【正文】 I 湖 南 涉 外 經(jīng) 濟(jì) 學(xué) 院 本科畢業(yè)論文（設(shè)計(jì)） 題目 農(nóng)機(jī)企業(yè) 4S店?duì)I銷(xiāo)模式研究 作者 申立鳴 學(xué)院 商學(xué)院 專(zhuān)業(yè) 市場(chǎng)營(yíng)銷(xiāo)學(xué) 學(xué)號(hào) 10430541143680 指導(dǎo)教師 黃志紅 II 湖南涉外經(jīng)濟(jì)學(xué)院本科畢業(yè)論文（設(shè)計(jì)）誠(chéng)信聲明 本人聲明：所呈交的本科畢業(yè)論文（設(shè)計(jì)），是本人在指導(dǎo)老師的指導(dǎo)下，獨(dú)立開(kāi)展工作所取得的成果，成果不存在知識(shí)產(chǎn)權(quán)爭(zhēng)議，除文中已經(jīng)注明引用的內(nèi)容外，本論文不含任何其他個(gè)人或集體已經(jīng)發(fā)表或創(chuàng)作過(guò)的作品成果。對(duì)本文工作做出重要貢獻(xiàn)的個(gè)人和集體均 已在文中以明確方式標(biāo)明。本人完全意識(shí)到本聲明的法律結(jié)果由本人承擔(dān)。 本科畢業(yè)論文（設(shè)計(jì)）作者簽名： 二○一四年五月十七日 III 摘 要 我國(guó)有著全世界最多的人口，只占世界上百分之七的耕地卻要養(yǎng)活世界上百分之二十的人口，這對(duì)我國(guó)農(nóng)業(yè)生產(chǎn)水平是一個(gè)嚴(yán)峻的考驗(yàn)。在農(nóng)業(yè)科技迅猛發(fā)展的今天，農(nóng)用機(jī)械已經(jīng)開(kāi)始進(jìn)入我國(guó)的農(nóng)業(yè)市場(chǎng)，但相對(duì)于歐美發(fā)達(dá)國(guó)家，我國(guó)的 農(nóng)機(jī)使用率還很低，這很大一部分原因是因?yàn)槲覈?guó)農(nóng)機(jī)企業(yè)起步晚，推廣做得不到位。在中國(guó)加入世界經(jīng)貿(mào)組織之后，隨著國(guó)外農(nóng)機(jī)的大量涌入，我國(guó)農(nóng)機(jī)市場(chǎng)競(jìng)爭(zhēng)更加激烈，我國(guó)農(nóng)機(jī)企業(yè)的傳統(tǒng)營(yíng)銷(xiāo)模式弊端漸漸浮出。面對(duì)更加競(jìng)爭(zhēng)激烈的市場(chǎng)，農(nóng)機(jī)企業(yè)營(yíng)銷(xiāo)模式的轉(zhuǎn)型已經(jīng)迫在眉睫，新穎的 4S 店?duì)I銷(xiāo)模式將成為我國(guó)農(nóng)機(jī)企業(yè)營(yíng)銷(xiāo)的新出路。 本文以 4C 理論， JIT 采購(gòu)理論， 3P 理論為依據(jù)，分析探討我國(guó)農(nóng)機(jī)企業(yè)營(yíng)銷(xiāo)存在的問(wèn)題和農(nóng)機(jī) 4S 店?duì)I銷(xiāo)模式的優(yōu)勢(shì)，及農(nóng)機(jī) 4S 店的運(yùn)營(yíng)管理。我國(guó)農(nóng)機(jī)企業(yè)的傳統(tǒng)營(yíng)銷(xiāo)模式存在 農(nóng)機(jī)營(yíng)銷(xiāo)專(zhuān)業(yè)人才缺乏 ， 售后服務(wù)不 完善 ， 市場(chǎng)信息反饋系統(tǒng)不完善 ， 營(yíng)銷(xiāo)資源分布不合理，渠道管理混亂 ， 人力資源分配不合理 ， 經(jīng)銷(xiāo)區(qū)域重疊 ， 過(guò) 分 依賴(lài)經(jīng)銷(xiāo)商，經(jīng)銷(xiāo)商缺乏忠誠(chéng)度 ， 對(duì)經(jīng)銷(xiāo)商缺乏統(tǒng)一標(biāo)準(zhǔn)，統(tǒng)一形象 等問(wèn)題。 農(nóng)機(jī) 4S 店?duì)I銷(xiāo)模式，以其專(zhuān)業(yè)化的銷(xiāo)售，售后服務(wù)，信息反饋體系能很好的解決我國(guó)當(dāng)前農(nóng)機(jī)企業(yè)的問(wèn)題。當(dāng)然，農(nóng)機(jī) 4S 店?duì)I銷(xiāo)模式在我國(guó)農(nóng)機(jī)市場(chǎng)的運(yùn)用需要結(jié)合我國(guó)具體的國(guó)情，需要從 4S 店專(zhuān)業(yè)人才培養(yǎng) ， 4S 店售后服務(wù)體系 ， 4S 店信息反饋體 系，整合營(yíng)銷(xiāo)資源，規(guī)范 4S 店管理 等方面著手。這樣才能把 4S 店?duì)I銷(xiāo)模式的真正優(yōu)勢(shì)發(fā)揮出來(lái)，讓我國(guó)農(nóng)機(jī)企業(yè)做 大做強(qiáng)，促進(jìn)我國(guó)農(nóng)業(yè)的發(fā)展。 關(guān)鍵詞： 農(nóng)機(jī)行業(yè)， 4S 店，營(yíng)銷(xiāo)模式，發(fā)展對(duì)策 IV ABSTRACT Our country has the world39。s largest population, but only accounts for seven percent of the world39。s arable land to feed twenty percent of the population in the world, the level of agricultural production in our country is a serious test. In the rapid development of agricultural science and technology today, farm machinery market has begun to enter China39。