汽车4S店市场营销策略研究.rar

摘要：随着我国经济的快速发展和人们生活水平的不断提高，汽车的需求量在逐年增加，汽车产业也在迅速发展。随后，汽车4S店在中国各地纷纷涌现，4S店的竞争也越来越激烈。汽车4S店是一种以“四位一体”为核心的汽车特许经营模式，包括整车销售、零配件、售后服务和信息反馈。汽车4S店是汽车营销方式中最为流行的一种，其起源于欧洲，随着贸易全球化以及市场竞争越来越激烈，4S店作为一种能够有效提升汽车品牌和汽车生产企业形象，并能同时提高顾客品牌忠诚度而最终提高利润的营销方式，迅速由发达国家传入中国等发展中国家。4S店为了能够在竞争中谋得生存和发展，对4S店的营销策略研究也显得尤为重要，本文通过对4S店的介绍、理论分析和其在我国发展的现状的阐述，指出了4S店在我国的发展所出现的问题，并对有关问题提出了解决措施。4S店除了加强售后服务和扩大销售量外，拓展其业务，加强对营销人员的培训，注重细节是目前4S店可持续发展的主要途径。完善售后服务，实施多元化的经营战略等措施是发展汽4S店的基本途径。

关键词：汽车4S店；SWOT分析；营销策略

Abstract:With China's rapid economic development and people's living standard continues to improve, Automotive demand is increasing every year, The automotive industry is growing rapidly. Subsequently, the auto 4S shops sprang up in various parts of China, 4S shop, and more intense competition. Auto 4S shop is a "four-in-one" core automotive franchise model, including Sale, Spare part,Service and Survey. Auto 4S shop is the most popular in the automotive marketing, originated in Europe, With the globalization of trade and the increasingly fierce market competition, 4S stores as a way to effectively enhance the corporate image of car brands and car production, And improve customer loyalty and ultimately increase profits marketing quickly by the developed countries was introduced to China and other developing countries. 4S stores in order to have gained in the competition for survival and development, 4S shop's marketing strategy is particularly important to this paper, the introduction of 4S shop, theoretical analysis and elaboration of the status of the development in our country. Pointed out that the 4S shop in the country's development problems, and issues related to proposed solutions. 4S shop in addition to strengthen after-sales service and to expand sales, to expand its business and marketing staff training, attention to detail 4S shop of sustainable development. The perfect after-sales service, the implementation of a wide range of business strategy and other measures is the basic approach of the development of steam 4S shop.

Key words：Automobile 4S shop; SWOT analysis; marketing strategy

　　　4S店经销商解决生存困境的一个重要方法就是打造自己的品牌。过去对品牌的理解往往仅仅局限于生产厂家和产品本身。4S店作为厂家的附庸，一般都没有自己的品牌，随着国内汽车市场日益成熟，没有自己的品牌优势只能永远处于被动的位置。因此，4S店必须重视打造与维护自身的品牌，而服务品牌的建立是一项复杂的系统工程，体现在销售的每一个环节，任何一盒环节出现问题，都会直接对服务品牌造成影响。因此4S店必须加强企业文化建设，提升自己的核心价值，形成和维护自身的额品牌，继而达到持续发展。