本文關(guān)鍵詞：美鷹汽車(chē)服務(wù)公司營(yíng)銷(xiāo)策略研究　出處：《大連海事大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：隨著近年來(lái)我國(guó)汽車(chē)工業(yè)的快速發(fā)展,我國(guó)的汽車(chē)保有量一直保持快速增長(zhǎng)的勢(shì)頭,而為汽車(chē)服務(wù)的汽車(chē)服務(wù)行業(yè)也獲得了新的發(fā)展機(jī)遇。因?yàn)橹袊?guó)汽車(chē)服務(wù)行業(yè)的廣闊的市場(chǎng)前景以及較低的進(jìn)入門(mén)檻,同時(shí)我國(guó)在發(fā)布相關(guān)行業(yè)規(guī)范也存在滯后的現(xiàn)象,這就導(dǎo)致一大批缺乏品牌意識(shí)、專(zhuān)業(yè)技術(shù)和雄厚資金的個(gè)人或是商家涌入這個(gè)行業(yè),使得整個(gè)汽車(chē)服務(wù)市場(chǎng)進(jìn)入了一個(gè)毫無(wú)秩序的競(jìng)爭(zhēng)狀態(tài)。一批批汽車(chē)服務(wù)企業(yè)爭(zhēng)相進(jìn)入市場(chǎng),而很多汽車(chē)服務(wù)企業(yè)卻慘淡經(jīng)營(yíng),因?yàn)楦鞣N原因倒閉或轉(zhuǎn)讓。 在這樣的背景下,致力于在國(guó)內(nèi)做大做強(qiáng)的已有一定知名度的美鷹汽車(chē)服務(wù)公司近兩年越來(lái)越感到市場(chǎng)競(jìng)爭(zhēng)的沖擊,出現(xiàn)了利潤(rùn)率下降、客戶流失嚴(yán)重等問(wèn)題,針對(duì)這一問(wèn)題,美鷹汽車(chē)服務(wù)公司開(kāi)始對(duì)自己的市場(chǎng)定位以及營(yíng)銷(xiāo)策略進(jìn)行反思。 本文以美鷹汽車(chē)服務(wù)公司的經(jīng)營(yíng)現(xiàn)狀和營(yíng)銷(xiāo)實(shí)踐為例,運(yùn)用市場(chǎng)定位、4C營(yíng)銷(xiāo)、整合營(yíng)銷(xiāo)、體驗(yàn)營(yíng)銷(xiāo)、口碑營(yíng)銷(xiāo)等營(yíng)銷(xiāo)理論,來(lái)探索研究美鷹汽車(chē)服務(wù)公司如何合理定位中國(guó)市場(chǎng),并對(duì)市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略組合進(jìn)行深入細(xì)致地研究分析。 本文的的研究成果為汽車(chē)服務(wù)企業(yè)穩(wěn)定發(fā)展、壯大規(guī)模提供理論參考,同時(shí)為我國(guó)規(guī)范、發(fā)展汽車(chē)服務(wù)業(yè)添磚加瓦,最終的受益者仍是我國(guó)汽車(chē)消費(fèi)者。
[Abstract]:With the rapid development of China's automobile industry in recent years, China's automobile ownership has been maintaining a rapid growth momentum. But the automobile service industry for the automobile also obtained the new development opportunity, because of the broad market prospect and the lower entry threshold of the Chinese automobile service industry. At the same time, the issue of related industry norms in China also lags behind, which leads to a large number of lack of brand awareness, professional technology and strong funds of individuals or businesses into this industry. The whole auto service market has entered into a state of disorderly competition. A lot of auto service enterprises are competing to enter the market, while many auto service enterprises are in dire need of operation because of the closure or transfer for various reasons. Against this background, the American Eagle Motor Service Company, which is committed to becoming bigger and stronger in China, has been more and more aware of the impact of market competition in the past two years, resulting in a decline in profit margins. In view of this problem, American Eagle Motor Service Company began to reflect on its market positioning and marketing strategy. This paper takes the current situation and marketing practice of American Eagle Automobile Service Company as an example, and applies marketing theories such as marketing orientation, integrated marketing, experience marketing, word-of-mouth marketing and so on. To explore how the American Eagle Auto Service Company to locate the Chinese market, and to carry out a thorough and detailed study and analysis of the marketing strategy combination. The research results of this paper provide a theoretical reference for the steady development of automobile service enterprises and the expansion of the scale. At the same time, the final beneficiaries are the automobile consumers in our country.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F274;F426.471

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