2013届学生毕业设计(论文)4S店的汽车营销策略分析系别：电子商务系年级：2013级学号：201312620043姓名：杨晓东专业：营销与策划指导教师：刘磊二〇一六年五月I摘要摘要自20世纪90年代以来，我国经济处于快速发展之中，作为身份和地位象征的汽车已开始大量进入家庭。1999年后，汽车4S店在中国各地像雨后春笋般出现。汽车4S店的竞争也越来越越激烈。为了能在竞争中谋得生存和发展，对汽车4S店的营销策略研究显得尤为重要，通过对4S店的考察分析发现，4S店除了加强售后服务增加利润之外，形成规模效益和稳定的客户群体也成了目前4S店可持续发展的主要途径。在短时期内提升销售人员和服务人员的素质，使其成为高素质的职业经理人和职业化的员工，和不断完善服务体系，不断推出新的优惠活动，提出相应的产品策略、价格策略、分销策略、促销策略、网络营销的发展策略、汽车售后服务策略和竞争策略是汽车4S店首要做好的工作。关键词：汽车；4S店；营销策略IIIABSTRACTABSTRACTSince1990s,China'seconomyisinrapiddeveloping,asidentityandstatussymbolautomobilehavestartedmassintothehousehold.After1999,car4SshopsthroughoutChinahavemushroomedall.Auto4Sinncompetitionisalsomoreandmoreintense.Inordertobeinthecompetitionforthesurvivalanddevelopmentofautomobile4Sinnmarketingstrategyresearchappearsespeciallyimportant,throughtheinvestigationof4Sinnanalysisshowsthat,inadditiontoenhanceafter-salesservice4Sinnoutside,formtoincreaseprofitscaleandstablecustomergroupsalsobecamecurrently4Sinnofsustainabledevelopmentofmainways.Inashortperiodofascensionsalesandservicepersonnel'squality,makeitbecomehigh-qualityprofessionalmanagersandprofessionalstaff,andconstantlyperfectservicesystem,andconstantlyintroducenewfavourableactivity,andproposesthecorrespondingproductstrategy,pricestrategy,distributionstrategy,promotionstrategy,networkmarketingdevelopmentstrategy,autoafter-salesservicestrategiesandcompetitivestrategyiscar4Sinnprimarygoodwork.KeyWords:Thecar4sshopThemarketingstrategyIIIII目录目录第1章4S店的概念及现状分析..................................11.1汽车4S店的定义...............................................11．1．14S店的发源地.....................................................11．1．2其中的4个“S”是................................................11.2汽车4S店在当代中国汽车市场的地位.............................11．3．1可靠的信誉度......................................................21．3．3完善的售后保障.....................................................21．4．1高价带来高门槛.....................................................31.5汽车4S店的发展趋势...........................................51．5．1薄利多销的低成本战略...............................................51．5．2抢先尝试网络营销...................................................5第2章上海大众朗逸的发展及背景.............................72.1朗逸的简介....................................................72．1．1基本资料...........................................................72．1．2新车特点...........................................................72.2朗逸车型......................................................92．2．1车型及价格.........................................................92．2．2lavida朗逸TSI运动版..............................................92.3朗逸的市场定位................................................112.4朗逸优缺点....................................................11第3章4S店汽车营销策略介绍.................................133.1卓越的4S店营销人员素质策略................................
