A汽車4S店服務(wù)營銷戰(zhàn)略研究.pdf

1、重慶大學(xué)碩士學(xué)位論文A汽車4S店服務(wù)營銷戰(zhàn)略研究姓名：舒暢申請學(xué)位級別：碩士專業(yè)：工商管理指導(dǎo)教師：何謙20040318里壅查堂嬰主堂焦堡壅一?！m受塑AbstractItistheneedfortheautomobilefranchisedstores’longtermdevelopmenttoim口lementservice—marketingstrategyanddeveloptheirownbrandAlsoitisa

2、ninevitableresultofthedevelopmentofthemarketcompetitionBasedontherelevanttheoriesofstrategicmanagementandmarketing，andthroughenormousdatacollection，thispaperdoessomeresearchonthepresentoperationanddevelopmentofAbrandauto

3、mobile4Sstores，consequentlyproposessomeservicemarketingstrategicplanninganddetailedsuggestionforAbrandautomobile4SstoresFirstlythispapermakessomeillustrationonChineseandChongqing’Sautomobilemarketandfranchisedstores，andp

4、ointsupthattheservicecompetitionisthemaincompetitioninthefutureautomobileindustryandthemainproblemsinpresentfranchisedstores；afterintroducingthepresentsituationofAbrandautomobile4Sstores，thepaperanalysesthetargetingcusto

5、mers，andacquirestheprofessionstructureofthetargetingcustomers，thereforeprovidesevidenceforfuturemarketingworkAfteranalyzingtheintemaladvantages，disadvantages，opportunitiesandthreatensbySWOTmethod，thepaperfindsomtheAbrand

6、automobile4Sstores’presentadministrationanddevelopmentmodelCannotkeepupwiththerequirementsofitselffuturedevelopmentandfuturemarketcompetitionSoitshouldtakestransitionalstrategy，that’Stosaymakesomereadjusunentinthestrateg

7、yandmarketingtacticsServicemarketingstrategyrequirestheenterprisestoenactpracticalandoperableplanning，combiningit“SownresourcesadvantagesThepaperappliesVRIOmethodtOanalyzetheresourcesandcapabilitiesofAbrandautomobile4Sst

8、ores，meanwhileformulatestheservicemarketingstrategicplanningwiththeservicequalityserviceprice，serviceimageandservicemanagementasthepenetrationpointsFinallythepaperanalysesthecausesandsolutionsoftheservicequalivygapinAbra

9、ndautomobile4Sstoreswiththeservicequalitygapmodel；thenbythevirtueofServiceMarketingTriangleandservicemarketingmixof7PitproposesadvicesontheimplementofAbrandautomobile4Sstoreslservicemarketingstrategy：enforcementofcustome