汽车营销策略毕业论文(含外文翻译)
汽车4S店营销策略分析毕业论文
针对各个4S店的不同特点，汽车企业要求经销商在统一的效劳理念下，发挥各自特长，利用店面周围有利环境进行关联营销，还借助时下流行的网络搜索引擎开展关键词营销以及114导航 营销。这些销售措施4S店在品牌与用户之间搭建起一个信息沟通的渠道，让汽车品牌的营销与传播有了扎实的“根据地〞。
2汽车4S店的概念及优势
我国汽车工业经过几十年的建设和开展，取得了举世瞩目的成就，尤其是进入21世纪后，汽车消费的兴起，大大促进了我国汽车市场开展。但从整体而言，我国汽车工业的建设规模、营销手段和效果等与世界兴旺国家还有很大的差距；我国的现代汽车市场营销理念、营销体系、营销方法、售后效劳、汽车配件质量等均比拟落后；汽车融资消费也刚刚兴起，难以满足消费者的需求，汽车销售市场还很不完善。
“4R〞理论。
4R营销理论以关系营销为核心，注重企业和客户关系的长期互动，重在建立顾客忠诚。它既从厂商的利益出发又兼顾消费者的需求，是一个更为实际、有效的营销制胜术。艾略特·艾登伯格(Elliott·Eden Berg)——2001年在其?4R营销?一书中提出4R营销理论。唐·舒尔茨〔Don·Schultz〕在4C营销理论的根底上提出了4R营销理论。
汽车4S店的概念
4S店是集汽车销售、维修、配件和信息效劳为一体的销售店。4S店是一种以“四位一体〞为核心的汽车特许经营模式，包括整车销售〔Sale〕、零配件〔Spare Part〕、售后效劳〔Service〕、信息反响〔Survey〕四局部。它拥有统一的外观形象，统一的标识，统一的管理标准，只经营单一的品牌的特点。汽车4S店汽车专卖店是由汽车经销商投资建设,用以销售由生产商特别授权的品牌汽车,其渠道模式可以表述为:厂商--专卖店--最终用户。汽车4S销售模式目前成为我国轿车市场上主流的渠道模式。
汽车营销中国汽车流通体制的发展趋势毕业论文中英文资料对照外文翻译文献综述
中英文资料对照外文翻译文献综述附录China's automobile development trend of the circulation systemFirst, brands and brand marketingBrand is the business of sustainable development one of the most important resource. In the Chinese automotive market development and the process of development, the concept of brand is being more and more attention, but, for many vehicle operators, the brand concept is very vague, they often attach great importance to corporate image of the shape, attention Product promotion, to the neglect of the brand value and role. On a business, the corporate image in the first level, at the second level of brand image, product image in a third level. A brand must exist in the enterprise, must depend on the tangible products (services), but the brand can be independent of the companies it represents, independent of the products it relies on the outside. Because enterprises can be mergers, joint or reorganization, bankruptcy may, for type or products can be updated, but the value of brands is eternal, is the value-added. With a product, for a brand can be worth 100 times, which fully demonstrates the important value of the brand. "Lamborghini" sports car in both the public by the German company acquired before or after the acquisition, brand image of the core values and not because of inter-enterprise mergers and change. Therefore, development, shape and brand management, corporate image is the fundamental, is the personification of product value.In the car with a strong personality of the car, the brand means that the market position means that the product quality, performance, technology, equipment and services and the value of its ultimate manifestation of the company's business philosophy. Brand recognition from its consumers, "are being added," the value chain and not "Canada is negative." This value chain by the people "reputation spread" and "the effect of" double drive. If consumers do not establish communication channels, can not obtain the trust of consumers, brand value is equal to zero.Brand is a soul, personality, environmental characteristics, is alive. Brand and the end result is the core of customer satisfaction. User satisfaction with the largest direct driving force comes from the use of the product results were satisfactory level. Products derived from the value of location and thus generate the feelings of value for money, it is these factors prompted enterprises have continuously develop new products, increase the technology content of technology and equipment, and continuously reduce costs, in other words continue to technological progress. The car is different from general merchandise, it has high prices, re-use, repeatedly put characteristics. Therefore, the user satisfaction of a more important drivers of marketing system is the level of services and functions of diversity, that is, dealer branding is a concrete manifestation, not only with the sale of products and achieve the interests of a single Function, should also have the market development, supply of spare parts, maintenance, vehicle beauty, insurance, licensing, leasing, hire purchase, old cars by then the whole transaction, information feedback, and many other features. Marketing channels is to build brand users to communicate directly with the bridge is to improve customer satisfaction in important areas.The traditional marketing system can not improve customer satisfaction and create brand image. Because they are horizontal, pluralistic, non-integrated. On the dealers, no brand or brands must be the result of the horizontal development of a single function, extended to other areas of business management, this way, the risks are great, difficult to manage, no image.The importance of vehicle brand marketing is the brand value chain from the decision, it must guide the distributors to develop in depth, through multi-functional integration and integration services to create more value and interest. The car companies, brand marketing, to concentrate manpower and energy market research, market development and is conducive to the planning, development and management of sales and marketing networks and distributors to increase the service functions and is conducive to market with product development and production of Convergence and cooperation is conducive to the market for forward-looking planning, to develop flexible marketing policy, and so on. It can stabilize the market, the development of the market, can be divided into regional, control prices, dealers can become a powerful helper competition in the market.Currently, Buick, Honda, Audi's sales and marketing networks are developing in depth. Their basic characteristic is the exclusive distributor operating on it, that is, specific franchise brand products, with independent distributors or independent legal person status,with