汽车营销类毕业论文——上海通用汽车4S店服务营销调研.doc

毕业设计(论文)
常州机电职业技术学院
毕业设计(论文)
作者: 学号:
系部:
专业: 汽车技术服务与营销
题目: 上海通用汽车4S店服务营销调研

指导者:
周同根
评阅者:
20** 年 4 月

毕业设计(论文)中文摘要
在当前金融危机的大背景下,许多汽车品牌4S店开始实施服务营销战略。发展自身品牌不仅是企业长远发展的需要,也是当下参与市场竞争的必然手段。本文针对上海通用汽车4S店的具体状况,结合了服务营销三角形理论和战略管理中的SWOT分析方法等相关理论,对上海通用汽车4S店的现状和发展进行了分析。针对上海通用汽车4S店在实施服务营销战略中存在的问题,提出了树立汽车服务品牌观念、构建全面的汽车服务营销理念、加强客户关系管理和重视团队建设四个具有可操作性的建议和措施,希望本文能对汽车4S店结合实际情况制定和开展服务营销战略提供具有参考意义的方法和建议。
关键词:4S店服务营销营销战略
毕业设计(论文)外文摘要
Title: Research on 4S Shop’s Service Marketing of Shanghai General
Motors
Abstract:
In the current context of financial crisis, many car brands start 4S shop service marketing strategy. Developing their own brand is not only long-term development needs of enterprise, but also present the necessary means to participate in petition. In this paper, Shanghai General Motors 4S shop specific situation, combined with the service marketing triangle theory and strategic management of the SWOT analysis and other related theories, Shanghai General Motors, 4S shop status and development were analyzed. 4S shop for Shanghai General Motors marketing strategy in the implementation of service problems, proposed to build a service brand concept car, build a car full service marketing, strengthening customer relationship management and emphasis on team building four workable proposals and measures I hope the paper will be how bine the automobile 4S store actual marketing strategy development and implementation services to provide a reference for the methods and mendations.
Keywords :4s Car shop; Services Marketing; Marketing Strategy
目录
1 引言………………………………………………………………………………1
2 服务营销相关理论概述…………………………………………………………2
服务营销的涵义……………………………………………………………2
服务营销三角形模型………………………………………………………2
体验营销……………………………………………………………………3
本章小结………………………………………………………………………4
3 上海通用汽车4S店发展现状及SWOT综合分析………………………………5
我国汽车市场4S店的现状…………………………………………………5
上海通用汽车4S店现状……………………………………………………5
上海通用汽车4S店SWOT综合分析…………………………………………6
本章小结………………………………………………………………………9
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