汽車4S店的品牌戰(zhàn)略問題研究
發(fā)布時(shí)間：2018-08-04 08:50
【摘要】： 隨著我國(guó)汽車產(chǎn)業(yè)的快速發(fā)展,汽車4S店的重要作用日益顯現(xiàn)。汽車4S店是汽車生產(chǎn)企業(yè)與用戶之間的橋梁和紐帶,它雙向溝通生產(chǎn)企業(yè)與用戶的信息,是汽車工業(yè)的重要組成部分,通過4S店可以把汽車及時(shí)地從生產(chǎn)企業(yè)向消費(fèi)者轉(zhuǎn)移。 但是,目前國(guó)內(nèi)很多汽車4S店的發(fā)展具有一定的局限性,多數(shù)“蔭庇”在所代理的汽車品牌的光影之下,而不能形成4S店自身的品牌和影響力。 為了提升汽車4S店的競(jìng)爭(zhēng)實(shí)力,自身品牌建設(shè)已成為企業(yè)關(guān)注的焦點(diǎn)。因?yàn)樵诋?dāng)今品牌競(jìng)爭(zhēng)的新時(shí)代,汽車4S店經(jīng)營(yíng)的差別除了汽車產(chǎn)品,還有自身店面的品牌號(hào)召力,光有好的產(chǎn)品已不是企業(yè)獲取市場(chǎng)份額的唯一。只有代理的汽車品牌和4S店自身品牌“雙劍合壁”,才有可能成為企業(yè)擁有市場(chǎng)的保證。 本文正是在汽車市場(chǎng)競(jìng)爭(zhēng)激烈的現(xiàn)實(shí)背景下,探討汽車4S店品牌戰(zhàn)略的問題。文章結(jié)合相關(guān)理論和筆者自身工作經(jīng)歷,以深圳BMW(寶馬)的4S店——B公司為實(shí)證研究對(duì)象,對(duì)汽車4S店品牌建設(shè)策略進(jìn)行了系統(tǒng)分析。力求在推動(dòng)汽車銷售及售后服務(wù)在中國(guó)市場(chǎng)發(fā)展方面,進(jìn)行一些有益的探索。 文章分為四個(gè)部分:第一部分是導(dǎo)論。在提出研究問題的基礎(chǔ)上,闡明了研究范圍及意義,明確了本文的研究方法和基本思路。第二部分研究理論。在綜合國(guó)內(nèi)外研究成果基礎(chǔ)上,提出了品牌是一種競(jìng)爭(zhēng)力,品牌戰(zhàn)略具有獨(dú)特優(yōu)勢(shì)的基本觀點(diǎn)。在基本理論研究基礎(chǔ)上,明確了汽車4S店實(shí)施品牌戰(zhàn)略的目的及重點(diǎn)。第三部分是分析問題。本文以B公司為實(shí)證分析對(duì)象,在對(duì)汽車4S店目前品牌建設(shè)問題分析的基礎(chǔ)上,綜合運(yùn)用競(jìng)爭(zhēng)5F模型和SWOT等戰(zhàn)略分析方法,全面解析了4S店的競(jìng)爭(zhēng)現(xiàn)狀和品牌戰(zhàn)略環(huán)境,為汽車經(jīng)銷企業(yè)有效制定和實(shí)施品牌戰(zhàn)略提供依據(jù)。第四部分解決問題。在上述理論研究和環(huán)境分析基礎(chǔ)上,本文從三個(gè)方面有針對(duì)性地提出了汽車4S店品牌建設(shè)具體的策略措施:加強(qiáng)客戶關(guān)系管理、實(shí)施差異化服務(wù)、加強(qiáng)企業(yè)組織制度建設(shè)的策略。
[Abstract]:With the rapid development of automobile industry in China, the important role of auto 4 S store is becoming more and more obvious. Automobile 4S store is the bridge and link between the automobile production enterprise and the user, it communicates the information between the production enterprise and the user in both directions, and is an important part of the automobile industry. Through the 4S shop, the automobile can be transferred from the production enterprise to the consumer in time. However, at present, the development of many domestic automobile 4S stores has some limitations. Most of the "shade" is under the light and shadow of the automobile brands, but can not form the brand and influence of the 4S stores themselves. In order to improve the competitive strength of auto 4 S store, its own brand construction has become the focus of attention. Because in the new era of brand competition, the difference of automobile 4S store management is not only the automobile products, but also the brand appeal of its own store, the only way for enterprises to gain market share is to have good products. Only the agency automobile brand and 4S shop own brand "double sword close wall", can become the enterprise to own the market guarantee. Under the background of fierce competition in automobile market, this paper discusses the brand strategy of auto 4S store. Based on the relevant theory and the author's own work experience, this paper takes 4Sdian B Company of Shenzhen BMW (BMW) as the empirical research object, carries on the systematic analysis to the automobile 4Shop brand construction strategy. To promote the development of auto sales and after-sales service in the Chinese market, some useful exploration. The article is divided into four parts: the first part is an introduction. On the basis of putting forward the research problems, this paper clarifies the scope and significance of the research, and clarifies the research methods and basic ideas of this paper. The second part studies the theory. On the basis of synthesizing domestic and foreign research results, this paper puts forward the basic viewpoint that brand is a kind of competitive power and brand strategy has unique advantages. On the basis of basic theory research, the purpose and key point of implementing brand strategy of auto 4S shop are clarified. The third part is the analysis of the problem. This paper takes B Company as the empirical analysis object, on the basis of the analysis of the current brand construction problem of the automobile 4S store, synthetically uses the competition 5F model and the SWOT and so on strategic analysis method, has comprehensively analyzed the competition present situation and the brand strategic environment of the 4S store. It provides the basis for automobile distribution enterprises to formulate and implement brand strategy effectively. The fourth part solves the problem. On the basis of the above theoretical research and environmental analysis, this paper puts forward the specific strategies and measures for the brand construction of automobile 4S store from three aspects: strengthening customer relationship management, implementing differentiated service, The strategy of strengthening the construction of enterprise organization system.
