[汽车后市场开发与营销张培容.ppt

汽车后市场开发与营销 张培荣 博士 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 目录 产品 营销 管理 2 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 产品 装饰美容 装饰：太阳膜、AV系统、底盘装甲、一键启动、脚垫、座套… 美容：打蜡，封釉，全车清洁… 维修保养 维修：配件 保养：机油、深度养护产品 3 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 汽车后市场开发 根据整车概念及式样，设定增强整车独特卖点精品（研究分析整车概念、式样表等）； 根据现有产品体系，设定能为专营店带来效益的精品（研究分析现有品种体系、价格体系、着装率实绩等）； 根据目标客户需求及市场发展趋势，大胆设定一些创新性精品（分析目标客户的功能、情感等需求、了解市场精品现状与趋势）； 4 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 产品开发举例 改装 大包围 尾翼 轮毂 改装的问题 缺乏创意 5 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 6 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 7 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 8 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 9 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 10 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 11 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 12 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 营销:思考的问题 4S店销售精品的优势 安装优势 品牌优势 质量优势 产品保修 各环节的销售机会 整车销售的过程 安装过程 交车过程 保养过程 产品的选择 销售成功机会较大便于推荐的产品有哪些？ 季节性的产品有哪些？ 这些产品的特点和用处？ Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 营销-后市场销售特点 装饰类产品 前装：直观 选择合适的产品 车型的重新定义 问题：竞争对手模仿 同样的产品：利用采购优势进行边际定价 不同的产品：赚取合理利润 销售：挑战 销售顾问对产品的理解：说、听、问三个层次 营销话术 激励机制 14 Evalu