宁夏广汽田万易丰德胜店营销战略的制定.docx

工商管理辅修专业学士学位论文宁夏广汽丰田万易丰德胜店营销战略的制定导师：柳兵教授学生：马金莲申请学位：工商管理学士学位 所在单位：宁夏大学 摘要经过几十年的发展,中国已成为全球最重要的汽车市场,近年来随着国际先进的汽车营销理念与中国特有的汽车销售方式的不断碰撞与发展,作为目前主流形式的中国汽车销售店模式在经营方面出现了很多新的问题,根据目前我们面临的严峻形势来看探索与研究汽车4S店的营销模式是十分必要的。本文运用市场营销学、服务营销的基本原理,针对宁夏万易丰汽车销售服务有限公司的营销现状、存在问题,在新的行业发展形势下进行有效的销售管理。研究对万易丰汽车销售服务有限贸易公司营销战略进行梳理,构建了万易丰汽车销售服务有限公司营销战略研究的理论框架。详细分析了公司的内、外部环境以及公司经营的竞争优势、劣势。在执行方案的时候,以4P为依据进行组合战略调整。最后,找出公司营销战略中存在的问题,进行脚踏实地的数据分析和深入研究,并以客户价值为核心,在精准定位的基础上,建立差异化的顾客互动服务体系,以价值链结构实现资源整合,快速准确的应对环境的变化注重顾客的切身体验与市场的认同度,使服务趋于人性化、个性化,从整个销售的过程中,体现客户所需要的服务,为建设宁夏万易丰丰田汽车营销战略提出建议和对策,希望能够为中国众多的4S店的发展有所借鉴。关键词：营销战略、宁夏万易丰、4P目录摘要·······························································································································I第一章 企业介绍·········································································································11.1 万易丰德胜店的基本状况················································································11.1.1公司简介····································································································11.1.2发展历程····································································································11.2 万易丰德胜店的营销状况分析·········································································11.2.1 产品简介····································································································21.2.2 销售状况····································································································31.3 本章小结··········································································································4第二章万易丰德胜店的营销战略制定············································································42.1 万易丰德胜店营销战略的确定············································································4 2.1.1 战略定位分析······························································································42.1.2 竞争力分析··································································································42.2 万易丰