independent financial accounting function, multi-function integrated, unified image of the entire network System showed a flat structure, directly facing the ultimate user sales.Second, China's automobile distribution system - from non-brand marketing brandmanagement to changeOne. China's automobile circulation system generally has experienced four stages of development:The first stage is planned economy period (1953-1979), during this period the basic characteristics of the automobile market is highly centralized management. State vehicle for centralized allocation of resources.The second stage is two-pronged period (1979-1985), and sales of motor vehicles into the management of the guidance and market regulation scheme of combining the operation system, the allocation of resources of "national market regulation, market guidance of the" model.The third stage is market-oriented period (1985-1997), enterprises will gradually become market-oriented production and operation, showed regional market demand, a buyer's market began to emerge. This phase is divided into two periods, the early cars is a seller's market, the latter part of a buyer's market.Several stages over the most essential characteristic of all non-brand management, especially market-oriented period, dealers, institutions are not independent, accounts unclear, features a single, market confusion, the layers of the wholesale market when the strong rush headlong into mass action , For resources, market weakness,competition.The fourth stage is to brand management transition period (1997-present), China's car market has started to brand management people into the initial stage, especially in 1999 to Shanghai GM Buick, Guangzhou Honda Accord, FAW - the public, such as Audi City people brand marketing system after the building as the hallmark, China's car market to accelerate the pace of development of brand marketing. Their dealer network from the appearance of the image to the internal layout, and input from hardware to software management, pre-market sale of after-sales service and a series of procedures, have a unified standard, uniform logo, the image of unity, unified management and Strict implementation of the training. Brand management can not only regulate the market order, strengthen market management, to avoid over-or vicious competition is more important to establish a brand image.FAW Group Corporation is China's largest automobile manufacturer of. 1997, the Jetta as a pilot, started a brand marketing attempt. Taste sweetness, the red flag, liberation and Audi have also started marketing brands, has achieved very good results. Jetta sedans to as an example, in the implementation of brand management asked the previous five years, always in annual sales from 10,000 to 20,000 between wandering, the establishment of the FAW in 1997 - after the public sale of the company, was on the more than 40,000 Vehicles, after an annual rate of 20,000 increase in 1999 from January to October, has sold 62,896 Jetta sedans, the market share of 13.51 percent, while brand management in 1997 before the market share of only about 5%. Especially over the past few years, the car market is completely transferred to a buyer's market, increasingly competitive, the results achieved this more difficult, that the great role of brand marketing.Of course, the FAW Group Corporation of brand management is still in its initial stage, in the process of development there are still various historical burden and the many contradictions and problems. This is the future to overcome the difficulties. The Jetta sedan, the network operators to brand marketing has just begun, the next to go a long way to go.From the results of brand management, compared with non-brand management, marketing, quality improved markedly. Specific performance in the following areas:1. To solve the previous after-sales service and spare parts supply and sale of the state of separation, on the other service functions such as licensing, insurance, beauty, and other vehicles to be strengthened. Separation of these links is the result of interest difficult to coordinate, through different sectors of the lack of a smooth channel for feedback, the lack of specific brands of concern.2. Delineation of the regional scope of the operation, unified price policy, and is conducive to the depth of its business development. The past in a region scattered with many dealers, leading to price, service and other disorder, not on specific brands to market development.3. By the end of the multi-layers of wholesale sales sectors, directly to the people of the ultimate user-oriented sales, reducing the supply chain, lower transaction costs.4. The end of a "small window dressing" and "stall" mode of operation, steering procedures, high input of the business. This is undoubtedly the tangible car market has posed a challenge.5. Cash transaction or a guarantee that the pledge, to avoid the risk.6. The end of a single new car sales, hire purchase, on the 1st car replacement, leasing and other financing vehicles began attention.7. Initially set up customer management systems, track users, improve customer satisfaction.China's automobile industry faces the challenges of the next century, the car market in constant change of the division and trespassing. We believe that the structure of a brand marketing at the core of the vehicle circulation system framework, the cross-century China's auto market is the basic marketing model and the inevitable choice. Brand management is based on the establishment of the new Trade and Industry, Trade and Industry to form an appropriate division of labor between the positioning of the