10140_403104148811华晨宝马汽车4S店营销策略

I摘要改革开放以来，人们对汽车产品的需求程度不断增大。汽车4S店兴起为汽车销售市场的发展奠定基础。在强烈的汽车市场竞争中汽车4S店不仅满足消费者的对品牌汽车的需求，同时还是要满足消费者售后的维护和保养。然而现今汽车市场在供求比例失衡状态，其主要原因在于不少汽车4S店营销商为谋取某品牌代理机会将经营战略定位在品牌竞争中，忽略汽车售后服务维修和保养，而人们在选购汽车时通常将汽车的售后服务作为选车的标准，导致汽车4S经营和服务脱节漏洞的出现尤为严重。尤其各地区品牌授权竞争激烈，区域内品牌汽车4S店陆续增加，在经营利润上相对持平，从而在经营过程中面临竞争矛盾也随之而来，迫使部门汽车4S店不得不调整经营的策略。鉴于此，汽车4S店有必要将营销理念的重点转移到售后服务及维修服务上，根据汽车市场的发展和消费者的需求，结合自身品牌发展的优势来制定一套适合自身发展的品牌营销计划。本文以华晨宝马汽车4S店为例，首先对华晨宝马汽车4S店营销现状做出论述，得出目前华晨宝马汽车4S店经营中存在的问题进行分析，然后再对华晨宝马汽车4S店经营情况及目标客户群行为调研，从而进一步了解华晨宝马汽车4S店得目标客户群里的职业、及行业构成和服务市场的现状进行分析，并得出影响华晨宝马汽车4S店营销存在问题的原因。通过利用市场营销学VRIO模型理论对华晨宝马汽车4S店经营服务的目标群体进行分析，最后针对华晨宝马汽车4S店经营提供战略实施对策建议，使得华晨宝马汽车4S店在经营服务方面能够创造辉煌的同时希望能够为其他品牌汽车4S店得营销提供参考和借鉴的依据。关键词：汽车营销4S店营销市场策略IIABSTRACTSincereformingandopening,peopleofautomobileproductdemanddegreetoincreaseceaselessly.Auto4Sshoprisingcarsalesmarketdevelopmenttolaythefoundation.Intheintensemarketcompetitionintheautomobile4Sstoresnotonlytosatisfytheconsumers'brandcardemand,atthesametimeortomeetconsumercustomerservicemaintenance.However,thecarmarketinthesupplyanddemandimbalancestatus,themainreasonisthatalotofautomobile4Sstoresmarketerstoseekabrandagentbusinessstrategywillbepositionedinthebrandcompetitionofautomobileaftersaleservice,ignoringtherepairandmaintenance,andpeopleinthecarpurchasewillusuallybethecaraftersaleserviceasthestandardcar,causingthecarto4Smanagementandservicefromholesappearparticularlyserious.Especiallytheareabrandcompetition,regionalbrandautomobile4Sstoreshaveincreased,inoperatingearningsisrelativelyflat,andinthecourseofbusinesscompetitioncontradictionalsofollowed,forcingtheDepartmentofautomobile4Sstoreshavetoadjustbusinessstrategy.Inviewofthis,auto4Sshopwillbenecessarytoshiftthefocusofmarketingideaofaftersaleserviceandrepairservices,accordingtothedevelopmentofcarmarketandconsumerdemand,combinedwiththeirownbranddevelopmentadvantagestodevelopasetofsuitableforthedevelopmentofbrandmarketingplan.BasedontheBMWBrillianceAutomotive4Sshopasexample,firstly,BMWBrillianceAutomotive4Sshopmarketingpresentsituationtomakediscuss,reachatpresentBMWBrillianceAutomotive4Sshopmanagementproblemsthatexistintheanalysis,andthentotheBMWBrillianceAutomotive4Sshopsoperatingconditionandtargetcustomergroupbehaviorresearch,furtherunderstandingofBMWbrillianceautomotive4Sshopwasthetargetcustomersintheoccupation,andindustrystructureandservicemarketanalysisofthecurrentsituation,andtheinfluenceofBMWBrillianceAutomotive4Sshopmarketingproblems.ThroughtheuseofmarketingtheoryofVRIOmodelofBMWBrillianceAutomotive4Sshopservicetargetgroupsareanalyzed,atlast,BMWBrillianceAutomotive4SshopIIIoperatorstoprovidestrategicimplementationcountermeasureproposal,makeBMWBrillianceAutomotive4SshopsoperatingintheservicetocreateabrilliantandIhopeforotherbrandsofautomobile4Sstoreshavemarketingreferenceandreferences.KEYWORDS:AutomotiveMarketing4SshopMarketingstrategyCountermeasure目录摘要······························IABSTRACT·····························II绪论······························10.1选题的背景...................................................10.2选题目的及意义...............................................10.3主要研究内容.................................................30.4研究的技术路线与方法.........................................3第1章华晨宝马4s店及营销现状·················51.1华晨宝马4s店概况............................................51.1.1华晨宝马4s店简介........................................51.1.2华晨宝马4s店目标市场情况................................51.1.3华晨宝马销售4S店的组织结构情况..........................71.1.4华晨宝马4s店经营情况....................................81.2华晨宝马4s店营销策略现状.....................................10第2章华晨宝马汽车4S店营销策略问题的成因分析·········112.1相关理论依据................................................112.1.1品牌营销理论...........................................112.1.2VRIO理论模型..........................................132.1.34PS营销组合理论.......................................132.2华晨宝马4s店营销现状.........................................162.2.1华晨宝马汽车营销服务现状................................162.2.2华晨宝马汽车营销策略现状................................172.3华晨宝马汽车4S店营销策略面临的主要问题.......................182.3.品牌4S店内耗严重.........................................182.3.2厂商支持力度不到位......................................192.3.3团队营销技能不高........................................192.3.4售后服务质量差..........................................202.44S店营销策略的问题成因......................................202.4.14S店经营理念误差......................................202.4.24S店自身品牌打造不足..................................212.4.34S店企业文化建设不够重视..............................212.4.44S店员工素质有待提高..................................22第3章华晨宝马汽车4S店营销策略的改进分析···········233.1华晨宝马汽车4S店调整后的营销策略...........................233.1.1整车营销策略...........................................233.1.2售后服务策略...........................................263.1.3营销人才差异化策略.....................................263.1.4客户信息管理策略.......................................29第4章华晨宝马汽车4S店营销策略实施的保障措施·········304.1树立牌意识..................................................304.2挖掘品牌特色................................................304.3注重人才培养................................................324.4提升4S店