上海东浦汽车销售服务公司经营策略提升研究

发布时间：2018-08-08 18:50

【摘要】：自1998年汽车销售服务4S店在欧洲兴起以来,由于这种经营模式不仅直接建立了汽车经销商与生产商之间良好的产销关系,也能够为顾客提供更好的购车环境、更优惠的价格、更专业的技术支持和汽车售后服务,因此,中国的汽车销售服务4S店也得到了快速的发展。但是,近年来,由于汽车销售市场的无序竞争和汽车销售服务4S店经营模式的泛化,汽车销售服务4S店在经营过程中存在的困难越来越多。上海东浦汽车销售服务公司成立于2014年8月,是一家经营东风日产品牌的汽车销售服务4S店。由于公司起步较晚且恰逢汽车市场销售量下滑的时期,加之东浦汽车销售服务公司自身经营中存在的诸多问题,当前该公司一直处于亏损状态。本文以上海东浦汽车销售服务公司的经营模式为研究对象,采用理论联系实际的研究方法,在分析上海东浦汽车销售服务公司经营管理现状的基础上,对其经营管理过程中存在的销量提升缓慢、整车价格倒挂、水平业务开展不足、售后产值较低等问题及成因进行了深刻的剖析。最后,针对东浦汽车销售服务公司存在的问题和具体情况,本文从改进市场营销策略、提高汽车销售服务水平、改进企业盈利模式、改革薪酬激励制度和健全员工培训制度等方面提出了改善东浦汽车销售服务公司经营策略的对策和建议。本文的研究不仅对改善上海东浦汽车销售服务公司的经营现状,提升其经营管理水平具有重要的现实意义,而且对国内其它汽车销售服务4S店的经营管理同样具有重要的借鉴意义。
[Abstract]:Since the rise of 4S stores in Europe in 1998, this business model has not only directly established a good relationship between car dealers and manufacturers, but also provided customers with a better car purchase environment and more favorable prices. More professional technical support and automotive after-sales service, as a result, China's auto sales service 4 S store has also been rapid development. However, in recent years, due to the disordered competition in the automobile sales market and the generalization of the operation mode of the 4S shop, there are more and more difficulties in the operation process of the auto sales service 4S store. Established in August 2014, Shanghai Dongpu Auto sales Service Co., Ltd. is a 4S store operating Dongfeng Nissan brand. As the company started late and coincided with a period of declining auto market sales, coupled with many problems in the operation of Dongpu Auto sales Service Company, the company has been in a state of loss. This paper takes the management model of Shanghai Dongpu Automobile sales Service Company as the research object, adopts the research method of combining theory with practice, and on the basis of analyzing the present management situation of Shanghai Dongpu Automobile sales Service Company. This paper makes a deep analysis of the problems existing in the process of operation and management, such as the slow increase of sales volume, the upside-down of the whole car price, the insufficient development of horizontal business and the low after-sale output value. Finally, in view of the existing problems and specific conditions of Dongpu Automobile sales Service Company, this paper focuses on improving the marketing strategy, improving the level of automobile sales service, and improving the profit model of the enterprise. The countermeasures and suggestions for improving the management strategy of Dongpu Automobile sales Service Company are put forward in the aspects of reforming the salary incentive system and perfecting the staff training system. The research in this paper is not only of practical significance to improve the management status of Shanghai Dongpu Automobile sales Service Company, but also to improve its management level. And other domestic auto sales service 4 S store management also has important reference significance.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471

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