汽车4S店经营管理模式研究

常州机电职业技术学院毕业论文毕业设计(论文)常州机电职业技术学院毕业设计（论文）作者：陈鑫学号：31031354系部：车辆工程系专业：汽车技术服务与营销题目：汽车4S店经营管理模式研究指导者：刘勺华向轻松评阅者：2013年5月毕业设计（论文）中文摘要汽车4S店的销售模式的核心“汽车终身服务解决方案”，这种模式是汽车市场激烈竞争下的产物。因为,随着客户消费心理的不断成熟,客户需求日益多样化，对产品、服务的要求也渐趋于严格，而原有的代理销售体制己不能适应市场与客户需求。汽车4S店的出现,恰好能满足客户的各种需求，它可以提供装备精良、整洁干净的维修区、现代化设备和服务管理、高度职业化的气氛、良好的服务设施、充足的服务备件供应、迅速及时的跟踪服务体系等。通过汽车4S店的服务，可以让客户对品牌产生信赖感和忠诚度，从而扩大汽车的销量。关键字：汽车产业营销模式汽车4s店服务常州机电职业技术学院毕业论文毕业设计（论文）外文摘要Title：Automobile4SshopmanagementmodelstudyAbstractThecorecontainingauto4Sshopcarservicesolutionsforlife,thismodelishighlycompetitiveautomotivemarketaproduct.Because,ascustomerscontinuetomatureconsumerpsychology,increasinglydiversecustomerneeds,productandservicerequirementsarealsograduallybecomestricter,andtheoriginalsalesagentsystemhasbeenunabletomeetmarketandcustomerneeds.Auto4Sshopthere,justtomeetvariousneedsofcustomers,itcanprovidewell-equipped,cleanthemaintenancearea,modernfacilitiesandservicemanagement,highlyprofessionalatmosphere,goodfacilities,adequatesupplyofserviceparts,rapidandtimelytrackingservicesystem.Bycar4Sshopservicethatallowscustomerstogenerateasenseoftrustandbrandloyalty,therebyexpandingautomobilesales.Keyword:automotiveindustrymarketingmodelcar4sshopService常州机电职业技术学院毕业论文--目录1绪论..................................................................................................................................12汽车经销商与4S店之间的关系...................................................................................22.1汽车4S店汽车营销方式的起源和在国外的发展....................................................22.24S店在中国的发展和现状分析..................................................................................32.2.1市场上汽车品牌众多竞争十分激烈.........................................................................32.2.2中国4S店经销商经营能力有欠缺.........................................................................42.2.3新竞争者的加入促进渠道模式定位更加清晰.........................................................43从欧美汽车营销看我国4S营销模式...........................................................................63.1我国4S店弱化尚需时日.............................................................................................63.2销售和维修的分离........................................................................................................63.3整合——4S店集群.....................................................................................................73.4汽车营销模式的国际比较与借鉴................................................................................83.4.1汽车营销体制的国际比较.........................................................................................83.5各国的销售通路..........................................................................................................103.5.1德国大众的汽车销售通路.......................................................................................103.5.2日本本田的汽车销售通路.......................................................................................113.5.3美国通用公司的汽车销售通路...............................................................................114解决中国4S店营销问题分析及对策..........................................................................124.1降低成本是大势所迫.................................................................................................124.2收缩营销网络是大势所趋............................................134.34S店的销售局限性.................................................144.4改进新型4S模式...................................................14常州机电职业技术学院毕业论文--4.5销售方式应向多样改变..............................................................................................164.5.1展厅专卖...................................................................................................................164.5.2网络销售...................................................................................................................164.5.3信贷销售...................................................................................................................174.5.4租赁销售...................................................................................................................175我国将来4S店营销展望............................................................................................185.1未来的营销模式的组成..............................................................................................195.2未来的汽车营销模式应具备的条件..........................................................................195.3未来汽车营销的方向..................................................................................................205.4未来汽车营销所应采取的措施..................................................................................206金融危机下汽车4S店的生存与发展策略..................................................................226.1实施双品牌战略提升品牌价值规避经营风险..........................................................226.2重视物流管理开发内部潜力......................................................................................236.3抓住国家汽车消费政策调整机遇积极调整产品结构和市场结构..........................246.4改变目前光换不修的局面提高客户让渡价值..........................................................246.5品牌4S店抱团取暖实现共赢..........................................................................