我国汽车美容行业的发展战略与营销策略研究.pdfVIP

要 随着汽车生产和销售的高速发展，我国已经形成了一定规模的汽车销售和汽 车售后服务市场，汽车美容行业作为汽车售后服务的重要组成部分也正随着汽车 保有量的不断增加而快速发展，本文通过对我国汽车美容行业出现、发展过程的 研究，分析了汽车美容行业发展的现状和趋势，并采用特许经营和特许经营BOSS 理论、波特五种力量模型以及SWOT 分析法，总结并探索了我国汽车美容行业的 发展战略和营销策略，并为相关管理部门规范行业发展提供参考和借鉴。 关键词：汽车美容，发展战略，营销策略 1 Abstract With the high-speed development of vehicle product and market ， a big vehicle sell and after-sell market is emerging. Carcare industry is developing rapidly with the rapid improvement of licenced vehicle amount. Carcare s emergence and development is studied here along with its status and trend. Analyzed by “BOSS” theory，five-forces model，the SWOT model，available developing strategies and marketing strategies are fond. All the available strategies can also be used by government for reference. Key words：carcare ，developing strategy， marketing strategy 2 目 录 1 绪论··························································································································1 1.1 本文的背景与意义··························································································1 1.1.1 本文的背景·······························································································1 1.1.2 本文研究的意义·······················································································2 1.2 相关文献综述··································································································3 1.2.1 汽车美容行业界定···················································································3 1.2.2 我国汽车美容行业的主要问 及解决方案·············································4 2 本文的理论基础······································································································6 2.1 特许经营及连锁经营BOSS 理论·······