广州本田汽车4S店营销现状与对策研究.doc

广东白云学院 广州本田4S店营销现状与对策研究 广州本田汽车4S店营销现状与对策研究 中文摘要 随着中国汽车市场竞争的加剧，广州本田首先使用的4S店汽车营销模式已不具备独特的竞争力，为此本文对4S店的营销创新进行研究。 本文采用权威调查公司的数据，通过实地访谈方式对广州地区广本4S店进行补充调查，结合顾客让渡价值、服务营销以及战略理论，分析4S店服务差距原因，从而提出广本4S店营销创新战略，即4S店必须实行以顾客让渡价值为中心的全面质量管理战略，其中包括品质、形象、价格及管理战略，并进一步阐述各项实操策略建议。 实现4S店的创新营销战略，不是单方面进行的，而是一个系统工程，它需要各个方面全面配合、协调运作，达到多赢局面。希望本文能给4S店经营者及汽车生产企业带来一定的启示。 关键词：汽车4S店；顾客让渡价值；创新营销战略 GUANDZHOU HONDA 4S SHOP MARKETING STATUS AND COUNTERMEASURES RESEARCH ABSTRACT The competition for automobile market in China is very fierce. So it is important for the automobile stores to how to take the strategy. The 4S stores of Guangzhou Honda Automobile Co., Ltd，which took this 4S store of markets pattern firstly, lost the advantages of competition. Therefore this thesis does some on the research of taking creative strategy. This thesis is based on the relevant theories of strategic management and marketing, such as the theory of customer delivered value, and through enormous data collection. The thesis also analyses the causes and solutions of the service quality gap in a brand automobile 4S stores with the service quality gap model. Consequently proposes some creative service marketing strategic planning and detailed suggestion on for a brand automobile 4S stores. The realization of service marketing strategy is s systemic project. It requires each level and each department operating coordinately in long term. I hope this thesis can give automobile franchised stores some references to implement service marketing Strstegy. Key Words: Automobile 4S Stores; Customer delivered value; Creative Marketing Strategy 目 录 1 绪论………………………………………………………………………………………...1 1.1 本文的研究背景…………………………………………...…………….……….…...1 1.2 本文的研究意义…………………………………………………….……………4 1.3 本文研究的思路与结构4 2 4S店的发展演变及现状分析7 2.1 我国汽车市场的发展现状7 2.2 我国4S店的发展演化8 2.3 广州地区4S店的竞争格局8 2.4 广州本田4S店面临的挑战10 3 问卷调查与分析11 3.1 问卷背景介绍11 3.2 J. D. POWER的问卷结构13 3.3 J. D. POWER的调查结果14 3.4 补充调查1