基于服务营销理论的汽车4S店服务策略

Automobile 4S Shop Services Strategy Based on Service Marketing Theory

中国目前汽车4S店虽然拥有大量的硬件设施,但是4S店服务水平低,管理不规范,有很多潜在的问题日益突显出来是众所周知的共性所在。从长远来看,4S店要谋求长远发展,服务竞争必将成为未来汽车行业竞争的主战场。制定服务营销,是发展4S店自身服务品牌的关键所在。服务营销必将成为创建4S店品牌的重要的途径。

Though automobile 4S shop has a large number of hardware facilities in China, the services level is low and management is not standardized, and there are many potential problems have become increasingly apparent. From the long term, services will become the central battleground in the auto industry in the future if 4S shop want to seek long-term development. Making services marketing is the key to develop 4S shop＇s own brand. And service marketing will become an important way to create 4S shop＇s brand.