XXX大学2016届毕业生毕业设计（论文）题目：4S营销模式下如何促进大众购车——以广潍长城汽车4S店为例院(部)别汽车工程学院专业交通运输班级XXX学号xxxxxxxx姓名XXXXXX大学毕业设计（论文）指导教师张老师二〇一六年六月IIXXX大学毕业设计（论文）摘要进入21世纪以来。我国汽车产业飞速发展，如火如荼。在十一五期间，全国汽车保有量几乎翻了一番，产销量从2005年571万辆和576万辆增加到2010年的1826万辆和1806万辆，产销量位于全球第一。在十二五的收官之年：2015年我国汽车产销量均超过2450万辆，创下历史新纪录。业内预计：在全面建成小康的十三五期间，我国汽车保有量将突破2亿辆大关。汽车产业方兴未艾，消费者也愈加趋于理性购车。中国汽车销售以“4S”特许经营为主，如何了解目标客户的需求，如何坚持自身发展理念，为消费者提供更优质的服务。本论文以广潍长城4S店为例，研究它的营销实务所处的环境、优势与劣势，找出经营过程中所出现的不足，从而加强营销策略的组合。通过SWOT分析法、4C营销理论等各种分析方法和PDCA循环管理理论，以及加强汽车后市场的间接推动销售作用，针对性的提出战略性的对策和建议，以达到促进大众购车，在市场经济中立于不败之地的目的。关键词：汽车产业，4S特许经营，营销策略、促进大众购车IXXX大学毕业设计（论文）AbstaractSincethe21stcentury.TherapiddevelopmentofChina'sautomobileindustry,infullswing.IntheEleventhFive-Yearperiod,thenationalcarownershipalmostdoubledproductionandsalesfrom5.71millionin2005and5.76millionin2010to18.26millionand18.06million,productionandsalesintheworld'sfirst.Intheendingofthesecondfiveyears:in2015China'sautomobileproductionandsalesvolumemorethan24.5million,anewrecord.Theindustryisexpected:inThirteenFiveofbuildingamoderatelyprosperousperiod,carownershipinChinawillexceed200millionmark.Automobileindustryintheascendant,consumersincreasinglybecomemorerationalcar.Chinacarsalesto"4Sfranchise,"which,howtounderstandtheneedsoftargetcustomers,howtoadheretotheirowndevelopmentphilosophy,toprovideconsumerswithbetterservice.Inthispaper,WeiGuangGreatWall4Sshop,forexample,tostudyitsmerchandisingenvironment,strengthsandweaknesses,identifydeficienciesarisinginthecourseofbusiness,therebystrengtheningthemarketingmixstrategy.ThroughavarietyofanalyticalmethodsSWOTanalysis,4CmarketingtheoryandPDCAcyclemanagementtheory,aswellasstrengtheningtheroleofindirectpromotesalesofautomobilemarket,targetedstrategicmeasuresandsuggestionsputforwardinordertoachievethepromotionofpubliccarinamarketeconomyinvinciblepurpose.Keywords:Automobileindustry,4SFranchising,Marketingstrategy，PromotepublicIIXXX大学毕业设计（论文）目录前言..............................................................11广潍长城汽车4S店应用的核心理论综述...........................31.1SWOT分析................................................31.24C营销理论..............................................41.3PDCA循环管理理论........................................42自主品牌长城以及广潍长城汽车4S店概况.........................62.1走进自主品牌长城.........................................62.1.1长城公司综述.......................................62.1.2子品牌哈弗概况.....................................62.2潍坊广潍集团以及广潍长城汽车4S店概况....................62.2.1潍坊广潍集团概况...................................62.2.2潍坊广潍长城汽车4S店..............................72.2.3潍坊广潍汽车4S店行政管理模式......................73广潍长城汽车4S店的营销理论分析...............................83.1广潍长城汽车4S店营销模式SWOT分析.......................83.2广潍长城汽车4S店4C营销理论的分析...
