文档介绍：毕业设计(论文)
题目:关于中低档汽车进入农村市场的4S店模式探讨
----以湛江农村市场为例

关于中低档汽车进入农村市场的4S店模式探讨
----以湛江农村市场为例
摘要
农村作为中国最大的消费需求市场,目前汽车在农村的保有量还很低。湛江农村居民近几年来在随着湛江经济的不断发展后,农民收入也不断提高,农民在解决了日常消费需要后,由于生意或运输方面的需要,也渐渐对汽车产生了需求。而目前农民的收入水平、农村的基础设施等方面因素的制约,中低档汽车就成为了农民购车的首选。
汽车销售4S店是集整车销售、零配件、售后服务、信息反馈四位于一体的汽车销售模式,是目前汽车厂家积极推行的主要营销模式。但由于建造汽车销售4S店的高额费用,汽车厂家或者经销商都把4S店建在繁华的城区,忽视了农村市场。并且由于4S店的售后服务质量跟不上,零配件的价格偏高等因素,使农村居民在购车时有很多的顾虑。为此,农村居民的购车行为和购车需求都受到很大的制约,这也在一定程度上影响了中低档汽车进入农村市场。
因此,本文将以湛江农村居民的消费状况作为分析对象,结合当前汽车销售4S店的模式,分析中低档汽车进入湛江农村市场的影响因素、需求状况和前景,最终对中低档汽车进入湛江农村市场的4S店销售模式提出建议。
关键词:中低档汽车;农村市场;4S店模式
ON THE MIDDLE CAR TO ENTER THE RURAL MARKET MODEL OF THE 4S SHOP
---- AS AN EXAMPE ZHANJIANG IN THE RURAL MARKET
ABSTRACT
In rural areas, as consumer demand, China's largest market, the current car ownership in rural areas is still very low. In recent years the rural population at Zhanjiang With the continuous development of the economy, the e of the farmers is also rising, farmers in the settlement of the day-to-day consumption needs, because of business or transportation needs, has gradually resulted in the demand for the car. At present, the e level of farmers, rural infrastructure factors, middle and low car buyers have e the first choice for farmers.
4S shop car sales are set vehicle sales, spare parts, after-sales service, feedback information is located in one of four model car sales, automotive manufacturers are actively pursuing at present the main marketing mode. However, car sales because of the construction of the high costs of 4S stores, automobile manufacturer or distributor 4S stores have built in busy urban areas, to the neglect of the rural market. 4S shops and because of the quality of the service can not keep up, the high price of spare parts and other factors, so that rural residents in the car when there is a lot of concerns. For this reason, rural residents and car buyers have been a lot of demand constraints, which are also affected to some extent on the rural market into the