南宁CS汽车4S店作为MB汽车品牌的代理商，经历了汽车市场从卖方市场到买方 市场、从增量市场到存量市场的转变，从独家经营到面临众多竞争对手的激烈竞争局面， 因此，如何提升企业自身的竞争力，在竞争中保持自己的市场份额，成为南宁CS汽车 4S店需要面对及解决的问题。 本文介绍了笔者身为CS汽车4S店的高层管理者，针对企业面临的新车毛利下滑、 售后覆盖率不足、客户开始流失等挑战，利用服务消费三阶段模型和服务营销组合策略 7P理论，重新审视传统的4P（产品，价格，渠道，促销），再从服务流程（过程）、服 务环境（有形环境）、员工（人）三个P入手，重新调整公司的服务流程，打造新的服 务环境以强化公司自身品牌并实施差异化战略；研究客户关系管理，保证让企业能够提 供最高级、最完善的服务从而让顾客成为企业的粉丝并保持忠诚度；同时还通过有效的 人力资源管理等等一系列的改变让企业获得了服务竞争优势。本文的结论是：在当今竞 争无比激烈的服务市场上，企业管理者有效地使用服务营销的7P理论和工具不断审视 自己的业务模式；不断地拥抱变革，寻求新的方法为顾客提供更好的服务；并且充分利 用现代科技发展带来的新机会；采取科学和系统的方法，有效地建立和实行企业服务营 销战略，可以使企业获得长久的竞争力，这种方法可操作性强，很多企业也都可以拿来 实践。 关键词：服务营销；汽车4S店；顾客关系管理 II RESEARCH ON SERVICE MARKETING STRATEGY OPTIMIZATION OF A 4S SERVICE CENTER IN NANNING ABSTRACT As the agent of MB automobile brand, CS 4S service center in Nanning has experienced the transformation of automobile market from the seller's market to the buyer's market, from the incremental market to the stock market, from the exclusive operation to the fierce competition situation faced by many competitors. Therefore, how to improve the competitiveness of enterprises and maintain their market share in the competition needs to be faced and solved by CS 4S service center in Nanning. This paper introduces the author as a senior manager of CS automobile 4S shop, aiming at the challenges faced by the enterprise, such as the decline of new car gross profit, the lack of after-sales coverage and the loss of customers, using the three-stage model of service consumption and the 7p theory of service marketing mix strategy, re-examine the traditional 4P (product, price, channel, promotion), and then from the service process (process), service environment (tangible) Environment) and employee (person) are the three P's to readjust the company's service process, create a new service environment to strengthen the company's own brand and implement differentiation strategy; study customer relationship management to ensure that enterprises can provide the most advanced and perfect services so that customers can become fans of enterprises and maintain loyalty; at the same time, through effective human resource management, etc. The series of changes let the enterprise obtain the service competitive advantage. The conclusion of this paper is: in today's fiercely competitive service market, business managers effectively use the 7p theory and tools of service marketing to constantly examine their business model; constantly embrace change and seek new methods to provide better services for customers; and make full use of the new opportunities brought by the development of modern science and technology; adopt scientific and systematic methods to effectively establish And the implementation of enterprise service III marketing strategy can make enterprises obtain long-term competitiveness. This method has strong operability, and many enterprises can also practice it. KEY WORDS：Service marketing；4S service center； Customer relationship management IV 目 录 摘要 ......................................................................................................................................... I ABSTRACT ............................................................................................................................. II 第一章 导论 ............................................................................................................................ 1 1.1 研究背景 ...................................................................................................................... 1 1.2 研究目的和意义 .......................................................................................................... 1 1.2.1研究目的 ............................................................................................................. 1 1.2.2研究意义 ............................................................................................................. 2 1.3 研究方法 ...................................................................................................................... 2 1.4 文献综述 ...................................................................................................................... 3 1.4.1国外服务营销研究动态 ..................................................................................... 3 1.4.2国内服务营销研究现状 ..................................................................................... 3 1.4.3国内汽车4S店服务营销研究现状 ................................................................... 3 1.4.4研究现状评述 ..................................................................................................... 4 第二章 相关理论基础 ............................................................................................................ 5 2.1服务消费三阶段 ........................................................................................................... 5 2.1.1服务购买前阶段 ................................................................................................. 5 2.1.2服务接触阶段 ..................................................................................................... 5 2.1.3服务接触后阶段 ................................................................................................. 6 2.2服务营销组合策略7P .................................................................................................. 6 2.2.1服务营销的概念 ................................................................................................. 6 2.2.2服务营销7P组合 ............................................................................................... 6 2.3顾客关系管理与顾客忠诚培育 ................................................................................... 8 2.3.1顾客忠诚对企业的重要性 ................................................................................. 8 2.3.2顾客满意与顾客忠诚之间的关系 ..................................................................... 8 2.3.3通过分层服务管理顾客群 ................................................................................. 9 2.3.4通过经济与非经济方式来激励顾客忠诚 ......................................................... 9 第三章 南宁CS汽车4S店服务营销策略中存在的问题及其成因分析 ........................ 10 3.1汽车行业面临的外部营销环境分析 ......................................................................... 10 V 3.1.1人口环境分析 ................................................................................................... 10 3.1.2社会文化环境分析 ........................................................................................... 11 3.1.3技术环境分析 ................................................................................................... 11 3.1.4经济环境分析 ................................................................................................... 11 3.1.5自然环境分析 ................................................................................................... 12 3.1.6政法法律环境分析 ........................................................................................... 12 3.2南宁CS汽车4S店概况 ............................................................................................ 13 3.2.1南宁CS汽车4S店背景 .................................................................................. 13 3.2.2南宁CS汽车4S店销售模块业务情况 .......................................................... 16 3.2.3南宁CS汽车4S店售后模块业务情