1、 1 4S4S 店的汽车营销策略分析店的汽车营销策略分析 【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
2、 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, Chinas 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 inn competition is also m
3、ore and more intense. In order to be in the competition 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
4、 profit scale and stable customer groups also became currently 4S inn of sustainable development of main ways. In a short period of ascension sales and service personnels quality, make it become 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 a
