摘要
汽车产业从2000年到2010年经历了十年快速发展期，2011到2017年，我
国汽车产销量总体处于不断增长态势，但略有放缓。2020年受于新冠疫情影响，
汽车行业市场继续走跌。本文所研究的主体是一家华中地区三线城市的一家丰田
汽车4S店，但是2020年厂家通过对外招标在该市进行第3家汽车4S店的建设，
与该公司形成强烈的竞争，对客户形成了分流。因此，本文选择并制定ZH丰田
汽车4S店服务营销策略优化作为研究方向，旨在不断加强服务营销理念，开拓
行之有效的服务营销策略优化思路。期待在服务营销视角能帮助企业改善管理，
提高业绩和利润，实现以客户为中心来适应外界市场环境的变化。
本文以ZH丰田汽车4S店为研究对象，通过PEST、SWOT和竞争环境分析工
具，了解ZH丰田4S店所处的内外部环境；然后通过STP分析对其市场细分、目
标市场和市场进行精准定位，结合目前ZH丰田汽车4S店的服务营销现状，针对
7PS理论各方面设计问卷调查，结合相关人员访谈，发现ZH丰田汽车4S店存在
的产品渗透率低、价格不具有竞争优势、销售渠道单一、销售促进活动同质化严
重、人员培训不完善、有形展示不足、服务流程脱节等问题。针对相关问题，分
析问题存在的原因。借助7PS服务营销策略，针对存在的问题提出相应的改进建
议。产品方面，提高附加产品渗透率，售后客户分类管理；价格方面，成本和竞
争导向结合，做好成本管控；营销渠道方面，改变以往传统销售模式，开拓网络
营销渠道；促销方面，差异和精准化促销，并评估宣传效果；人员方面，加强培
训力度，注重人才建设；完善有形展示，优化服务环境；服务流程方面做好部门
衔接，优化服务流程。针对七个维度的改进措施，同时制定相应的保障性措施，
包括以客户为中心，以结果为导向，构建五大管理体系、组织与人员保障、资金
保障等，确保ZH丰田汽车4S店服务营销策略能够加以完善，从而提高服务质量。
关键词：一汽丰田4S店；服务营销；营销策略
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Abstract
The automobile industry experienced a period of rapid development from 2000
to 2010. From 2011 to 2017, China's automobile production and sales were in an
overall trend of continuous growth, but slowed down slightly.In 2020, due to the
impact of COVID-19, the automobile industry market continued to decline.The
subject of this paper is a Toyota 4S shop in a third-tier city in central China. However,
in 2020, the manufacturer will carry out the construction of the third 4S shop in this
city through bidding, forming strong competition with the company and diverting
customers.Therefore, this paper selected and formulated ZH Toyota 4S shop service
marketing strategy optimization as the research direction, in order to constantly
strengthen the concept of service marketing, develop effective service marketing
strategy optimization ideas.From the perspective of service marketing, it is expected
to help enterprises improve management, improve performance and profits, and
realize customer-centered to adapt to changes in the external market environment.
In this paper, Toyota 4S shop as the research object, through PEST, SWOT and
competitive environment analysis tools, to understand the internal and external
environment of Toyota 4S shop ZH;Then, the market segmentation, target market and
market are precisely positioned through STP analysis. Combined with the current
service marketing status of ZH Toyota 4S stores, a questionnaire survey is designed
for all aspects of the 7PS theory, combined with interviews with relevant
personnel.En Toyota 4S stores were found to have such problems as low product
penetration rate, low competitive price, single sales channel, serious homogenization
of sales promotion activities, imperfect personnel training, insufficient physical
display, disjointed service process, etc.Analyze the causes of the problems.With the
help of 7PS service marketing strategy, put forward corresponding improvement
suggestions for existing problems.In terms of products, improve the penetration rate
of additional products and manage the classification of after-sale customers;In terms
of price, cost and competition-oriented combination, cost control;In terms of
marketing channels, we should change the traditional sales model and develop
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network marketing channels.Promotion, difference and precision promotion, and
evaluate the effect of publicity;Personnel, strengthen training efforts, pay attention to
talent construction;Improve tangible display, optimize the service environment;In
terms of service process, make good connection between departments and optimize
service process.En According to the improvement measures of the seven dimensions,
the corresponding guarantee measures are formulated, including customer-centered,
results-oriented, the construction of five management systems, organization and
personnel guarantee, financial guarantee, etc., to ensure that the service marketing
strategy of Toyota 4S stores can be improved, so as to improve the service quality.
Key words: FAW Toyota 4S shop;Service marketing;The marketing strategy
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