本文選題：市場(chǎng)營(yíng)銷　切入點(diǎn)：服務(wù)營(yíng)銷　出處：《哈爾濱理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著國(guó)民經(jīng)濟(jì)的持續(xù)發(fā)展，汽車已經(jīng)走入了尋常百姓家。由于品牌是質(zhì)量與服務(wù)的保證，是客戶選購(gòu)汽車時(shí)首要考慮的問(wèn)題，他們希望在購(gòu)車時(shí)舒心，在車輛后續(xù)保養(yǎng)和維修時(shí)放心。所以汽車的經(jīng)銷商為了獲取更大的利益，逐步將品牌汽車的經(jīng)銷權(quán)（4S店）視為增強(qiáng)競(jìng)爭(zhēng)力、獲取更多利潤(rùn)的重要保證。 目前，汽車行業(yè)的大部分利潤(rùn)都是從汽車服務(wù)中產(chǎn)生的，良好的汽車服務(wù)與營(yíng)銷策略可以給汽車4S店帶來(lái)長(zhǎng)遠(yuǎn)的利益。面對(duì)眾多的競(jìng)爭(zhēng)對(duì)手，如何使4S店的優(yōu)勢(shì)發(fā)揮出來(lái)，取得更大的利益，成為商家特別需要重視的著眼點(diǎn)。 本文將以明南汽車4S店為研究對(duì)象，通過(guò)研究市場(chǎng)營(yíng)銷與服務(wù)營(yíng)銷的相關(guān)理論，，結(jié)合明南汽車4S店的特點(diǎn)，量身打造出一套適合其發(fā)展的服務(wù)營(yíng)銷策略便于發(fā)揮自身優(yōu)勢(shì)。要將汽車銷售的重心轉(zhuǎn)移到廠商和消費(fèi)者身上，發(fā)揮出汽車經(jīng)銷商的服務(wù)功能，盡量滿足客戶的需求并盡可能的為客戶提供便利服務(wù)，樹立以客戶為中心的服務(wù)營(yíng)銷理念，讓客戶從滿意到感動(dòng)，從感動(dòng)到忠誠(chéng)，增加汽車4S店的收入。另外還通過(guò)聽取客戶的反饋以及與其他汽車4S店進(jìn)行橫向的比較，反思自身，針對(duì)自身存在的不足進(jìn)行修正，不斷更新完善自己的服務(wù)營(yíng)銷策略，從而降低損耗，增強(qiáng)企業(yè)的競(jìng)爭(zhēng)力。本文最終將試圖論證如果明南汽車4S店可以完善自身的服務(wù)營(yíng)銷的策略，并通過(guò)一系列的保障措施來(lái)實(shí)現(xiàn)自身的優(yōu)化，就會(huì)使得自身的核心競(jìng)爭(zhēng)力大大增強(qiáng)，爭(zhēng)取更多的市場(chǎng)份額，并最終實(shí)現(xiàn)收益最大化。
[Abstract]:With the sustained development of the national economy, cars have entered the homes of ordinary people. Because the brand is the guarantee of quality and service, and is the first consideration when customers buy cars, they hope to be comfortable when buying cars. In the following maintenance and repair of the vehicle rest assured. So in order to obtain greater benefits, dealers gradually regard the brand car sales rights (4S store) as an important guarantee to enhance competitiveness and gain more profits. At present, most of the profits of the automobile industry are generated from the automobile service. A good automobile service and marketing strategy can bring long-term benefits to the 4S store. In the face of many competitors, how to make the advantage of the 4S store play out, Obtain greater benefit, become the starting point that businessman needs to pay attention to in particular. This article will take Mingnan Automobile 4S store as the research object, through the research market marketing and the service marketing correlation theory, unifies the Minnan automobile 4S shop characteristic, We should tailor a set of service marketing strategies suitable for their development to give full play to their own advantages. We should shift the focus of automobile sales to manufacturers and consumers, so as to bring into play the service functions of automobile dealers. As far as possible to meet the needs of customers and as far as possible to provide customers with convenient services, to establish a customer-centric service marketing concept, so that customers from satisfaction to touch, from moved to loyal, Increase the revenue of auto 4S stores. In addition, through receiving feedback from customers and comparing them horizontally with other auto 4S stores, they reflect on themselves, correct their shortcomings, and constantly update and improve their service marketing strategies. Finally, this paper will try to prove that if Mingnan 4S store can perfect its service marketing strategy, and through a series of safeguard measures to achieve its own optimization, Will make their core competitiveness greatly enhanced, strive for more market share, and ultimately achieve maximum income.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.471

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