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论文编号：	9930
作者编号：	2220160560
上传时间：	2018/5/31 9:53:38
中文题目：	JD汽车4S店营销策略及实施研究
英文题目：	Research on Marketing Strategy and Implementation of JD Auto 4S Shops
指导老师：	李东进
中文关键字：	汽车行业;汽车4S店; 营销策略;服务营销
英文关键字：	automotive sector; 4S shops in automotive brand; marketing tactics; service marketing.
中文摘要：	近年来随着我国汽车工业的迅猛发展，汽车市场也越来越成熟，从上世纪90年代中后期开始汽车品牌4S店如雨后春笋般迅速发展起来。但是伴随着全球汽车市场竞争日益激烈，4S店作为中国汽车销售市场的主流营销模式在经历了20年的快速发展以后，由于整个汽车市场大环境、国家相关行业政策、同行业竞争对手增多等众多因素，大多数品牌4S店正面临着日趋严峻的竞争压力。现阶段我国已经拥有众多汽车品牌4S店28500余家，截止到2017年底相关机构统计的结果将近70%的4S店处于亏损状态，4S店的盈利状态已经成为了近年来汽车行业内十分关注的一个问题。 本人从2003年开始一直供职于JD汽车集团，十余年汽车经销商4S店的经营管理经验让我对整个行业有着较为深刻的认识，期间既经历过井喷式增长的黄金期，也经历过整个行业受政策影响后的低谷期。论文选题也是基于我对JD汽车4S店各项业务的了解，本文将以我所在4S店的经营现状为案例，并通过运用波特五力模型分析法、SWOT分析法、以及几种市场营销理论对4S店服务营销环境和存在的问题进行分析，以及具体实施营销策略的方法和保障措施。 本文旨在对JD汽车4S店营销策略进行探讨和分析，符合当下汽车行业发展现状和如何选择切实可行的营销策略进行研究，以此让JD汽车4S店在激烈的市场竞争中抢占更多的市场份额，创造出更多的企业利润，从而实现企业稳定而长远的发展。
英文摘要：	As the automotive industry develops fast in China in last years, the automotive market has been increasingly mature. Since 1990s, more and more 4S shops in automotive brands have emerged and grown fast as if bamboo shoots after a spring rain. However, along with the intensifying competition in global automotive market and due to mass elements such as the general environment of the automotive market, national concerned policies about the sector and more competitors in the sector, after the fast development for two decades as the mainstream sale mode in Chinese automotive sale market, most of brands’ 4S shops are facing increasingly more grim competitive pressure. As of the end of 2017, according to the statistical result made by concerned bodies, among more than 28,500 4S shops in mass auto brands in China, approximately 70% shops were in deficit. The profit-earning state of 4S shops has become a great concern in the automotive sector in recent years. Since 2003, the author has been serving JD Automotive Group. My experience in operation and management of a 4S shop of an automotive dealer for more than one decade makes me know deeply about the whole sector. The author has not only gotten through the gold period with booming growth, but also gotten through the depressed period of the sector impacted by policies. Based on my knowledge for all businesses of 4S shops of JD Auto, I selected this topic as the paper’s subject. Taking the operation situation of the 4S shop the author serves as the case, through Michael Porter “Five Forces” analysis, SWOT analysis and several marketing theories, the author analyzed the service marketing environment and the problems of the 4S shop and proposed tactics & methods for concrete marketing and measures for security. It aims to explore and analyze the marketing tactics of 4S shops in JD automotive brand and research the current development situation of automotive sector and how to select feasible marketing tactics in order to make 4S shops in JD automotive brand grab more market shares in the intense market competition, create more profits for the enterprise and realize the steady and far-reaching development of the enterprise.
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