vehicle turned into enterprises under the leadership of the participation of financial institutions to brand marketing at the core of the circulation system. Trade and Industry should be between a bite very close gear, the car companies is an active round, and the dealers are driven round and round it should take the initiative driven by a stable and harmonious functioning.Two. China's car sales managementCar manufacturers of domestic marketing network management, many from foreign parent companies or technology transfer from the copy, but, because of the domestic car market some of particularity, copies began aliasing, which makes car sales and marketing network confusion. At present the domestic car manufacturers sales management problems are basically the same, because of marketing and management methods and policies for the car market caused by the confusion and car dealers in speculation, dealers and intensified the contradictions and production enterprises so that users The decline in product satisfaction.1. Distribution centres and regional centres and the construction site manager. SAIC Sales Corporation, the country gradually built 24 distribution centers, its intention is to strengthen the management of local dealers to promote sales. Shenlong company's regional centres (business offices) is Shenlong companies throughout the country a regional management center, but because too few officers in each region, in particular the lack of after-sales service professionals, makes too much work span, but also because of management Function is not clear, the task had passed Wuhan headquarters, leading to poor coordination with the dealer, not really a big area of management functions.In addition, the current domestic car production enterprises with specialized regional manager of the site, devoted to tour the scene, such as Shanghai Volkswagen, FAW-Volkswagen, the Shenlong Company. However, the survey found that most managers at the scene because the scene could not solve the problem, coupled with the sitemanager and the issue of coordination between headquarters, sales and service network makes the problem can not be resolved in time, causing the backlog problem, thus increasing the network management Difficult.2. The support of dealers and evaluation. For a long time, production enterprises with the support of the dealers are mainly embodied on the end of the year, sales of major distributors of assessment criteria, making dealers do not pay attention, focus only on sales, many dealers at a low price Sales, thanks to more sales, they often look to the huge annual sales corporation, a loss of even out, once the company not to sell, most dealers will be a huge loss, resulting in the loss of sales force and Competitors into the sales network. After sales management policy changes, all enterprises and the loss of basic sales channels to stop, but the profit cycle only about 500 to 2,000 yuan, far less than the sales network of foreign profits.At present, aware of the shortcomings of the end of Fan Li policy, domestic car manufacturers basically have all abolished the end of Fan Li policy and a comprehensive index of small-scale examination after the award. Enterprises for comprehensive examination including sales, financial return, feedback and hardware facilities. However, its core content and in terms of sales and capital returns, the hardware facilities of the assessment did not change to the planning and encourage dealers to invest, such as Dragon's Award is the most important indicators of monthly sales evaluation is completed, the extent of the return of funds. FAW-Volkswagen examination indices, in addition to the assessment of sales, also increased the feedback on the evaluation (mainly referring to new users file feedback), failed the examination of the maintenance stations to cancel their sales commission. The introduction of these policies, to a certain extent, improve the assessment indicators, but the intensity of this examination norms for the conduct and dealers are still not enough direction.In 1999, SAIC Sales Corporation in learning the German public sales network management methods, introduced a system of franchisees and the "three Maori" policy. Shanghai Automotive Industry Sales Corporation brand franchise through the idea of transforming the traditional distributor for the franchisees, through "three Maori" policy to promote the transformation of dealers. Apart from considering the franchisees sales Maori, but also in accordance with its investment in hardware and services in the corresponding gross margin and investment services to Maori. Although this policy comprehensively on the various dealers and investment to the guide, however, due to the lack of detailed study, launched the "three Maori" policy of the lack of other supporting management policies,will not be able to contain a good distributor, And the speculative dealers will soon find the existence of speculative opportunities.3. Of after-sales service management. Domestic car manufacturers are faced with after-sales service network management difficulties. The main problems: the supply department of spare parts and after-sales service sector manufacturing enterprises can not control the outflow of accessories, especially the system of supporting parts enterprises. In many parts production enterprises without the permission, accessories will be sold directly to the maintenance business, coupled with the impact of counterfeit parts, maintenance service stations operating conditions deteriorate. At present, Shanghai Volkswagen, FAW Volkswagen and ShenLong companies such as after-sales service companies are facing