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1、畢業(yè)設(shè)計(jì)(論文)題目汽車4S店?duì)I銷策略研究系別經(jīng)濟(jì)管理系專業(yè)班級(jí)學(xué)生姓名指導(dǎo)教師二○一三年六月IIIII汽車4S店?duì)I銷策略研究摘要中國(guó)的汽車4S店既是西方百年經(jīng)營(yíng)的舶來(lái)品，也是在國(guó)內(nèi)獨(dú)特的消費(fèi)環(huán)境下茁壯成長(zhǎng)新生兒。中國(guó)汽車產(chǎn)業(yè)的迅速發(fā)展使行業(yè)競(jìng)爭(zhēng)日漸激烈，而作為國(guó)內(nèi)汽車主流營(yíng)銷模式之一的4S專營(yíng)店也面臨生存危機(jī)。根據(jù)去年的一項(xiàng)不完全統(tǒng)計(jì)，在去年，大約只有不到三分之一的4S店實(shí)現(xiàn)了盈利。如何制定和開展適合自己的市場(chǎng)營(yíng)銷戰(zhàn)略是各品牌專賣店的當(dāng)務(wù)之急。在現(xiàn)今的關(guān)于營(yíng)銷策略的文獻(xiàn)中，大多是研究行業(yè)如何開展?fàn)I銷的,而針對(duì)某個(gè)企業(yè)，特別
2、是像汽車品牌專賣店這樣的個(gè)體，研究如何開展?fàn)I銷的文章卻相當(dāng)少。本文首先指出當(dāng)下汽車4S店在營(yíng)銷中突出的問(wèn)題，然后從營(yíng)銷環(huán)境和競(jìng)爭(zhēng)環(huán)境入手，詳細(xì)地分析4S店的主要競(jìng)爭(zhēng)對(duì)手的優(yōu)劣勢(shì)，并得出4S店的SWOT分析結(jié)論和相應(yīng)對(duì)策。其次再分析消費(fèi)者購(gòu)買行為，并對(duì)4S店進(jìn)行市場(chǎng)細(xì)分和目標(biāo)市場(chǎng)選擇。最后，根據(jù)自己的實(shí)際經(jīng)驗(yàn)和4S店的經(jīng)營(yíng)現(xiàn)狀，運(yùn)用4P營(yíng)銷理論制定了具體的市場(chǎng)營(yíng)銷策略。關(guān)鍵詞:汽車4S店；SWOT分析；4P營(yíng)銷理論?IITHE4SAUTOMOBILESTOREMARKETINGSTRATEGYRESEARCHAbstractT
3、he4Sautomobilestoreisnotonlyfromthewestern,butalsoisnewcomerundertheparticularnationalconsumption.TherapiddevelopmentofChina’sautomobileindustrymakesthecompetitionmoreandmorefurious,asmainstreamautomobilesalesmodelofdomestic,some4Sstoreshavefacedexistentialcrisis.A
4、ccordingtolastyear’soneincompletestatistics,thereareone-third4Sstoresprofitable.Howtodevelopandimplementappropriatemarketingstrategyistheurgentaffairsofthe4Sstores.Atpresent,theliteraturesonthemarketingstrategyaremostlyontheindustry,andforacertainenterprise,especia
5、llyas4Sstoressuchindividualshowtocarryoutthemarketingstrategyarticleisquitesmall.Thispaperpointsoutthatthecurrentoutstandingproblemsinthe4Sautomobilestoreinthemarketing,andthen,fromtheperspectiveofthemarketingenvironmentandcompetitionenvironment,adetailedanalysisof
6、theadvantagesanddisadvantagesof4Sshop'smainrival,and4SshopsSWOTanalysisconclusionandthecorrespondingcountermeasures.Then，thepaperwillreanalysistheconsumerbuyingbehavior,andthe4Sshopformarketsegmentationandtargetmarketselection.Finally,accordingtoownactualexperience
7、andthe4Sshopsmanagementpresentsituation,usesthe4Pmarketingtheoryformulatedthedetailedmarketingstrategy.KeyWords:The4Sautomobilestore;SWOTanalysis;4PmarketingtheoryII目錄摘要IAbstractII1前言12汽車4S店?duì)I銷現(xiàn)狀及問(wèn)題22.1汽車4S店的含義及特點(diǎn)22.2汽車4S店?duì)I銷現(xiàn)狀22.3汽車4S店在營(yíng)銷中的問(wèn)題33汽車4S店市場(chǎng)分析53.1汽車4S店?duì)I銷環(huán)境
8、分析53.1.1汽車4S店的宏觀營(yíng)銷環(huán)境53.1.2汽車4S店的微觀營(yíng)銷環(huán)境63.2汽車4S店市場(chǎng)競(jìng)爭(zhēng)分析73.2.1汽車4S店的競(jìng)爭(zhēng)環(huán)境73.2.2汽車4S店主要競(jìng)爭(zhēng)者的優(yōu)劣勢(shì)73.3汽車4S店SWOT分析93.3.1汽車4S店的競(jìng)爭(zhēng)優(yōu)勢(shì)93.3.2汽車4S店的競(jìng)爭(zhēng)劣勢(shì)93.3.3外部環(huán)
