品牌汽车专营店服务营销策略研究与实践  

On the Service Marketing Strategy of Automobile Franchised Stores and Its Practice

作　　者：吴敬静[1] 

机构地区：[1]湖南交通职业技术学院汽车工程学院,湖南长沙410004

出　　处：《中南林业科技大学学报（社会科学版）》2013年第1期54-57,共4页Journal of Central South University of Forestry & Technology（Social Sciences）

摘　　要：基于战略管理和市场营销相关理论,对品牌汽车专营店开展服务营销策略的经营现状和发展等进行了分析,对汽车销售行业服务营销的相关概念以及开展服务营销的必要性进行分析与阐述,深入分析了汽车企业开展服务营销可能面临的问题,最终针对汽车品牌专营店制定了服务营销战略规划和几点对策建议。Based on the theory of strategic management and marketing, the current running situation and development of automobile stores executing service marketing strategy is analyzed, the relevant concepts of service marketing in automobile sales and the necessity of service marketing is analyzed and described, and the problems what automobile enterprise executing service marketing the may encounter are studied deeply. Furthermore, the strategy planning Of service marketing and a series of countermeasures for automobile franchised store are put forward.

关 键 词：品牌专营店 服务营销 营销策略 

分 类 号：F713[经济管理—产业经济]