摘要

近几年来，我国汽车工业加速发展，汽车产品市场空前繁荣。但伴随着汽车制造技术的不断更新，汽车产品也日趋成熟和同质化，因此，汽车生产企业和经销商要在汽车市场立足，售后服务就成了主打的王牌竞争战略。文章对目前我国汽车市场和汽车售后服务总体发展状况进行研究，介绍了我国汽车售后服务的基本情况和售后服务中存在问题和特点，同时介绍了国外汽车售后服务的特点。

文章以美轮汽车贸易公司为研究对象，对其竞争环境进行客观分析后，通过SWOT 分析法对公司的内部优势和劣势、面临的机会和威胁进行了分析。文章发现目前公司的管理和发展模式已不能满足未来发展的要求，也不能满足未来市场竞争的要求，应采扭转型战略，文章结合公司具体情况，借助服务营销相关理论在公司管理、营销策略等方面加以调整。

通过对行业情况和个别案例的分析，希望能对相关的企业在实施汽车售后服务营销战略中有借鉴的作用。

关键词：服务营销，汽车产业，汽车售后服务

Abstract

During the last few years, as the Chinese automotive industry develops at top speed, the automobile product market is thriving as never before. But Along with the technique of the automobile’s manufacture renewed continuously, the automobile product is being also matured and homogenous gradually. So, manufacturers are desirous to base themselves upon in the auto market, after service becomes the main means in the competition.

The thesis gives a analysis of the present domestic automobile market and the automobile after service market, then it introduces the present situations of automobile after service and points out questions and features in the after service, also describes the characteristics of foreign after service. This thesis based on the Meilun Corporation for the study, and the thesis analyses Meilun Corporation’s competitive environment. After analyzing the internal advantages, disadvantages, opportunities and threatens by SWOT method, the thesis finds out Meilun Corporation’s present administration and development model can’t keep up with the requirements of itself future development and future market competition. So it should take transitional strategy, combined with the specific situation of the company, to make some readjustment in the strategy and marketing tactics with the theory of service marketing.

The work will be helpful not only for Meilun Corporation’s development but also for the other companies in the same industry.

Keyword: Services Marketing, Automotive Industry, After Service