these problems, thus also means that the maintenance of the control points lower.4. Of dealers and repair stations intelligence management. Domestic car manufacturers marketing departments began to attach importance to the management of intelligence, such as FAW-Volkswagen dealers will require all new car sales to return to the user files, and as an incentive assessment of one of the key indicators. SAIC sold the company to all authorized dealers in a unified software system planning，it also requires dealers will sell new cars to return to the user files. Shanghai Volkswagen in the maintenance stations across the country to promote reunification of the computer management system, then you can repair station repairs, claims, the user files, and accessories sales, inventory and other information for all, maintenance and analysis of the situation and stop the operation of the market Situation.Although the domestic car manufacturers to begin sales and service network of information management, but many of these systems or just started, many enterprises in urgent need of basic database have not yet completed, the computer management is still in its initial stage, and so on. In addition, intelligence collection and transmission of the dealer is a huge cost, the effect of slow business, the majority of dealers in China do not attach importance to this, there are a lot of raw data big problem.5. Franchise brand awareness. Since the domestic car manufacturers and dealer network's overall environmental situation determines the domestic car sales method is relatively backward, and foreign brands compared the current concept of the concept of brand competition and did not form, making manufacturers, retailers and service stations operating without a unified Planning, not standardized, so all sales outlets fragmentation, irrelevant, and bidding each other, leading to confusion in business scope, quality ofservice decline, increased costs and falling profits, this situation is all the car factory there are problems.Third, marketing and management analysis concluded1. The level of management is not clear. Regional management and maintenance of the retailers at the lack of control efforts, this makes the level of retailers, most retailers and wholesalers are a retailer, but because the results of the auction each other, making great profits fell.2. Retailers on the assessment is not comprehensive enough. At present, domestic car manufacturers to focus on the assessment indicator sales volume, but not revenue from sales and profitability of the two areas to conduct a comprehensive evaluation, especially quality of service for assessment, guide retailers to improve service quality is negative.3. Brand the concept of the poor. Manufacturers and retailers are not the business of brand planning, manufacturers and retailers are not under the name of the scale, it is an increase of the internal friction among retailers.4. Retailer's intelligence network is not perfect. At present, China's car manufacturers to retailers intelligence network has not been perfect, but retailers were not seriously, this will affect manufacturers to retailers were operating as intelligence.中国汽车流通体制的发展趋势1 品牌与品牌营销品牌是企业可持续发展的最重要资源之一。
汽车营销策略论文
浅谈汽车营销策略目录引言．．．．..．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．2 内容摘要．．．．..．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．3一、汽车服务营销理论 (4)二、汽车营销服务的作用 (4)三、如何开展服务营销 (5)3.1建立汽车服务营销新观念 (5)3.2树立汽车服务品牌观念 (5)3.3服务内容更丰富 (5)3.4加强客户关系管理CRM即客户关系管理 (6)3.5提高服务人员素质，重视内部营销 (7)四、结论 (7)论文主要参考文献 (8)引言改革开放以来，随着计划经济向市场经济的转变，社会逐步的繁荣起来，人们对物质的需求越来越强。
而汽车作为一种高端产品、快捷的交通工具同样也不断地吸引人们的目光，拥有一辆家庭轿车已成为一种追求。
于是，我国的汽车工业在短短的十几年中得到了飞速发展，产品从单一的中型载货汽车发展到货车、客车和轿车等多种系列，产品结构基本得到缓解并日趋合理；汽车产品和制造技术水平得以不断提高，建成了一汽、上汽、东风、天津、广州、北京等几大集团和一大批零部件骨干企业。
再加上加入世贸组织，进口关税的下降，进口汽车的大量涌入。
几乎一夜间，有近百个品牌，近千种车型一下子提供给消费者选择。
几年间，不少有能力的家庭有了属于自己的轿车。
但是，汽车营销市场经过前几年的“幸福时光”后，忽然降了温。
究其原因，首先是由于大部分有购车能力的人已经买好了自己的汽车，购车已进入了一个调整阶段；其次，小部分有买车欲望的人，苦于城市交通的拥堵，停车的不便，而忍痛割爱；第三，也是最重要的一点：由于品牌的众多，各个企业不断加大投入、增加产量，在部分空间上供大于求，造成竞争空间变小，于是各企业开始打价格战，使场外观望气氛浓厚，等策略性失误造成了当前的形势。
汽车市场营销策略分析毕业论文
汽车市场营销策略分析毕业论文学校代码： 10128学号： 200721501031题目:学生姓名：学院:系别：专业:班级：指导教师：指导教师:白宝光教授指导教师：××× 教授二〇一年六月内蒙古工业大学本科毕业论文摘要随着中国加入WTO，中国的汽车市场迎来了一个新的时代。
这个新时代充满挑战与机遇，而世界各大汽车企业纷纷进驻中国汽车市场，使中国的汽车市场更加风起云涌。
在各大世界汽车企业进驻中国市场的同时,国内的一些自主品牌也悄然而起，发展我国的自主汽车品牌。
在加入WTO的近十年中,先后涌现出奇瑞、吉利、华晨、比亚迪、长城、福田等多家自主汽车品牌企业.中国已经成为全球第一大汽车市场,在这个背景下自主品牌将遭遇更大的围堵和打压。
市场竞争愈加激烈、残酷，这对国内的自主品牌企业是一个巨大的考验。
因此，正确的经营管理理念和方法，合适的市场营销策略将成为能否在竞争中取胜的关键.作为中国汽车自主品牌领域的主力军，华晨汽车集团开创了“汽车产业与资本运作相互结合"的独特体制发展模式，始终坚定的走“高起点打造中国自主品牌”的发展道路，在时下竞争激烈的汽车市场占据了一席之地。
因此，通过分析和总结华晨汽车的营销经验对其他自主品牌汽车有重要的借鉴意义。
本文通过对华晨汽车的“营销环境”和“现有营销策略”进行研究分析，发现华晨汽车市场营销策略的不足之处，并提出具体的改进建议。
关键词:华晨汽车;自主品牌;市场营销策略内蒙古工业大学本科毕业论文AbstractWith China's accession to the WTO, China's car market enters into a new era。
This new era is full of challenges and opportunities， and the world—class automobile enterprises have been stationed in China's automobile market, China’s automobile market is blustery。
汽车营销策略分析毕业论文
汽车营销策略分析毕业论文《汽车营销策略分析》摘要：本文主要介绍了汽车行业的营销策略分析，通过对汽车市场的现状和发展趋势进行研究，结合消费者的需求和市场竞争情况，分析了汽车品牌的营销策略，探讨了汽车营销策略的现状和未来发展方向。
关键词：汽车营销；市场分析；品牌营销；消费者需求一、引言汽车是人们生活中不可或缺的交通工具，随着经济的快速发展，汽车市场也日益壮大。
在这个竞争激烈的市场环境下，汽车品牌如何制定有效的营销策略，成为了汽车行业面临的重要问题。
通过对汽车市场的现状和发展趋势进行深入研究，本文旨在分析汽车营销策略的特点和发展方向，从而为汽车品牌提供参考和借鉴。
二、汽车市场现状分析目前，国内汽车市场竞争激烈，各大汽车品牌纷纷在产品技术、价格、服务等方面展开激烈竞争。
新能源汽车、智能汽车等新型汽车产品不断涌现，给传统汽车市场带来了一定的冲击。
同时，消费者对汽车品牌、产品性能、售后服务等方面的要求也越来越高，汽车市场变得更加复杂和多元化。
三、汽车营销策略的分析1. 品牌定位：汽车品牌在市场中的定位非常重要。
品牌定位要根据消费者的需求和市场竞争情况来确定，不同的品牌定位会影响汽车产品的定价、推广和销售策略。
2. 产品差异化：在市场中，汽车产品的差异化是非常重要的。
汽车品牌要通过产品创新和技术提升来赢得市场的认可，以便更好地满足消费者的需求。
3. 市场推广：在汽车营销中，市场推广是非常重要的环节。
汽车品牌需要通过广告、促销、公关等手段来提高品牌知名度和美誉度，从而提升销量和市场份额。
四、汽车营销策略的发展方向1. 加强新技术和新产品的研发，推动汽车产业的创新发展。
