汽車市場4S專賣店的營銷策略分析論文

摘要
　　　21世紀的今天,汽車工業(yè)的競爭愈演愈烈，隨著競爭的加劇，汽車銷售市場上出現(xiàn)了多種多樣的汽車銷售形式，諸如：“超市式大賣場”、“汽車一條街”、“特許經(jīng)銷商'、"專賣店”等多種汽車銷售形式。其中，最引人注目的非4S專賣店的銷售形式莫屬了。它是現(xiàn)代汽車工業(yè)的產(chǎn)物，是隨著汽車時代的變化而應(yīng)運產(chǎn)生的。一度成為了國內(nèi)外現(xiàn)代汽車工業(yè)的“老大”。但是隨著汽車市場的種種革命，汽車工業(yè)出現(xiàn)的各種突變。使得原本處于主導(dǎo)地位的4S專賣店，不再有昨日的輝煌不敗。汽車銷售市場也已經(jīng)由賣方市場轉(zhuǎn)向買方市場，客戶的要求越來越高，選擇也越來越多，同行間的競爭也更為激烈?！伴_4S專賣店穩(wěn)賺不賠錢”的時代已經(jīng)一曲不復(fù)返了。如今，很多4S專賣店已經(jīng)面臨著虧損的局面，甚至于部分的4S專賣店已經(jīng)開始轉(zhuǎn)讓地皮。汽車工業(yè)的“洗牌”開始了，處于領(lǐng)導(dǎo)地位的4S專賣店該如何自處？如何在現(xiàn)今的汽車市場成功獲得份額？贏回更多的客戶？
為此，本篇將針對4S專賣店所面臨的危機進行全面的分析，找出原因。通過轉(zhuǎn)變營銷觀念、改變營銷策略等方面來研究解決問題的可行方案。
關(guān)鍵詞：汽車營銷模式的現(xiàn)狀，4S專賣店營銷產(chǎn)生問題的原因，營銷策略的改變，營銷觀念的轉(zhuǎn)變
 

Abstract
     Nowadays-in 21 century, while the competition in automobile industry became sharper and sharper, many kinds of automobile sales forms have appeared in automobile sales market such as “automobile supermarket”, “Automobile Street”, “franchiser”, “franchised store”. Besides these sales form, the most noticeable sales form is “4S-franchised store”. It is the product of modern automobile industry caused by varied automobile sales market. Once it has become “the one” in the modern automobile industry all over the world. But with the revolutions of automobile market and many changes occurred in the automobile industry, 4S franchised store has change from the mainstream sale form to being eliminated in the competition. The automobile sales market has turned from seller’s market to buyer’s market. The customers have more and more demands and choices and the competition between dealers became sharper and sharper. The age that you will never loss money if you open a 4S franchised store has disappeared. Nowadays, many 4S-franchised stores have to face deficit and some stores have to start sell their property. The new automobile age has started, how the 4S-franchised stores deal with this situation? How can they earn the market share from today’s automobile market and how can they get more customers?
I write this paper in order to analyze the crisis faced by 4S-franchised store and find the factors, which have cause this crisis so that we can try to find some way to solve this situation through changing the market concept and the market strategy.
Key words: the situation of automobile sales form, the reason why 4S-franchised store has many problems, change of market concept, change of market strategy.
 

目錄
摘要…………………………………………………………………………1.
ABSTRACT……………………………………………………………………2.
1  引言…………………………………………………………………… 4.
1.1  汽車銷售行業(yè)4S專賣店的概念以及形成………………………………………4
1.2  汽車銷售4S 專賣店模式與其它汽車銷售模式的比較…………………………4.
2  汽車銷售4S專賣店的現(xiàn)狀……………………………………………8.
2.1   汽車銷售4S專賣店模式面臨危機………………………………………………8.
2.2   汽車銷售4S 專賣店經(jīng)銷商遭遇洗牌………………………………………….9
2.3   汽車銷售4S專賣店國內(nèi)外現(xiàn)狀比較……………………………………………9
2.4   汽車銷售4S專賣店優(yōu)劣勢………………………………………………………10
3  影響汽車銷售4S 專賣店經(jīng)營的因素分析…………………………13
3.1  汽車市場經(jīng)營環(huán)境及市場營銷策略分析……………………………………….13
3.1.1  汽車市場經(jīng)營環(huán)境分析……………………………………………………….13
3.1.2  汽車市場營銷策略分析……………………………………………………….13
3.2  汽車銷售4S專賣店面臨三個層面的競爭………………………………………15
3.3   汽車銷售4S 專賣店:硬件過硬,軟件偏軟……………………………………16
3.4  營銷隊伍專業(yè)化程度的影響…………………………………………………….18
4  解決汽車銷售4S 店生存危機的對策……………………………….19
4.1   轉(zhuǎn)變營銷觀念對汽車銷售4S專賣店的影響………………………………….19
4.2   4S專賣店的核心是優(yōu)質(zhì)服務(wù)和誠信的售后服務(wù)…………………………….20
4.3   客戶信息反饋不可忽視………………………………………………………..21
4.4   進一步加強銷售人員的多方面培養(yǎng)…………………………………………..21
4.5   身邊的奔馳揭示4S專賣店的優(yōu)劣…………………………………………….22
5  結(jié)論…………………………………………………………………….28
參考文獻…………………………………………………………………..29
致謝………………………………………………………………………..30