汽车4S店运营管理实践研究——以天津一汽为例.pdfVIP

摘 要 汽车 4S 店作为一个新兴事物来到中国已经有 12 年了，在进入我国的初期， 由于相对我国传统汽车销售渠道有着能充分利用社会资金资源、规范市场、提升 汽车品牌形象和保障消费者权益等优势，迅速红遍中国。国内各大汽车生产商纷 纷要求旗下经销商转型成为 4S 店，4S 店如雨后春笋一样在全国各地迅速发展起 来，汽车 4S 店也随同生产厂家一起快速成长起来，绝大部分经销商均获得了可 观的盈利。 但是，随着 4S 店数量的不断增加，市场竞争力度也随之加大。很多经销商 的运营管理不善、流程执行不力，人力资源不足和客户管理不细等弊病也表露无 疑。在 2004 年的汽车市场下滑过程中以及 2008 年的金融危机中投资汽车 4S 店 是拿到摇钱树的神话破灭了，一批实力不足的投资者退却了，而大批的 4S 店因 市场或运营管理的诸多问题而处于不盈利或亏损的状态。 但汽车 4S 店发展的脚步并没有停止，如何才能保证 4S 店的生存发展呢？这 就是本文的主要研究内容。本文主要探讨汽车 4S 店运营管理模式和方法，并通 过天津一汽 4S 店运营管理的案例分析，为已经进入和希望进入汽车 4S 店领域的 投资者指出一条相对明确的成功经营之路。 关键词：天津一汽 4S 店 运营管理 ABSTRACT As a newly sprouted thing, the concept “4S dealer” comes to china for twelve years. In the early into china, it became popular all over China. Because it can make full use of social capital resources, standardize the market, enhance the brand image and protect rights and interests of consumer comparing with the traditional automobile sales channels. The domestic auto manufacturers required their dealers to transform into 4S dealers. 4S dealers have mushroomed all over the country rapidly. 4S dealers also grow up fast along with manufacturers. Most dealers make tidy profits. With the number of 4S dealers increasing, the strength of market competition also will increase. Many dealers of mismanagement, operation process execution dreadful, human resources and customer management is not fine etc ills is revealed. With the decline of automobile market in 2004 and the financial crisis in 2008, the myth that 4S dealer is a cash cow shattered. A group of inadequate investors retreat, and a large number of 4S dealers become at loss because of operation management problems. 4S dealers developed step by step. How to ensure 4S dealers developing? It is the main research contents of article. This