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论文编号：	9672
作者编号：	2120152781
上传时间：	2017/12/8 15:20:38
中文题目：	捷世丰奥迪4S店汽车后市场的服务营销策略研究
英文题目：	Research of JieshiFeng Audi Dealer After-sale Services Marketing Strategy
指导老师：	马连福
中文关键字：	汽车后市场；服务营销；关系营销
英文关键字：	After-sale market; Service marketing; Relationship marketing
中文摘要：	目前中国汽车新车销量的增速放缓，汽车市场已经由增量市场逐渐过渡到存量市场。4S店作为提供汽车销售和维修服务的重要渠道，其数量在汽车新车销量高速增长时期快速增加，但是随着新车市场竞争加剧，其盈利能力大幅下降，大批4S店被市场淘汰。在这种情况下，4S店的经营者越来越意识到汽车后市场是维持经销商稳定经营的关键，必须快速开发汽车后市场的产品，提升后市场服务营销水平。4S店不仅面临着网络内同行的竞争，也受到社会修理店和电商的威胁，大量顾客的流失以及顾客粘性的降低突显出4S店在顾客保留和服务营销方面仍需提升改进。本文以捷世丰奥迪4S店的后市场服务营销为研究对象，结合关系营销的相关理论，运用理论研究与实证研究相结合的方式，对捷世丰奥迪4S店的服务营销进行了综合研究并提出相关建议。本文首先分析了捷世丰奥迪4S店的经营情况和顾客现状，使用7P营销模型详细阐述捷世丰奥迪服务营销的措施与不足。其次通过对捷世丰奥迪4S店进行SWOT分析，说明关系营销是捷世丰奥迪服务营销的调整方向，并根据4R理论提出相对应的服务营销策略。最后本文根据服务营销策略提出具体的措施建议和相关制度保障。本文作者希望通过关系营销策略提升捷世丰奥迪公司顾客的维系能力，进而提高企业的竞争力，最终实现公司的发展目标。
英文摘要：	As new car sales growth declines, Chinese auto mobile market turns from incremental market to stock market. As an important channel to provide new car sale and after-sale service, number of 4S dealer increased rapidly when new car sale market grew. As the market competition intensifies, dealer’s profit reduces and a large number of car dealers withdraw from the market. In this case, car dealers get aware that market competition is customer competition and after-sale service is the key to keep company alive. So they have to developing new service product and enhance service marketing. 4S dealers don’t only compete with themselves, but also get threat from small repair shops and electronic business. Large number of customers loss and the reduction of customer stickiness shows that enhancement of 4S dealer service marketing has long way to go. This paper sorts out the related theories of service marketing and relationship marketing, and takes Jieshifeng Audi dealer as the research object. This paper studies the operation and customer of Jieshifeng Audi dealer, analyzes service marketing by 7P model. By a SWOT analysis, paper suggests the dealer relationship marketing. After figuring out service marketing strategy by 4R model, this paper put forward relevant suggestions and system guarantee to enhance Jieshifeng’s ability of customer management and competitiveness to achieve company’s development goals.
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