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1、4S店的汽車(chē)營(yíng)銷(xiāo)策略分析【摘要】自20世紀(jì)90年代以來(lái),我國(guó)經(jīng)濟(jì)處于快速發(fā)展之屮,作為身份和地位象征的汽車(chē)已開(kāi)始大量進(jìn)入家庭。1999年后,汽車(chē)4S丿占在屮國(guó)各地像雨后春筍般出現(xiàn)。汽車(chē)4S店的競(jìng)爭(zhēng)也越來(lái)越越激烈。為了能在競(jìng)爭(zhēng)屮謀得生存和發(fā)展,對(duì)汽車(chē)4S店的營(yíng)銷(xiāo)策略研究顯得尤為重要,通過(guò)對(duì)4S店的考察分析發(fā)現(xiàn),4S店除了加強(qiáng)售后服務(wù)增加利潤(rùn)之外,形成規(guī)模效益和穩(wěn)定的客戶(hù)群體也成了FI前4S店可持續(xù)發(fā)展的主要途徑。在短吋期內(nèi)提升銷(xiāo)售人員和服務(wù)人員的素質(zhì),使其成為高素質(zhì)的職業(yè)經(jīng)理人和職業(yè)化的員工,和不斷完善服務(wù)
2、體系,不斷推出新的優(yōu)惠活動(dòng),提出相應(yīng)的產(chǎn)品策略、價(jià)格策略、分銷(xiāo)策略、促銷(xiāo)策略、網(wǎng)絡(luò)營(yíng)銷(xiāo)的發(fā)展策略、汽車(chē)售后服務(wù)策略和競(jìng)爭(zhēng)策略是汽車(chē)4S店首要做好的工作。Since1990s,China'seconomyisinrapiddeveloping,asidentityandstatussymbolautomobilehavestartedmassintothehousehold?After1999,car4SshopsthroughoutChinahavemushroomedall.Auto4Sinncompe
3、titionisalsomoreandmoreintense.Inordertobeinthecompetitionforthesurvivalanddevelopmentofautomobile4Sinnmarketingstrategyresearchappearsespeciallyimportant,throughtheinvestigationof4Sinnanalysisshowsthat,inadditiontoenhanceafter-salesservice4Sinnoutside,fo
4、rmtoincreaseprofitscaleandstablecustomergroupsalsobecamecurrently4Sinnofsustainabledevelopmentofmainways?Inashortperiodofascensionsalesandservicepersorrnel'squality,makeitbecomehigh-qualityprofessionalmanagersandprofessionalstaff,andconstantlyperfectservi
5、cesystem,andconstantlyintroducenewfavourableactivity,andproposesthecorrespondingproductstrategy,pricestrategy,distributionstrategy,promotionstrategy,networkmarketingdevelopmentstrategy,autoafter-salesservicestrategiesandcompetitivestrategyiscar4Sinnprimar
6、ygoodwork.關(guān)鍵詞:汽車(chē);4S店;營(yíng)銷(xiāo)策略14S店的概念及現(xiàn)狀分析11.1汽車(chē)4S店的定義11.1.14S店的發(fā)源地/1.1.2其中的4個(gè)“S”是指11.2汽車(chē)4S店在當(dāng)代中國(guó)汽車(chē)市場(chǎng)的地位31.2.1汽車(chē)4S店在當(dāng)代中國(guó)汽車(chē)市場(chǎng)的地位31.3汽車(chē)4S店的市場(chǎng)優(yōu)勢(shì)31.3.1可靠的信譽(yù)度31.3.2維修技術(shù)專(zhuān)業(yè)31.3.3完善的售后保障31.3.4人性化的客戶(hù)服務(wù)31.4汽車(chē)4S店的生存危機(jī)3/.4.1高價(jià)帶來(lái)高門(mén)檻31.4.2經(jīng)營(yíng)成本比天高31.4.3眾人分蛋糕31.5汽車(chē)4S店的發(fā)展趨勢(shì)31.
7、5.1薄利多銷(xiāo)的低成本戰(zhàn)略31.5.2搶先嘗試網(wǎng)絡(luò)營(yíng)銷(xiāo)31.5.3注重汽車(chē)文化發(fā)展31.5.4開(kāi)拓二手車(chē)市場(chǎng)32上海大眾朗逸的發(fā)展及背景32.1朗逸的簡(jiǎn)介32.1.1基本資料?32.1.2朗逸特點(diǎn)?32.2朗逸車(chē)型-42.2.1車(chē)型及價(jià)格42.2.2/avida朗逸TSI運(yùn)動(dòng)版42.3朗逸的市場(chǎng)定位42.4朗逸優(yōu)缺點(diǎn)434S店汽車(chē)營(yíng)銷(xiāo)策略介紹43」卓越的4S店?duì)I銷(xiāo)人員索質(zhì)策略43.1.1行業(yè)知識(shí)43./.2客戶(hù)利益43.1.3顧問(wèn)形象43.7.4行業(yè)權(quán)威43.1.5溝通技能43.2客戶(hù)接待與開(kāi)發(fā)策略43.
8、2.1尋找潛在顧客43.2.2訪(fǎng)前準(zhǔn)備43.2.3初次拜訪(fǎng)43.2.4記錄客戶(hù)信息43.2.5持續(xù)回訪(fǎng)43.2.6消除成交障礙41.2.7成交43.2.8售后回訪(fǎng)43.3汽車(chē)展示與介紹策略43.3.1明確目的43.3.2掌握方法43.3.3注意事項(xiàng)43.4交車(chē)與信后跟蹤服務(wù)策略43.4./提供滿(mǎn)意的售后服務(wù)44上海大眾營(yíng)銷(xiāo)策略分析44」目前我國(guó)轎車(chē)市場(chǎng)營(yíng)銷(xiāo)的基木特征及發(fā)展趨勢(shì)44.1.1國(guó)內(nèi)轎車(chē)市場(chǎng)用戶(hù)發(fā)生轉(zhuǎn)變42.1.2新產(chǎn)