探析奔驰4S店的营销策略

中文摘要

进入21世纪，随着世界经济的发展，人民生活水平不断提高，使得汽车这一高级代步工具变得越来越亲民化，更多的人能够买得起汽车。在这种局势下，汽车4S店进入了高速发展期。然而，大批经销商的涌入导致4S店数量急剧增加，市场竞争变得异常激烈，大多品牌4S店营销额逐年递减，某些品牌甚至呈现负的状态，面临倒闭。面对竞争，首先要做的当然是提升营销策略的质量。整车销售是一家4S店的主要收入来源，售后，零配件都是基于此的。

本文以奔驰4S店作为研究对象，首先对奔驰4S店的竞争环境作一个全面的分析，了解奔驰4S店面临的竞争压力。接下去重点分析奔驰4S店的的营销策略，奔驰4S店现有的营销策略主要有服务营销（传统营销）、网络营销、车展营销、关系营销。最新统计，服务营销占到总量的76%，网络营销、关系营销、车展营销分别占到14.2%、5.8%、4%，从数据可以看出实体店内的服务营销还是占绝对大头，了解各个营销策略的特点、适用场合以及适用车型。最后，对奔驰4S店的近几年的销量做一个系统的分析，从中得知不同车型适用的营销策略。

关键词：奔驰 营销策略 服务 网络

Abstract

In the 21st century，with the development of world economy, people's living standards improving continually, making the advanced car the tool instead of walking is becoming more and more popular,more and more people can afford a car. In this situation, auto 4 s shop is in the high speed development period. however, the influx of a large number of dealers has caused a dramatic increase of 4 s shop, market competition is fierce. Most brand 4 s shops generates decreasing year by year, some brands even negative state, facing closure. In the face of competition, the first thing is to improve the quality of the marketing strategy. The vehicle sales is a main source of income for 4 s shop, after sales, spare parts are based on this.

In this paper, the Mercedes-Benz 4S shop as the research object, firstly, the competitive environment Mercedes-Benz 4S shop to make a comprehensive analysis, understand the competitive pressures faced by Mercedes-Benz 4S shop. Next focuses on the marketing strategy of the Mercedes-Benz 4S shop, 4S shop Mercedes existing marketing strategies are mainly service marketing (traditional marketing), network marketing, auto marketing, relationship marketing. The latest statistics, marketing services accounted for 76% of the total, network marketing, relationship marketing, marketing show, respectively, accounted for 14.2%, 5.8%, 4%, it can be seen from the data-store marketing services still accounted for the bulk of the absolute, understand each It features marketing strategy for the case and the applicable models. Finally, in recent years, sales of Mercedes-Benz 4S shop to do a systematic analysis, learn from different models suitable marketing strategy.

Keywords: mercedes-benz  marketing strategy  service network 

目  录

中文摘要……………………………………………………………………………………1

Abstract……………………………………………………………………………………2

第一章绪论4

1.1范文研究的背景4

1.2范文研究的目的及意义4

1.3范文研究的内容和结构5

第二章奔驰4S店的竞争环境分析6

2.1现有竞争者的威胁6

2.2潜在竞争者的威胁9

2.3替代品的威胁10

2.4购买者的议价能力10

2.5供应商的议价能力10

第三章奔驰4S店营销策略及其特点11

3.1传统营销11

3.2网络营销13

3.3车展营销14

3.4关系营销15

3.5小结16

第四章奔驰4S店营销现状及销量分析18

4.1几种营销策略的销量对比18

4.2奔驰各车型的市场占有率22

4.3各车型适用的营销策略23

第五章奔驰4S店营销现状及销量分析25

参考文献…………………………………………………………………………………26