基于7P理念的汽车服务公司营销策略研究

Research on Marketing Strategy of Automobile Service Company Based on 7P Concept

最近几年,伴随着我国汽车保有量的增加,汽车后市场发展迅猛,我国汽车后市场也日渐成熟起来。企业在寻求到市场后,还需要进入市场、占领市场、巩固市场,需要有技巧的策略来运作企业。本文以YBL汽车服务有限公司作为研究对象,将7P营销理论和企业经营实践结合,在对汽车美容行业营销环境进行分析的基础上,分析企业的营销现状,找出该公司的营销策略在实施的过程中出现的问题。结合YBL公司的实际情况力求为该公司设计出更为完善的营销策略提供建议,以期在激烈的市场竞争中能脱颖而出,保持稳定的市场份额。

In recent years,with the increase of China's automobile ownership,the automotive aftermarket has developed rapidly,and China's automotive aftermarket has become increasingly mature.After seeking the market,enterprises also need to enter the market,occupy the market,consolidate the market,and need skilled strategies to operate the enterprise.Taking YBL Automotive Service Co.,Ltd.as the research object,this paper combines 7P marketing theory and business practice,analyzes the marketing status of enterprises on the basis of analyzing the marketing environment of the auto beauty industry,and finds out the problems that arise in the implementation of the company's marketing strategy.Combined with the actual situation of YBL,we strive to provide suggestions for the company to design a more complete marketing strategy,in order to stand out in the fierce market competition and maintain a stable market share.