汽车4S店销售流程与设计

郑州交通职业学院毕业论文（设计）论文（设计）题目：汽车4S店整车销售业务流程分析与设计所属系别汽车运用工程系专业班级10级汽运五班姓名学号2指导教师撰写日期2013年4月摘要我国人口众多，有着世界上最大的市场，市场营销前景广阔。随着社会的进步，营销理论也在不断发展，汽车销售业绩直接决定着汽车企业的成败。汽车4S店整车销售业务流程的合理和专业性是一个成功企业的最直接的体现，面对激烈的市场竞争，销售人员不规范的行为是导致销售业绩不佳和客户流失最主要的原因。标准的销售流程是达成客户满意的基本条件和服务基础。通过汽车经销店标准销售流程的统一优化，给客户以高质、模范、人性化的服务体验，令其在购车过程中能感到尊贵感，能“发现你的不同”，从而提高汽车的成交率，客户满意度及品牌美誉度。文中主要探讨了汽车营销的概念、汽车企业的营销战略、汽车4S店的销售服务流程、汽车4S店销售服务的原则、汽车4S店销售服务技巧，对今后从事汽车营销工作具有重要的指导意义。关键词：汽车销售，业务流程，销售业绩，科学管理AbstractAsChinaandconstantlyimprovethesocialistmarketeconomicsystem,marketing,consumerbehaviortoguidepeople,anditsincreasingimportance,peoplehaveapreliminaryunderstandingofmarketing,businessconceptsbehind,marketingconceptsareunclearalsowidespread,visible,Chinamarketing,developmentisnotoptimistic,however,largepopulation,hastheworld'slargestmarket,marketingprospects.Standardsalesprocessistoachievecustomersatisfactionandservicesbasedonthebasicconditions。Standardsthroughthecardealershipaunifiedsalesprocessoptimization,tocustomersinhighquality,exemplary,personalizedserviceexperience,sothatitcanfeelinthecarinthenoblesenseoftheprocess,tofindyou'redifferent,therebyenhancingtheturnoverofmotorvehiclesrates,customersatisfactionandbrandreputation.Thepaperfocusesontheautomotivemarketingconcept,carcompaniesmarketingstrategy,car4Sshopsalesandserviceprocesses,automotive4Sstoresalesservicetotheprinciple,auto4Sshopsalesandserviceskills,thefutureinautomotivemarketingofimportantguidingsignificance。KeyWords:Carsales,Businessprocesses,Sales,Scientific目录1引言......................................................................................................................12汽车销售基本流程..............................................................................................12.1汽车销售流程的重要性.............................................................................................12.2汽车销售流程的内容.................................................................................................22.2.1客户开发..........................................................................................................22.2.2客户接待..........................................................................................................22.2.3需求咨询（分析）..........................................................................................22.2.4车辆介绍..........................................................................................................22.2.5试乘试驾..........................................................................................................22.2.6异议的处理......................................................................................................32.2.7签约成交..........................................................................................................32.2.8交车..................................................................................................................32.2.9售后跟踪..........................................................................................................33销售流程各环节所面临的难题及解决办法......................................................33.1客户开发.....................................................................................................................33.2客户接待.....................................................................................................................43.2.1为什么会产生自我保护意识？......................................................................43.2.2自我保护意识主要表现在哪些方面..............................................................43.2.3客户害怕进入实质..........................................................................................53.2.4如何解决这些问题..........................................................................................53.3需求咨询.....................................................................................................................53.3.1为什么要进行需求分析..................................................................................53.3.2销售人员应注意的销售方式..........................................................................53.4车辆的展示与介绍.....................................................................................................63.4.1车辆展示的主要内容......................................................................................63.4.2绕车介绍..........................................................................................................73.5试乘试驾.....................................................................................................................83.5.1试乘试驾的流程..............................................................................................83.5.2常见问题..........................................................................................................83.5.3解决办法..........................................................................................................83.6处理客户的异议.........................................................................................................93.6.1常见问题...........................................................................................