【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F426.471
本文編號(hào)：2163282
[Abstract]:With the rapid development of automobile industry in China, the important role of auto 4 S store is becoming more and more obvious. Automobile 4S store is the bridge and link between the automobile production enterprise and the user, it communicates the information between the production enterprise and the user in both directions, and is an important part of the automobile industry. Through the 4S shop, the automobile can be transferred from the production enterprise to the consumer in time. However, at present, the development of many domestic automobile 4S stores has some limitations. Most of the "shade" is under the light and shadow of the automobile brands, but can not form the brand and influence of the 4S stores themselves. In order to improve the competitive strength of auto 4 S store, its own brand construction has become the focus of attention. Because in the new era of brand competition, the difference of automobile 4S store management is not only the automobile products, but also the brand appeal of its own store, the only way for enterprises to gain market share is to have good products. Only the agency automobile brand and 4S shop own brand "double sword close wall", can become the enterprise to own the market guarantee. Under the background of fierce competition in automobile market, this paper discusses the brand strategy of auto 4S store. Based on the relevant theory and the author's own work experience, this paper takes 4Sdian B Company of Shenzhen BMW (BMW) as the empirical research object, carries on the systematic analysis to the automobile 4Shop brand construction strategy. To promote the development of auto sales and after-sales service in the Chinese market, some useful exploration. The article is divided into four parts: the first part is an introduction. On the basis of putting forward the research problems, this paper clarifies the scope and significance of the research, and clarifies the research methods and basic ideas of this paper. The second part studies the theory. On the basis of synthesizing domestic and foreign research results, this paper puts forward the basic viewpoint that brand is a kind of competitive power and brand strategy has unique advantages. On the basis of basic theory research, the purpose and key point of implementing brand strategy of auto 4S shop are clarified. The third part is the analysis of the problem. This paper takes B Company as the empirical analysis object, on the basis of the analysis of the current brand construction problem of the automobile 4S store, synthetically uses the competition 5F model and the SWOT and so on strategic analysis method, has comprehensively analyzed the competition present situation and the brand strategic environment of the 4S store. It provides the basis for automobile distribution enterprises to formulate and implement brand strategy effectively. The fourth part solves the problem. On the basis of the above theoretical research and environmental analysis, this paper puts forward the specific strategies and measures for the brand construction of automobile 4S store from three aspects: strengthening customer relationship management, implementing differentiated service, The strategy of strengthening the construction of enterprise organization system.
【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F426.471
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前3條
1 胡海迪;私家車服務(wù)設(shè)施分布及停車場(chǎng)選址的地理信息系統(tǒng)研究[D];寧波大學(xué);2011年
2 黃艷秀;汽車4S店服務(wù)品牌建設(shè)研究[D];浙江大學(xué);2012年
3 鄧介梁;A汽車4S店?duì)I銷策略研究[D];中國(guó)海洋大學(xué);2012年
，本文編號(hào)：2163282
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