论文标题:4S店以客户为导向的运营模式研究
Research of Operation Patterns Customer-oriented of 4S Shops
论文作者
论文导师 吕海军,论文学位 硕士,论文专业 工商管理
论文单位 北京交通大学,点击次数 129,论文页数 61页File Size3283K
2008-06-01论文网 http://www.lw23.com/lunwen_433936117/
4S shop;; customer guidance;;CRM;;CS
中国市场在融入全球化进程中,已经成为世界汽车企业市场争夺的主战场之一。据中国汽车工业协会06年1-10月汽车销售情况显示,汽车销量较去年同期增长了25.7%,达到577万台。中国已成为世界第二大汽车销售市场和第三大汽车制造国。专家预计,在未来10年里,全球汽车市场增长的50%将来自中国。 中国轿车市场的蓬勃发展以及潜在的销售能量,吸引了众多国际汽车品牌的加入。根据J.D.Power的2006年汽车市场研究报告可以看出,在加入WTO以后,中国轿车市场的需求急剧增长,但是,竞争也增加了8倍之多! 汽车行业之间的竞争重心已从供应链的前端移至了后端,从生产环节的竞争、技术创新的竞争、管理的竞争逐渐移向了后端销售的竞争、服务的竞争及客户的竞争。 作为国际与国内的汽车销售主要渠道——4S店,它们之间的竞争已成为各品牌汽车竞争的焦点。本文通过对A品牌4S店的研究,从供应链后端探察汽车行业的竞争,力求摸索出一套最佳的4S店运营模式,以在实践方面能够给予业内人士一些参考。同时,也希望能藉此抛砖引玉,让更多的专家学者关注和研究。
The Chinese market in integrates in the globalized advancement, already became one which of main battlefields the world automobile enterprise market competes. According to China Automobile industry Association, from January to October in 2006, the automobile sales volume compared with the same time last year grew 25.7%, achieves 5,770,000. China has become the world second big auto sale market and the third big automobile manufacture country. The expert estimated that the 50% of whole world auto market grow will come from China in the next 10 years. The Chinese passenger vehicle market"s vigorous development as well as the latent sales grow, have attracted numerous international automobile brand company joined. According to J.D. Power in 2006, after joining WTO, Chinese passenger vehicle market demand rapid rise, but, the competition also increased 8 times of many! The automobile competition center has becomes the service competition and the customer competition gradually from produced link"s competition, the technologicalinnovation competition, the management competition. As international and the domestic auto sale main channel - - 4S shop, between them the competition has become the focal point. Through the brand 4S shop"s research, this article observes the automobile competition, from the behind of supplies chain, and makes every effort to try to find out a set of best 4S shop operation pattern, by can give the professional in the practice aspect some references. At the same time, also hoped that can take advantage of this offers a few ordinary introductory remarks so that others may offer their valuable ideas, to let the more expert attention and the research.
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