【作者】 刘刚；

【导师】 刘华；

【作者基本信息】 华中科技大学 ， 工商管理， 2015， 硕士

【摘要】 自1998年汽车销售服务4S店在欧洲兴起以来,由于这种经营模式不仅直接建立了汽车经销商与生产商之间良好的产销关系,也能够为顾客提供更好的购车环境、更优惠的价格、更专业的技术支持和汽车售后服务,因此,中国的汽车销售服务4S店也得到了快速的发展。但是,近年来,由于汽车销售市场的无序竞争和汽车销售服务4S店经营模式的泛化,汽车销售服务4S店在经营过程中存在的困难越来越多。上海东浦汽车销售服务公司成立于2014年8月,是一家经营东风日产品牌的汽车销售服务4S店。由于公司起步较晚且恰逢汽车市场销售量下滑的时期,加之东浦汽车销售服务公司自身经营中存在的诸多问题,当前该公司一直处于亏损状态。本文以上海东浦汽车销售服务公司的经营模式为研究对象,采用理论联系实际的研究方法,在分析上海东浦汽车销售服务公司经营管理现状的基础上,对其经营管理过程中存在的销量提升缓慢、整车价格倒挂、水平业务开展不足、售后产值较低等问题及成因进行了深刻的剖析。最后,针对东浦汽车销售服务公司存在的问题和具体情况,本文从改进市场营销策略、提高汽车销售服务水平、改进企业盈利模式、改革薪酬激励制度和健全员工培训制度等方面提出了改善东浦汽车销售服务公司经营策略的对策和建议。本文的研究不仅对改善上海东浦汽车销售服务公司的经营现状,提升其经营管理水平具有重要的现实意义,而且对国内其它汽车销售服务4S店的经营管理同样具有重要的借鉴意义。更多还原

【Abstract】 Automobile Sales Service shop 4S became popular in 1998 in Europe. The business model not only directly establish the relationship between manufacturers of automobile and automobile dealers, and it can provide customers with better shopping environment, more preferential price, more professional technical support and auto after-sales service. As a result, China’s automobile Sales Service shop 4S also got rapid development. But, in recent years, due to the automobile sales market competition and the generalization of automobile Sales Service shop 4S, and the business model has more and more difficulty in the process of operation.Shanghai Dong-pu automobile sales and service company was founded in August 2014, which is an automobile Sales Service shop 4S of Dong-feng Nissan brand. Since the company started late and coincided with the automobile market sales decline period, and it has many problems in the management. Therefore, the company has been at a loss currently. In this paper, Shanghai Dong-pu automobile sales and service company is the research object. Firstly, this paper adopts the research method of theory with practice, and analyses the management status quo of Shanghai Dong-pu automobile sales and service company. Secondly, this paper analyses the questions that existed in the process of its operation and management of sales increasing slowly, the vehicle selling price, and after-sale output lower level business and the reasons. Finally, according to the existing problem and the specific situation of Dong-pu automobile sales and service company, this paper put forward some suggestions that improving the market marketing strategy, improving the level of automobile sales and service, improving enterprise profit model, reforming salary incentive system and staff training system. The research conclusion of this paper not only could improve the management present situation and management level of Shanghai Dong-pu automobile sales and service company, but it also has vital significance for other domestic automobile Sales Service shops 4S.更多还原