齐齐哈尔东风本田尊跃4s店服务营销策略分析

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1、哈尔滨工业大学工商管理硕士学位论文摘要伴随着中国经济的高速发展，人们的物质、文化生活也得到了极大的改善，消费能力不断增强，消费不再是仅仅满足人们生活的基本需要，而是转为追求生活品质，消费的意识更加强烈，汽车消费由“可望而不可及”走入平常百姓家，使得汽车产业得到前所未有的繁荣。面对这种趋势，国内汽车生产厂家不断丰富自己的产品，国外汽车品牌也不断涌入中国市场，客户在汽车方面的消费更加多元化，4S店原有的营销策略已经不具备竞争力。因此，制定一个既适应市场竞争趋势又符合企业发展需要的服务营销策略极为重要，这是齐齐哈尔东风本田尊跃4S店急需解决的重大课题。本文

2、首先从国内宏观环境、汽车经销商的经营现状和所处经营领域的行业环境对齐齐哈尔东风本田尊跃4S店外部环境进行了分析；其次介绍了齐齐哈尔东风本田尊跃4S店概况，对其服务营销进行了诊断，发现八个问题，采用SWOT理论方法对齐齐哈尔东风本田尊跃4S店内部环境进行了分析，理清了公司拥有的优势、劣势及面临的机会和威胁；最后为齐齐哈尔东风本田尊跃4S店制定了服务营销策略，同时提出了服务营销策略实施的保障措施。关键词：汽车；服务营销；问题诊断；策略研究-I-哈尔滨工业大学工商管理硕士学位论文AbstractAlongwithChina'srapideconomicde

3、velopment，People'smaterialandculturallifehasbeengreatlyimproved，Consumerabilitytocontinuouslyenhance，Consumptionisnolongerthebasicneedthatonlysatisfiespeople'sliving，Butturnedtothepursuitofqualityoflife，Consumptionconsciousnessismoreintense，Automobileconsumptionintoordinarypeop

4、le'shomesbythe"elusive"，Automotiveindustryhasbeenoneofunprecedentedprosperity。Facedwiththistrend，Thedomesticautomobilemanufacturerstoenrichtheirownproducts,TheforeigncarbrandscontinuetofloodtheChinesemarket,Customersinthecarconsumptionmorediversified,4Sshop'soriginalmarketingst

5、rategyisnotcompetitive.Therefore,Developandadapttothemarketandcompetitivetrendstomeettheneedsoftheenterprisedevelopmentservicesmarketingstrategyisextremelyimportant,ThisisthemajorissueofQigiharDongfengHondaZunyue4Sstoresneedtoberesolved.Firstly,thispaperanalysisdomesticmacroenv

6、ironment,industryenvironmentoftheoperatingstatusoftheautodealersandbusinessareasinwhichexternalenvironmentontheQigiharDongfengHondaZunyue4Sstores；;Secondly,tounderstandoverviewofQigiharDongfengHondaZunyue4Sstores,Servicemarketingdiagnostic,Foundeightproblems，Thetheoryandmethods

7、oftheSWOTofQigiharDongfengHondaZunyue4Sstoresinternalenvironmentisanalyzed，Sortoutthecompanyhasthestrengths,weaknessesandopportunitiesandthreatsfacing；QigiharDongfengHondaZunyue4Sstorestodevelopaservicemarketingstrategy，Atthesametimeputsforwardtheservicemarketingstrategyimpleme

8、ntationofsafeguardmeasures.Keywords:automobile,service