汽车4S店销售模式的SWOT分析及对策.docx

毕 业 设 计（论 文） 设计（论文）题目：汽车 4S 店销售模式的 SWOT 分析及对策 学 院 名 称： 机械工程学院 专 业： 汽车服务工程 班 级： 汽车 091 班 姓 名： 安 明 学 号：09405050142 指 导 教 师： 陈晓平 职 称： 副教授 定稿日期： 2013 年 04 月 28 日 PAGE \* ROMAN PAGE \* ROMAN I 中文摘要 摘 要 随着汽车工业的迅猛进展，汽车市场不断地壮大，汽车销售——特殊是轿车的整车销售在销售的过程中渐渐形成了以汽车交易市场、品牌专卖店以及汽车超市为主，以汽车商务、厂家直销、汽车园区为辅的轿车销售模式。其中以品牌专卖店中的 4S 店最为盛行，最为被人们所知。在国家出台并实施《汽车品牌销售管理实施方法》以后，汽车 4S 店在人们心中成了汽车最佳的销售模式并不断地被大量复制，不论车型与品牌。然随着汽车市场竞争的加剧、汽车销售由卖方市场转向买方市场的背景下，必需得对现在汽车 4S 店销售模式进行深化剖析。在国外汽车售后逐步走向专业化，也就是汽车销售已经实行销售和售后的分别。销售是特许经营的，同时售后服务也有相对独立性。另外，在汽车售后方面也逐步走向专业化，汽车金融服务、保险服务等已经开头从原来的售后服务体系中独立出来。在我国汽车 4S 店竞争日益激烈的状况下，我们也可以借鉴借鉴，保证汽车行业在中国更好更快的进展。 关键词：汽车4S店；销售；专业化；服务； 英文摘要 英文摘要 PAGE \* ROMAN PAGE \* ROMAN II ABSTRACT With the rapid development of automobile industry, the automobile market is constantly growing, car sales - especially in car sales in the sales process gradually formed a car market, brand stores and supermarkets is given priority to, car to car business, factory direct sale, an ounce of prevention is worth a car park car sales model. The brand stores of 4 s shop is the most popular, most people know. In the country has issued automobile brand sales management measures for the implementation of and after implementation, auto 4 s shop in people”s hearts become car the best sales model is a large number of copy, regardless of model and brand. Start all profitable, but with the market competition intensifies, car sales by the seller”s market to a buyer”s market, must now for auto 4s shop sales model for further analysis. In foreign country, auto after-sales gradually toward specialization, car sales have a sales and after-sales separation. Car sales is the franchise, and after-sales service has relative independence. In addition, in the car after also gradually toward specialization, automotive financial services, insurance services has started from the after-sale service system independent of. China”s automobile 4 s shop in the increasingly fierce competition, we also can draw lessons from the