S店的汽车营销策略毕业论文doc.doc

4S店的汽车营销策略分析 【摘要】 自20世纪90年代以来，我国经济处于快速发展之中，作为身份和地位象征的汽车已开始大量进入家庭。1999年后，汽车4S店在中国各地像雨后春笋般出现。汽车4S店的竞争也越来越越激烈。为了能在竞争中谋得生存和发展，对汽车4S店的营销策略研究显得尤为重要，通过对4S店的考察分析发现，4S店除了加强售后服务增加利润之外，形成规模效益和稳定的客户群体也成了目前4S店可持续发展的主要途径。在短时期内提升销售人员和服务人员的素质，使其成为高素质的职业经理人和职业化的员工，和不断完善服务体系，不断推出新的优惠活动，提出相应的产品策略、价格策略、分销策略、促销策略、网络营销的发展策略、汽车售后服务策略和竞争策略是汽车4S店首要做好的工作。 Since 1990s, Chinas economy is in rapid developing, as identity and status symbol automobile have started mass into the household. After 1999, car 4S shops throughout China have mushroomed all. Auto 4S inn competition is also more and more intense. In order to be in the competition for the survival and development of automobile 4S inn marketing strategy research appears especially important, through the investigation of 4S inn analysis shows that, in addition to enhance after-sales service 4S inn outside, form to increase profit scale and stable customer groups also became currently 4S inn of sustainable development of main ways. In a short period of ascension sales and service personnels quality, make it become high-quality professional managers and professional staff, and constantly perfect service system, and constantly introduce new favourable activity, and proposes the corresponding product strategy, price strategy, distribution strategy, promotion strategy, network marketing development strategy, auto after-sales service strategies and competitive strategy is car 4S inn primary good work. 关键词：汽车；4S店 ；营销策略 目 录 1 4S店的概念及现状分析 1 1.1汽车4S店的定义 1 1.1.1 4S店的发源地……………………………………………………………………………… 1 1.1.2其中的4个“S”是指1 1.2汽车4S店在当代中国汽车市场的地位…………………………………………………………3 1.2.1汽车4S店在当代中国汽车市场的地位 …………………………………………………3 1.3汽车4S店的市场优势 …………………………………………………………………………3 1.3.1可靠的信誉度维修技术专业完善的售后保障人性化的客户服务高价带来高门槛经营成本比天高众人分蛋糕薄利多销的低成本战略抢先尝试网络营销注重汽车文化发展开拓二手车市场2 上海大众朗逸的发展及背景 3 2.1朗逸的简介 3 2.1.1基本资料 ……………………………………………………………………………………3 2.1.2朗逸特点 3 2.2朗逸车型……………………………………………………………………………………4 2.2.1车型及价格……………… ………………………………………………………4 2.2.2lavida朗逸TSI运动版……… ………………………………………………………4 2.3朗逸的市场定位………