2. 建设智能化、多元化的销售渠道，满足消费者个性化购车需求。
3. 积极开展线上线下的全渠道营销，提升品牌的市场知名度和美誉度。
五、结论汽车营销策略的分析对汽车品牌的发展和市场竞争具有重要意义，汽车品牌在制定营销策略时要根据市场需求和竞争情况来进行科学合理的规划和布局，同时关注消费者的需求和市场趋势，不断创新和完善营销策略，以谋求更大的市场份额和产品销量。
2023年汽车营销策划方案论文优秀5篇
汽车营销策划方案论文篇一(1)市场状况调查信息作为中国最早的汽车合资企业，上海大众已经走上了一条不一样的发展道路；不仅仅只是简单地引进车型和模仿，而是期望经过从德国大众得到最新的技术和产品平台，自主研发出到达市场水平的车型。
从朗逸、途观，到全新帕萨特，上海大众的设计研发本事已经得到了德国大众和中国市场的充分认可。
在产品格局方面，即将开始的与德国大众合作开发的c级高端轿车项目，不仅仅将填补我们上海大众的产品空白，同时也填补了德国大众的产品空白。
同时，上海大众还将更注重向新能源等科技方面发展，与德国大众合作开发电动汽车产品。
上海大众未来会根据中国市场的需求，结合中国消费者的元素来研发车型。
上海大众汽车已经深耕中国市场27年，全新帕萨特深刻洞悉中国社会精英阶层的用车需求，寻求人性化设计与先进技术的完美融合，从而让车主获得非凡的内心驾驭体验。
在竞争日益白热化的b级车市，在高端中高级车领驭，自20某某年全新帕萨特上市以来，全新帕萨特是今年中国消费者新车购买意向的车。
20某某年4月上海大众实现销售148338辆，同比增长17.9%;1-4月，上海大众实现累计销售660702辆，同比增幅达23.5%，位列国内乘用车市场第一、其中，在b级车市场，帕萨特表现抢眼，4月总计售出24381辆，同比增长13%，今年累计销售近10万辆，继续占据国内中高级车市的领军位置。
而上市三年以来，新帕萨特累计销量突破60万辆，不仅仅以不凡之势创下年销量连续突破20万辆的细分市场销量传奇。
更以驭之有道的。
卓越产品实力，不断引领着b级车市潮流，成为国内车坛中的王者。
(2)竞争状况调查信息(帕萨特对凯美瑞)参数比较(3)购车者查询信息帕萨特的消费者是：不断获得成功的中产阶级；城市中高档收入人士；25~45岁男性为主；年轻成功的企业家；合资、外企的高层管理人员；拥有家庭和自我的住宅。
他们是：成功者，各自领域的佼佼者；自信，一切尽在掌握中，学历并不重要，善于在实践中学习，不断提升自我；务实，排斥”虚“的东西；不满足现状，为更大的成功奋斗，懂得生活；追求生活品质。
4S店的汽车营销策略毕业论文
【摘要】自20世纪90年代以来，我国经济处于快速发展之中，作为身份和地位象征的汽车已开始大量进入家庭。
1999年后，汽车4S店在中国各地像雨后春笋般出现。
汽车4S店的竞争也越来越越激烈。
为了能在竞争中谋得生存和发展，对汽车4S店的营销策略研究显得尤为重要，通过对4S店的考察分析发现，4S店除了加强售后服务增加利润之外，形成规模效益和稳定的客户群体也成了目前4S店可持续发展的主要途径。
在短时期内提升销售人员和服务人员的素质，使其成为高素质的职业经理人和职业化的员工，和不断完善服务体系，不断推出新的优惠活动，提出相应的产品策略、价格策略、分销策略、促销策略、网络营销的发展策略、汽车售后服务策略和竞争策略是汽车4S店首要做好的工作。
Since 1990s, China's economy is in rapid developing, as identity and status symbol automobile have started mass into the household. After 1999, car 4S shops throughout China have mushroomed all. Auto 4S inn competition is also more and more intense. In order to be in the competition for the survival and development of automobile 4S inn marketing strategy research appears especially important, through the investigation of 4S inn analysis shows that, in addition to enhance after-sales service 4S inn outside, form to increase profit scale and stable customer groups also became currently 4S inn of sustainable development of main ways. In a short period of ascension sales and service personnel's quality, make it become high-quality professional managers and professional staff, and constantly perfect service system, and constantly introduce new favourable activity, and proposes the corresponding product strategy, price strategy, distribution strategy, promotion strategy, network marketing development strategy, auto after-sales service strategies and competitive strategy is car 4S inn primary good work.关键词：汽车；4S店；营销策略目录1 4S店的概念及现状分析 (1)1.1汽车4S店的定义 (1)1.1.1 4S店的发源地 (1)1.1.2其中的4个“S”是指 (1)1.2汽车4S店在当代中国汽车市场的地位 (3)1.2.1汽车4S店在当代中国汽车市场的地位 (3)1.3汽车4S店的市场优势 (3)1.3.1可靠的信誉度 (3)1.3.2维修技术专业 (3)1.3.3完善的售后保障 (3)1.3.4人性化的客户服务 (3)1.4汽车4S店的生存危机 (3)1.4.1高价带来高门槛 (3)1.4.2经营成本比天高 (3)1.4.3众人分蛋糕 (3)1.5汽车4S店的发展趋势 (3)1.5.1薄利多销的低成本战略 (3)1.5.2抢先尝试网络营销 (3)1.5.3注重汽车文化发展 (3)1.5.4开拓二手车市场 (3)2 上海大众朗逸的发展及背景 (3)2.1朗逸的简介 (3)2.1.1基本资料 (3)2.1.2朗逸特点 (3)2.2朗逸车型 (4)2.2.1车型及价格 (4)2.2.2lavida朗逸TSI运动版 (4)2.3朗逸的市场定位 (4)2.4朗逸优缺点 (4)3 4S店汽车营销策略介绍 (4)3.1卓越的4S店营销人员素质策略 (4)3.1.1行业知识 (4)3.1.2客户利益 (4)3.1.3顾问形象 (4)3.1.4行业权威 (4)3.1.5沟通技能 (4)3.2客户接待与开发策略 (4)3.2.1寻找潜在顾客 (4)3.2.2访前准备 (4)3.2.3初次拜访 (4)3.2.4记录客户信息 (4)3.2.5持续回访 (4)3.2.6消除成交障碍 (4)3.2.7成交 (4)3.2.8售后回访 (4)3.3汽车展示与介绍策略 (4)3.3.1明确目的 (4)3.3.2掌握方法 (4)3.3.3注意事项 (4)3.4交车与售后跟踪服务策略 (4)3.4.1提供满意的售后服务 (4)4上海大众营销策略分析 (4)4.1目前我国轿车市场营销的基本特征及发展趋势 (4)4.1.1国内轿车市场用户发生转变 (4)4.1.2新产品不断推出，新车型投放密集，国内市场国际化竞争 (4)4.1.3国内汽车降价不断，有力促进汽车市场产品分化 (4)4.1.4我国轿车市场消费模式缺失，市场还未真正成熟 (4)4.2上海大众当前市场营销状况及存在问题分析 (4)4.2.1市场状况 (4)4.2.2产品状况 (4)4.3上海大众市场营销策略的制定与实施 (4)4.3.1经销网络策略 (4)54S店中汽车营销策略前景预测 (4)5.1 4S店销售、配件、信息反馈的功能将发生变化 (4)5.1.14S店“销售、配件、信息反馈和维修”的功能将发生变化 (4)5.2 4S店异地售车成为可能 (4)5.2.14S店异地售车成为可能 (4)5.3 4S店将不再局限于只经营一个品牌困局 (4)5.3.1赢利点单一的非主流品牌4S店会被淘汰 (4)5.4 4S的优胜劣汰将有助于大型汽车经销商集团的出现 (4)5.4.14S店头上也有“三座大山” (4)结束语 (5)谢辞 (6)文献 (7)1.4S店的概念及现状分析1.1 汽车4S店的定义1．1．14S店的发源地德国是4S店的发源地。
汽车类(外文翻译)--汽车营销automotive marketing(译文+英文)—-毕业论文设计
Automotive MarketingFirst, the auto parts network management conceptAmerican auto parts of automobile fittings dealer Raymond is located in a suburban Atlanta, American and other accessories, this shop to shop and its characteristics, but is online transactions, and car accessories sales related services are available on the Internet. This distributior store of salespeople have extensive network of knowledge, they patiently helped no online trading experience of customer finish on the Internet. If the customer need, they also can be free of imparting knowledge of online transactions. In order to reflect the rapid and convenient online sales, they provide 24-hour services, if the customer questions, they always strive to reply in 15 minutes. The customer need, sitting at home before entering the store sells computer, then the website can complete all want to do, watch shop fittings, download the pictures, auto prices, orders, etc. Then, you can sit at home or in his own maintenance shop of door-to-door salesman received by car accessories.Online transaction does have many advantages. To save time, this is obvious. In this way, said dealers trade become a way to attract customers, people gradually accept it and approved. At the same time, the online trading reduced many expenses, including the staff, management, marketing, etc, and save the cost of expenses on auto parts price on the customer benefit.This is the foreign auto accessories sales of a networked management. This through the Internet and e-commerce fulfillment of our country, and online business, the auto parts marketing MVP has important significance. From the current situation of auto parts, auto sales network throughout the circulation of construction is not