IAM份额持续上升视角下构建汽车4S店售后“技术营销”的差异化服务能力研究  

Research on the Diff erentiated Service Capability of Building After-sales"Technical Marketing"for Automobile 4S Stores from the Perspective of Continuous Increase in IAM Share

作　　者：王瀚增 Wang Hanzeng

机构地区：[1]一汽奥迪销售有限责任公司,浙江杭州310000

出　　处：《时代汽车》2025年第5期166-168,共3页Auto Time

摘　　要：IAM的份额严重挤压4S店售后业务空间,对4S店造成了很大的冲击。IAM谋求成长与4S店利润需求之间形成了矛盾,同时客户越来越年轻化,越来越追求数字化体验,同时客户也变得越来越理性,从品牌上赚取溢价水平的能力也越来越低,服务业务开展的难度持续加大。为此,本文以客户为中心,构建4S店售后“技术营销”的差异化服务能力,以物有所值提升4S店的售后市场竞争力。IAM's market share seriously squeezes the after-sales business space of automobile 4S stores,causing a great impact on automobile 4S stores.There is a contradiction between IAM's pursuit of growth and the profi t demand of car 4S stores.At the same time,customers are becoming younger and pursuing digital experiences.At the same time,customers are becoming more rational,and their ability to earn premium levels from the brand is also decreasing.The diffi culty of developing service business continues to increase.Therefore,this article focuses on customers and constructs diff erentiated service capabilities for after-sales"technical marketing"of automobile 4S stores,in order to enhance the competitiveness of automobile 4S stores in the aftersales market with value for money.

关 键 词：IAM 4S店 技术营销 

分 类 号：F42[经济管理—产业经济]