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论文编号：	10265
作者编号：	2220160747
上传时间：	2018/12/5 14:30:53
中文题目：	天津捷众汽车4S店模式化经营研究
英文题目：	Research on Model of Management of the Tianjin Jiezhong Auto 4S Shop
指导老师：	薛有志
中文关键字：	天津捷众4S店 模式化经营 服务管理 营销管理
英文关键字：	Tianjin Jiezhong 4S Store; Stereotyped business; Service management; Marketing management
中文摘要：	随着中国经济增速换挡，汽车产品技术水平日益趋同，汽车市场已进入中低速增长阶段，优胜劣汰将成为常态，汽车企业竞争更多体现在企业是否能为客户提供良好的服务，体现在4S店是否具备良好的经营管理水平。传统汽车4S店经营模式下市场竞争不充分、汽车零部件价格虚高、服务质量下降的问题日益突出，传统汽车4S店面临资金大、经营成本高等问题，转型势在必行。 天津捷众汽车销售有限公司（下文简称：天津捷众4S店）隶属于捷通达汽车投资集团，是经一汽-大众汽车销售有限公司授权的大众品牌天津地区经销商，主要经销大众旗下捷达、宝来、蔚领、速腾、高尔夫、高尔夫嘉旅、迈腾、CC等8.28-34.28万价格区间的众多车型。通过PEST模型分析宏观环境传统汽车4S店在互联网背景下面临转型，天津捷众4S店的管理理念和模式、人力资源、营销管理、服务管理等方面存在诸多缺陷，战略转型刻不容缓，模式化经营就是企业立足市场的先决条件，必须靠系统性调整、整体力量进行战略调整。 本文以天津捷众4S店经营为研究主体，以真正经营管理的视角，由内而外，渐次推动经营模式化工作，对案例进行详细深度分析，阐述天津捷众4S店模式化经营战略，探索天津捷众4S店模式化经营内容，并引入互联网与金融融合思维，对模式化经营进行创新性研究。 通过本文的研究，得出以下主要结论： 第一，天津捷众4S店战略定位是以用户需求为中心，提供差异化、品质化服务的汽车消费全生命周期的综合型汽车经销商，建立汽车经销商汽车线下场景段、线上营销端及媒体资讯端的多渠道协同效应。标准化管理以管理为核心，贯穿企业经营的各个环节，实现服务质量改善和市场竞争力提高，服务管理强调建立服务质量体系和规范服务流程体系，人资资源管理方面需要实现一体化人力资源管控、建立分级人才库并加强员工能力培训，营销管理方面需要利用多元化营销手段实现全渠道营销、以数据为驱动创建智慧门店，运用差异化双品牌战略，同时建立全面风险管理体系。 第二，天津捷众4S店模式化经营过程中，需要加强与互联网与金融融合：与互联网融合方面，天津捷众4S店应该以“新零售”理念调整思路，利用现有优势以做零售的理念，满足消费者诉求，做到专业化树立品牌形象，然后向多产品拓展做强后市场，与汽车垂直媒体、汽车电商平台、汽车超市等线上与线下渠道进行深度合作，实现电商融合。以消费者为中心，汽车消费全周期服务提供商的目标，建立融资租赁、经营租赁、消费贷款等全场景金融业务，多渠道合作建立一站式金融购车解决方案，形成以消费者为中心的汽车服务生态系统，依托互联网流量优势降低汽车消费金融获客成本，依靠大数据技术获得更加全面真实的用户数据，提高资金成本可控且期限更为灵活金融产品。 第三，提出天津捷众4S店模式化经营的实施措施：首先需要树立模式化经营的创新理念，在企业文化层面进行根本性转变；其次加强模式化经营的管理制度和激励机制的建设，需要科学设计业务管理制度，包括销售管理制度、售后管理制度、人力资源管理制度、财务制度等，通过超额利润共享激励实现优秀人才与公司的共同成就；最后需要开发匹配模式化经营的信息系统，不断培养模式化经营高素质人才，持续推动企业模式化经营建设。 本论文所提出的互联网与金融创新背景下传统4S店转型的路径，以客户价值最大化建立的汽车4S店管理模式化、融合互联网发展与金融的模式化经营内容与实施措施将对传统4S店转型有一定的参考意义，能解决本公司遇到的迫切问题，同时也为同类企业的未来发展提供了参考。
英文摘要：	With the growth of China's economic growth, the technical level of automotive products is becoming more and more equal, and the automobile market has entered the stage of low- and medium-speed growth. The survival of the fittest will become the norm. The competition of automobile enterprises is determined by whether enterprises can provide good services to customers and the management level of auto 4S shops. Under the traditional automobile 4S shop business model, the market competition is not sufficient, the auto parts price is high, and the service quality is declining. The traditional auto 4S shop faces the problems of large capital and high operating cost. The transformation is imperative. Tianjin Jiezhong Automobile Sales Co., Ltd. (hereinafter referred to as Tianjin Jiezhong 4S Store) is a subsidiary of Jietongda Automobile Investment Group. It is a distributor of Volkswagen brand Tianjin authorized by FAW-Volkswagen Sales Co., Ltd., mainly distributing Volkswagen Jetta and Bora. Many models of the price range of 8.28-34.28 million, such as Weiling, Sagitar, Golf, Golf Journey, Magotan, CC, etc. Through the PEST model analysis of macro environment, the traditional automobile 4S shop is facing transformation in the context of the Internet. There are many defects in the management concept and mode, human resources, marketing management and service management of Tianjin Jiezhong 4S shop. The strategic transformation is urgent. The model operation will be the preconditions for enterprises to establish themselves in the market. The company management must be systematically adjusted through systematic adjustment and overall strength. This paper takes Tianjin Jiezhong 4S shop as the research subject from the perspective of management. Tianjin Jiezhong 4S Store should promote the stereotyped business from the inside out, gradually. The paper conducts detailed in-depth analysis of the case and expounds the model business strategy of Tianjin Jiezhong 4S shop. The paper introduced the Internet and financial integration thinking to the stereotyped business, carrying out innovative