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论文编号：	11784
作者编号：	2320170505
上传时间：	2020/6/21 13:51:51
中文题目：	S汽车咨询公司服务营销策略研究
英文题目：	Research on Service Marketing Strategy of S Automobile Consulting Company
指导老师：	刘建华
中文关键字：	汽车咨询公司；市场定位；服务营销；关系营销；顾客满意
英文关键字：	Automobile consulting company；Market position；Service marketing； Relationship marketing
中文摘要：	2000 年后，中国加入世界贸易组织，对于中国汽车产业的发展影响极大，繁荣了中国汽车的市场，促进了中国汽车产业的发展。随着市场化的程度逐渐提高，各大品牌汽车4S店的竞争也日趋激烈。由此，为汽车厂商及经销商提供营 销管理咨询服务的汽车咨询公司，也在大陆地区市场逐渐发展壮大，市场需求不断增长。 伴随着汽车咨询行业的成熟和发展，咨询公司面临着巨大的机遇和挑战，市场需求不断提升的同时，服务内容和形式也在不断地优化。与此同时，各类汽车咨询公司也在行业中涌现，S汽车咨询公司作为一家老牌的本土汽车咨询公司，也面临着市场定位优化、公司战略及营销策略的重新选择。 本文根据相关理论，对S汽车咨询公司进行了市场营销及服务营销的研究分析。首先，运用五力模型理论，对S汽车咨询公司进行了竞争环境分析；第二，利用SWOT分析工具，对其进行了优劣势分析；第三，利用STP理论，对其进行 了市场定位分析；其后，利用服务营销相关理论，分析了S汽车咨询公司的服务 质量现状及顾客满意情况。最后，给出了S汽车咨询公司目标市场的选择策略，服务质量策略，顾客满意策略及服务补救策略，并说明了上述营销策略实施的保障措施。 综上，文章说明了服务营销在S汽车咨询公司的应用，分析了服务营销在汽 车咨询行业的作用及意义。利用服务营销策略，提升服务质量及顾客满意，强化服务管理，扩大业务版图，明确S汽车咨询公司的发展方向。
英文摘要：	After 2000, China's accession to the World Trade Organization has a great impact on the development of China's automobile industry, prospering China's automobile market and promoting the development of China's automobile industry. With the gradual improvement of the degree of marketization, the competition among 4S stores of major brands is becoming increasingly fierce. As a result, the automobile consulting companies that provide marketing management consulting services for automobile manufacturers and dealers are also growing in the mainland market, and the market demand is growing. With the maturity and development of automobile consulting industry, consulting companies are facing great opportunities and challenges. With the continuous improvement of market demand, the content and form of service are also constantly optimized. At the same time, all kinds of auto consulting companies are emerging in the industry. As an old local auto consulting company, s Auto consulting company is also facing the market positioning optimization, corporate strategy and marketing strategy re selection. According to the relevant theory, this paper studies and analyzes the marketing and service marketing of s Automobile consulting company. First of all, this paper analyzes the competitive environment of s Auto consulting company by using the theory of five forces model; second, it analyzes the advantages and disadvantages of s Auto consulting company by using SWOT analysis tools; third, it analyzes the market positioning of s Auto consulting company by using STP theory; then, it analyzes the service quality status and customer satisfaction of s Auto consulting company by using the relevant theories of service marketing and relationship marketing 。 Finally, the paper gives the selection strategy, service quality strategy, customer satisfaction strategy and service recovery strategy of s Auto consulting company's target market, and explains the guarantee measures for the implementation of the above marketing strategy. To sum up, this paper explains the application of service marketing in s Automobile consulting company, and analyzes the role and significance of service marketing in automobile consulting industry. Use service marketing strategy to improve service quality and customer satisfaction, strengthen service management, expand business scope, and clarify the development direction of s Auto consulting company.
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