毕业论文格式——有封面毕业文格式——有封面.doc

毕 业 设 计（论 文） 题 目： 汽车4S店销售服务流程 及销售服务分析 系 别： 继续教育学院 专 业： 市场营销 班 级： GJ1054-4 学生姓名： 杨昊 学 号： 25 指导教师： 武少玲  摘要 标准的销售流程是达成客户满意的基本条件和服务基础。通过汽车经销店标准销售流程的统一优化(给客户以高质、模范、人性化的服务体验(令其在购车过程中能感到尊贵感(能“发现你的不同”(从而提高汽车的成交率(客户满度及品牌美誉度。文中主要探讨了汽车营销的概念、汽车企业的营销战略、汽车4S店的销售服务流程、汽车4S店销售服务的原则、汽车4S店销售服务技巧对今后从事汽车营销工作具有重要的指导意义。 关键词：广州本田汽车；营销模式；四位一体 Abstract In the tenth five-year plan, the Chinese automobile industry developed rapidly, the consumption pattern had changed, automobile transformed from the producer goods to lives consumable, by individual consumption primarily. Guangzhou Honda grows strong under the background of “the tenth five-year plan, becomes the main item enterprise which produces senior passenger vehicle. Through researching the Guangzhou Honda marketing pattern, we draw a conclusion —— “the quaternity” marketing pattern of Guangzhou Honda (sales, service, spare parts and survey, namely 4S) is the key factor that Guangzhou Honda succeeds; At the same time, Guangzhou Honda is the typical representative of automobile exclusive agency, so studying the Guangzhou Honda marketing pattern also has the model significance to the entire automobile industry. Through investigating “4S” agency’s situation of Guangzhou Honda and other brands, collecting material about the Guangzhou Honda marketing pattern, from “three essentials” of marketing pattern (marketing idea, marketing organization and marketing strategy) launches to analyze the Guangzhou Honda pattern, the key introduction is the marketing strategy which has Guangzhou Honda characteristic, namely “4P and service strategy”. Analyze why Guangzhou Honda chooses the “4S” pattern with PEST and SWOT method; then point out the challenges Guangzhou Honda has to face which comes from the competitor, the industrial environment and its own, finally give the comment for innovating Guangzhou Honda marketing pattern. Key words: Guang