交叉销售视角下上海大众汽车4S店销售管理研究

发布时间：2018-07-05 06:47

本文选题：汽车4S店 + 交叉销售　；参考：《南京大学》2014年硕士论文

【摘要】：20世纪90年代末,中国汽车行业迎来了一种新的模式——汽车4S店。这是一种以“四位一体”为核心的汽车特许经营模式,包括整车销售(Sales)、零配件(Sparepart)、售后服务(Service)、信息反馈(Survey)等。由于这些特许经营店与汽车生产厂商之间有着密切的产销合作关系,在外观、标识、管理标准及品牌特征方面保持着高度的品牌一致性,协助厂家打造强大的品牌意识,形成品牌资产,因而得到广大厂家及消费者的欢迎。传统的汽车4S店缺乏自身的品牌资产及管理模式,经营活动受汽车制造商的严格控制,缺乏话语权。随着中国市场汽车销售量的迅速增长,以及4S店“遍地开花”,4S店的经营管理暴露出更多的问题。例如,销售队伍流动性大、客户忠诚度低、利润贫瘠、价格竞争等。这些问题都对汽车4S店的经营管理,特别是营销战略,提出了新的课题。本研究首先回顾了中国汽车市场及汽车销售渠道,特别是4S店的发展现状,进而较为详细地阐述了上海大众汽车4S店的现状,指出衍生服务销售是目前及未来汽车4S店利润的重要来源,也是行业竞争的焦点以及目前4S店在经营管理中所遇到的难题。第二,通过SWOT分析,对4S店外部环境及内部资源能力进行详尽的论述。分析表明,面对激烈的市场竞争及迅速发展变化的产业环境,4S店的售前市场已经是一片“红海”,亟待创造一片“蓝海”,因而4S店应该扭转营销战略,将营销重点向“后市场”转移。所谓的“汽车后市场”是指汽车销售以后,围绕汽车使用过程中的各种服务,它涵盖了消费者买车后所需要的一切服务。特别是利用汽车4S店专业的服务场所和情境,实现高利润的衍生服务(包括汽车金融及精品等)的销售,即“交叉销售”战略,成为4S店持续发展的重要环节。第三,为了使一系列的营销战略“落地”,本文特别结合人力资源管理的视角,讨论了高绩效工作系统在汽车4S店经营管理中的应用,为营销战略的顺利实现提供保障。总体而言,本文的创新之处在于关注汽车产业的后市场,并提出4S店的交叉销售战略,以及配合交叉销售战略实施的人力资源实践体系,从而为4S店的经营管理提供切实可行的对策建议。
[Abstract]:In the late 1990 s, China's auto industry ushered in a new model-car 4 S store. This is a "four-in-one" car franchise mode, including sales, spare parts, service, information feedback (Survey) and so on. Because of the close relationship between the franchisees and the automobile manufacturers, they maintain a high degree of brand consistency in appearance, marking, management standards and brand characteristics, and help manufacturers to build a strong brand awareness. The formation of brand assets, so the majority of manufacturers and consumers welcome. The traditional automobile 4S store lacks its own brand assets and management mode, and its business activities are strictly controlled by the automobile manufacturers and lack the right to speak. With the rapid growth of auto sales in the Chinese market, and 4S stores "everywhere", 4S store management exposed more problems. For example, sales team liquidity, low customer loyalty, poor profits, price competition and so on. These problems have put forward a new subject to the management of auto 4S store, especially the marketing strategy. This research firstly reviews the current situation of China's auto market and auto sales channels, especially the development of 4S stores, and then expounds the current situation of Shanghai Volkswagen's 4S store in detail. It is pointed out that the sales of derivative services is an important source of profit for 4S stores at present and in the future, as well as the focus of competition in the industry and the problems encountered in the operation and management of 4S stores at present. Second, through SWOT analysis, the 4 S store external environment and internal resource capacity are discussed in detail. The analysis shows that in the face of fierce market competition and rapidly developing and changing industrial environment, the pre-sale market of 4S store is already a "Red Sea", and it is urgent to create a "blue sea", so 4S store should reverse its marketing strategy. Focus on marketing to the "post-market" shift. The so-called "aftermarket" refers to all kinds of services around the process of using the car after the car is sold. It covers all the services that the consumer needs after buying the car. Especially, making use of the professional service place and situation of automobile 4S shop to realize the sales of high-profit derivative service (including automobile finance and boutique products), that is, "cross-selling" strategy, has become an important link in the sustainable development of 4S store. Third, in order to make a series of marketing strategies "landing", this paper discusses the application of high performance work system in the management of automobile 4S store, especially from the perspective of human resource management, which provides a guarantee for the smooth realization of marketing strategy. In general, the innovation of this paper lies in paying attention to the post-market of automobile industry, and putting forward the cross-selling strategy of 4S store and the human resource practice system to cooperate with the cross-selling strategy. So as to provide practical countermeasures and suggestions for the operation and management of 4 S store.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.471

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