广汽本田4S店的营销战略分析.pdf

摘要:近年来，随着中国社会经济的蓬勃发展和人民生活水平的逐步提高，私人或单位企业对乘用汽车的需求也越来越大。据预测，今年国内对乘用车的总需求量将超过500万辆，是全球最具有潜力的汽车大市场。因此，乘用汽车已经逐渐成为人们日常外出代步的主要交通工具。需求带动供给，在当今汽车需求量如此大的中国市场下，各个品牌的汽车企业纷纷采取不同的营销管理策略，务求取得更高的利润价值和良好口碑。随着中国汽车市场竞争的加剧，广州本田首先使用的4S店汽车营销模式已不具备独特的竞争力，为此本文对4S店的营销创新进行研究。本文采用市场调查数据对广州地区广本4S店进行补充调查，结合顾客让渡价值、服务营销以及战略理论，分析4S店服务差距原因，从而提出广汽本田4S店营销创新战略，即4S店必须实行以顾客让渡价值为中心的全面质量管理战略，其中包括品质、形象、价格及管理战略，并进一步阐述各项实操策略建议。实现4S店的创新营销战略，不是单方面进行的，而是需要各个方面全面配合、协调运作，达到多赢局面。希望本文能给45店经销商及汽车生产企业带来一定的启示。

关键词：广汽本田，4S店，营销战略，顾客让渡价格

Abstract:Recent years，with the rapid development of economic in china and the enhancing life-standard，the demands of using auto become more and more large for individual or company. According to the forecast， this year， the total demands of auto would more than 5，000，000 in our country in where is the most potential biggest automarket. Therefore， auto has already replaced walking outside and become the major daily vehicle. Demand drives supply，nowadays，the demands of auto in china are such large and every auto company takes different strategies in sales and management，in order to get higher profits and better public praise. With the fierce competition in the Chinese cars market，the 4S shop car marketing model which is used by Guangzhou Honda initially has lost its unique competitive strength. So this thesis researches the innovation of the 4S shop car maketing model. This paper adopts the maket research data，through field interviews to supplementarily investigate the Honda 4S Shops in Guangzhou. With combinating customer delivered value，sevices marketing，strategic theory and analysing the reseaons of the service gap in 4S shops， this paper puts forward the maketing innovation stragtegies of Guangzhou Honda 4S shops. That is 4S shops must implement the comphrensive quality management strategies which focus on the customer delivered value，including quality，image，price and management strategies. And it also further elaborates every suggestions on the srategies put into practice. To achieve the innovation marketing strateties in 4S shops， it needs comprehensive cooperation to get the win-win situation but not the one-side efforts. Hopefully this thesis will bring some enlightenment to the 4S shops dealers and the automobile manufacturers.

Key words： Guangqi Honda , Automobile 4S Stores , Creative Marketing Strategy ,Customer delivered value