汽车用品论文：汽车用品经销商的服务营销策略研究.doc

汽车用品论文：汽车用品经销商的服务营销策略研究 【中文摘要】随着市场竞争的加剧,能否实施具有竞争力的服务营销策略,关系到汽车用品供应商的发展和未来。本文以服务营销管理为研究方向,以A公司为研究对象,运用科学的研究方法,在相关服务营销理论的指导下,通过对汽车用品服务行业环境分析及A公司的SWOT分析,诊断出A公司服务营销方面存在的主要问题,通过市场细分选定公司目标,确定占据顾客心智的主要定位策略,提出A公司的服务营销策略实施建议,以及实施保障措施。对A公司的具体服务营销策略建议,在传统4P营销组合支撑的基础上,本文重点阐述7P理论中的后3P,即人员策略、有形展示策略和过程控制策略。A公司在人员策略上,需优化招聘流程,成立“狼仕训练营”,完善激励机制;在有形展示策略上,需设置公司内部形象展示区、建设旗舰店,帮助4S店建立汽车用品“店中店”,开辟“体验式营销区”,并成立“汽车用品客户俱乐部”等;在过程控制策略方面,需完善和细化SOP(标准作业流程)体系,强化客户关系管理。为确保服务营销策略在A公司的顺利实施,A公司及其他的汽车用品经销商都应建立完善的公司制度、客户满意、技术支持等方面的实施保障措施,以确保公司的服务营销策略达到既定的效果。 【英文摘要】As market competition intensifies, the ability to implement a competitive service marketing strategy, related to the automotive suppliers’development and the future. This study of service marketing direction to A Company, the use of scientific research methods in marketing theory related services under the guidance of the service sector of automobile products A company抯 environmental analysis and SWOT analysis, diagnosis out the main problems of A Company抯 services marketing, market segmentation selected by the company goals, identify customers occupy the mind of the main positioning strategy, the company raised service marketing strategy and the implementation of safeguards.Specific advises on A company抯 service marketing strategy in the traditional 4P marketing mix based on the support, the paper focuses on the theory of post-7P 3P, namely people, physical indent and process strategy. A company抯 people strategy, need to optimize the recruitment process, set up a “wolf official training camp”, improve the incentive mechanism; in the physical indent strategy, need to set the internal image of the display area, the construction of the flagship store, to help establish automotive supplies 4S shop “stores in the shop “,open” experiential marketing area “, and set up a” auto supplies customer club “, etc.; in the process strategy, need to improve and refine the SOP (standard operating procedure) system, strengthen customer relationship managemen