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论文编号：	4710
作者编号：	2120102724
上传时间：	2012/12/10 23:39:01
中文题目：	庞大汽贸服务营销战略研究
英文题目：	Research on service marketing strategy of Pangda group
指导老师：	刘建华
中文关键字：	庞大汽贸；营销环境；营销战略；服务营销
英文关键字：	Pangda Group ； Marketing Environment ； Marketing Strategy ；Service Marketing
中文摘要：	摘要汽车工业是现代工业化国家或者新型经济体走向经济繁荣发展的所必需的核心产业。汽车工业由于复杂的工艺和实用性，使得各个产业链上下游所涉及的具体行业都能和千家万户的日常生活所联系。而这也决定了汽车的最终目的是满足消费者的需求，因此汽车工业的市场营销也是尤为重要。从“二战”结束之后，科学技术大部分从军用转向了民用的生活领域，特别是汽车工业经过了20世纪50年代的普及之后，在全球范围内都得到了长足的发展。中国自从改革开放之后，引入外资和技术，自身的汽车工业也是不断的和国际接轨。此外，随着中国的经济实力不断增强，人民的生活水平不断提高，受教育程度也在不断的提升，因此改革开放中期出现的“汽车热”已经从简单的“整车需求”转到了后续服务层面上。这也是为什么“4S店营销模式”在西方大力发展之后也在中国方兴未艾的原因。本文主要为5个组成部分。第一章为绪论，该章包括两个部分：第一个部分介绍本论文的背景和选题意义，第二个部分将介绍本论文的构成内容布局、思路和所使用的具体的研究方法。这一章是针对全论文起提纲挈领作用的章节。第二章主要介绍营销战略和服务营销相关理论。第三章主要是利用上文论述过的工具来进行对庞大的宏观环境、竞争环境进行了分析，然后对庞大的内部经营能力进行了总结分析。第四章为庞大4S店的营销战略选择。详细介绍了庞大汽贸的集团简介，公司发展历程。通过运用上一章节的各种营销战略分析工具来做庞大的汽贸的各种环境分析，并在市场细分与市场定位中找到营销战略的依据与目的。从而，确立了其服务营销作为其营销战略。第五章为庞大汽车4S店营销战略的实施与保障。本章节对庞大汽贸服务营销的战略提出了几方面的实施建议，并阐述了通过哪些方法可以得以保障。关键词：庞大汽贸 营销环境 营销战略 服务营销
英文摘要：	Abstract The automotive industry is the core industry of modern industrialized countries or emerging economies that is fighting for economic developmentand prosperity. Automotive industry, due to the complexity of the process and practicality, combines various industry chain segments. And what is more, the final products can meet the daily needs of millions of households. What also determines the car's ultimate goal is to meet consumers’ demand, so automotive industry marketing is particularly important. After the end of World War II, most science and technology are transferredfrom military area to civilian areas of life. Especially after the 1950s, the popularity of the automobile industry, on a global scale, have obtained considerable development. China, since the reform and opening, due to the introduction of foreign capital and technology, has gained automotive industry and international standards. In addition, Chinese people's living standards continue to improve, the level of education is also constantly upgrading, automotive industry heat has transferred to a follow-up services from simple vehicle demand level. This is why the "4S store marketing model in Western also develop vigorously in China. The first chapter is the introduction, the chapter includes two parts: the first part describes the background and significance of the topic of this thesis; the second part describes the composition of the contents of this paper layout ideas and specific research methods. This chapter is focused on the vital role of the chapters from the full paper.The second chapter introduces both marketing theories and service marketing. In the third chapter, Macro environment analysis using PEST , five forces model, SWOT and VRIO analytical framework. Chapter IV raises the problems and proposes appropriate solutions. This chapter begins with Pangda 4S shop overall development status with public business analysis. Summary and analysis of the problem and Pangda 4S shop’s specific products based on its marketing. Last part is the optimization of its marketing strategy analysis, on the basis of its market segmentation and market positioning, and then analyzes the goals and one of its marketing strategies, and finally takes the necessary service marketing strategy Analysis. Sections mentioned above do not guarantee good feasibility, and therefore the establishment of the security system corresponding to the operation and development is required. Key words: Pangda Group ； Marketing Environment ； Marketing Strategy ； Service Marketing
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