s agriculture, but relative to the European and American developed countries, our country agricultural machinery utilization is still very low, a large part of the reason is that agricultural machinery enterprises in China started late, do not reach the designated position. After China joined the world trade anization, with the massive influx of foreign agricultural machinery, agricultural machinery in our country more intense market petition, the drawbacks of the traditional marketing mode of agricultural machinery enterprises are gradually surfaced. Facing more fierce market petition, the transformation of agricultural machinery enterprise marketing mode is imminent, innovative marketing mode of 4 s shop will bee the new way of marketing of agricultural machinery enterprises. Based on the 4 c theory, theory of JIT purchasing, 3 p theory as the basis, using the SWOT analysis method to analyze the problems existing in the agricultural machinery enterprise marketing and the advantages and disadvantages of 4 s shop marketing model of agricultural machinery, and farm machinery of 4 s shops operation management. Agricultural machinery enterprises in our country agricultural machinery marketing professionals lack of traditional marketing modes, aftersales service is not perfect, imperfect market information feedback system, unreasonable distribution of marketing resources, channel management chaos, human resource allocation is unreasonable, overlapping distribution area, relying on distributors, dealers lack loyalty, dealer is a lack of unified standard, unified image, etc. Agricultural machinery 4 s shop marketing model, with its professional sales, aftersales service, information feedback system can be a very good solution to the problem of the current agricultural machinery enterprises in our country. 4 s shop marketing model of agricultural machinery in our country, of course, the use of agricultural machinery market need to bine our country concrete national condition, from 4 s shops professional personnel training, 4 s inn aftersales service system, the 4 s store information feedback system, integrated marketing resources, standard 4 s shop management and so on aspects. To 4 s shop marketing model of the real advantage to play out, let me agricultural machinery enterprises bigger and stronger, and promote the development of agriculture in our country. Key words: agricultural machinery industry, 4 s shops, marketing model, the development countermeasures V 目 錄 誠(chéng)信聲明 II 摘 要 III ABSTRACT IV 第一章 緒 論 1 選題背景與研究意義 1 選題的背景 1 選題的意義 1 國(guó)內(nèi)外研究動(dòng)態(tài) 2 國(guó)內(nèi)研究動(dòng)態(tài) 2 國(guó)外研究動(dòng)態(tài)