潍坊玄武丰田汽车4S店服务营销战略研究(本科优秀毕业论文).doc

本科毕业
学士学位论文
潍坊玄武丰田汽车4S店服务营销战略研究
题目:潍坊玄武丰田汽车4S店服务营销战略研究
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摘要
汽车品牌专卖店实施服务营销战略,发展自身品牌是企业长远发展的需要,也是市场竞争发展到一定阶段的必然结果。本文基于战略管理和市场营销相关理论,通过大量的数据收集,对潍坊玄武丰田汽车4S店的经营现状和发展等进行了研究,进而提出了潍坊玄武丰田汽车4S店服务营销战略规划和对策建议。
本文从当前我国的家用轿车市场环境出发,结合轿车销售的各种影响要素,包括国家法律法规、产品销售所在地经济状况、主要竞争对手情况、潍坊玄武丰田汽车4S店自我条件分析等等,为潍坊玄武丰田汽车4S店在潍坊做一份粗略的营销策略。
实现企业的服务营销战略是一个系统工程,它需要企业各层面、各部门之间进行长期的协调运作。本文希望能给汽车专卖店实施服务营销战略提供参考和借鉴。
关键词:汽车;4S店;服务营销战略;建议
Strategy Research on Service Marketing In Toyota Brand Automobile Weifang Xuanwu 4S Stores
Abstract
It is the need for the automobile franchised stores long-term development to implement service-marketing strategy and develop their own brand. Also it is an inevitable result of the development of the petition. Based on the relevant theories of strategic management and marketing, and through enormous data collection, this paper does some research on the present operation and development of Toyota brand automobile Weifang xuanwu 4S stores, consequently proposes some service marketing strategic planning and detailed suggestion for Toyota brand automobile Weifang xuanwu 4S stores.
This article from the current China's domestic car market environment departure, with car sales impact of the various elements, including national laws and regulations, product sales seat state of the economy, petitors, Weifang xuanwu 4S stores conditions for self-analysis, and so on, into the Weifang do a rough marketing strategy.
The realization of service marketing strategy is a systemic project. It requires each level and each department operating coordinately in long term. I hope this paper can give automobile franchised stores some references to implement service-marketing strategy.
Keywords: Automobile; 4S Stores; Service-marketing Strategy; Suggestion
目录
1 绪论 1
论文的研究背景 1
论文的研究意义 1
论文的研究思路 2
2 营销管理理论概述 3
营销组合理论 3
服务营销理论 6
3 潍坊玄武丰田汽车4S店概况 11
潍坊玄武丰田汽车4S店简介 11
组织结构及人员 11
经营管理 12
4 潍坊玄武丰田汽车4S店营销环境分析 13
宏观环境分析 1