汽车专卖店关系营销策略分析-analysis on the relationship marketing strategy of automobile specialty stores.docxVIP

摘要营销策略是整个销售体系的核心与灵魂，制定科学的营销策略是保障营销体系高 效运作的关键所在。汽车品牌专卖店实施关系营销策略，发展自身品牌是企业长远发 展的需要，也是市场竞争发展到一定阶段的必然结果。本文基于策略管理和市场营销 相关理论,通过大量的数据收集，对汽车品牌专卖店的经营现状和发展等进行了研究， 进而提出了汽车品牌专卖店关系营销策略规划和对策建议。文章首先对我国及国外成熟汽车市场、专卖店的现状作了论述，指出了关系营销 竞争是 汽车行业未来的主要竞争以及目前专卖店中存在的主要问题；在对我国汽车品 牌专卖店的现状加以介绍后，对其宏观市场环境、微观市场环境和竞争市场环境进行 了分析，从而为以后的营销工作提供了依据。在通过上述分析之后，文章根据品牌专 卖店的宏观市场环境、微观市场环境和竞争市场环境现状，制定出以顾客关系营销策 略、员工关系营销策略、影响者关系营销策略为切入点实施关系营销策略的规划。最 后，文章提出了汽车品牌专卖店实施关系营销策略的建议：加强客户关系管理、建立 顾客俱乐部、加强团队建设、促销手段的多样化、频繁营销管理。文章希望能给汽车 专卖店实施关系营销策略提供参考和借鉴。关键词：汽车营销汽车品牌汽车专卖店关系营销AbstractScientific marketing tactics, as the core and soul of the automobile sale system, is the key to make the whole sale system work efficiently. It is the need for the automobile franchised stores’ long-term development to implement relationship- marketing tactics and develop their own brand. This paper does some research on the present operation and development of automobile franchised stores, consequently proposes some relationship marketing strategic planning and detailed suggestion for automobile franchised stores.At the beginning, this paper makes some illustration on Chinese and foreign automobile market and franchised stores, and points up that the relationship competition is the main competition in the future automobile industry and the main problems in present franchised stores. After analyzing the macroeconomic environment, the microeconomic environment and the competition environment ,the paper draws up with the customer relationship marketing strategy, employee relationship marketing strategy and affecters relationship marketing strategy. Finally, the article proposes advices on the implement of automobile franchised stores’ relationship marketing tactics: enforcement of customer relationship management, establishment of customer club, enforcement of team-building, diversification of promotion manners, multifarious marketing manage. I hope this paper can give automobile franchised stores some references to implement relationship-marketing