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1、哈尔滨工程大学硕士学位论文哈尔滨AB汽车销售服务公司营销诊断姓名：罗晓庆申请学位级别：硕士专业：工商管理导教师：杨洪涛20090601AbstractAbstractInthispaper,basedonmarketingrelatedtheoryandmanycollecteddata,ABautomobilesalesandservice'sactualmarketinganalysisanddiagnoseisrealized.Marketingproblemsandcausesisfound,andthenmarketingstrategypla
2、nsandcountermeasuresareproposed.Firstly,thepresentsituationofautomotivemarketsandmonopolizedshopinHarbinaswellasChinaissummarizedinthispaper.Theoverallmarketcharacteristicsandthecurrentmarketingsituationofautosalesserviceindustryareanalyzed.Theanalysisofmacroeconomicenvironment,c
3、ompetitionandconsumercharacteristicsandotherseveralaspectsofABCompanyprovidethebasisforthefollow-upmarketingdiagnosisjob.Inthesecondpartofthepaper,theABCompany'scurrentmarketingstrategyandmeasuresareanalyzedthroughthe4Psframework,andthecompany'scurrentmarketingmodelisfoundunablet
4、omeetfuturedevelopmentrequirements,sotheexistingproblemsbelowmustbepromptlysolved:1.Themarketingideaisbackward;2.Themarketingstrategyshouldnotreflecttheservicesuperiorityandthecustomervaluecannotbeincreased;3.Themarketingmeasurescannotembodytheserviceadvantagesandsatisfythemultip
5、leneedsofconsumers.Therefore,itisnecessarytore-establishthemarketingideaandimprovethemarketingstrategyandmeasures.Finally,themarketingideaisputforward,whichiscenteredbymeetingcustomers'demandandincreasingcustomervalue.Theservicebrandstrategybasedon4Csframeworkandautomotiveafterma
6、rketdevelopmentstrategyinordertoincreasecustomervaluearesetup,andcorrespondingstrategiesareimproved,suchasestablishingservicebrandtomeetcustomerdemand,developingvalue-addedservicestoreducecustomercost,rationaldistributingchannelstoincreasecustomerconvenience,innovatingpromotionmo
7、deltoenhancecustomercommunicationandsoon.AllofthesestrategiescanchangethemarketingsituationandlaythefoundationforconsiderabledevelopmentforABCompany.Weselectatypicalautomobilemarketingserviceenterpriseinthispaper,hopingtoprovideexperiencesandreferencesforsametradetoimplementmarke
8、tingdiagnosisandformulatemarketingimprov
