限行限购环境下的汽车4S店生存与发展

发布时间：2018-05-21 00:14

本文选题：营销环境 + 4S店　；参考：《河北工业大学》2014年硕士论文

【摘要】：汽车4S店是现阶段中国汽车销售的主要模式，如何克服这种销售模式发展过程中存在的问题，适应现阶段中国汽车市场营销环境的变换，是汽车市场发展的一个重要研究课题。本文在研究中国市场营销环境，以及现阶段国内大城市的限行、限购政策对汽车销售影响的基础上，分析了汽车4S店在发展、建设中存在的问题。以实例验证汽车4S店如何实现结构转型，怎样提高售后服务质量，以及汽车4S店怎样将服务再做延伸和强化。首先文章研究了在我国汽车市场发展阶段，，汽车营销宏观环境对汽车生产、销售的重要影响。以北京市、上海市为例说明现行、限购对汽车4S店销量产生的影响以及由此产生的市场竞争格局和消费者消费行为的变化。其次，从管理模式、人员素质、以及4S店建设等不同的角度分析中国汽车4S店存在的问题，以实例分析了现阶段营销模式下汽车4S店的盈利能力。最后文章根据上述分析提出今后汽车4S店的发展方向，第一强化管理，提高自己4S店的各种素质和影响力，不满足做好汽车品牌，更要下大力气做好4S店的品牌，这种无形资产对以后的发展及其重要；第二，努力做好服务营销；第三加强精细化管理，研究汽车4S店精准集客营销、减少客户流失、强化汽车营销服务链的延伸、增加客户二次购买等多手段增收节支，二手车销售、信贷佣金、精品销售、保险佣金、租赁、汽车文化等等将来可以为4S店提供高比例的利润来源；第四研究电子商务、微信、微博等新生工具的利用，来降低汽车4S店的运营成本，提高工作效率，实现服务定制，大大拓宽汽车4S店的利润来源；总之认真研究环境和市场、做好服务营销，在营销上创新，在汽车后市场上找突破和新的增长点。
[Abstract]:Automobile 4S shop is the main mode of Chinese automobile sales at present. How to overcome the problems existing in the development of this kind of sales model and adapt to the change of China's automobile marketing environment is an important research topic in the development of automobile market. On the basis of studying the marketing environment of China and the influence of the restriction and purchase policy of the big cities in China on the automobile sales at present, this paper analyzes the problems existing in the development and construction of the automobile 4S store. An example is given to verify how to realize the structural transformation, how to improve the quality of after-sales service, and how to extend and strengthen the service. Firstly, this paper studies the important influence of the macro environment of automobile marketing on automobile production and sales in the development stage of automobile market in China. Taking Beijing and Shanghai as examples, this paper illustrates the influence of current, limited purchase on the sales volume of 4S stores and the changes of market competition pattern and consumer consumption behavior. Secondly, from the management mode, the quality of personnel and the construction of 4S store, the paper analyzes the existing problems of 4S store in China, and analyzes the profitability of the 4S store in the current marketing mode with an example. Finally, according to the above analysis, the paper puts forward the development direction of the automobile 4S store in the future. First, we should strengthen the management, improve the quality and influence of our 4S store, do not satisfy the automobile brand, and make great efforts to do a good job of the 4S store brand. This kind of intangible assets is very important to the future development; second, we should strive to do a good job in service marketing; third, we should strengthen the meticulous management, study the precise customer gathering marketing of 4S stores, reduce the loss of customers, and strengthen the extension of the automobile marketing service chain. Increase customer's second purchase and other means to increase income and save money, second-hand car sales, credit commission, boutique sales, insurance commission, leasing, car culture and so on can provide a high proportion of profit sources for 4S stores in the future; fourth, study e-commerce, WeChat, etc. The use of new tools, such as Weibo, can reduce the operating cost, improve working efficiency, realize service customization, and greatly broaden the profit sources of automobile 4S stores; in short, we should seriously study the environment and market, and do a good job in service marketing. In marketing innovation, after the car market to find a breakthrough and new growth point.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471

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