摘要
摘要
经济全球化不断深入发展，为汽车行业注入了充足的动力，越来越多的汽车
公司不断涌入市场，竞争日益激烈，4S门店作为我国汽车销售的一个极具代表
性的营销模式，在发展过程当中的竞争力逐渐减弱。此外，随着科学技术的不断
发展，汽车公司积极进行技术革新，不断提升自身技术水平和专业化程度，这不
仅进一步提高了汽车的质量，也提升了人们对于汽车的功能需求。社会经济的发
展刺激着人们需求上涨，因此人们在购车方面的消费需求也不断升级，对于汽车
的功能性、售后以及维保等各方面都提出了更高的要求，这对汽车行业的发展而
言，不仅是一个挑战，更是一个难得的发展机遇。对此，汽车企业就需要深入了
解客户的多样化需求，不断提升自身的产品和服务质量。因此，本文结合现代化
发展背景，对汽车 4S店的经营思维转变进行全面的分析和探讨。文章指出，汽
车 4S店要想促进传统经营思维的转变，就需要从以下几个方面入手：第一，积
极推进服务营销策略的开展和实施；第二，创建具有自身特色的品牌，提高影响
力和市场竞争力；第三，充分结合目前市场的实际发展需求和特点，制定明确的
未来发展规划等等，以此来帮助汽车 4S店提升自身的市场竞争力和发展力，提
高 4S店的服务营销水平，从而有效降低 4S店在激烈的市场竞争当中所面临的
风险挑战。
在本文研究过程当中，首先收集和整理了国内外专家学者针对汽车 4S店服
务营销策略的研究文献和资料，总结出相应的研究成果和经验，分别采用案例分
析法、文献分析法以及问卷调查法的方式。结合服务营销 7P理论、STP营销理
论作为理论基础，选取 PEST分析、SWOT分析展开分析；其次，本文选取南昌
LS汽车 4S店作为研究对象，利用问卷调查法的方式，结合本课题的研究目的设
计了调查问卷，对该店服务营销情况进行调查，使得所获数据具有较强的代表性
和可靠性，结合数据对南昌 LS汽车 4S店的服务营销效果进行定性评价和定量
分析，指出南昌 LS汽车 4S店在服务营销过程当中所存在的几个问题，即：第
一，服务营销品牌意识仍需加强；第二，门店所采用的服务促销方式较为单一；
第三，服务营销渠道仍需进行再构建及完善；第四，服务水平和服务质量相对较
低；第五，未制定明确规范的服务流程等等。此外，结合 PEST分析法，对南昌
LS汽车 4S店的政治环境、经济环境、社会环境以及技术环境这四个方面进行分
析，并在此基础上提出相应的有效对策。随后，利用 SWOT分析法，对南昌 LS
汽车 4S店在服务营销发展过程当中所表现出来的优势、劣势以及机会和威胁进
行分析，制定有效的服务营销策略；最后，结合 STP理论对南昌 LS汽车 4S店
III
摘要
的客户市场进行细分，明确自身的市场定位，并利用服务营销 7P理论，分别从
七个不同的方面对 4S门店的服务营销策略展开分析，提出能够有效提升门店服
务营销水平的对策和措施。
关键词：汽车 4S店；服务营销；营销策略
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ABSTRACT
ABSTRACT
Under the background of global economic development, sufficient impetus has
been injected into the development of the automobile industry. More and more
automobile companieshave entered the marketone after another,which has
intensified thecompetitivenessof theautomobile market.The representative
marketing model has gradually lost its competitiveness in the process of development.
With the continuous development of science and technology, more and more auto
companies are actively carrying out technological innovations. While improving their
own technical level and degree of specialization, they also improve the quality of
automobiles and meet people's functional needs for automobiles. The development of
the social economy has also stimulated people's demand to rise, so people's demand
for car purchases has also increased significantly, and higher requirements have been
put forward for the functionality, after-sales and maintenance of cars. It is not only a
challenge, but also a rare development opportunity. In thisregard, automobile
companies need to fully understand the diversified needs of customers and improve
the quality of their products and services. Therefore, combined with the background
of modern development, this paper conducts a comprehensive analysis and discussion
on the transformation of the business thinking of automobile 4S stores. First, actively
promote The implementation and development of the service marketing strategy;
second, to create a brand with its own characteristics, to improve the brand's influence
and market competitiveness; third, to fully combine the actual development needs and
characteristics of the current market, formulate a clear future development plan, etc. ,
in order to help auto 4S shops to enhance their own market competitiveness and
development, improve the service and marketing level of 4S shops, and effectively
avoid the risk problems faced by the fierce market competition.
First of all, during the research process of this paper, the research literature and
materials of domestic and foreign experts and scholars on the service marketing
strategy of automobile 4S stores are collected and sorted, and the corresponding
research results and experience are summarized. Then, the case analysis method,
literature analysis method and the questionnaire survey method are used to analyze
and discuss the current situation of the service marketing strategy of the automobile
4S shop. Combining the 7P theory of service marketing and STP marketing theory as
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