汽车服务营销策略分析 9892字 投稿：马佘余.docVIP

汽车服务营销策略分析 9892字 投稿：马佘余 学号： 自考本科生毕业（论文）设计 汽车服务营销策略分析 摘 要 伴随着社会与经济的发展，人们生活水平的提高与改善，汽车成为人们代步必不可少的工具。当前，汽车产业的迅猛发展使企业之间的竞争日益加剧，在经历了价格战和产品质量竞争阶段后，服务成为竞争的有利武器。本文通过对汽车服务营销理论的分析，得出了服务营销对企业的重要性，并在此基础上，对企业如何开展服务营销提出了几点建议。 现代营销市场营销汽车市场竞争越来越激烈，技术与产品，价格优势通常不能维持很久，因此汽车市场竞争在经历了价格战和产品质量竞争阶段后，服务成为竞争的有利武器，成为企业争取差异化优势源泉。现在越来越多的汽车企业开始重视服务，汽车服务营销是以服务营销理论为指导思想，以提升用户满意度与忠诚度为导向，树立全员性、全过程的服务理念，而不仅仅是传统意义上的汽车销售和售后服务两个方面，应该从汽车开发，到生产制造，到营销，贯穿汽车“从生到死”的全过程 关键词：服务营销；顾客满意；策略研究 ABSTRACT Summary of Summary:along with the social and economic development, improvement of people’s living standard and improving the cars become an essential tool for travel. Currently, the auto industry’s rapid development has increased competition among enterprises, through price wars and product quality competition phase, the service as a competitive weapon. This paper analyses the automotive services marketing theory, that the importance of services marketing for enterprise, and on this basis, on how to carry out some suggestions for the service. Modern marketing marketing car market more competitive, technology and products, the price advantage typically do not last very long, so that the car market competition through price wars and product quality competition phase, service as a competitive weapon, a source enterprises strive for differentiation. Now increasingly more of car Enterprise began attention service, car service marketing is to service marketing theory for guideline, to upgrade user satisfaction degrees and loyalty degrees for oriented, set full sex, and full process of service concept, and just traditional meaning Shang of car sales and after-sales service two a aspects, should from car development, to production manufacturing, to marketing, throughout car Key Words: service marketing, customer satisfaction: study 目 录 第1章 汽车服务业的前景 .............................. 1 1.1 概述 .................................................. 1 第二章 汽车营销的理论与特点 .......................... 2 2.1 汽车服务营销.................