perfect, or in an internal network condition. The network Settings are mostly for enterprise internal coordination and daily management, instead of e-commerce.China's online accessories sales prospects from abroad, also can be the development of auto parts online sales of enlightenment. In the foreign auto accessories sales, how to do? "" zero kilometers sales How to provide the most satisfactory service to customers? With the Internet, these two problems can greatly alleviate. Now, especially developed countries around the world through the Internet to buy auto accessories are expanding quickly.Second, the auto parts network management advantagesOnline purchase of auto parts for car dealers and customers, whether for auto parts manufacturing enterprise, it is a good thing. First, for auto parts manufacturing enterprise, the Internet can more easily collect customers to buy auto parts in the process of the various issues, and timely information feedback to the auto parts manufacturing enterprises. According to the above analysis, the enterprise can produce customer purchase intention, thus producing according with market demand as the auto parts. This saves time and cost, and snatch market opportunities. Secondly, the use of Internet information and convenient services, manufacturing enterprises can promptly informed accessories vendors inventory and sales, thereby adjusting their production and auto parts allocation plan. Auto accessories vendors reduce inventory, accelerate the cash flow, obtained satisfactory returns. For users, they can through the Internet, like "menu" optional choose oneself need auto parts.The market information for auto parts manufacturing enterprise and the seller is important, and can be easily obtained through the Internet. Internet auto parts vendors canprovide customers to production enterprise of real-time field information. The demand of information can help to reduce automobile accessories sales production enterprise charges, which usually cost will account for auto parts price of around 15% final sales. If the promotion costs, the cost is higher proportion. In fact, the Internet can also play a role of advertising.Before that, the sellers of auto parts distribution has always sold in part, and another part of the poor. Money is part of the occupied fee is caused to sell the car accessories. Through the Internet, the production enterprises and vendors can be avoided in production and sales market sales bad auto parts. With the advent of the Internet and convenient service, not only saves time and cost, and more importantly, the Internet can cause a concept of change, auto parts manufacturing enterprise, distributors and customers to be stuck nearlier more.Third, China's automobile fittings network management development trendChina's auto accessories network management and e-commerce, has started to present development trend. Many of the current domestic large and medium-sized car repair enterprises established computer management system, realized the internal network. This covers the entire network maintenance services. To receive from business, dispatching material inspection. Computerized control can be made to understand the undertakings in real-time monitoring, which can form, and greatly improve the efficiency of the staff, more important is to replace manual accounting and management, strengthen accessories.Meanwhile, some large scale, the current operating performance good car accessories dealers also introduced a computerized management. Because of automotive products, so use variety of such management software, the personnel must be higher requirements after a period of training to mount guard. Such auto parts management network covers the whole process of operation. From the incoming, retail and wholesale price is determined according to the models, and such Numbers classified management, finally to do account settlement and delivery, and XiaoZhang. Chain-like management make better dealer has put the network management of the whole FenXiaoDian to it, formed a certain scale of network connection. Many automobile fittings all dealers from network management gained good returns. The most prominent feature is reflected in the commodity, through the network management allocations, can reach twice the result with half the effort.In addition, in recent years the old car accessories circulation system gradually broken, auto parts market, constantly mature vigorous development. Some far-sighted insight, the operator has felt the network era, and start a near the market network. Like changchun automobile fittings, west of Beijing automobile fittings, Shanghai auto parts market such as the city of virtual network construction and the development of the market for 2000. But the reality is that the network is quite childish, but certainly not realize online trading and service.With the quickening pace of "two", the personage inside course of study to commend "trinity" sales mode in the earth gradually. For example, in the choice of Shanghai general dealers, whether to have "trinity" sales ability to determine the object, such as a "trinity" whole car accessories sales mode is a microcosm of network flow field. Because it includes from truckload sale, spare parts supply and maintenance.Mention auto parts network management and e-commerce, somebody thinks, car accessories telephone shopping is actually e-commerce, because only communicationplatform between different, the operation is basically the same. Actually this kind of understanding is not accurate, phone business and e-commerce is more like Cousins, in many ways, phone business congenital