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Ying Xiong. Service marketing strategies applied by BYD automobile Nanchang Hongyun 4S store. Master's Degree(Business Management). Rangsit University. Rangsit University Library. : Rangsit University, 2022.
Service marketing strategies applied by BYD automobile Nanchang Hongyun 4S store
比亚迪汽车南昌鸿运4S 店服务营销策略研究
Name: Ying Xiong
LCSH:
Marketing strategy
LCSH:
Marketing
-- Technological innovations
LCSH:
Service industries
-- Marketing
Abstract:
In recent years, as affected by the COVID-19, there has been a decline in China's
automobile industry and BYD Automobile Nanchang Hongyuns 4S Store branches as
well. During the epidemic, the development of auto 4S Store branches has been even
more difficult. Therefore, in order to improve the competitiveness of 4S Store branches,
it is necessary for BYD Automobile Nanchang Hongyun to improve its original service
marketing model, service capabilities, and market competitiveness in a targeted
manner.
This paper aimed to investigate the service marketing strategies of BYD Auto
Nanchang Hongyun 4S store through an analysis of the 7Ps of the marketing mix, its
marketing environment based on the PEST analysis. In addition, the five forces model
analysis and the SWOT analysis were employed.
The result revealed that the company emphasized three out of the 7Ps marketing
mix elements: Segmenting, Targeting, and Positioning. The research recommended that
the company implement service marketing optimization for future development.
Abstract:
近年来，受新冠疫情冲击，中国汽车行业呈现下滑态势。加之疫情带来的不
确定性，汽车4S 店的发展更是举步维艰。因此，汽车厂商要提高当前在4S 店市
场的竞争力，汽车4S 店必须在原有服务营销模式的基础上进行创新，有针对性
地提升其服务能力和市场竞争力。
本文以比亚迪汽车南昌鸿运4S 店为例，详细梳理了服务营销策略相关领域
研究文献，阐述了4S 店当前服务营销现状，在调查问卷的基础上，结合7P 服务
营销组合理论分析了其在产品、定价、渠道等七个要素方面存在的问题，明确了
后文服务营销策略优化的导向；然后，全面地分析4S 店的营销环境，具体包括
基于PEST 分析工具对其外部宏观环境进行了分析，基于五力模型分析从微观层
面对其所处行业的竞争环境进行了分析，基于SWOT 分析法对其面临的竞争态势
进行了分析。
最后，以存在的问题为导向，结合STP 营销策略理论，明确了比亚迪汽车南
昌鸿运4S 店的营销三大要素：市场细分、目标市场和市场定位。并基于 7P 理
论提出服务营销优化策略，且进一步提出了服务营销优化策略实施的保障措施。
Rangsit University. Rangsit University Library
Address:
Pathum Thani
Email:
rattanapornn@rsu.ac.th
Name: Prof. Jin Maozhu
Role:
Advisor
Created:
2022
Modified:
2567-03-01
Issued:
2024-03-01
วิทยานิพนธ์/Thesis
application/pdf
chi
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Management
Grantor: Rangsit University
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Ying Xiong
| Title | Contributor | Type |
|---|---|---|
| Service marketing strategies applied by BYD automobile Nanchang Hongyun 4S store
มหาวิทยาลัยรังสิต Ying Xiong | Prof. Jin Maozhu | วิทยานิพนธ์/Thesis |
Prof. Jin Maozhu