【正文】 河 南 工 業(yè) 職 業(yè) 技 術(shù) 學(xué) 院Henan Polytechnic Institute畢業(yè)設(shè)計(jì)（論文）題 目 汽車4s店運(yùn)營(yíng)模式分析及對(duì)策 專 業(yè) 汽車檢測(cè)與維修 班 級(jí) 汽檢1001 姓 名 劉國(guó)恒 指導(dǎo)教師 宋艷芳  河南工業(yè)職業(yè)技術(shù)學(xué)院汽車工程系2013屆畢業(yè)生畢業(yè)設(shè)計(jì)（論文）任務(wù)書二零一二年十月姓名： 劉國(guó)恒 班級(jí)： 汽檢1001 專業(yè)： 汽車檢測(cè)與維修 學(xué)號(hào)： 0101100142 論文題目： 汽車4s店運(yùn)營(yíng)模式分析及對(duì)策 進(jìn)度安排：第一周 擬定題目 第二周 列論文提綱 第三周 交論文電子版 第四周 定稿并交稿 摘 要隨著我國(guó)汽車工業(yè)的飛速發(fā)展,中國(guó)的汽車市場(chǎng)成為世界上最具發(fā)展?jié)摿Φ氖袌?chǎng)。從2000年起,國(guó)內(nèi)的汽車市場(chǎng)經(jīng)歷了數(shù)年高增長(zhǎng)期,產(chǎn)銷量一年一個(gè)臺(tái)階,平均每年遞增100萬(wàn)輛,市場(chǎng)呈現(xiàn)出前所未有的生機(jī)。但在產(chǎn)銷量巨增的情況下,汽車經(jīng)銷商的狀況并不是全都欣欣向榮。 與產(chǎn)銷量的大步奔跑相比,國(guó)內(nèi)汽車的營(yíng)銷還處于起步階段,整體的水平正在提高之中,有些品牌的經(jīng)銷商在這樣的發(fā)展中取得了很高的收益。隨著私車消費(fèi)時(shí)代的到來(lái),中國(guó)的汽車銷售模式也在迅速轉(zhuǎn)變,一夜之間,各品牌的4S店、汽車大道等汽車銷售渠道紛紛興起,但是4S店巨大的投資成本和眾多的經(jīng)銷商在虧損,表明現(xiàn)在的汽車銷售模式也存在一些問題,需要認(rèn)真研究。 本文簡(jiǎn)要地分析了汽車銷售模式的優(yōu)缺點(diǎn)。指出了汽車4S店銷售模式本身存在的問題和運(yùn)營(yíng)中存在的問題,如:汽車生產(chǎn)廠和經(jīng)銷上地位不平等,經(jīng)銷商對(duì)汽車品牌依賴程度高,4S店的投入和利潤(rùn)不成比例等問題。最后指出了汽車生產(chǎn)商和經(jīng)銷商建立“共贏共損”關(guān)系,合理布局區(qū)域內(nèi)汽車銷售服務(wù)網(wǎng)點(diǎn),加強(qiáng)經(jīng)銷商間的聯(lián)合等進(jìn)一步完善汽車4S店銷售模式的對(duì)策。關(guān)鍵詞：汽車4S店； 運(yùn)營(yíng)模式；經(jīng)營(yíng)現(xiàn)狀；對(duì)策與思路 AbstractWith the rapid development of automobile industry in our country, China39。s auto market bee the world39。s largest potential market. Since 2000, the domestic automobile market has experienced several years high growth, production and sales a year to a new level, an average annual increase of 1 million cars by 2006 sales volume has reached million cars, and in 2007 reached million vehicles, the market showing unprecedented vitality. But the huge increase in volume, the status of the car dealer is not all flourishing. With production and sales of step pared to run, domestic automobile marketing is still in the initial stage, the overall level is improving in, some brand dealers in this developing achieved a high ine. The fact the arrival of the era of consumption, China39。s auto sales model also is in rapid transformation, overnight, the brand of 4 s shops, such as car avenue car sales channels have arisen, but the 4 s store huge investment cost and numerous distributors in the loss, show that car sales model also exists some problems, need to study. This paper briefly reviews the development course of automobile industry in our country and the evolution of car sales model, this paper analyzes the advantages and disadvantages of various kinds of car sales mode。 Points out that the automobile 4 s shop sales model itself in the operation of the existing problems and the existence of problems, such as: car factories and distribution status on inequality, distributors of automobile brand depend on the degree is high, the 4 s store of input and profit out of proportion problems. Finally it points out that the car manufacturers and distributors to establish a winwin total loss relationship, reasonable layout area automobile sales and service network, strengthen the joint between the dealer and further improve auto 4 s shop sales model countermeasures.Keywords: auto 4 s shop。 Operation mode。 Operating situation。 Countermeasures and ideas 25 / 34目 錄引 言 V1. 汽車4S店的全面性 1. 汽車4S店的含義及“四位一體”與4S店概念的形成 1. 汽車4S店的優(yōu)勢(shì) 2. 信譽(yù)度方面 2. 專業(yè)方面 3. 售后服務(wù)保障方面 3. 人性化方面 3. 汽車4S店運(yùn)營(yíng)管理模式 3. 汽車4s店運(yùn)營(yíng)模式的概念 3. 汽車4s店運(yùn)營(yíng)模式的發(fā)展 42. 當(dāng)前4S店經(jīng)營(yíng)現(xiàn)狀分析 5. 汽車經(jīng)銷商和汽車廠家的地位不平等 5. 城市汽車4S店布局沒有統(tǒng)一規(guī)劃導(dǎo)致無(wú)序競(jìng)爭(zhēng) 6. 統(tǒng)一的4S店銷售模式不利于實(shí)現(xiàn)差異化經(jīng)營(yíng) 6. 4S店成本高、利潤(rùn)低 7. 汽車營(yíng)銷“重銷售輕服務(wù)” 7. 汽車行業(yè)營(yíng)銷隊(duì)伍專業(yè)化程度較低 8. 售后服務(wù)不令人滿意 83. 經(jīng)營(yíng)對(duì)策 思路 9. 汽車生產(chǎn)廠和經(jīng)銷商要建立“共贏共損”的關(guān)系 9. 合理布局汽車銷售服務(wù)網(wǎng)點(diǎn)同時(shí)加強(qiáng)經(jīng)銷商之間的聯(lián)合 10. 經(jīng)銷商建立自己的服務(wù)品牌來(lái)提升自身的生存能力 10. 建立標(biāo)準(zhǔn)化業(yè)務(wù)流程規(guī)范業(yè)務(wù)操作 10. 樹立以服務(wù)為中心的經(jīng)營(yíng)理念 10. 將利潤(rùn)增長(zhǎng)的重