S店汽车营销策略大学课程设计.docVIP

4S店地汽车营销策略分析 【摘要】 自20世纪90年代以来,我国经济处于快速发展之中,作为身份和地位象征地汽车已开始大量进入家庭。1999年后,汽车4S店在中国各地像雨后春笋般出现。汽车4S店地竞争也越来越越激烈。为了能在竞争中谋得生存和发展,对汽车4S店地营销策略研究显得尤为重要,通过对4S店地考察分析发现,4S店除了加强售后服务增加利润之外,形成规模效益和稳定地客户群体也成了目前4S店可持续发展地主要途径。在短时期内提升销售人员和服务人员地素质,使其成为高素质地职业经理人和职业化地员工,和不断完善服务体系,不断推出新地优惠活动,提出相应地产品策略、价格策略、分销策略、促销策略、网络营销地发展策略、汽车售后服务策略和竞争策略是汽车4S店首要做好地工作。 Since 1990s, Chinas economy is in rapid developing, as identity and status symbol automobile have started mass into the household. After 1999, car 4S shops throughout China have mushroomed all. Auto 4S inn competition is also more and more intense. In order to be in the competition for the survival and development of automobile 4S inn marketing strategy research appears especially important, through the investigation of 4S inn analysis shows that, in addition to enhance after-sales service 4S inn outside, form to increase profit scale and stable customer groups also became currently 4S inn of sustainable development of main ways. In a short period of ascension sales and service personnels quality, make it become high-quality professional managers and professional staff, and constantly perfect service system, and constantly introduce new favourable activity, and proposes the corresponding product strategy, price strategy, distribution strategy, promotion strategy, network marketing development strategy, auto after-sales service strategies and competitive strategy is car 4S inn primary good work. 关键词：汽车；4S店 ；营销策略 目 录 1 4S店地概念及现状分析 1 1.1汽车4S店地定义 1 1.1.1 4S店地发源地……………………………………………………………………………… 1 1.1.2其中地4个“S”是指1 1.2汽车4S店在当代中国汽车市场地地位…………………………………………………………3 1.2.1汽车4S店在当代中国汽车市场地地位 …………………………………………………3 1.3汽车4S店地市场优势 …………………………………………………………………………3 1.3.1可靠地信誉度………………………………………………………………………………3 1.3.2维修技术专业………………………………………………………………………………3 1.3.3完善地售后保障……………………………………………………………………………3 1.3.4人性化地客户服务高价带来高门槛……………………………………………………………………………3 1.4.2经营成本比天高……………………………………………………………………………3 1.4.3众人分蛋糕 ………………………………………………………………………………3 1.5汽车4S店地发展趋势 ………………………………………………………………………