关于深圳汽车4S店服务营销战略的研究

汽车售后服务时代的到来，带来无限的商机，也存在巨大的挑战。汽车4S店能否在机遇和挑战中生存下去并逐渐强大，这需要汽车生产企业、4S店管理者在服务营销的实践中不断探索和创新。本文针对深圳大兴汽车4S店所面对的国内、区域市场的具体环境和存在的问题，运用战略管理和营销管理的理论方法，分析其竞争环境分析，优势与劣势、机会与威胁，制定了较适合深圳大兴汽车4S店实施的服务营销战略和相关的实施建议。
【关键词】 4S店；战略管理；服务营销
With the age of automobile After Service coming, it brings many opportunities and challenges. Whethere automobile 4S stores can live and become stronger in the age depends on more researches and innovations in the process of practice by both the automobile manufactories and managers of automobile 4S stores.This article introduces the present situations of Shenzhen Daihing automobile 4S stores and points out problems in the After Service. Based on the relevant theories of strategic management and marketing, and through enormous data collection, it is analysed by Porter's Five Forces model and four factors of advantages, disadvantages, opportunities and threatens which are supported by SWOT method, consequently proposes some service marketing strategic planning and detailed suggestion for Shenzhen Daihing automobile 4S stores.
【Key words】automobile 4S stores; Managerment Strategy; Service Marketing

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