摘要
汽车4S专卖店实施服务营销策略,创建自身服务品牌是日趋激烈的市场竞争的
必然结果,也是企业长远发展的战略需要。因此,有必要对汽车4S专卖店的服务营
销策略进行分析和研究
本文以服务营销理论及战略管理的相关理论为基础,对我国及常州地区汽车4S
店的现状作了详细地分析,通过相关数据的收集和分析,利用波士顿矩阵及SWOT
分析法对常州ZC上海大众4S店的主营业务及内部的优势、劣势,外部面临的机会
与威胁进行了分析。分析结果表明,常州ZC上海大众4S店的管理模式和经营策略
已经不能满足企业发展的需要,为满足未来更加激烈的市场竞争的要求,4S店应采
取扭转型战略,并全面调整现有服务营销策略,以优质的服务打造服务品牌,提高企
业的核心竞争力
本文运用SWOT分析法对常州ZC上海大众4S店的现状进行分析后,进行了切
合4S店实际的,具有现实意义的服务营销策略规划。具体从服务产品、服务定价、
服务促销、服务过程管理、服务供求管理和服务质量管理六个方面重新规划了该4S
店的服务营销策略
最后,本文借助服务营销7P’S新组合和服务营销三角形模型,提出了常州ZC
上海大众4S店服务营销策略执行的具体措施建议:提供配套齐全的一站式产品营销
策略、实行服务品牌专项管理、制定合理灵活的定价策略、强化全方位的促销策略管
理等
关键词:汽车上海大众4S店服务营销策略
Abstract
To meet the needs of the long-term development, automobile 4s stores implement
services marketing strategy and build their own brand, which is also an inevitable result of
the development of market competition. Therefore it is necessary to explore and research
on services marketing strategy in automobile 4s stores.
On the basis of services marketing theory and strategic management theory, the article
elaborately studies China and Changzhou's automobile market and 4S stores. After the data
collection and analysis, the article analyses the major business, inner strengths and
weaknesses, and opportunities and threats with BCG Matrix and SWOT method towards
Changzhou ZC Shanghai VOLKSWAGEN Automobile 4S Store. It points out that the
administration mode and operating strategy can not meet the requirements for its
development and future market competition. So it should take transitional strategy, make
comprehensive readjustment on the present services marketing strategy, and build its
service brand and improve core competence by excellent services.
The article applies SWOT method to analyse the current situation of Changzhou ZC
Shanghai VOLKSWAGEN Automobile 4S Store, and then enacts practical and operable
planning focusing on the service products, service pricing, service promotion, service
delivery management, service supply and demand management as well as the service
quality.
Finally based on new combination of services marketing triangle model and service
7P'S, the suggestion of implementation services marketing strategy in Changzhou ZC
Shanghai VOLKSWAGEN Automobile 4S Store is brought forward, that is: to establish
complete and diversified vehicle sales strategy, implement services brand special
management, formulate reasonable and flexible pricing strategy and strengthen all- round
promotion strategy management.
Key words: Automobile; Shanghai VOLKSWAGEN 4s store; Services Marketing
Strategy