汽车4s店营销策略研究精选.docVIP

 汽车4S店营销策略研究 摘 要 中国的汽车4S店既是西方百年经营的舶来品，也是在国内独特的消费环境下茁壮成长新生儿。中国汽车产业的迅速发展使行业竞争日渐激烈，而作为国内汽车主流营销模式之一的4S专营店也面临生存危机。根据去年的一项不完全统计，在去年，大约只有不到三分之一的4S店实现了盈利。如何制定和开展适合自己的市场营销战略是各品牌专卖店的当务之急。在现今的关于营销策略的文献中，大多是研究行业如何开展营销的,而针对某个企业，特别是像汽车品牌专卖店这样的个体，研究如何开展营销的文章却相当少。 本文首先指出当下汽车4S店在营销中突出的问题，然后从营销环境和竞争环境入手，详细地分析4S店的主要竞争对手的优劣势，并得出4S店的SWOT分析结论和相应对策。其次再分析消费者购买行为，并对4S店进行市场细分和目标市场选择。最后，根据自己的实际经验和4S店的经营现状，运用4P营销理论制定了具体的市场营销策略。 关键词:汽车4S店；SWOT分析；4P营销理论 ? THE 4S AUTOMOBILE STORE MARKETING STRATEGY RESEARCH Abstract The 4S automobile store is not only from the western, but also is new comer under the particular national consumption. The rapid development of China’s automobile industry makes the competition more and more furious, as mainstream automobile sales model of domestic, some 4S stores have faced existential crisis. According to last year’s one incomplete statistics, there are one-third 4S stores profitable. How to develop and implement appropriate marketing strategy is the urgent affairs of the 4S stores. At present, the literatures on the marketing strategy are mostly on the industry, and for a certain enterprise, especially as 4S stores such individuals how to carry out the marketing strategy article is quite small. This paper points out that the current outstanding problems in the 4S automobile store in the marketing, and then, from the perspective of the marketing environment and competition environment, a detailed analysis of the advantages and disadvantages of 4S shops main rival, and 4S shops SWOT analysis conclusion and the corresponding countermeasures. Then，the paper will reanalysis the consumer buying behavior, and the 4S shop for market segmentation and target market selection. Finally, according to own actual experience and the 4S shops management present situation, uses the 4P marketing theory formulated the detailed marketing strategy. Key Words: The 4S automobile store; SWOT analysis; 4P marketing theory  目 录 摘要 I Abstract II 1 前言 1 2 汽车4S店营销现状及问题 2