L公司汽车延保服务营销策略的优化研究

发布时间：2018-05-30 02:27

本文选题：汽车延保 + 服务营销　；参考：《云南大学》2015年硕士论文

【摘要】：从汽车延保服务发展历史看,汽车延长保修服务由于为广大消费者提供了超过厂家保修期与保修范围的维修服务,受到消费者的广泛青睐,尤其是在一些西方国家和地区都有几十年的发展历史,消费者接受汽车延长保修服务的比率超过了六成。目前,在西方国家,汽车延保服务已经形成了专门产业,成为汽车金融保险业务的支柱产业,其市场占有率仅次于消费信贷业务。在我国,近年来,汽车延保服务也越来越受到消费者的关注。当前,我国机动车保有量已达到1.37亿,按照现在的增速水平,2020年将上升到2亿,如果延保渗透率达到20%,行业产值将会达到1200亿元,同时给经销商所带来的周边效益将突破300亿元。由此可见,我国汽车有偿延保服务的发展潜力巨大,并且延保能带给经销商以及整个汽车行业巨大的利益空间,将有力推动汽车行业的健康稳定发展。作为第三方的汽车延保公司的诞生,标志着中国的汽车延保市场开始向专业化方向发展。目前关于第三方公司的营销策略的研究比较少,新兴行业中起步发展的企业,如何在业内迅速脱颖而出并立足,关键是在于探索和完善有效的营销策略。本文通过对汽车延保服务营销策略的研究,综合阐述了L公司服务营销内外环境,运用PEST分析法,确定了L公司发展服务营销在总体上应实行的营销策略,主要表现在：L公司应充分考虑与汽车经销商的合作共赢,充分研究国家在发展汽车延保服务方面的优惠政策,有的放矢地开展延保服务,制定营销策略,努力打造服务品牌,扩展市场占有率,同时,加强与汽车客户的广泛接触与沟通,建立客户信息库,推出一系列特色汽车延保服务营销理念和措施,对推动本行业健康稳定发展起到一定的启迪和参考作用。
[Abstract]:From the history of automobile extension service development, automobile extension warranty service is widely favored by consumers because it provides maintenance services beyond the warranty period and warranty scope of manufacturers for the majority of consumers. Especially in some Western countries and regions have decades of development, consumers accept extended warranty service more than 60%. At present, in western countries, automobile extension insurance service has formed a special industry and become the pillar industry of automobile finance and insurance business, and its market share is second only to consumer credit business. In our country, in recent years, the automobile extension service also receives the consumer's attention more and more. At present, the number of motor vehicles in our country has reached 137 million. According to the current growth rate, it will rise to 200 million in 2020. If the extended guarantee penetration rate reaches 20 million, the industry output value will reach 120 billion yuan. At the same time to dealers will bring peripheral benefits will exceed 30 billion yuan. It can be seen from this that the development potential of paid extended insurance service in our country is huge, and the extension insurance can bring great benefit space to dealers and the whole automobile industry, which will promote the healthy and stable development of automobile industry. As a third-party auto insurance company, the emergence of China's auto extension insurance market began to develop to the direction of specialization. At present, the research on the marketing strategy of the third party company is relatively few. The key is to explore and perfect the effective marketing strategy for the enterprises that start to develop in the new industry and how to stand out and stand out quickly in the industry. Based on the study of the marketing strategy of extended guarantee service, this paper comprehensively expounds the internal and external environment of service marketing in company L, and by means of PEST analysis, determines the marketing strategy that should be carried out in the development of service marketing in company L as a whole. This is mainly reflected in the fact that the company should take full account of the win-win cooperation with auto dealers, fully study the preferential policies of the state in the development of extended auto insurance services, carry out extension insurance services in a targeted manner, formulate marketing strategies, and strive to build service brands. Expand market share, at the same time, strengthen extensive contact and communication with automobile customers, establish customer information base, and launch a series of marketing concepts and measures for extended insurance service with special features. To promote the healthy and stable development of the industry to play a certain enlightening and reference role.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.471

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