national consumption has been improved constantly, and a good social and economic environment has laid the foundation for the development of the auto sales market in China. Since the automobile 4S shops appeared in mainland China in the late 1990s, China has become a vast blue sea for which major automobile manufacturers have been competing. The automobile giants in the world have entered China and built car 4S stores to seize the market. Cars quickly entered the family as consumer goods. For more than a decade, auto 4S stores have sprung up, and the joint-venture brands and national independent brands have also developed rapidly. The LWZZ Automobile sales Service Company, which was established in 2005, is the first domestic automobile brand 4S store in LW city. In recent years, its auto sales volume has been ranked first in the city. On the basis of referring to a large number of domestic and international literatures and books on automobile marketing, the article takes the automobile marketing business of LWZZ Company as the research object. For the first time, the current automobile marketing situation and current marketing strategy of LWZZ Company are investigated and studied comprehensively and meticulously, and the problems faced by the company in marketing management are summarized. Then using the external environment and the internal environment analysis method to carry on the omnidirectional systematic analysis to the company's operation and development, combined with the knowledge learned and the valuable experience of other sales service companies at home and abroad to develop the marketing business, Based on the BPR management theory and 7p theory, some reasonable marketing development strategies are put forward. Finally, the guarantee measures are put forward for the implementation of the marketing strategy. The aim is to help LWZZ achieve faster and better development under the condition of homogenization in the field of automobile sales.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.471

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