汽车销售4S店的营销方法探究

　　摘要

　　伴随着全球汽车市场竞争的日益加剧，中国汽车销售市场的主流营销模式一一4S店的竞争也日渐显着。4S店的营销必须考虑厂家、经销商、客户三方面利益的综合均衡，而厂家和经销商的利益主要来自于客户，更好的为客户服务，得到客户的认可才能够持续长久的获得利益。汽车需求日益加剧，造成各种汽车品牌之间竞争日趋激烈，竞争手段也日益丰富，汽车行业的营销策略日显重要。现代市场营销观念强调市场营销应以消费者为中心，汽车市场的营销也应以消费者为中心，通过满足消费者的需求，才可能实现企业的目标。因此，发现和了解消费者的需求，做好服务营销工作是汽车销售的首要任务。

　　随着中国汽车工业的逐步发展壮大，汽车4S店也日益增多。到目前为止，全国有536家M品牌汽车4S店，M汽车销量也在逐年增长。随着汽车4S店越来越多，竞争越来越激烈，加上国家工商总局下发汽车品牌经销商销售改为汽车销售，4S店经营单一品牌汽车的风险也日渐凸显，正因如此，本文研究和探索汽车销售4S店的营销策略是十分必要的。

　　在充分了解我国汽车市场4S店发展现状的基础上，讨论了未来产业竞争的手段--服务竞争。本文以市场营销学、服务营销的基本理论为基础，分析了 M汽车4S店的营销现状和存在的问题，提出产品和服务双品牌建设对4S店的重要意义。以M汽车4S店为研究对象，通过PEST分析、SWOT分析、波特五力分析等经营环境分析工具，对M汽车4S店经营环境进行分析，研究了 M汽车4S店内外部发展的优势和劣势、面临的机会和威胁进行了分析之后，发现M汽车4S店目前的管理和运营模式已经跟不上当前市场竞争的需求，而且消费者也越来越理性，这就要求4S店加强对服务营销的重视，重新制定“以服务品质、服务价格、服务形象和服务管理为切入点，实施服务营销策略创新”的发展新规划。

　　本文主要以M汽车4S店为分析主体，对M汽车4S店的服务营销策略提出优化建议，以服务为指导思想，贯穿于整个4S店经营的全部过程，树立全员性，全过程性，后续性服务，全部的生产，销售，所有的经营活动都以满足顾客需要出发，以提高满足顾客需要的产品和服务为主要责任和义务，创造客户感知价值，开发客户终身价值，加强4S店的竞争优势。

　　根据分析研究结果，结合中国汽车市场特点和M汽车4S店的经营现状，在7P营销组合的基础上提出营销建议，即产品策略、定价策略、服务分销策略、服务促销策略、服务人员策略、物质环境策略、服务流程策略，从而为广大汽车4S店经营者就如何开展服务营销策略提供了理论上和实践上的借鉴。

　　关键词：汽车4S店；服务营销；营销策略

　　Abstract

　　4S shop, the mainstream marketing model of China's auto sales market, isincreasingly competitive, as a result of the severe competition in the globalautomotive market. To survive the market, 4S shops must strike a comprehensivebalance among manufacturers,distributors, and customers, with the benefits of theformer two relying heavily on customers,since better service for and wide recognitionfrom the customer can bring them long-term benefits. Therefore, marketing strategiesof auto industry are becoming more and more important because tiiere is a growingdemand for cars, resulting in the increasingly fierce competition among different autobrands and more competition methods. The auto marketing should beconsumer-centered, which is the core of modern marketing. Only by satisfyingconsumer demands can companies possibly achieve their goals. Thus, the primarytask of car marketing businesses is to discovery and understand their consumers'needs and provide good services.

　　There are more and more 4S shops, with the steady development of China's autoindustry. So far, there are 536 auto 4S shops of M brand and their sales are alsoincreasing yearly. The competition among the shops is fierce and they will take morerisks if they sale only one brand of auto, which is made worse by tiie fact that SAICordered that all automobile brand dealers are changed to car dealers. This makes thestudy on marketing Strategies of 4s shops very importantService competition, the means of future industry competition, is the focus of thepresent study, which is based on a survey on the current situation of the developmentof China's auto market The status quo and existing problems of M auto 4S shopsmarketing will be analyzed and the significance of the brand development of productsand services will also be emphasized, based on the basic theories of marketing,services marketing. Using M auto 4S shops as the research object, businessenvironment analysis tools such as PEST analysis, SWOT analysis,and Porter's fiveforces analysis,the studies analyzes the business environment of M auto 4S shops,researches their advantages and disadvantages, opportunities and threats. The studyfinds that the current management and operating model of the shops can not keep upwith the needs of the present market competition. Furthermore, consumers are nowmore rational. Thus, 4S shops should strengthen services marketing, and have a newservice marketing plan, which focuses on quality, price, image and management.

　　Advice for optimizing service marketing is given for M auto 4S shops,which arethe study target. The concept of service should be understood by all staff members,and embodied in every stage of the whole process of 4S shops' management, and allactivities including production, sales and so on are taken to meet customers,needs, tomake it as the shops' main responsibilities and obligations,to create extra valueperceived by customers, to explore the customers' lifetime value, and to enhance theircompetitive abilities.

　　Based on the characteristics of China's auto market,the operation condition of Mauto 4S shops, and the findings of the present study, the paper advances the following7-P marketing strategies: product strategy, pricing strategy, service distributionstrategy, service marketing strategy, service personnel strategy, physical environmentstrategy, service process strategy, so as to provide a theoretical and practical referenceframework for the majority of auto 4S shop dealers.

　　Keywords: auto 4S shops ;service marketing ;marketing strategy
 

　　目录

　　第一章 绪论

　　一、研究背景、目的和意义

　　二、论文思路、方法和主要内容

　　三、论文的创新之处

　　第二章 服务营销理论基础与文献综述

　　一、概念界定

　　二、理论基础

　　三、国内外研究现状

　　第三章 M汽车4S店服务营销现状和问题分析

　　一、M汽车4S店简介

　　二、M汽车4S店服务营销状况分析

　　三、M汽车4S店服务营销存在的问题

　　第四章 M汽车4S店服务营销环境分析

　　一、宏观环境分析（PEST分析）

　　二、行业环境分析（“波特五力模型”）

　　三、自身分析（SWOT分析）

　　第五章 M汽车4S店服务营销策略建议

　　一、产品和定价策略

　　二、服务分销和服务促销策略

　　三、服务人员策略

　　四、物质环境策略

　　五、服务流程策略

　　第六章 结论与展望

　　一、结论

　　二、展望

　　参考文献

　　致谢