文档介绍：1 【摘要】自20世纪 90 年代以来,我国经济处于快速发展之中,作为身份和地位象征的汽车已开始大量进入家庭。1999 年后,汽车 4S店在中国各地像雨后春笋般出现。汽车 4S 店的竞争也越来越越激烈。为了能在竞争中谋得生存和发展,对汽车 4S 店的营销策略研究显得尤为重要,通过对 4S 店的考察分析发现, 4S店除了加强售后服务增加利润之外,形成规模效益和稳定的客户群体也成了目前 4S 店可持续发展的主要途径。在短时期内提升销售人员和服务人员的素质,使其成为高素质的职业经理人和职业化的员工,和不断完善服务体系,不断推出新的优惠活动,提出相应的产品策略、价格策略、分销策略、促销策略、网络营销的发展策略、汽车售后服务策略和竞争策略是汽车 4S店首要做好的工作。 Since 1990s, China's economy is in rapid developing, as identity and status symbol automobile have started mass into the household. After 1999, car 4S shops throughout China have mushroomed all. Auto 4S petition is also more and more intense. In order to be in petition for the survival and development of automobile 4S inn marketing strategy research appears especially important, through the investigation of 4S inn analysis shows that, in addition to enhance after-sales service 4S inn outside, form to increase profit scale and stable customer groups also became currently 4S inn of sustainable development of main ways. Ina short period of ascension sales and service personnel's quality, make it e high-quality professional managers and professional staff, and constantly perfect service system, and constantly introduce new favourable activity, and proposes the corresponding product strategy, price strategy, distribution strategy, promotion strategy, network marketing development strategy, auto after-sales service strategies petitive strategy is car 4S inn primary good work. 关键词:汽车; 4S店;营销策略 2 目录 1 4S 店的概念及现状分析...................................................................................................................... 1 汽车 4S 店的定义........................................................................................................................... 1 4S 店的发源地……………………………………………………………………………… 1 其中的 4个“S”是指………………………………………………………………………… 1 汽车 4S 店在当代中国汽车市场的地位………………………………………………………… 3 汽车 4S 店在当代中国汽车市场的地位………………………………………………… 3 汽车 4S 店的市场优势………………………………………………………………………… 3 可靠的信誉度……………………………………………………………………………… 3