【正文】 I 摘 要 改革開(kāi)放以來(lái)，人們對(duì)汽車(chē)產(chǎn)品的需求程度不斷增大。汽車(chē) 4S 店興起為汽車(chē)銷(xiāo)售市場(chǎng)的發(fā)展奠定基礎(chǔ)。在強(qiáng)烈的汽車(chē)市場(chǎng)競(jìng)爭(zhēng)中汽車(chē) 4S 店不僅滿(mǎn)足消費(fèi)者的對(duì)品牌汽車(chē)的需求，同時(shí)還是要滿(mǎn)足消費(fèi)者售后的維護(hù)和保養(yǎng)。然而現(xiàn)今汽車(chē)市場(chǎng)在供求比例失衡狀態(tài)，其主要原因在于不少汽車(chē) 4S 店?duì)I銷(xiāo)商為謀取某品牌代理機(jī)會(huì)將經(jīng)營(yíng)戰(zhàn)略定位在品牌競(jìng)爭(zhēng)中，忽略汽車(chē)售后服務(wù)維修和保養(yǎng)，而人們?cè)谶x購(gòu)汽車(chē)時(shí)通常將汽車(chē)的售后服務(wù)作為選車(chē)的標(biāo)準(zhǔn)，導(dǎo)致汽車(chē) 4S 經(jīng)營(yíng)和服務(wù)脫節(jié)漏洞的出現(xiàn)尤為嚴(yán)重。尤其各地區(qū)品牌授權(quán)競(jìng)爭(zhēng)激烈，區(qū)域內(nèi)品牌汽車(chē) 4S 店陸續(xù)增加，在 經(jīng)營(yíng)利潤(rùn)上相對(duì)持平，從而在經(jīng)營(yíng)過(guò)程中面臨競(jìng)爭(zhēng)矛盾也隨之而來(lái)，迫使部門(mén)汽車(chē) 4S 店不得不調(diào)整經(jīng)營(yíng)的策略。鑒于此，汽車(chē) 4S 店有必要將營(yíng)銷(xiāo)理念的重點(diǎn)轉(zhuǎn)移到售后服務(wù)及維修服務(wù)上，根據(jù)汽車(chē)市場(chǎng)的發(fā)展和消費(fèi)者的需求，結(jié)合自身品牌發(fā)展的優(yōu)勢(shì)來(lái)制定一套適合自身發(fā)展的品牌營(yíng)銷(xiāo)計(jì)劃。 本文以華晨寶馬汽車(chē) 4S 店為例，首先對(duì)華晨寶馬汽車(chē) 4S 店?duì)I銷(xiāo)現(xiàn)狀做出論述，得出目前華晨寶馬汽車(chē) 4S 店經(jīng)營(yíng)中存在的問(wèn)題進(jìn)行分析，然后再對(duì)華晨寶馬汽車(chē) 4S店經(jīng)營(yíng)情況及目標(biāo)客戶(hù)群行為調(diào)研，從而進(jìn)一步了解華晨寶馬汽車(chē) 4S 店得目標(biāo)客戶(hù)群里的職業(yè)、及行業(yè)構(gòu)成和服 務(wù)市場(chǎng)的現(xiàn)狀進(jìn)行分析，并得出影響華晨寶馬汽車(chē) 4S店?duì)I銷(xiāo)存在問(wèn)題的原因。通過(guò)利用市場(chǎng)營(yíng)銷(xiāo)學(xué) VRIO 模型理論對(duì)華晨寶馬汽車(chē) 4S 店經(jīng)營(yíng)服務(wù)的目標(biāo)群體進(jìn)行分析，最后針對(duì)華晨寶馬汽車(chē) 4S 店經(jīng)營(yíng)提供戰(zhàn)略實(shí)施對(duì)策建議，使得華晨寶馬汽車(chē) 4S 店在經(jīng)營(yíng)服務(wù)方面能夠創(chuàng)造輝煌的同時(shí)希望能夠?yàn)槠渌放破?chē) 4S 店得營(yíng)銷(xiāo)提供參考和借鑒的依據(jù)。 關(guān)鍵詞 ： 汽車(chē)營(yíng)銷(xiāo) 4S 店 營(yíng)銷(xiāo)市場(chǎng) 策略 II ABSTRACT Since reforming and opening, people of automobile product demand degree to increase ceaselessly. Auto 4S shop rising car sales market development to lay the foundation. In the intense market petition in the automobile 4S stores not only to satisfy the consumers39。 brand car demand, at the same time or to meet consumer customer service maintenance. However, the car market in the supply and demand imbalance status, the main reason is that a lot of automobile 4S stores marketers to seek a brand agent business strategy will be positioned in the brand petition of automobile after sale service, ignoring the repair and maintenance, and people in the car purchase will usually be the car after sale service as the standard car, causing the car to 4S management and service from holes appear particularly serious. Especially the area brand petition, regional brand automobile 4S stores have increased, in operating earnings is relatively flat, and in the course of business petition contradiction also followed, forcing the Department of automobile 4S stores have to adjust business strategy. In view of this, auto 4S shop will be necessary to shift the focus of marketing idea of after sale service and repair services, according to the development of car market and consumer demand, bined with their own brand development advantages to develop a set of suitable for the development of brand marketing plan. Based on the BMW Brilliance Automotive 4S shop as example, firstly, BMW Brilliance Automotive 4S shop marketing present situation to make discuss, reach at present BMW Brilliance Automotive 4S shop management