FZX公司PJ市场汽车销售营销策略的研究

发布时间：2018-03-03 07:26

本文选题：销售漏斗　切入点：汽车销售　出处：《河北地质大学》2017年硕士论文　论文类型：学位论文

【摘要】：本文在回顾销售漏斗相关理论的基础上,结合销售漏斗在某奔驰4S店的应用研究,尤其是销售漏斗PC端及手机端的应用,利用这两个端口自动生成的各种报表分析了某奔驰4S店展厅销售营销过程中存在的问题。论文没有流于表面,而是借助销售漏斗数据,分析了这些问题产生的原因并根据分析的原因进行了营销策略的改进。在文章的第五章,着重介绍了八大销售线索改进方案及销售流程的改进方案,并以2017年3月的数据验证了改进方案的有效性。销售漏斗是汽车销售管理中非常重要的工具,借助这一工具,管理层可以非常轻松的观察到展厅的薄弱环节并加以改进。通过横向比较,知晓在同类店中的排名,了解不足之处,并得以提升,销售漏斗重要性也就不言而喻。但是汽车销售毕竟是一个瞬息即变的过程,其营销策略的改进,无论是销售线索的管理方法的改进、销售流程的改进还是培训方面的培训都是相互交织并相互影响的过程,需要在今后的工作中不断调整方案以确保改进方案的有效性。
[Abstract]:On the basis of reviewing the relevant theories of sales funnel, this paper studies the application of sales funnel in a Mercedes-Benz 4S store, especially the application of sales funnel PC and mobile phone. The problems existing in the sales and marketing process of a Mercedes-Benz 4S store exhibition hall are analyzed by using the various reports generated automatically by these two ports. The paper does not flow on the surface, but with the help of the sales funnel data. This paper analyzes the causes of these problems and improves the marketing strategy according to the reasons. In Chapter 5th of the article, the author emphatically introduces the improvement schemes of eight sales clues and sales flow. The effectiveness of the improved scheme is verified by the data of March 2017. The sales funnel is a very important tool in automobile sales management. Management can easily observe the weaknesses of the exhibition hall and make improvements. Through horizontal comparison, they can know the ranking in the similar stores, understand the shortcomings, and be promoted. The importance of the sales funnel is self-evident. But car sales is, after all, a fast-changing process. The improvement of its marketing strategy, whether it is an improvement in the management of sales clues, Both sales process improvement and training are intertwined and interacted with each other and need to be continuously adjusted in future work to ensure the effectiveness of the improvement program.
【学位授予单位】：河北地质大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.471

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