汽车4S店经营模式的现状与发展前景（南京朗驰集团的研究）.doc

摘要：本文根据南京朗驰集团4S店的现有文献和案例资料，分析了中国4S店发展现状的优势与不足，4S店经营模式的组织构架及其特点，预测我国4S店经营模式发展趋势，结合现实情况提出了中国4S店的发展思路与对策：控制渠道内经销商的数量与规模；加快交付时间，培育速度经济，提升顾客忠诚度；经营重心从仅仅关注新车销售到销售与售后并举；提升整体服务水平；打造自身服务品牌，,树立企业新形象；建立自己企业的人才储备；建立信息化和网络化的多方共赢的4S店流通渠道。

关键词：汽车4S店；营销；现状与趋势

Abstract:This paper is according to the information on existing literature and case of Nanjing Long Chi Group 4S store. It has analyzed the advantages and disadvantages of Chinese 4S stores' current situation and development, the organizational structure and characteristics of the 4S shop business model. Forecast the development trend of the 4S shop business model. Presented the Development thought and countermeasures of Chinese 4S stores combined with the reality: Control number and scale of the dealers in channels; Speed ​​up the time of delivery, training the Speed Economy, ascension customer loyalty; Business focus from only focus on new vehicle sales to Sales and after-sales simultaneously; Improve the overall level of service; Build up their own service brand; Establish a new corporate image; To set up their own enterprise talents reserves; Build a Win-win 4S circulation channel with information and networking.

Key words: 4S store ; marketing ; Status and trends 

　　汽车产业发展模式下企业的竞争优势不仅反映在技术水平和产品质量上，而且反映在产品销售、售后服务以及物流配送等营销环节。在这种情形下，汽车4S店作为现代市场营销和产品销售模式，由于其营销理念优越、经营模式先进和综合服务体系完善等，为企业带来了巨大的盈利规模和利润空间，在我国得到了飞速的发展。但与此同时，4S店的发展中仍然存在诸多问题，尤其是汽车4S店中投资规模和结构、经营模式等方面问题比较严重。为此，本文基于南京朗驰集团分析了我国汽车4S店的发展现状，对4S店营销模式相关理论进行梳理，并预测我国汽车4S店营销模式的发展趋势，为汽车4S店营销模式的发展提供政策建议。