农机企业4S店营销模式研究 毕业论文.doc

湖 南 涉 外 经 济 学 院 本科毕业论文（设计） 题目 农机企业4S店营销模式研究 作者 学院 商学院 专业 市场营销学 学号 10430541143680 指导教师 湖南涉外经济学院本科毕业论文（设计）诚信声明 本人声明：所呈交的本科毕业论文（设计），是本人在指导老师的指导下，独立开展工作所取得的成果，成果不存在知识产权争议，除文中已经注明引用的内容外，本论文不含任何其他个人或集体已经发表或创作过的作品成果。对本文工作做出重要贡献的个人和集体均已在文中以明确方式标明。本人完全意识到本声明的法律结果由本人承担。 本科毕业论文（设计）作者签名： 二○一四年五月十七日摘 要 农机营销专业人才缺乏售后服务不完善市场信息反馈系统不完善营销资源分布不合理，渠道管理混乱人力资源分配不合理 经销区域重叠过依赖经销商，经销商缺乏忠诚度对经销商缺乏统一标准，统一形象4S店专业人才培养S店售后服务体系4S店信息反馈体整合营销资源，规范4S店管理ABSTRACT Our country has the worlds largest population, but only accounts for seven percent of the worlds arable land to feed twenty percent of the population in the world, the level of agricultural production in our country is a serious test. In the rapid development of agricultural science and technology today, farm machinery market has begun to enter Chinas agriculture, but relative to the European and American developed countries, our country agricultural machinery utilization is still very low, a large part of the reason is that agricultural machinery enterprises in China started late, do not reach the designated position. After China joined the world trade organization, with the massive influx of foreign agricultural machinery, agricultural machinery in our country more intense market competition, the drawbacks of the traditional marketing mode of agricultural machinery enterprises are gradually surfaced. Facing more fierce market competition, the transformation of agricultural machinery enterprise marketing mode is imminent, innovative marketing mode of 4 s shop will become the new way of marketing of agricultural machinery enterprises. Based on the 4 c theory, theory of JIT purchasing, 3 p theory as the basis, using the SWOT analysis method to analyze the problems existing in the agricultural machinery enterprise marketing and the advantages and disadvantages of 4 s shop marketing model of agricultural machinery, and farm machinery of 4 s shops operation