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MBA硕士论文_大连汽贸公司连锁服务营销策略设计研究(59页)

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更新时间:2015/6/7(发布于广东)

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文本描述
摘 要
2012 年上半年,中国汽车新车销量 959.81 万辆,比上年同期增长为 2.9%,
市场从前两年的超高速增长步入了“微增长”的时代。汽车市场相对饱和,
国内一些发达地区为治理交通拥堵,也相继推出了汽车“限购”令,这更加
剧了汽车销售行业竞争的残酷性,使得一些汽车销售企业不再盲目乐观。如
今各个汽车销售商老总们依靠过去的管理思路和营销战略,很难获得长足的
发展。汽车销售商如何利用现有的品牌形象走出一条属于自己的营销之路,
是其未来生存发展的关键所在。

本文中以大连汽贸公司为案例,以先进的市场营销和战略管理理论为基
础,对其内外部环境运用了 PEST、SWOT 分析工具进行了深入剖析,从实
际出发,提出了连锁服务营销策略设计:以大连汽贸公司 4S 店为连锁总部,
组建属于本公司的连锁服务体系。在大连汽贸公司连锁服务营销策略的设计
总体思路中,提出了设计目标、设计原则、并对策略的可行性进行了分析,
针对公司的实际问题和顾客需求,制定了连锁公司的市场策略,产品策略、
品牌策略、形象策略。最后,本文对大连汽贸公司连锁服务营销策略实施,
提出了具体的实施方案和保障措施,为连锁服务营销策略的成功实现奠定了
坚实基础。大连汽贸公司连锁服务营销策略的制定可以树立公司良好的服务
品牌形象,扩大市场份额,提高业务收入来源,为顾客提供更方便快捷的服
务。

本文的研究旨在通过对大连汽贸公司连锁营销服务的设计,能为在激烈
的市场竞争中的汽车经销商提供一些借鉴,力图为其带来实际参考价值,探
求出一条属于中国汽车 4S 销售店新的营销之路。

关键词:汽车 4S 店;连锁服务;服务营销

Abstract
In the first half of 2012, the new car sales volume of Chinese automobiles
was 9.5981 million, which increased 2.9% over the same period of last year. The
market has entered “micro-growth” era from ultra high-speed in the previous two
years. Automobile market is relatively saturated, and some domestic dev eloped
areas had successively launched “limited purchasing order”, which more
accelerated the ruthlessness of automobile sales industry and made some
automobile sales enterprises be no longer blindly optimistic. Nowadays, the
General Managers of each auto retailer can not achieve long-term development
relying upon past management thinking and marketing strategy. How to walk out
a suitable marketing route by utilizing existing brand image is the key of its
future subsistence and development.
This paper took Dalian Automobile Trade and Sales Co., Ltd as the case,
and carried out in-depth analysis on its internal and external environment by
applying PEST and SWOT analysis tools basing on advanced marketing strategy
and strategic management theory. Moreover, proceeding from actual situation, it
proposed chain service marketing strategy design: taking Dalian Automobile
Trade and Sales Co., Ltd 4S shop as the chain headquarters to construct a
suitable chain service system. In the general thought of designing chain service
marketing strategy of Dalian Automobile Trade and Sales Co., Ltd, this paper
presented the design target and design principle, and carried out analysis on the
feasibility of such strategy. Moreover, it formulated the market strategy, product
strategy, brand strategy and image strategy of chain companies targeting at the
actual problems of such company and the requirements of customers. Finally, it
put forward the concrete implementation strategy and safeguards for the
implementation of chain service marketing strategy of Dalian Automobile Trade
and Sales Co., Ltd, which laid solid foundation for the successful enforcement of
chain service marketing strategy. The formulation of chain service marketing
strategy of Dalian Automobile Trade and Sales Co., Ltd can establish excellent
service brand image for the company, expand its market share, improve its
business income source, and provide convenient and rapid service for customers.