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贵州省的经济总量在全国一直处于靠后位置,起步晚,基础较差;随着近年
来国家对西部地区的支持力度加大,贵州省经济发展速度大幅提升,贵州省的汽
车市场也迎来了发展的黄金时期;所以贵州省的汽车 4S 店应牢牢把握难得的发
展机遇,将一切以顾客为中心作为出发点,以满足消费者需求为根本目的,巩固
加强自己的市场地位;本文将贵州省的丰田汽车 4S 店服务管理体系作为具体研
究对象,在目前已经搭建完成的市场营销、服务营销理论体系基础上,通过实地
调研,咨询 4S 店员工以及利用互联网平台等方式进行研究目标的数据搜集,采
用理论体系与实地调研相结合的方法对贵州省的丰田汽车 4S 店的现有服务体系
进行剖析;将实地调研中发现的问题罗列出来,并从主观及客观两方面分析影响
贵州省丰田汽车 4S 店服务营销的因素;在论文最后的核心部分,依据前文所归
纳总结出的各类问题以及影响因素,提出一套专门针对贵州省丰田汽车 4S 店服
务营销体系的优化建议
关键词:贵州,丰田,4S 店,服务营销,优化
分类号:C93贵州大学工商管理硕士学位论文
V
Summary
Along with China&39;s growing economic strength, and constantly improve the level
of people&39;s life and the traditional foreign brands more and more attention to the
China automobile market, Chinese automobile industry ushered in the golden age of
rapid development; followed by the emergence of a large number of various brands of
automobile 4S stores, after decades of development, the domestic automobile 4S shop
has formed scale. It is showed that many developed countries and 4S stores are
different; in general, there is still a big gap between the domestic 4S shop 4S shop
with the developed countries, because of their different levels of economic
development, social systems are different, there are also gaps in population quality, so
the domestic 4S shop and 4S shop compared to the developed country in the business
philosophy and service concept, is still in the primary stage, many aspects still need to
be improved.
The total economy in Guizhou province has been in a backward position, in the
country started late, poor foundation; with the country in recent years, the western
region to support efforts to increase the economic development of Guizhou Province,
significantly enhance the speed, Guizhou province automobile market will usher in a
golden period of development; so the Guizhou province automobile 4S shop should
firmly grasp the opportunities for development rare, will all take the customer as the
center as the starting point, to meet consumer demand as the fundamental purpose, to
consolidate its market position; the TOYOTA automobile 4S shop service
management system in Guizhou Province as the research object, at present has been
built to complete the marketing and service marketing theory basis, through
on-the-spot investigation 4S consulting, store employees and the use of the Internet
platform on the target data collection, using the system theory and field research
Analyze the existing service system of Guizhou Province, the TOYOTA automobile
4S shop combination method; list found problems in the investigation, and analyze the
influencing factors of Guizhou province TOYOTA automobile 4S shop service
marketing from the subjective and objective two aspects; in the core part of the last,贵州省丰田汽车 4S 店服务营销优化研究
VI
according to the various problems and influencing factors summarized in the
foregoing, a set of recommendations for the TOYOTA 4S service marketing system in
Guizhou province is put forward.
Key words: Gu
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