博世汽修连锁网络在华服务营销策略分析-analysis of bosch auto repair chain network service marketing strategy in china.docxVIP

theory),thethesishasmadedetailedanalysison7strategiesBoschadoptedinChinawhicharetheproduct,theprice,theplace,thepromotion,theprocessthepersonandphysicalevidence,thusshowingthepredominanceBoschautorepairingchainnetworkhasinservicemarketingstrategy.ThegreatsuccessBoschautoaftermarketnethasachievedwillcertainlyprovideourdomesticautochainrepairingcooperateswhicharenowfacingmanyobviousproblemswithalotofexperienceandillumination.KEYWORDS:franchisemanagement,servicemarketing,competitionstrategy目录第一章绪论......................................................................................................................11.1本文的研究背景......................................................................................................11.2本文的研究目的和意义..........................................................................................61.3本文的结构..............................................................................................................7第二章理论综述..............................................................................................................82.1连锁经营的基本理论..............................................................................................82.2服务及服务营销理论............................................................................................12第三章博世汽修连锁网络在华的宏观环境与行业环境分析....................................153.1博世汽修连锁网络在华发展历程........................................................................153.2博世汽修连锁网络连锁网络在华宏观环境分析..............................................173.3博世汽修连锁网络连锁的行业环境分析............................................................193.4博世汽修连锁网络在中国的内外部环境分析（SWOT）22第四章博世汽修连锁网络在华的经营策略分析........................................................264.1博世汽修连锁总体战略分析................................................................................264.2博世汽修连锁网络在华的服务营销策略分析....................................................294.3博世汽修连锁网络的质量管理策略分析............................................................38第五章博世汽修连锁网络对本土同行的启示..........................