research on stereotyped business. Through the research of this paper, the following main conclusions are drawn: Firstly, Tianjin Jiezhong 4S shop strategic position is based on the needs of users, providing differentiated, quality services for the entire life cycle of car sales, finally becoming the integrated car dealers. The company will establish the car dealers offline line segment, online marketing, multi-channel synergy between the online marketing and media information. Standardization management takes management as the core and penetrates all aspects of business operations to improve service quality and market competitiveness. Service management emphasizes the establishment of service quality system and standardized service process system. Human resources management needs to realize integrated human resource management and control. The company should establish a tiered talent pool and strengthen employee competency training. Marketing management needs to use diversified marketing methods to achieve omni-channel marketing, data-driven creation of smart stores. In the long run, the company will use differentiated dual-brand strategy and establish a comprehensive risk management system. Secondly, in the process of Tianjin Jiezhong 4S shop stereotyped business, it is necessary to strengthen the integration with the Internet and finance: in terms of integration with the Internet, Tianjin Jiezhong 4S shop should adjust its ideas with the concept of “new retail” and use its existing advantages to do retail. The concept to meet the demands of consumers and achieve professional branding will expand into a multi-product market and deep cooperation with online vertical media, automotive e-commerce platform, car supermarkets and other online and offline channels to achieve electricity Business integration. Focusing on consumers, the goal of full-cycle service providers for automobile consumption, and establishing full-scenario financial services such as financial leasing, operating leases, and consumer loans, and multi-channel cooperation to establish a one-stop financial car purchase solution to form a consumer-centric The automobile service ecosystem relies on the advantages of Internet traffic to reduce the cost of acquiring consumer finance, relying on big data technology to obtain more comprehensive and real user data, and improving financial products with controllable capital costs and flexible deadlines. Thirdly, the implementation measures for the stereotyped business of Tianjin Jiezhong 4S shop are as follows: Firstly, it is necessary to establish an innovative concept of model management, fundamentally changing at the level of corporate culture; secondly, strengthening the management system of model operation and the construction of incentive mechanism. Scientific design business management system, including sales management system, after-sales management system, human resource management system, financial system, etc., through the excess profit sharing incentive to achieve the common achievements of outstanding talents and the company; finally we need to develop an information system that matches the pattern management, cultivate model-based management of high-quality talents and continue to promote the stereotyped business of enterprises. The path of traditional 4S shop transformation under the background of Internet and financial innovation proposed in this paper, the model of automobile 4S shop management modeled by the maximization of customer value, the integration of Internet development and financial model operation content and implementation measures will be applied to the traditional 4S shop. The transformation has certain reference significance, solving the urgent problems encountered by the company, providing reference for the future development of similar enterprises.
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