STRW 4S店服务营销策略研究
发布时间：2018-12-06 07:36
【摘要】：汽车4S店营销是20世纪末从国外引入的一种新型汽车销售模式,它对汽车消费市场的发展起到了促进作用。自21世纪以来,主要汽车厂商意识到4S店营销模式的重要性,全国各地大量兴建汽车4S店,由于4S店服务内容差异化不显著,导致目前各大4S店之间市场竞争异常激烈。在当前的竞争环境下,汽车4S店需要转变原有的经营模式,提升服务能力,以全新的服务营销模式在竞争激烈的市场上占据竞争优势。本文以STRW 4S店为例,在借鉴国内外服务营销理论的基础上,通过对STRW 4S店内部资源能力VRIO分析,宏观环境PEST分析,运用SWOT分析法对STRW 4S店的内部优势和劣势,外部机会和威胁分析,得到可行的服务营销策略;然后从STRW4S店的服务营销现状、目标客户群体、目标市场和当前主要竞争对手分析,得到公司当前所面临的主要问题是市场定位不明确,品牌意识不强,服务团队专业化水平不足以及售后服务不足等。针对STRW 4S店目前所存在的问题,根据7P营销理论,制定出相应的服务营销策略,服务营销产品策略从服务营销产品组合、服务品质策略和产品的生命周期策略进行服务营销策略设计;促销策略包括针对不同的客户群体实施个性化促销和近距离促销、服务过程策略包括售前、售中和售后三个方面和有形展示策略。为确保STRW4S店服务营销策略的顺利实施,制定了相应的保障性措施,建立以顾客为导向的服务型企业文化,规范化招聘流程,加强员工专业培训,同时加强客户关系管理以及提高服务质量。从而使STRW 4S店能在激烈的市场竞争中获得优势,提高企业利润,最终实现企业的长久发展。
[Abstract]:Automobile 4S store marketing is a new type of automobile sales model introduced from abroad at the end of the 20th century, which promotes the development of automobile consumption market. Since the 21st century, the major automobile manufacturers have realized the importance of the 4S store marketing model, and a large number of automobile 4S stores have been built all over the country. Because the service content difference of the 4S store is not remarkable, the market competition among the major 4S stores is extremely fierce. In the current competitive environment, the automobile 4S store needs to change the original business model, improve the service ability, and occupy the competitive advantage in the competitive market with the brand-new service marketing mode. Taking STRW 4S store as an example, based on the domestic and foreign service marketing theory, this paper analyzes the internal resource capability of STRW 4S store by VRIO analysis, macro environment PEST analysis and SWOT analysis to the internal strengths and weaknesses of STRW 4S store. External opportunity and threat analysis, get feasible service marketing strategy; Then from the STRW4S store service marketing situation, target customer group, target market and current main competitors analysis, the main problems facing the company is that the market positioning is not clear, brand awareness is not strong, The service team specialization level is insufficient and the after-sale service insufficiency and so on. In view of the existing problems in STRW 4S store, according to the 7P marketing theory, the corresponding service marketing strategy is worked out, and the service marketing product strategy from the service marketing product combination. Service quality strategy and product life cycle strategy design service marketing strategy; The promotion strategy includes individualized promotion and close range promotion for different customer groups, and the service process strategy includes three aspects: pre-sale, mid-sale and after-sale, and tangible display strategy. In order to ensure the smooth implementation of STRW4S store service marketing strategy, the corresponding safeguard measures were formulated, the customer oriented service enterprise culture was established, the recruitment process was standardized, and the staff professional training was strengthened. At the same time, strengthen customer relationship management and improve service quality. So that STRW 4S stores can gain advantages in the fierce market competition, improve the profits of enterprises, and finally realize the long-term development of enterprises.
【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
本文编号：2365673
[Abstract]:Automobile 4S store marketing is a new type of automobile sales model introduced from abroad at the end of the 20th century, which promotes the development of automobile consumption market. Since the 21st century, the major automobile manufacturers have realized the importance of the 4S store marketing model, and a large number of automobile 4S stores have been built all over the country. Because the service content difference of the 4S store is not remarkable, the market competition among the major 4S stores is extremely fierce. In the current competitive environment, the automobile 4S store needs to change the original business model, improve the service ability, and occupy the competitive advantage in the competitive market with the brand-new service marketing mode. Taking STRW 4S store as an example, based on the domestic and foreign service marketing theory, this paper analyzes the internal resource capability of STRW 4S store by VRIO analysis, macro environment PEST analysis and SWOT analysis to the internal strengths and weaknesses of STRW 4S store. External opportunity and threat analysis, get feasible service marketing strategy; Then from the STRW4S store service marketing situation, target customer group, target market and current main competitors analysis, the main problems facing the company is that the market positioning is not clear, brand awareness is not strong, The service team specialization level is insufficient and the after-sale service insufficiency and so on. In view of the existing problems in STRW 4S store, according to the 7P marketing theory, the corresponding service marketing strategy is worked out, and the service marketing product strategy from the service marketing product combination. Service quality strategy and product life cycle strategy design service marketing strategy; The promotion strategy includes individualized promotion and close range promotion for different customer groups, and the service process strategy includes three aspects: pre-sale, mid-sale and after-sale, and tangible display strategy. In order to ensure the smooth implementation of STRW4S store service marketing strategy, the corresponding safeguard measures were formulated, the customer oriented service enterprise culture was established, the recruitment process was standardized, and the staff professional training was strengthened. At the same time, strengthen customer relationship management and improve service quality. So that STRW 4S stores can gain advantages in the fierce market competition, improve the profits of enterprises, and finally realize the long-term development of enterprises.
【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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