deficiency. First, consumers from the phone in understanding the information is limited, can fully satisfy customer's requirements. Secondly, if advertisers, or printing accessories for customers, due to the directory of accessories sales, cost of printing more and more high, but slow renewal speed. In addition, on the telephone exchanges, due to the environment, voice, speaking, the influence of factors, make telephone service personnel difficulty and error rates increased. Just as phone business, management content in depth and breadth aspect further development will be limited.Fourth,Auto parts distribution system and network management of constructionAuto parts distribution system and network management of construction iis now a successful online trading tangible products such as books, audio and video products, clothing, etc., and auto parts as a certain scientific and technological content, some products are statemandatory standard industrial products, to achieve on-line transactions, compared with other industrial products, have their advantages, sellers and buyers as long as posted on the Internet and input information about auto parts, such as vehicles, cars, parts name, part number, manufacture, price, quantity, etc., you can sell online or purchase.To truly realize the concept of e-commerce online sales, buyers and sellers in addition to solving the "integrity" issues, but also must establish a complete set of efficient logistics distribution system.Speaking before the factors that limit development of electronic commerce, nothing more than a means of payment, security authentication, the real make up, will find car parts logistics and distribution system is the most difficult, the most facile, the most expensive one.Many auto parts e-commerce companies are trying to find the existing physical network, such as postal services, courier and even newspaper delivery company as a delivery system.However, a suitable auto parts distribution and e-commerce system should look like?The conditions of physical network can be transformed into an auto parts distribution system of e-commerce will be the lowest cost?Five, Auto parts network management is the only way for the development and reform of the road networkThe Chinese auto parts sales development should be appropriate for the situation in China, with Chinese characteristics, the way the Internet business. Indeed, the United States, network operators have achieved great success, but we can not ignore this brilliant behind the social basis of the United States strong material foundation. As early as 100 years ago, the U.S. has established a comprehensive road, rail, postal services, courier delivery system combining; today's society, Americans have been accustomed to "free currency trading." It can be said that today's Internet economy development in the United States should be a very natural result and is more than 200 years the United States as a free market economy based on natural product. Like a child to climb from the start with their bare hands, and then learn to walk, over time learned to run naturally. As the development of China, only two aspects of payment and delivery has become a fatal problem "bottleneck." How to combine the development of China's national conditions and characteristics of the Internet, be able to realistically do something practical auto parts network operators today is the development of priority. China'sauto parts e-commerce and enterprise network operators must follow the joint and it should be a very natural result is more than 200 years the United States as a free market economy based on natural product. Like a child to climb from the start with their bare hands, and then learn to walk, over time learned to run naturally. As the development of China, only two aspects of payment and distribution has become a fatal problem "bottleneck."How to combine the development of China's national conditions and characteristics of the Internet, Being able to realistically do something practical auto parts network operators today is the development of priority.汽车营销一、汽车配件网络化经营的概念美国汽车配件经销商雷蒙德的汽车配件店位于美国亚特兰大市的一个郊外，这个小店与别的配件店并无二致，但其特色是网上交易，任何与汽车配件销售相关的服务均可在互联网上实现。
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摘要
随着国民经济的迅速发展,人们的收入水平逐步增高,我国的汽车市场保持快速发展的势头,人们的汽车消费多元化使生产皮卡和多功能车(SUV)的汽车生产厂商看到了希望。
另一方面,钢铁价格上涨,石油资源短缺,城市皮卡限行等因素使这些厂商在发展的路上充满了挑战。
长城汽车股份有限公司作为全国最大的皮卡生产厂商如何才能在激烈的市场竞争中保持领先地位,本文通过对长城汽车进行宏观环境分析、微观环境分析和企业内部环境分析,运用SWOT分析方法,找出长城汽车存在的优势和劣势,面临的挑战和机遇,并针对其劣势和挑战提出了一系列的营销策略。
关键字长城汽车;环境分析;SWOT分析;营销策略
I
Abstract
With the quickly development of national economy, the income level of people increase the high automobile market of our country step by step maintain the impetus of fast development, the automobile consumer diversity of people make production skin block with multifunction vehicle (SUV) automobile manufacturer business have seen hope. On the other hand, steel price rising, petroleum resource shortage, city leather card limit to trip etc. factor make these manufacturers be developing have filled with challenge on the road. The automobile inc. of the Great Wall block manufacturer business as nation-wide biggest skin how to then can keep in intense market competition is in the lead position, This paper utilizes SWOT analysis method through carrying out macroscopic environmental analysis, micro-environment analysis and enterprise internal environmental analysis for the automobile of the Great Wall, finds out the inferior position and advantage that the
automobile of the Great Wall has, is faced with, challenge and good fortune, and according to its inferior position and challenge, have put forward a series of sale strategy.
