哈尔滨明南汽车4S店服务营销策略研究

发布时间：2018-03-15 07:10

本文选题：市场营销　切入点：服务营销　出处：《哈尔滨理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着国民经济的持续发展，汽车已经走入了寻常百姓家。由于品牌是质量与服务的保证，是客户选购汽车时首要考虑的问题，他们希望在购车时舒心，在车辆后续保养和维修时放心。所以汽车的经销商为了获取更大的利益，逐步将品牌汽车的经销权（4S店）视为增强竞争力、获取更多利润的重要保证。目前，汽车行业的大部分利润都是从汽车服务中产生的，良好的汽车服务与营销策略可以给汽车4S店带来长远的利益。面对众多的竞争对手，如何使4S店的优势发挥出来，取得更大的利益，成为商家特别需要重视的着眼点。本文将以明南汽车4S店为研究对象，通过研究市场营销与服务营销的相关理论，，结合明南汽车4S店的特点，量身打造出一套适合其发展的服务营销策略便于发挥自身优势。要将汽车销售的重心转移到厂商和消费者身上，发挥出汽车经销商的服务功能，尽量满足客户的需求并尽可能的为客户提供便利服务，树立以客户为中心的服务营销理念，让客户从满意到感动，从感动到忠诚，增加汽车4S店的收入。另外还通过听取客户的反馈以及与其他汽车4S店进行横向的比较，反思自身，针对自身存在的不足进行修正，不断更新完善自己的服务营销策略，从而降低损耗，增强企业的竞争力。本文最终将试图论证如果明南汽车4S店可以完善自身的服务营销的策略，并通过一系列的保障措施来实现自身的优化，就会使得自身的核心竞争力大大增强，争取更多的市场份额，并最终实现收益最大化。
[Abstract]:With the sustained development of the national economy, cars have entered the homes of ordinary people. Because the brand is the guarantee of quality and service, and is the first consideration when customers buy cars, they hope to be comfortable when buying cars. In the following maintenance and repair of the vehicle rest assured. So in order to obtain greater benefits, dealers gradually regard the brand car sales rights (4S store) as an important guarantee to enhance competitiveness and gain more profits. At present, most of the profits of the automobile industry are generated from the automobile service. A good automobile service and marketing strategy can bring long-term benefits to the 4S store. In the face of many competitors, how to make the advantage of the 4S store play out, Obtain greater benefit, become the starting point that businessman needs to pay attention to in particular. This article will take Mingnan Automobile 4S store as the research object, through the research market marketing and the service marketing correlation theory, unifies the Minnan automobile 4S shop characteristic, We should tailor a set of service marketing strategies suitable for their development to give full play to their own advantages. We should shift the focus of automobile sales to manufacturers and consumers, so as to bring into play the service functions of automobile dealers. As far as possible to meet the needs of customers and as far as possible to provide customers with convenient services, to establish a customer-centric service marketing concept, so that customers from satisfaction to touch, from moved to loyal, Increase the revenue of auto 4S stores. In addition, through receiving feedback from customers and comparing them horizontally with other auto 4S stores, they reflect on themselves, correct their shortcomings, and constantly update and improve their service marketing strategies. Finally, this paper will try to prove that if Mingnan 4S store can perfect its service marketing strategy, and through a series of safeguard measures to achieve its own optimization, Will make their core competitiveness greatly enhanced, strive for more market share, and ultimately achieve maximum income.
【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】：2014
【分类号】：F426.471

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