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MBA硕士毕业论文_B公司4S店零售市场营销策略研究PDF

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随着中国汽车工业的崛起和汽车消费市场的日渐成熟,汽车4S店销售模式 逐渐普及并对中国汽车消费市场的蓬勃发展起到了积极作用。DB公司4S店, 经过14年的发展,曾经取得了较好的市场业绩,但随着汽车行业的日渐成熟及 制造技术和环保限制等环境变化的影响,近年来出现了销售利润明显下降的现 象。 本文通过对DB公司4S店业务的发展情况进行分析,发现DB公司销售利 润下滑现象背后的问题是零售市场增长率偏低。依据相关营销理论,对4S店面 临的环境进行了分析,在此基础上,列出了SWOT矩阵分析,得出该公司现阶 段的营销战略应该选择多元化战略,重点提升零售市场增长率。并结合4P理论, 找出DB公司4S店零售市场增长率偏低的原因是产品竞争力弱、价格竞争力弱、 渠道竞争力弱、促销竞争力弱。基于以上的原因,根据市场发展动态及公司发展 特点,对零售市场提出以下营销策略:产品层面,从满足零售顾客的多样化需求, 丰富配套产品,并且提供相应的技术支持、推进差异化创新等方面进行改善;价 格层面则从把控风险降低成本、细分市场科学定价、凸显性价比等方面进行改进; 渠道层面则从建立以零售客户为主的渠道经营理念、加强零售客户的渠道管理、 重视互联网营销渠道配套开发、强化全公司对零售客户的关系管理及强化企业员 工的培训等方面予以优化;最后促销层面则是通过制定不同促销模式、加强促销 活动的深入性、加强网络促销推广等方面进行系统概述。通过以上建议来提升 DB公司4S店零售市场增长率,重构零售客户的营销模式,加快发展步伐,使 DB公司4S店突破目前发展的困境,对公司有效应对竞争和创建可持续发展竞 争优势具有重要的参考意义;也为行业内的其他车企4S店制定营销策略提供了 有益的借鉴。 关键词:市场营销、4S店、STP、4P II Abstracts WiththeriseofChina'sautomobileindustryandthegrowingmaturityofthe automobileconsumptionmarket,thesalesmodeofautomobile4Sshophasgradually popularizedandplayedapositiveroleinthevigorousdevelopmentofChina's automobileconsumptionmarket.After14yearsofdevelopment,the4SshopofDB companyhasachievedgoodmarketperformance.However,withthegrowing maturityoftheautomobileindustryandtheimpactofenvironmentalchangessuchas manufacturingtechnologyandenvironmentalprotectionrestrictions,thesalesprofit hasdeclinedsignificantlyinrecentyears. Thispaperanalyzesthedevelopmentof4SshopbusinessinDBcompany,and findsthattheproblembehindthedeclineofsalesprofitinDBcompanyisthelow growthrateofretailmarket.Accordingtotherelevantmarketingtheory,thispaper analyzestheenvironment4Sstoresarefacing,mainlyonthisbasis,itliststheSWOT matrixanalysis,andconcludesthatthecompany'scurrentmarketingstrategyshould choosethediversificationstrategy,focusingonimprovingthegrowthrateoftheretail market.Basedonthe4Ptheory,itisfoundthatthereasonsforthelowgrowthrateof the4SstoreretailmarketinDBcompanyaretheweakproductcompetitiveness,the weakpricecompetitiveness,theweakchannelcompetitivenessandtheweak promotioncompetitiveness.Basedontheabovereasons,accordingtothemarket developmenttrendsandthecompany'sdevelopmentcharacteristics,thefollowing marketingstrategiesareputforwardfortheretailmarket:attheproductlevel, improvetheretailmarketbysatisfyingthediversifiedneedsofretailcustomers, enrichingsupportingproducts,providingcorrespondingtechnicalsupport,promoting differentiatedinnovation,etc.;atthepricelevel,reducecostsbycontrollingrisks, scientificallypriceandhighlightthemarketsegmentsAtthechannellevel,weshould optimizethechannelmanagementconceptofretailcustomers,strengthenthechannel managementofretailcustomers,attachimportancetothedevelopmentofInternet marketingchannels,strengthentherelationshipmanagementofthewholecompanyto retailcustomers,andstrengthenthetrainingofenterpriseemployees.Atthefinal promotionlevel,weshouldformulatedifferentpromotionmodesandstrengthenthe promotionThedeepeningofmarketingactivitiesandthestrengtheningofnetwork promotionaresystematicallysummarized.Throughtheabovesuggestions,wecan improvethegrowthrateofthe4SstoreretailmarketofDBcompany,reconstructthe III marketingmodeofretailcustomers,speedupthedevelopmentpace,makethe4S storeofDBcompanybreakthroughthecurrentdevelopmentdilemma,whichhasan importantreferencesignificanceforthecompanytoeffectivelyrespondtothe competitionandcreateasustainablecompetitiveadvantage;italsoprovidesauseful referenceforother4Sstoresintheindustrytoformulatemarketingstrategies. Keyword:MarketingManagement;4SshopofDBcompany;STP;4P IV 目录 一、绪论..............................................................................................................1 (一)研究背景..........................................................................................1 (二)研究的目的及意义..........................................................................1 (三)国内外研究现状..............................................................................2 1.服务营销研究现状........................................................................2 2.汽车营销研究现状........................................................................2 (四)研究方法..........................................................................................3 1.文献归纳法....................................................................................3 2.案例分析法....................................................................................3 3.定性和定量分析相结合法............................................................4 (五)研究内容..........................................................................................4 二、基本理论综述..............................................................................................5 (一)营销环境分析模型..........................................................................5 1.PEST分析方法..............................................................................5 2.SWOT分析方法............................................................................5 (二)营销策略相关理论..........................................................................6 1.STP理论........................................................................................6 2.营销4P理论..................................................................................6 三、DB公司4S店发展现状.............................................................................7 (一)我国汽车行业发展现状..................................................................7 (二)DB公司4S店市场环境分析.........................................................8 1.DB公司4S店营销的宏观环境分析...........................................8 2.DB公司4S店营销的微观环境分析...........................................9 (三)DB公司4S店发展现状...............................................................12 1.DB公司4S店的业务发展情况.................................................12 2.DB公司4S店的营销战略.........................................................13 四、DB公司4S店零售市场增长问题...........................................................19 (一)DB公司4S店当前零售市场增长率偏低...................................19 (二)零售市场增长率偏低带来的影响................................................20 1.公司经营不稳定..........................................................................21 2.企业难以建立竞争优势..............................................................22 3.加大销售风险..............................................................................22 V 五、DB公司4S店零售市场增长问题形成的原因.......................................23 (一)产品竞争力弱................................................................................23 1.公司品牌知名度不高..................................................................23 2.市场定位不明确..........................................................................23 3.产品管理不佳,部分产品库存时间过长..................................23 4.配套产品不够丰富并且服务和支持不到位..............................24 (二)价格竞争力弱................................................................................24 1.产品定价固化..............................................................................24 2.中低端市场终端客户对价格敏感度高......................................25 3.销售服务与售后保养服务二者定价无关联..............................26 (