4S店的汽车营销策略分析

【摘要】

自20世纪90年代以来，我国经济处于快速发展之中，作为身份和地位象征的汽车已开始大量进入家庭。1999年后，汽车4S店在中国各地像雨后春笋般出现。汽车4S店的竞争也越来越越激烈。为了能在竞争中谋得生存和发展，对汽车4S店的营销策略研究显得尤为重要，通过对4S店的考察分析发现，4S店除了加强售后服务增加利润之外，形成规模效益和稳定的客户群体也成了目前4S店可持续发展的主要途径。在短时期内提升销售人员和服务人员的素质，使其成为高素质的职业经理人和职业化的员工，和不断完善服务体系，不断推出新的优惠活动，提出相应的产品策略、价格策略、分销策略、促销策略、网络营销的发展策略、汽车售后服务策略和竞争策略是汽车4S店首要做好的工作。

Since 1990s, China's economy is in rapid developing, as identity and status symbol automobile have started mass into the household. After 1999, car 4S shops throughout China have mushroomed all. Auto 4S inn competition is also more and more intense. In order to be in the competition for the survival and development of automobile 4S inn marketing strategy research appears especially important, through the investigation of 4S inn analysis shows that, in addition to enhance after-sales service 4S inn outside, form to increase profit scale and stable customer groups also became currently 4S inn of sustainable development of main ways. In a short period of ascension sales and service personnel's quality, make it become high-quality professional managers and professional staff, and constantly perfect service system, and constantly introduce new favourable activity, and proposes the corresponding product strategy, price strategy, distribution strategy, promotion strategy, network marketing development strategy, auto after-sales service strategies and competitive strategy is car 4S inn primary good work.

关键词：汽车；4S店 ；营销策略

1.2汽车4S店在当代中国汽车市场的地位…………………………………………………………3

1.2.1汽车4S店在当代中国汽车市场的地位 …………………………………………………3

1.3汽车4S店的市场优势 …………………………………………………………………………3

1.3.1可靠的信誉度………………………………………………………………………………3

1.3.2维修技术专业………………………………………………………………………………3

1.3.3完善的售后保障……………………………………………………………………………3

1.3.4人性化的客户服务…………………………………………………………………………3

1.4汽车4S店的生存危机 …………………………………………………………………………3

1.4.1高价带来高门槛……………………………………………………………………………3

1.4.2经营成本比天高……………………………………………………………………………3

1.4.3众人分蛋糕 ………………………………………………………………………………3

1.5汽车4S店的发展趋势 …………………………………………………………………………3

1.5.1薄利多销的低成本战略……………………………………………………………………3

1.5.2抢先尝试网络营销…………………………………………………………………………3

1.5.3注重汽车文化发展…………………………………………………………………………3

1.5.4开拓二手车市场……………………………………………………………………………3

2.2朗逸车型……………………………………………………………………………………4

2.2.1车型及价格……………… ………………………………………………………4

2.2.2lavida朗逸TSI运动版……… ………………………………………………………4

2.3朗逸的市场定位…………… ………………………………………………………4

2.4朗逸优缺点………………… ………………………………………………………4

3 4S店汽车营销策略介绍……………………… ……………………………………………………4

3.1卓越的4S店营销人员素质策略…………………………………………………………………4

3.1.1行业知识……………………………………………………………………………………4

3.1.2客户利益……………………………………………………………………………………4

3.1.3顾问形象……………………………………………………………………………………4

3.1.4行业权威……………………………………………………………………………………4

3.1.5沟通技能……………………………………………………………………………………4

3.2客户接待与开发策略…………………………………………………………………………4

3.2.1寻找潜在顾客………………………………………………………………………………4

3.2.2访前准备……………………………………………………………………………………4

3.2.3初次拜访……………………………………………………………………………………4

3.2.4记录客户信息………………………………………………………………………………4

3.2.5持续回访……………………………………………………………………………………4

3.2.6消除成交障碍………………………………………………………………………………4

3.2.7成交…………………………………………………………………………………………4

3.2.8售后回访……………………………………………………………………………………4

3.3汽车展示与介绍策略……………………………………………………………………………4

3.3.1明确目的……………………………………………………………………………………4

3.3.2掌握方法……………………………………………………………………………………4

3.3.3注意事项……………………………………………………………………………………4

3.4交车与售后跟踪服务策略………………… ……………………………………………………4

3.4.1提供满意的售后服务 ……………………………………………………………………4

4上海大众营销策略分析……………………………………………………………………………4

4.1目前我国轿车市场营销的基本特征及发展趋势………………………………………………4

4.1.1国内轿车市场用户发生转变………………………………………………………………4

4.1.2新产品不断推出，新车型投放密集，国内市场国际化竞争……………………………4

4.1.3国内汽车降价不断，有力促进汽车市场产品分化……………………4

4.1.4我国轿车市场消费模式缺失，市场还未真正成熟… ……4

4.2上海大众当前市场营销状况及存在问题分析……………………………… ……4

4.2.1市场状况……………………………………………………… ……4

4.2.2产品状况…………………………………………… …4

4.3上海大众市场营销策略的制定与实施………………………………………… …4

4.3.1经销网络策略………………………………………… …4

S店的汽车营销策略毕业论文