problems that exist in the analysis, and then to the BMW Brilliance Automotive 4S shops operating condition and target customer group behavior research, further understanding of BMW brilliance automotive 4S shop was the target customers in the occupation, and industry structure and service market analysis of the current situation, and the influence of BMW Brilliance Automotive 4S shop marketing problems. Through the use of marketing theory of VRIO model of BMW Brilliance Automotive 4S shop service target groups are analyzed, at last, BMW Brilliance Automotive 4S shop operators to provide strategic implementation countermeasure proposal, make BMW Brilliance Automotive 4S shops operating in the III service to create a brilliant and I hope for other brands of automobile 4S stores have marketing reference and references. KEY WORDS: Automotive Marketing 4S shop Marketing strategy Countermeasure 目 錄 摘 要 I ABSTRACT II 緒 論 1 選題的背景 ................................................... 1 選題目的及意義 ............................................... 1 主要研究?jī)?nèi)容 ................................................. 3 研究的技術(shù)路線與方法 ......................................... 3 第 1 章 華晨寶馬 4s 店 及營(yíng)銷(xiāo)現(xiàn)狀 5 華晨寶馬 4s 店概況 ............................................ 5 華晨寶馬 4s 店簡(jiǎn)介 ........................................ 5 華晨寶馬 4s 店目標(biāo)市場(chǎng)情況 ................................ 5 華晨寶馬銷(xiāo)售 4S 店的組織結(jié)構(gòu)情況 .......................... 7 華晨寶馬 4s 店經(jīng)營(yíng)情況 .................................... 8 華晨寶馬 4s 店?duì)I銷(xiāo)策略現(xiàn)狀 ..................................... 10 第 2 章 華晨寶馬汽車(chē) 4S 店?duì)I銷(xiāo)策略問(wèn)題的成因分析 11 相關(guān)理論依據(jù) ................................................ 11 品牌營(yíng)銷(xiāo)理論 ........................................... 11 VRIO 理論模型 .......................................... 13 4PS 營(yíng)銷(xiāo)組合理論 ....................................... 13 華晨寶馬 4s 店?duì)I銷(xiāo)現(xiàn)狀 ......................................... 16 華晨寶馬汽車(chē)營(yíng)銷(xiāo)服務(wù)現(xiàn)狀 ................................ 16 華晨寶馬汽車(chē)營(yíng)銷(xiāo)策略現(xiàn)狀 ................................ 17 華晨寶馬汽車(chē) 4S 店?duì)I銷(xiāo)策略面臨的主要問(wèn)題 ....................... 18 4S 店內(nèi)耗嚴(yán)重 ......................................... 18 廠商支持力度不到位 ...................................... 19 團(tuán)隊(duì)營(yíng)銷(xiāo)技能不高 ........................................ 19 售后服務(wù)質(zhì)量差 .......................................... 20 4S 店?duì)I銷(xiāo)策略的問(wèn)題成因 ...................................... 20 4S 店經(jīng)營(yíng)理念誤差 ...................................... 20 4S 店自身品牌打造不足 .................................. 21 4S 店企業(yè)文化建設(shè)不夠重視 .............................. 21 4S 店員工素質(zhì)有待提高 .................................. 22 第 3 章 華晨寶馬汽車(chē) 4S 店?duì)I銷(xiāo)策略的改進(jìn)分析 23 華晨寶馬汽車(chē) 4S 店調(diào)整后的營(yíng)銷(xiāo)策略 ........................... 23 整車(chē)營(yíng)銷(xiāo)策略 ........................................... 23 售后服務(wù)策略 ........................................... 26 營(yíng)銷(xiāo)人才差異化策略 ..................................... 26 客戶(hù)信息管理策略 ....................................... 29 第 4 章 華晨寶馬汽車(chē) 4S 店?duì)I銷(xiāo)策略實(shí)施的保障措施 30 樹(shù)立牌意識(shí) .................................................. 30 挖掘品牌特色 ...............