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附:《普通高等学校学生管理规定》(中华人民共和国教育部令第21号)
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随着中国汽车产业的迅速发展,中国汽车市场日趋稳定,行业竞争日渐激烈。凭借以销售、服务为主,同时担负塑造品牌形象的终端优势的汽车4S店已经逐渐成为了国内汽车厂商的销售服务渠道主体。但随着市场的逐渐成熟和营销理念的不断发展,消费者的消费心理逐渐成熟,消费者的需要也越来越多样化,对产品、服务的要求也越来越高。一汽大众汽车4S店经过几年的辉煌之后,现在已进入了调整期,利润大幅减少,以致于有很大部分4S店已经面临生存危机,如何制定和开展适合自己的服务营销战略才是各品牌4S专营店的当务之急。因此,对一汽大众汽车4S店的营销策略的研究显得极其的重要。
本文运用了文献研究法、SWOT方法、调查法,从改善一汽大众4S店的营销现状出发,对一汽大众汽车4S店进行了深入的研究。首先,对成都地区一汽大众汽车4S店营销现状进行了市场调查,了解到了成都地区一汽大众汽车4S店面临的营销环境。然后,本文用SWOT方法对当前市场的营销状况进行分析,分析出一汽大众内部环境的优势和劣势,以及一汽大众外部环境的营销机会和外部威胁。紧接着对目前成都地区一汽大众汽车4S店营销策略进行分析,指出了当前营销策略存在的问题。最后,针对成都地区一汽大众汽车4S店的营销策略的不足,提出建议。
关键词:成都,一汽大众,4S店,营销策略
With the rapid development of China's automobile industry, China's automobile market is becoming more and more stable, and the industry competition is becoming increasingly fierce. Relying on sales and service as the main force, and bearing the terminal advantage of building brand image, 4S stores have gradually become the main sales and service channel of domestic automobile manufacturers. However, with the gradual maturity of the market and the continuous development of marketing concepts, consumers' consumption psychology is gradually mature, and their needs are increasingly diversified, and their requirements for products and services are also increasingly high. After several years of glory, FAW Volkswagen 4S stores have now entered the adjustment period, and the profit has been greatly reduced, so that a large number of 4S stores have been faced with the survival crisis. How to develop and develop their own service marketing strategy is the top priority of 4S stores. Therefore, it is extremely important to study the marketing strategy of FAW Volkswagen 4S stores.
Starting from improving the marketing status of FAW Volkswagen 4S stores, this paper makes an in-depth study on FAW Volkswagen 4S stores. Firstly, the marketing situation of FAW Volkswagen 4S shop in Chengdu area is investigated, and the marketing environment of FAW Volkswagen 4S shop in Chengdu area is understood. Then, this paper uses SWOT method to analyze the current marketing situation of FAW Volkswagen, and analyses the advantages and disadvantages of FAW Volkswagen's internal environment, as well as the marketing opportunities and external threats of FAW Volkswagen's external environment. Then it analyses the marketing strategy of FAW Volkswagen 4S shop in Chengdu, and points out the existing problems of the current marketing strategy. Finally, in view of the insufficiency of marketing strategy of FAW Volkswagen 4S shop in Chengdu, some suggestions are put forward.
Key words: Chengdu,FAW Volkswagen,4S store,Marketing strategy
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