车仆汽车营销策略研究.docVIP

密级: 学号: 自考生毕业（设计）论文 车仆汽车服务有限公司营销策略研究 系 别：汽车工程学院 专 业：汽车服务技术与营销 班 级：13专汽车服务技术与营销 学生姓名：何佳佳 指导老师： 李丽芳 完成日期：2016. 11.03 随着改革开放的深入发展，我国的汽车工业?□经由计划经济时代过渡到 了市场经济时代，已经由卖方市场转变为买方市场，汽车企业的竞争已经 不是单纯的W内竞争，而是变成了激烈的国际竞争，但iji场的竞争离不开服务营 销。伴随着商品经济的发展和iV场竞争的日益激烈，汽车帘场服务营销也被提到 重耍的议事H程上来。因此，如何在较短的期限lAl培养出大批的具冇现代服务营 销理念，善于捕捉W场机遇，并能够灵活掌控服务营销技能、技巧的汽车服务营 销人才，已经成为了当务之急。汽车营销指进行汽车市场调研、分析与竞争研究, 为企业生产经营决策提供咨询，井可进行汽车产品服务营销策划。汽车服务营销 止受到W内外企业界的极大关注，我国的企业服务营销活动的发展也越来越广泛 和深入，而我国学术界也在不断地传播先进的服务营销的理论和成功经验，不断 地总结和完善适合我WW情的服务啻销的经验和规律。汽车服务营销观念的核心 问题是顾客满意度和顾客忠诚度。所以，汽车服务营销观念的止确与否.对汽车 企业的兴衰有决定性作用。 本文以车仆汽车服务有限公司为例研究车仆汽车服务营销策略。 关键词：汽车：服务营销；策略；研究 Abstract With the further development of reform and opening up，China’s auto industry has already been through planned economy” era of transition to the Hmarket economy” era，has been changing from seller’s market to ’’buyer’s market the car enterprise competition is not purely domestic competition, but became a fierce international competition, but the market competition is inseparable from the service marketing. With the development of commodity economy and the increasingly fierce market competition, market service marketing also mentioned the important agenda. Therefore，how to cultivate a large number of short period with modern service marketing idea，good at capturing the market opportunity，and can be flexible control skills，skills in the automotive service marketing service marketing talent，has become a top priority. Automobile marketing refers to the automobile market research， analysis and competition research，consulting for the decision of enterprise production and management, and service marketing planning for automobile products. Auto service marketing is being the attention of the whole business at home and abroad，the development of the service marketing activities of enterprises in our country is becoming more and more extensive and in-depth, and our country academic circles is in constant spread advanced the theory of service marketing and the successful exp