【摘要】：汽車4S專賣店實(shí)施服務(wù)營銷策略,創(chuàng)建自身服務(wù)品牌是日趨激烈的市場競爭的必然結(jié)果,也是企業(yè)長遠(yuǎn)發(fā)展的戰(zhàn)略需要。因此,有必要對汽車4S專賣店的服務(wù)營銷策略進(jìn)行分析和研究。 本文以服務(wù)營銷理論及戰(zhàn)略管理的相關(guān)理論為基礎(chǔ),對我國及常州地區(qū)汽車4S店的現(xiàn)狀作了詳細(xì)地分析,通過相關(guān)數(shù)據(jù)的收集和分析,利用波士頓矩陣及SWOT分析法對常州ZC上海大眾4S店的主營業(yè)務(wù)及內(nèi)部的優(yōu)勢、劣勢,外部面臨的機(jī)會(huì)與威脅進(jìn)行了分析。分析結(jié)果表明,常州ZC上海大眾4S店的管理模式和經(jīng)營策略已經(jīng)不能滿足企業(yè)發(fā)展的需要,為滿足未來更加激烈的市場競爭的要求,4S店應(yīng)采取扭轉(zhuǎn)型戰(zhàn)略,并全面調(diào)整現(xiàn)有服務(wù)營銷策略,以優(yōu)質(zhì)的服務(wù)打造服務(wù)品牌,提高企業(yè)的核心競爭力。 本文運(yùn)用SWOT分析法對常州ZC上海大眾4S店的現(xiàn)狀進(jìn)行分析后,進(jìn)行了切合4S店實(shí)際的,具有現(xiàn)實(shí)意義的服務(wù)營銷策略規(guī)劃。具體從服務(wù)產(chǎn)品、服務(wù)定價(jià)、服務(wù)促銷、服務(wù)過程管理、服務(wù)供求管理和服務(wù)質(zhì)量管理六個(gè)方面重新規(guī)劃了該4S店的服務(wù)營銷策略。 最后,本文借助服務(wù)營銷7P’S新組合和服務(wù)營銷三角形模型,提出了常州ZC上海大眾4S店服務(wù)營銷策略執(zhí)行的具體措施建議：提供配套齊全的一站式產(chǎn)品營銷策略、實(shí)行服務(wù)品牌專項(xiàng)管理、制定合理靈活的定價(jià)策略、強(qiáng)化全方位的促銷策略管理等。
[Abstract]:It is the inevitable result of the increasingly fierce market competition and the strategic need for the long-term development of the enterprise to implement the service marketing strategy and establish its own service brand in the automobile 4S exclusive store. Therefore, it is necessary to analyze and study the service marketing strategy of automobile 4S exclusive store. Based on the theory of service marketing and related theories of strategic management, this paper makes a detailed analysis of the current situation of automobile 4S stores in China and Changzhou area, and through the collection and analysis of relevant data, Based on Boston matrix and SWOT analysis, this paper analyzes the main business and internal advantages, disadvantages, opportunities and threats of Changzhou ZC Shanghai Volkswagen 4S store. The results show that the management mode and management strategy of Changzhou ZC Shanghai Volkswagen 4S store can no longer meet the needs of enterprise development. In order to meet the requirements of more fierce market competition in the future, the 4S store should adopt a reverse strategy. And comprehensive adjustment of the existing service marketing strategy, quality service to create service brand, improve the core competitiveness of enterprises. This paper analyzes the current situation of Shanghai Volkswagen 4S store in Changzhou ZC by using SWOT analysis method, and carries on the service marketing strategy plan which suits the actual situation of 4S store and has practical significance. The service marketing strategy of 4S store is redesigned from six aspects: service product, service pricing, service promotion, service process management, service supply and demand management and service quality management. Finally, with the help of the new 7P'S combination of service marketing and the triangular model of service marketing, this paper puts forward the concrete measures to implement the service marketing strategy of Changzhou ZC Shanghai Volkswagen 4S store: providing complete one-stop product marketing strategy. Carry out special management of service brand, make reasonable and flexible pricing strategy, strengthen all-round promotion strategy management, etc.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.471

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