河 南 工 业 职 业 技 术 学 院
Henan  Polytechnic Institute
毕业设计（论文）
题    目  汽车4s店运营模式分析及对策
      专    业        汽车检测与维修           
      班    级          汽检1001           
      姓    名            刘国恒             
      指导教师            宋艳芳             
河南工业职业技术学院
汽车工程系
2013届毕业生毕业设计（论文）
任
务
书
二零一二年十月

姓名： 刘国恒 班级： 汽检1001 专业： 汽车检测与维修 学号： 010*******     
论文题目：          汽车4s店运营模式分析及对策                     
进度安排：第一周  拟定题目                                     
      第二周  列论文提纲                                   
              第三周  交论文电子版                                 
              第四周  定稿并交稿                                   

摘  要
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随着我国汽车工业的飞速发展,中国的汽车市场成为世界上最具发展潜力的市场。从2000年起,国内的汽车市场经历了数年高增长期,产销量一年一个台阶,平均每年递增100万辆,到2006年销售量已经达到721.6万辆,而2007年达到了888.24万辆,市场呈现出前所未有的生机。但在产销量巨增的情况下,汽车经销商的状况并不是全都欣欣向荣。 与产销量的大步奔跑相比,国内汽车的营销还处于起步阶段,整体的水平正在提高之中,有些品牌的经销商在这样的发展中取得了很高的收益。随着私车消费时代的到来,中国的汽车销售模式也在迅速转变,一夜之间,各品牌的4S店、汽车大道等汽车销售渠道纷纷兴起,但是4S店巨大的投资成本和众多的经销商在亏损,表明现在的汽车销售模式也存在一些问题,需要认真研究。 本文简要地分析了汽车销售模式的优缺点;指出了汽车4S店销售模式本身存在的问题和运营中存在的问题,如:汽车生产厂和经销上地位不平等,经销商对汽车品牌依赖程度高,4S店的投入和利润不成比例等问题。最后指出了汽车生产商和经销商建立“共赢共损”关系,合理布局区域内汽车销售服务网点,加强经销商间的联合等进一步完善汽车4S店销售模式的对策。
关键词：汽车4S店； 运营模式；经营现状；对策与思路

Abstract
With the rapid development of automobile industry in our country, China's auto market become the world's largest potential market. Since 2000, the domestic automobile market has experienced several years high growth, production and sales a year to a new level, an average annual increase of 1 million cars by 2006 sales volume has reached 7.216 million cars, and in 2007 reached 8.8824 million vehicles, the market showing unprecedented vitality. But the huge increase in volume, the status of the car dealer is not all flourishing. With production and sales of step compared to run, domestic automobile marketing is still in the initial stage, the overall level is improving in, some brand dealers in this developing achieved a high income. The fact the arrival of the era of consumption, China's auto sales model also is in rapid transformation, overnight, the brand of 4 s shops, such as car avenue car sales channels have arisen, but the 4 s store huge investment cost and numerous distributors in the loss, show that car sales model also exists some problems, need to study. This paper briefly reviews the development course of automobile industry in
our country and the evolution of car sales model, this paper analyzes the advantages and disadvantages of various kinds of car sales mode; Points out that the automobile 4 s shop sales model itself in the operation of the existing problems and the existence of problems, such as: car factories and distribution status on inequality, distributors of automobile brand depend on the degree is high, the 4 s store of input and profit out of proportion problems. Finally it points out that the car manufacturers and distributors to establish a "win-win total loss" relationship, reasonable layout area automobile sales and service network, strengthen the joint between the dealer and further improve auto 4 s shop sales model countermeasures.
Keywords: auto 4 s shop; Operation mode; Operating situation; Countermeasures and ideas