【正文】 本科生畢業(yè)設(shè)計(jì)（論文） I 摘 要 汽車品牌 4S店是集整車銷售 (Sale)、零配件供應(yīng) (Spare Part)、售后服務(wù) (Service)和信息反饋 (Survey)四項(xiàng)功能于一體的汽車服務(wù)企業(yè)，其管理模式是由營(yíng)銷組織、營(yíng)銷技術(shù)和營(yíng)銷理念三部分組成，三者相互作用，相互影響。 汽車品牌 4S店這一營(yíng)銷管理模式是上個(gè)世紀(jì) 90年代中期從歐洲傳入中國(guó)， 1999年以后中國(guó)主流廠家開始大量建立自己的汽車銷售 4S店。自從上海大眾與廣州本田率先引進(jìn) 4S店模式后，我國(guó)各品牌汽車廠商紛紛效仿，經(jīng)過(guò)短短八九的年時(shí)間的發(fā)展，中國(guó)的 4S店數(shù)量己躍居全球前列。 隨著 中國(guó)汽車市場(chǎng)的逐漸成熟，用戶的消費(fèi)心理也日趨成熟，不但用戶需求多樣化，而且對(duì)產(chǎn)品和服務(wù)的要求也越來(lái)越高，越來(lái)越嚴(yán)格，原有的代理銷售體制已不再能夠適應(yīng)市場(chǎng)與用戶的需求，此時(shí)出現(xiàn)的 4S店模式正好滿足了用戶的各種需求，它可以為用戶提供精良的裝備、整潔干凈的維修區(qū)、現(xiàn)代化的設(shè)備和服務(wù)管理、高度職業(yè)化的氣氛、保養(yǎng)良好的服務(wù)設(shè)施、充足純正的零配件供應(yīng)和迅速及時(shí)的跟蹤服務(wù)體系。通過(guò) 4S店的服務(wù)，可以讓用戶對(duì)品牌產(chǎn)生信賴感，廠商在樹立和充分展示品牌形象的同時(shí)也擴(kuò)大了汽車的銷售量。據(jù)此可以看出， 4S店是汽車市場(chǎng)激烈競(jìng)爭(zhēng)下的必 然產(chǎn)物。 今天，汽車品牌 4S店這一營(yíng)銷管理模式伴隨著中國(guó)汽車市場(chǎng)的開放和發(fā)展已整整存在和發(fā)展了十個(gè)年頭，從一片繁榮、利潤(rùn)豐厚的井噴時(shí)代到今天消費(fèi)的理性回歸，特別是 2020年下半年整個(gè)車市遭遇寒冬，營(yíng)銷處于低迷狀態(tài)，無(wú)論是廠商還是各 4S店經(jīng)銷商均使出渾身解數(shù)，舉行降價(jià)促銷、特賣等活動(dòng)，但仍收效欠佳。面對(duì)如此激烈的市場(chǎng)環(huán)境，汽車品牌 4S店已由過(guò)去搖錢樹時(shí)代進(jìn)入大浪淘沙時(shí)期，汽車營(yíng)銷己進(jìn)入微利時(shí)期，汽車品牌 4S店這一營(yíng)銷管理模式似乎到了其發(fā)展的瓶頸，其變革和創(chuàng)新發(fā)展方向已成為廣大 4S店經(jīng)銷商們所關(guān)注和探索的問(wèn)題。 誠(chéng)然，在研究和探索這一問(wèn)題時(shí)應(yīng)立足于中國(guó)汽車產(chǎn)業(yè)發(fā)展?fàn)顩r和汽車市場(chǎng)特點(diǎn)，應(yīng)以汽車 4S 店?duì)I銷管理模式為研究主體， 本科生畢業(yè)設(shè)計(jì)（論文） II 圍繞現(xiàn)存問(wèn)題加以分析并提出解決方案，通過(guò)借鑒和啟示探索未來(lái)發(fā)展方向 。 關(guān)鍵詞： 汽車 4S店；營(yíng)銷管理 模式 ； 汽車銷售 本科生畢業(yè)設(shè)計(jì)（論文） III Abstrct Automotive Brand 4S Dealership is an automotive service enterprise with the integration of four functions including Sales,Spare Parts,Service and Survey,and its marketing management mode consists of three parts :marketing anization ,marketing technology and marketing parts interact and are influenced by each other． The marketing management mode of 4S Dealership was introduced from Europe in the mid一 1990s． Main auto manufacturers in China started to establish their own 4S Dealership in large scale since 1999． After Shanghai Volkswagen and Guangzhou Honda took the lead in introducing the 4S Dealership， China’ s auto manufacturers with Various brands started to follow their action． With 8 to 9 years’ development， the amount of 4S Dealership in China has entered into top global ranks． With a gradual maturity of China’ s automobile market， the consumer psychology also is being matured， which results in higher and stricter demands for product and service as well as diversification 0f such demands，and thus the old dealership system can not be adapted to the demand of market and consumers． However， the 4S Dealership emerging at this time just meets various demands of consumers， and provides excellent equipments， shipshape servicing district， adequate and true spare parts， and quick and timely track service system． With the service of 4S Dealership the consumers will have a trust on the brand， and the vendors expand their sales while the image of brand is built up and shown well． From this， we can see that 4S Dealership is an inevitable oute of intense petition in the automobile market． Today， as the opening up and development of China’ s auto market，4S Dealership， a