丰田汽车沈阳金廊4S店服务营销的策略的研究.doc

摘 要 品牌汽车4S店实施服务营销策略，发展自身品牌是企业长远发展的需要，也是市场竞争发展到一定阶段的必然结果。根据去年的一项不完全统计，在去年，大约只有不到三分之一的4S店实现了盈利。如何开展适合自己的服务营销策略是各品牌汽车4S店的当务之急。 本文基于市场营销相关理论，以实证研究的形式，通过相关研究方法，以丰田汽车金廊4S店为研究对象展开论述。首先，简要介绍金廊4S店概况，对金廊4S店的营销环境分为宏观环境和微观环境两个主要方面进行系统地分析。其次，应用SWOT法分析金廊4S店的优势与劣势以及面临的机会和威胁。再次，分析金廊4S店服务营销现状并发现金廊4S店在服务营销经营现状中存在的问题。最后是论文的核心部分，提出金廊4S店服务营销改进的具体建议。 关键词：服务营销；对策；4S店 Abstract It is long-term development requirement and the inevitable result of development of market competition to a certain stage for 4S store brands to implement the service marketing strategy and develop their own brands.On the basis of an incomplete statistics, there are only one third of 4S store brands realizing profits last year.It is very important for every 4S store brand to implement the service marketing strategy which suits to itself. The article is based on Marketing theories, uses the form of the empirical study and relevant methods,expands discussion on Jinlang of Toyota Motors as the research object. First ,it introduces briefly overview of Jinlang then analyzies systematically on the markeitng environment divided into macro environment and micro environment as two major aspects.Second,it uses SWOT to analyzies the strengths,the weaknesses,the opportunities and the facing threats of Jinlang 4S store.Third, it galleries the current situation of service marketing of Jinlang 4S shop and then finds the service marketing management problems.Finally,it is the core part of the article,it makes specific recommendations to improve service marketing. Keywords：Service marketing;Strategy;4S store 目 录 引 言 1 1 服务营销理论概述 2 1.1 服务营销的含义和特点 2 1.2 服务营销基本理论 2 1.3 服务营销7P新组合 3 1.4 相关研究方法 5 1.4.1 SWOT分析法 5 1.4.2 VRIO框架分析法 5 2 丰田汽车沈阳金廊4S店简介 7 2.1 丰田汽车沈阳金廊4S店概况 7 2.2 丰田汽车沈阳金廊4S店组织结构 7 2.3 丰田汽车沈阳金廊4S店企业文化 8 3 营销环境分析 9 3.1 宏观环境分析 9 3.1.1 政策与法律环境分析 9 3.1.2 经济环境分析 9 3.1.3 技术环境分析 10 3.2 微观环境分析 10 3.2.1 消费者分析 10 3.2.2 竞争者分析 13 3.3 丰田汽车沈阳金廊4S店SWOT分析 14 3.3.1 优势分析 14 3.3.2 劣势分析 14 3.3.3 机会分析 15 3.3.4 威胁分析 15