猎豹汽车煜峤4S店关系营销策略研究
发布时间：2018-09-10 13:34
【摘要】：摘要：目前汽车厂商几乎都建立了4S店以组建自己分销网络,使其变得更加庞大而完善,也使得汽车4S店逐渐成为我国的主流汽车经销模式,在汽车业的发展中发挥着重要作用。但是汽车市场的快速发展,一方面不断加剧着汽车行业之间的竞争程度,另一方面也使得汽车销售的利润逐年下降,远远达不到汽车服务所带来的市场空间、利润空间、发展空间。越来越多的汽车4s店经营者开始意识到汽车行业营销都是根植于4S店与顾客的关系中进行的。面对这场没有硝烟的战争,以关系为导向,关系营销为途径,创建4s店自身的关系营销品牌就不可避免的成为汽车4S店发展的战略措施。 本文以猎豹汽车湖南煜峤4S店服务营销为研究对象,分析了猎豹汽车湖南煜峤4S店的关系营销策略,并提出了存在的问题和相关解决措施,对促进猎豹汽车湖南煜峤4S店的发展具有较强的现实意义。第3、4章作为本文的重点章节,在分析了关系营销理论和4R营销理论的基础上,研究了猎豹汽车湖南煜峤4S店的4R关系营销模式,以及基于4R理论的关系营销策略,列举了猎豹汽车湖南煜峤4S店的关系营销现状及所存在的问题及其解决措施,以期望猎豹汽车湖南煜峤4S店通过该关系营销策略的实施,可以最终达到提升企业的核心竞争力、实现公司可持续发展的目标,也为本行业的其他经营者提供借鉴。
[Abstract]:Absrtact: at present, almost all automobile manufacturers have set up 4S stores to set up their own distribution network, which makes them become more and more large and perfect, and automobile 4S stores gradually become the mainstream automobile distribution mode in our country. It plays an important role in the development of automobile industry. However, with the rapid development of the automobile market, on the one hand, the degree of competition between the automobile industry is constantly intensified; on the other hand, the profit of automobile sales is also declining year by year, which is far from reaching the market space and profit space brought by the automobile service. Space for development More and more auto 4s store operators are beginning to realize that auto industry marketing is rooted in the relationship between 4S stores and customers. In the face of the war without gunsmoke, the establishment of the relationship marketing brand of 4s store is inevitably a strategic measure for the development of automobile 4S store, taking the relationship as the direction and the relationship marketing as the way. This paper takes the service marketing of Hunan Yu Qiao 4S shop of Cheetah Automobile as the research object, analyzes the relationship marketing strategy of Hunan Yu Qiao 4S store of Cheetah Automobile, and puts forward the existing problems and relevant solutions. To promote the development of cheetah car Yu Qiao 4 Shop has a strong practical significance. As the key chapter of this paper, Chapter 3 and 4, based on the analysis of the relationship marketing theory and the 4R marketing theory, this paper studies the 4R relationship marketing model and the relationship marketing strategy based on the 4R theory of Cheetah car Hunan Yu Qiao 4Sshop. This paper enumerates the present situation, existing problems and solutions of the relationship marketing of Hunan Yu Qiao 4S shop of Cheetah Automobile, in order to hope that the implementation of the relationship marketing strategy of Cheetah Automobile Hunan Yu Qiao 4S Store can eventually enhance the core competitiveness of the enterprise. To achieve the goal of sustainable development of the company, but also for the other operators of the industry to provide reference.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.471
本文编号：2234591
[Abstract]:Absrtact: at present, almost all automobile manufacturers have set up 4S stores to set up their own distribution network, which makes them become more and more large and perfect, and automobile 4S stores gradually become the mainstream automobile distribution mode in our country. It plays an important role in the development of automobile industry. However, with the rapid development of the automobile market, on the one hand, the degree of competition between the automobile industry is constantly intensified; on the other hand, the profit of automobile sales is also declining year by year, which is far from reaching the market space and profit space brought by the automobile service. Space for development More and more auto 4s store operators are beginning to realize that auto industry marketing is rooted in the relationship between 4S stores and customers. In the face of the war without gunsmoke, the establishment of the relationship marketing brand of 4s store is inevitably a strategic measure for the development of automobile 4S store, taking the relationship as the direction and the relationship marketing as the way. This paper takes the service marketing of Hunan Yu Qiao 4S shop of Cheetah Automobile as the research object, analyzes the relationship marketing strategy of Hunan Yu Qiao 4S store of Cheetah Automobile, and puts forward the existing problems and relevant solutions. To promote the development of cheetah car Yu Qiao 4 Shop has a strong practical significance. As the key chapter of this paper, Chapter 3 and 4, based on the analysis of the relationship marketing theory and the 4R marketing theory, this paper studies the 4R relationship marketing model and the relationship marketing strategy based on the 4R theory of Cheetah car Hunan Yu Qiao 4Sshop. This paper enumerates the present situation, existing problems and solutions of the relationship marketing of Hunan Yu Qiao 4S shop of Cheetah Automobile, in order to hope that the implementation of the relationship marketing strategy of Cheetah Automobile Hunan Yu Qiao 4S Store can eventually enhance the core competitiveness of the enterprise. To achieve the goal of sustainable development of the company, but also for the other operators of the industry to provide reference.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.471
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