kind of marketing management mode， also moved from a prosperous， highprofit and explosive— developed type of enterprises to today’ s rational regression of consumption． Especially in the second half year of 2020， the whole auto market suffered from a severe winterauto market came into a recession． At that time， whether vendors or 4S Dealerships all tried their best such as markdown promotion and special 本科生畢業(yè)設(shè)計(jì)（論文） IV sales， but the result is still poor． Facing such market environment， 4S Dealership has entered into a time of being selected by the market from the days of a ready source of money， and auto market entered in to 1ow— profit time． The marketing management mode of 4S Dealership almost came to the development bottleneck， and its trend of change and innovation became a problem 4S Dealerships all concerned and explored． Indeed， when we study and explore this problem we should base on the status of China’ s auto industry and the features of the auto market． And we should consider 4S Dealership marketing management mode as the main body of study， and analyze the existing problems to work out the resolution，and explore future trend using reference and revelation． Keywords: Automotive Brand 4S Dealership。 The marketing management mode。 Sales 本科生畢業(yè)設(shè)計(jì)（論文） V 目 錄 第 1 章 汽車 4S 店管理模式研究目的和意義 ...................................................... 1 汽車 4S 店?duì)I銷管理模式現(xiàn)存問(wèn)題 ......................................................... 1 解決汽車 4s 店?duì)I銷管理模式現(xiàn)存問(wèn)題的意義 ...................................... 2 研究汽車 4S 店?duì)I銷管理模式的目的 ..................................................... 2 研究汽車 4S 店?duì)I銷管理模式的理論與方法 ......................................... 3 第 2 章 汽車市場(chǎng)營(yíng)銷管理模式概況 ..................................................................... 5 汽車 4S 店的建設(shè)現(xiàn)狀 ............................................................................. 5 我國(guó)汽車 4S 店經(jīng)營(yíng)現(xiàn)狀 ......................................................................... 5 汽車 4S 專賣店模式 ................................................................................. 7 汽車 4S 店特點(diǎn)分析及競(jìng)爭(zhēng)優(yōu)勢(shì) ............................................................. 7 第 3 章 上海大眾汽車 4S 店管理模式介紹 .......................................................... 9 上海大眾汽車 4S 店管理模式特點(diǎn)介紹 ................................................. 9 上海大眾對(duì)其 4s 店?duì)I銷模式管理方式 ................................................ 11 第 4 章 上海大眾申蓉 4S 店?duì)I銷管理模式現(xiàn)存問(wèn)題分析及解決方案探索 .... 12 上海大眾申蓉 4S 店?duì)I銷管理模式現(xiàn)存問(wèn)題 分析 ............................... 12 上海大眾申蓉 4S 店?duì)I銷管理模式問(wèn)題解決方案探索 ....................... 17 第 5 章 汽車 4S 店?duì)I銷管理模式改革發(fā)展方向探索結(jié) .................................... 23 汽車經(jīng)銷行業(yè)發(fā)展趨勢(shì)分析 .................................................................. 23 汽車 4S 店?duì)I銷模式改革方向探索 ....................................................... 25 汽車 4S 店?duì)I銷管理模式發(fā)展方向探索 ............................................... 26 參考文獻(xiàn)及資料目錄 ............................................................................................. 29 致 謝 ....................................................................................................................... 30