基于顾客感知价值的汽车销售服务创新模式研究.docVIP

PAGE 1 基于顾客感知价值的汽车销售服务创新模式研究 the Researching of the Service Innovation Mode for the Auto Selling Based on the Customer Perceived Value 基于顾客感知价值的汽车销售服务创新模式研究 摘要 ：随着汽车在人们生活中越来越普及，而且在汽车产品趋于同质化的今天，汽车营销也越来越受到企业的重视。本文对我国现有的汽车营销状况进行了分析，并与国外成熟的营销模式进行对比，发现了我国营销模式存在管理混乱，自身定位不清楚，并缺乏远见的不成熟行为。并在此基础上，对我国现有的营销模式进行进一步的细分，对每一种营销模式进行了详细的分析，阐述了各自的优缺点，并结合我国的汽车营销现状，探索了基于顾客感知价值的适合我国国情的新的汽车营销模式——4S店集群。它可以满足汽车营销所需要的多样化、复合化、扁平化、信息化和一体化的发展趋势。在最后，通过大量的实际调查和理论研究，对我国目前的销售顾问状况进行了分析，发现我国的销售顾问专业素质普片偏低，并在基于实战情况下的销售技巧进行了深入的分析，提出了顾问保姆式销售的理念。全文在理论联系实际的基础之上，从我国的汽车营销模式到汽车销售顾问等汽车销售服务的各个环节进行了总体的概述与细致的分析，以便作为我国汽车营销的参考资料。关键词：顾客感知价值、营销模式、4S店集群、销售顾问 the Researching of the Service Innovation Mode for the Auto Selling Based on the Customer Perceived Value Abstract：with the car is becoming more and more popular in peoples life, and it`s becoming homogeneity today, so the car marketing becoming more and more cared by automobile companies . This paper analysis the current situation of the automobile marketing ,then compared with the mature foreign marketing model , and found that the marketing mode in our country existing some immature behavior which is management confusion, own position is not clear, and lack of foresight .And on this basis, give a further subdivision to our countrys existing marketing model, for each kind of marketing mode are analyzed detailed, and expounds the advantages and disadvantages of each, and combining with Chinas present automobile marketing situation, the paper Explore a new car marketing mode which is based on the Customer Perceived Value --4 S shop clusters. It can meet the development trend of automobile marketing, which is compounding, flat, information and integration. In the end, through a lot of investigation and theory study and analysis the Chinas sales consultant’ present status, found that our sales consultant are usually at a low professional quality, and based on the actual combat, give a depth analysis in the sales skills, and put forward the idea of nanny and consu