【摘要】：汽車行業(yè)在我國的經(jīng)濟(jì)中占據(jù)著舉足輕重的地位。到2010年我國汽車產(chǎn)業(yè)實(shí)現(xiàn)工業(yè)總產(chǎn)值4.34萬億元,占國民經(jīng)濟(jì)總產(chǎn)值的6.13%。直接相關(guān)產(chǎn)業(yè)從業(yè)人員超過4000萬人,占全國城鎮(zhèn)就業(yè)人數(shù)的12%以上。汽車行業(yè)稅收總額9500億元,占全國稅收的13%。 2011年以前我國汽車產(chǎn)銷增長率達(dá)20%以上,但隨著社會(huì)經(jīng)濟(jì)的發(fā)展,尤其是汽車行業(yè)和相關(guān)流通產(chǎn)業(yè)的發(fā)展,市場(chǎng)競爭日趨激烈,在汽車銷售環(huán)節(jié),很多經(jīng)銷商已經(jīng)呈現(xiàn)出微利化。同時(shí),在中國社會(huì)體制下,汽車行業(yè)也和很多其他行業(yè)一樣,都是政策主導(dǎo)市場(chǎng),比如汽車下鄉(xiāng)、節(jié)能惠民政策、1.6L排量以下減免購置稅,對(duì)近幾年的汽車銷量的增長,始終處于主導(dǎo)作用。但是一旦政策結(jié)束,龐大的汽車供給市場(chǎng)何去何從,龐大的經(jīng)銷商隊(duì)伍是否能持續(xù)盈利,這是現(xiàn)階段汽車行業(yè)最值得關(guān)心的問題。 本文通過引用相關(guān)產(chǎn)業(yè)的文獻(xiàn)及各類資料,從基礎(chǔ)的銷售渠道理論、客戶滿意度理論的介紹開始,闡述汽車4S店由來和興起,以及我國目前在汽車4S店方面的基本情況。再通過選取比較有代表性的長安鈴木品牌的經(jīng)銷商,通過介紹其具體信息后,對(duì)該經(jīng)銷商所處的汽車行業(yè)進(jìn)行PEST分析、對(duì)該經(jīng)銷商當(dāng)?shù)厥袌?chǎng)情況進(jìn)行分析,結(jié)合宏觀環(huán)境對(duì)其進(jìn)行SWOT分析,進(jìn)而得出該經(jīng)銷商需要從銷售及市場(chǎng)方面、服務(wù)方面、新業(yè)務(wù)拓展方面、人力資源方面、財(cái)務(wù)方面進(jìn)行提升。然后針對(duì)以上幾個(gè)方面結(jié)合目前行業(yè)領(lǐng)先的理念和經(jīng)驗(yàn),對(duì)其提出盈利能力提升建議。最后對(duì)應(yīng)以上五個(gè)方面提出策略保障,使其利潤提升策略能有力、健康的執(zhí)行下去。 通過最終的分析和研究,筆者對(duì)A經(jīng)銷商的盈利能力提升得出了三方面結(jié)論：1.A經(jīng)銷商必須放棄以前的運(yùn)營理念和運(yùn)營方式；2.新的運(yùn)營模式必須從觀念到實(shí)體進(jìn)行武裝,從高層到執(zhí)行層貫徹。3.A經(jīng)銷商的典型事例是目前汽車4S店行業(yè)中的代表,很多經(jīng)銷商都可以從本次研究中汲取營養(yǎng),提高其在運(yùn)營管理中的問題,從而實(shí)現(xiàn)盈利。
[Abstract]:The automobile industry occupies an important position in the economy of our country. By 2010, China's automobile industry will achieve a total industrial output value of 4.34 trillion yuan, accounting for 6.13% of the total national economic output value. There are more than 40 million employees in directly related industries, accounting for more than 12 per cent of urban employment in China. The total tax revenue of the automobile industry is 950 billion yuan, accounting for 13 percent of the national tax revenue. Before 2011, the growth rate of automobile production and marketing in China reached more than 20%, but with the development of social economy, especially the development of automobile industry and related circulation industry, the market competition is becoming more and more fierce. In the automobile sales link, many dealers have shown micro-profit. At the same time, under the Chinese social system, the automobile industry, like many other industries, is the dominant market by policy, such as automobile going to the countryside, energy saving and benefiting the people, and reducing purchase tax below 1.6L, which has always played a leading role in the growth of car sales in recent years. However, once the policy is over, where will the huge car supply market go and whether the huge dealer team can continue to make profits is the most worthy of concern in the automotive industry at this stage. By quoting the literature and all kinds of materials of related industries, starting with the introduction of basic sales channel theory and customer satisfaction theory, this paper expounds the origin and rise of automobile 4S store, as well as the basic situation of automobile 4S store in our country at present. Then through the selection of more representative dealers of Changan Suzuki brand, through the introduction of its specific information, the dealer's automobile industry is analyzed by PEST, the local market situation of the dealer is analyzed, and the SWOT analysis is carried out combined with the macro environment, and then it is concluded that the dealer needs to be improved from the aspects of sales and market, service, new business expansion, human resources and finance. Then in view of the above several aspects unifies the current industry leading idea and the experience, puts forward the profit ability enhancement suggestion to it. Finally, the paper puts forward strategic protection in response to the above five aspects, so that its profit promotion strategy can be implemented forcefully and healthily. Through the final analysis and research, the author draws three conclusions on the improvement of the profitability of A dealers: 1.A dealers must give up the previous operating concept and mode of operation; 2. The new operation mode must be armed from concept to entity, from high level to executive level. 3.A dealers are typical examples of the current automobile 4S store industry, many dealers can draw nutrition from this study, improve their problems in operation and management, so as to achieve profitability.
【學(xué)位授予單位】：大連理工大學(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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本文編號(hào)：2510362