蘇州福特4S店服務(wù)營(yíng)銷策略分析

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摘要 隨著經(jīng)濟(jì)的發(fā)展，汽車(chē)銷售市場(chǎng)也在不斷快速發(fā)展，但是隨之而來(lái)的就是汽車(chē)市場(chǎng)激烈的競(jìng)爭(zhēng)，汽車(chē)市場(chǎng)已經(jīng)由賣(mài)方市場(chǎng)轉(zhuǎn)變?yōu)橘I(mǎi)方市場(chǎng)了，而買(mǎi)方市場(chǎng)注重的不僅僅是產(chǎn)品的質(zhì)量了，客戶更注重的是企業(yè)提供的服務(wù)是否完善、周全。4S店作為一個(gè)高投入、高標(biāo)準(zhǔn)建立起來(lái)的品牌專賣(mài)店，要想在這樣的買(mǎi)方市場(chǎng)上能夠穩(wěn)定發(fā)展，那么制定和開(kāi)展適合自己的市場(chǎng)營(yíng)銷策略就成為了當(dāng)務(wù)之急。
蘇州東昌福特4S店作為一個(gè)落戶于蘇州不久的經(jīng)銷商來(lái)說(shuō)，面臨著各大品牌汽車(chē)4S店的迅速擴(kuò)張中的更加激烈的競(jìng)爭(zhēng)。本文以蘇州東昌福特4S店為研究對(duì)象，以現(xiàn)下的汽車(chē)市場(chǎng)為大背景，在分析蘇州東昌福特4S店?duì)I銷環(huán)境的基礎(chǔ)上，通過(guò)SWOT分析、數(shù)據(jù)調(diào)查研究等提出4S店所面臨的一些問(wèn)題，并為蘇州東昌福特4S店的可持續(xù)發(fā)展提供一些具體的服務(wù)營(yíng)銷方面的建議。

關(guān)鍵詞：蘇州東昌福特4S店 服務(wù)營(yíng)銷策略 現(xiàn)狀與問(wèn)題分析 對(duì)策與建議

Analysis of Dongchang Fude Suzhou Ford 4S shop
service marketing strategy
ABSTRACT With the development of economy, the automobile sales market has also been rapid development. But in the train of the fierce market competition, the automobile market has changed from seller's market to buyer's market. Buyer's market values not just the quality of the products, in addition customers pay more attention to the enterprise to provide the perfect and comprehensive service .The 4S shop sets up brand store by virtue of high investment and high standards, and wants to stable develop in such a buyer's market, then formulating and carrying out suitable marketing strategy have becomed a pressing matter of the moment.
Suzhou Dongchang Ford 4S shop faced with the rapid expansion of each brand automobile 4S shop in a more fierce competition as a settled in Suzhou dealers. This article takes Suzhou Dongchang Ford 4S shop as subject investigation, and the current automobile market as background, on the basis of the analysis of Suzhou Dongchang Ford 4S store marketing environment, through SWOT analysis and data investigation, putting forward some problems faced by the 4S shop service marketing, and to provide some specific suggestions for the sustainable development of Suzhou Dongchang Ford 4S shop.

Key words：Suzhou Dongchang Ford 4S shop; Service marketing strategy; The analysis of the current situation and problems; Countermeasures and suggestions.

目 錄
引言 1
第一章 研究背景 2
1.1 研究背景 2
1.2 研究目的和意義 2
第二章 理論綜述 3
2.1 SWOT分析法 3
2.1.1 SWOT分析法的概念 3
2.1.2 SWOT分析模型的方法 3
2.2 汽車(chē)服務(wù)營(yíng)銷 4
2.2.1 汽車(chē)服務(wù)營(yíng)銷的概念 4
2.2.2 汽車(chē)服務(wù)營(yíng)銷策略的特點(diǎn) 5
2.3 互動(dòng)營(yíng)銷 5
2.3.1 互動(dòng)營(yíng)銷的概念 5
2.3.2 互動(dòng)營(yíng)銷的基本要素 5
2.4 滿意度 6
2.4.1 員工滿意度 6
2.4.2 客戶滿意度 7
第三章 東昌福德蘇州福特4s店?duì)I銷現(xiàn)狀及存在的問(wèn)題 9
3.1 東昌福德蘇州福特4s店的簡(jiǎn)介 9
3.2 東昌福德蘇州福特4s店SWOT分析 10
3.3 東昌福德蘇州福特4s店存在的問(wèn)題 14
3.3.1 市場(chǎng)宣傳推廣效果不明顯 14
3.3.2 售前與售后聯(lián)系脫節(jié)，信息反饋工作不完善 16
3.3.3 企業(yè)服務(wù)團(tuán)隊(duì)整體專業(yè)性不強(qiáng) 17
3.3.4 企業(yè)文化未成體系，團(tuán)隊(duì)凝聚力不足 18
第四章 東昌福德蘇州福特4s店服務(wù)營(yíng)銷策略改進(jìn)建議 20
4.1 積極開(kāi)展互動(dòng)營(yíng)銷，加強(qiáng)市場(chǎng)營(yíng)銷的推廣 20
4.2 提高員工技能的專業(yè)度 23
4.3 完善企業(yè)管理制度，提高員工滿意度 26
4.4 重視企業(yè)文化建設(shè) 27
第五章 總結(jié) 29
致 謝 30
參考文獻(xiàn) 31