汽车营销的策略分析

摘要

汽车在现代作为一个高端的产品，便捷的交通工具也将接着吸引人们的目光，拥有家庭轿车已成为一种追求。与汽车本身是一个高档消费品，在购买该车的人不能毫无顾忌的去买一辆汽车，但现在的汽车市场已从卖方市场转向买方市场，这使得汽车市场的竞争越来越激烈。因此，汽车销售策略，销售技巧，销售留程将被称为主体，逐渐成为一门科学。在本论文中，结合在大庆之星奔驰4S店的销售实习经验，首先介绍一下奔驰汽车的相关历史与几款市场上的主打车型，然后对梅赛德斯-奔驰的具体销售策略进行讲述，例如梅赛德斯-奔驰汽车的销售策略特点，销售策略的特性、销售策略的类型和内容进行较为详细的论述。再详细讲解梅赛德斯-奔驰的具体销售流程，与六方位绕车的方法，同时以梅赛德斯-奔驰S600L举例讲明。总之，为了促进汽车销售的汽车产品贸易战略的目的，并不是一个简单的空话，是日积月累的汽车销售顾问经验，是汽车销售顾问需要依照不同的情况，不

同的情况，利用各种渠道，各种完成。伴随着汽车销售市场

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的日益完善和供客户选择的品牌众多等缘故，应以适时的汽车销售策略、销售技巧、销售流程来面临新的挑战。

关键词销售策略；销售技巧；销售流程

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Abstract

The car as a high-end products in the modern, convenient transportationtools will continue to attract people's attention, with the family car has become a pursuit. And the car itself is a high-end consumer goods, buy a car in the purchase of the car of the people without scruple, but now the car market from a seller's market to a buyer's market, which makes the automobile market competition is more and more fierce. Therefore,automobile sales strategy, sales

skills, sales Liu Cheng will be referred to as the main body, and gradually become a science. In this paper,combined with the Mercedes Benz 4S shop in Daqing star salesinternship

experience, first introduce the

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relevant history of Mercedes Benz and several

market's flagship model, and then the specificmarketing strategy of Mercedes Benz were told, for example, Mercedes Benz car sales strategy characteristics, type and content characteristics,marketing

strategy the sales strategies discussed in detail. To explain in detail the specific process of sales of Mercedes Benz, and six methods ofrange around the car, and in a Mercedes Benz S600L examples. In short,in order to promote the automotive products trade strategy of automobilesales purposes, is not a simple words, is the days and months multiplyingcar sales consultant experience, is a car sales consultant according to different

situations, different situation, using a variety of

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channels, a variety of complete. Along with the automobile sales market has become more perfect and for customers to choose the brand of many reasons,should take the car sales strategy, timely sales skills, sales process toface new challenges.

Keywords sales strategy ;sales skills of ;sales process

目录

摘要............................................. I

Abstract.......................................... II

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目录.......................................... III 第1章绪论.. (1)

1.1 梅赛德斯-奔驰品牌理念 (1)

1.2 梅赛德斯-奔驰的品质与定位 (1)

第2章梅赛德斯-奔驰简介 (3)

2.1 梅赛德斯—奔驰标志 (3)

2.2 梅赛德斯-奔驰中国生产商 (4)

2.2.1 中国制造商 (4)

5第3章梅赛德斯-奔驰销售策略 (8)

3.1 奔驰汽车的销售策略 (8)

3.2 奔驰汽车销售策略的特点 (9)

3.2.1 奔驰公司规划销售策略的目的 (9)

3.2.2 奔驰汽车销售策略的特性 (9)

3.3 奔驰汽车销售策略的类型与内容 (10)

3.3.1 奔驰汽车销售服务策略 (10)

3.3.2 售后客户中意度策略（SSI) (11)

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