Key words the automobile of Great Wall Environmental analysis SWOT analysis Sale strategy
目录
摘要...................................................................... .. (I)
Abstract ............................................................... ..................................................... I I
绪论 (1)
(一)课题研究背景 (1)
(二)课题研究的目的和意义 (1)
(三)课题研究的结构和方法 (2)
一、长城汽车简介 (3)
(一)企业规格 (3)
(二)产品品种 (3)
(三)发展历程 (3)
二、长城汽车营销环境分析 (5)
(一)宏观环境分析 (5)
1.法律政策因素 (5)
2.经济因素 (6)
3.自然因素 (7)
4.技术因素 (8)
5.文化因素 (8)
(二)微观环境分析 (9)
1.消费者 (9)
2.竞争者 (10)
3.分销渠道 (12)
4.公众 (13)
(三)内部环境分析 (14)
1.制造能力 (14)
2.营销能力 (14)
3.组织能力 (15)
三、对长城汽车进行SWOT分析 (16) (一)优势分析 (16)
(二)劣势分析 (16)
(三)机会分析 (16)
1.皮卡和SUV行业迅速发展,未来前景看好 (17)
2.西部大开发促进皮卡在西部地区的有效增长 (17)
3.皮卡和SUV在我国处于边缘车型 (17)
4.消费者消费倾向的变化给长城汽车带来了发展的机会 (17)
1.大中型城市普遍实行皮卡限行政策,阻碍皮卡市场的扩大 (18)
2.民营企业遭受“非国民待遇” (18)
3.能源紧张问题给企业的发展施加了压力 (18)
4.技术力量薄弱,同国外生产技术相比还有很大差距 (18)
5.文化环境的影响阻碍着长城汽车的发展 (18)
四、长城汽车营销策略 (19)
(一)产品策略 (19)
(二)新产品定价策略 (20)
1.撇脂定价 (20)
2.渗透定价 (20)
3.适中定价 (20)
(三)渠道策略 (21)
(四)促销策略 (22)
1.人员推销 (22)
2.广告推销 (22)
3.营业推广 (23)
4.公共关系 (23)
5.销售技术服务 (23)
(五)服务营销策略 (23)
1.诚信经营,信誉守诺 (24)
2.发现需求,满足需求 (24)
3.细微体贴,用心周到 (24)
4.面向顾客,服务真诚 (24)
5.熟悉产品,熟练技能 (25)
6.快速反应 (25)
(六)品牌策略 (25)
1.质量 (25)
2.技术 (26)
3.偏好 (27)
结论 (29)
参考文献 (30)
附录一 (31)
附录二 (40)
致谢 (46)
作者简介 (47)
绪论
(一)课题研究背景
中国汽车市场是全球增长最快的市场。
经济的强劲增长、人民生活和消费水
平的日渐提高、汽车价格日益大众化、开放的汽车贷款等一系列因素决定了汽车行业是增长潜力巨大的行业,单就皮卡和经济型SUV产品来说,由于它的价格较低,性价比较高,完全可以抢占轿车和其他车型市场,从中切出一块大蛋糕。
这两年虽然皮卡和经济型SUV有着较大的发展,但与国际市场和中国整个汽车行业的增长相比还远远不够。
以发达国家为例:开皮卡和SUV是一种身份与财富的象征,在连续多年的畅销
汽车排行榜中,占据前几位的几乎都是皮卡,美国、日本等国,特别是通用、福特的主销车型都是福特、雪佛兰、道奇公羊皮卡,近两年皮卡销量平均占全美汽车销量的15%~20%左右。
一些经济欠发达国家也不例外,泰国皮卡销量占汽车总销量的65%,菲律宾、马来西亚皮卡份额达到33.6%、14%。
作为国际畅销的皮卡,在中国一直没有火起来。
国内市场背景是:皮卡市场空间窄,皮卡和多功能车处于边缘车型的地位,在我国皮卡车的总销量一直徘徊在整个汽车产品的4%左右,加上经济型SUV也不到8%。
由于受传统观念的影响,人们很少想到要买一辆皮卡坐骑,因为在中国,轿车是身份和社会地位的象征,所以人们关注的焦点是轿车。
在农村,皮卡没法和农用车竞争,在小城镇,其价格又远高于微型车,在大城市又限制进城,为了绕过城市限行的障碍,众多皮卡企业纷纷推出由皮卡改装而成SUV可以正大光明的进城了,但是这些企业又面临新的问题:SUV素有“油老虎”之称,如今油价不断上涨,使得人们对SUV望而却步,钢铁价格的上升使皮卡企业走进微利时代。
作为国内最大的皮卡生产厂商长城汽车面临着严峻的挑战。
(二)课题研究的目的和意义
长城汽车虽然面临严峻的挑战,但是他却在逆境中顽强的成长和壮大,从建厂以来的十余年里长城汽车创造了令业界刮目相看的业绩,产品连续七年销量第一,长城汽车积极向海外市场发展,取得了喜人的成绩,据海关统计,2005年一季度汽车出口金额在1000万美元以上的企业只有两家,长城汽车仅次于第一汽车集团位居第二,2004年1-12份出口金额在2000万美元以上的有六家,长城汽车排名第三。
2003年底香港上市使长城汽车名声大震,募集的17亿多人民币,为企业的发展提供了资金保障,所有这些优势条件使长城汽车在激烈的市场竞争中占据有利地位。
从宏观环境来看,长城汽车面临严峻挑战,但我国国民经济稳步增长,人们生活水平不断提高,购买力进一步提高,国内汽车市场保持快速增长,人们的汽车消费多元化等给长城汽车带来了发展的机会。
然而长城汽车如何利用有限的资源,充分发挥企业的优势,抓住机遇迎接挑战,在激烈的市场竞争中立于不败之地是一个非常值得研究的课题,为此,
继续阅读。