12606385李林林论文初稿.docxVIP

PAGE  中文摘要 本文通过对北京市汽车4S店的调查，结合相关理论基础进行了阐述，主要包括：服务营销理论、汽车4S销售模式运作理论和企业纵向边界理论，并对4S模式与其他销售模式进行了比较，分析了4S模式的优势和不足；接着从宏观分析了我国汽车4S店经营中存在的问题，还从政策因素、行业竞争因素、经销商自身因素和消费者的购买心理因素4个方面着手分析了4S店的销售模式和运作理论，然后提出了汽车销售4S店在残酷的市场环境下的生存与发展对策，并结合案例进行了分析。本文的研究成果将会为北京地区的汽车销售4S店的生存与发展提供理论支持与实践参考。 关键词：汽车销售 4S销售模式 问题分析 发展策略 Abstract Based on the investigation of vehicle 4S sale store in Beijing city, this paper describes the related theories, including the service marketing theory, operation principles of vehicle 4S sale store and longitudinal boundary theory, compares the 4S sale model with other sale models, analyzes the advantages and disadvantages of 4S sale model. Then the paper discusses the existing problems of 4S sale store in our country, analyzes the sale modes and operation principles of 4S sale store from the aspects of policy factors, trade competition factors, dealer factors and consumers factors. At last, the development strategy of 4S sale store in beijing city is brought up with cases. The research results of this paper can provide theoretic supports and experience references for vehicle 4S sale mode in Beijing city. Key words: vehicle sale 4S sale mode problems analysis development strategy 目 录  TOC \o 1-3 \h \z \u  HYPERLINK \l _Toc307236240 中文摘要 1  HYPERLINK \l _Toc307236241 Abstract 2  HYPERLINK \l _Toc307236242 1 引言 1  HYPERLINK \l _Toc307236243 1.1研究意义及目的 1  HYPERLINK \l _Toc307236244 1.2文献综述 4  HYPERLINK \l _Toc307236247 1.3研究方法 5  HYPERLINK \l _Toc307236248 1.4研究思路 6  HYPERLINK \l _Toc307236249 1.5本文结构 7  HYPERLINK \l _Toc307236250 2 汽车4S销售模式的理论基础  PAGEREF _Toc307236250 \h 5  HYPERLINK \l _Toc307236251 2.1服务营销理论  PAGEREF _Toc307236251 \h 5  HYPERLINK \l _Toc307236253 2.1.1服务营销的涵义与特点  PAGEREF _Toc307236253 \h 6  HYPERLINK \l _Toc307236253 2.1.2服务营销组合  PAGEREF _Toc307236253 \h 6  HYPERLINK \l _Toc307236252 2.2汽车4S营销模式的运作理论  PAGEREF _Toc307236252 \h 6  HYPERLINK \l _Toc307236253