华晨宝马汽车S店营销策略毕业论文

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摘要

改革开放以来，人们对汽车产品的需求程度不断增大。汽车4S店兴起为汽车销售市场的发展奠定基础。在强烈的汽车市场竞争中汽车4S店不仅满足消费者的对品牌汽车的需求，同时还是要满足消费者售后的维护和保养。然而现今汽车市场在供求比例失衡状态，其主要原因在于不少汽车4S店营销商为谋取某品牌代理机会将经营战略定位在品牌竞争中，忽略汽车售后服务维修和保养，而人们在选购汽车时通常将汽车的售后服务作为选车的标准，导致汽车4S经营和服务脱节漏洞的出现尤为严重。尤其各地区品牌授权竞争激烈，区域品牌汽车4S店陆续增加，在经营利润上相对持平，从而在经营过程中面临竞争矛盾也随之而来，迫使部门汽车4S店不得不调整经营的策略。鉴于此，汽车4S店有必要将营销理念的重点转移到售后服务及维修服务上，根据汽车市场的发展和消费者的需求，结合自身品牌发展的优势来制定一套适合自身发展的品牌营销计划。

本文以华晨宝马汽车4S店为例，首先对华晨宝马汽车4S店营销现状做出论述，得出目前华晨宝马汽车4S店经营中存在的问题进行分析，然后再对华晨宝马汽车4S 店经营情况及目标客户群行为调研，从而进一步了解华晨宝马汽车4S店得目标客户群里的职业、及行业构成和服务市场的现状进行分析，并得出影响华晨宝马汽车4S 店营销存在问题的原因。通过利用市场营销学VRIO模型理论对华晨宝马汽车4S店经营服务的目标群体进行分析，最后针对华晨宝马汽车4S店经营提供战略实施对策建议，使得华晨宝马汽车4S店在经营服务方面能够创造辉煌的同时希望能够为其他品牌汽车4S店得营销提供参考和借鉴的依据。

关键词：汽车营销 4S店营销市场策略

ABSTRACT

Since reforming and opening, people of automobile product demand degree to increase ceaselessly. Auto 4S shop rising car sales market development to lay the foundation. In the intense market competition in the automobile 4S stores not only to satisfy the consumers' brand car demand, at the same time or to meet consumer customer maintenance. However, the car market in the supply and demand imbalance status, the main reason is that a lot of automobile 4S stores marketers to seek a brand agent business strategy will be positioned in the brand competition of automobile after sale, ignoring the repair and maintenance, and people in the car purchase will usually be the car after sale as the standard car, causing the car to 4S management and from holes appear particularly serious. Especially the area brand competition, regional brand automobile 4S stores have increased, in operating earnings is relatively flat, and in the course of business competition contradiction also followed, forcing the Department of automobile 4S stores have to adjust business strategy. In view of this, auto 4S shop will be necessary to shift the focus of marketing idea of after sale and repairs, according to the development of car market and consumer demand, combined with their own brand development advantages to develop a set of suitable for the development of brand marketing plan.

Based on the BMW Brilliance Automotive 4S shop as example, firstly, BMW Brilliance Automotive 4S shop marketing present situation to make discuss, reach at present BMW Brilliance Automotive 4S shop management problems that exist in the analysis, and then to the BMW Brilliance Automotive 4S shops operating condition and target customer group behavior research, further understanding of BMW brilliance automotive 4S shop was the target customers in the occupation, and industry structure and market analysis of the current situation, and the influence of BMW Brilliance Automotive 4S shop marketing problems. Through the use of marketing theory of VRIO model of BMW Brilliance