摘要：互联网技术的快速发展促进了网络营销的发展，传统的汽车营销模式难以满足现代人多样化购车需求，在网络营销的背景依托下汽车互联网营销得到了相关人员的关注。互联网背景下的汽车服务营销与传统汽车服务营销相比呈现出了众多新特点、新特征、新内容，实现了服务营销信息的精准推送、快速获取汽车市场的消费热点以及及时地提供主动性的汽车营销服务，宣传、营销、服务是互联网下汽车服务营销的基本流程，每个流程各有其自身内容和侧重点，最后提出了互联网下汽车服务营销的策略，即建设一体化的汽车服务营销信息平台、构建多维的汽车服务营销数据仓库以及进一步提升汽车服务营销人员的专业水平。

关键词：互联网；汽车服务营销；策略

Discussion on Automobile Service Marketing under Internet Technology

Abstract：The rapid development of Internet technology promotes the development of network marketing. The traditional automobile marketing mode is difficult to meet the diversified needs of modern people. Under the background of network marketing,automobile Internet marketing has been concerned by relevant personnel. Compared with the traditional automobile service marketing,the automobile service marketing under the background of Internet presents many new features,new features and new contents, which realize the accurate push of service marketing information, fast access to the consumption hot spots of automobile market and timely provide active automobile marketing services. Publicity, marketing and service are the basic process of automobile service marketing under the Internet, and each flow has its own characteristics Finally,the paper puts forward the strategies of automobile service marketing under the Internet, that is,to build an integrated automobile service marketing information platform, to build a multi-dimensional automobile service marketing data warehouse, and to further improve the professional level of automobile service marketing personnel.

Key words: Internet; automobile service marketing; strategy

 

目 录

1 绪论 1

1.1研究背景 1

1.2研究意义 1

1.3文献综述 2

1.3.1基于互联网的营销研究 2

1.3.2互联网平台营销研究�崳� 3

2 理论基础�崳� 4

2.1服务营销理论基本要求�崳� 4

2.1.1服务营销理论的产生�崳� 4

2.1.2服务营销理论的发展�崳� 4

2.1.3服务营销的涵义�崳� 5

2.2汽车服务性营销 5

2.3互联网下汽车服务营销的新特点 6

2.3.1精准地实现服务营销信息的推送 6

2.3.2快速地获取汽车市场的消费热点 6

2.3.3及时地提供主动性的汽车营销服务 6

3 互联网下汽车服务营销的基本流程 7

3.1宣传 7

3.2营销 7

3.3服务 8

4 汽车服务营销发展存在的问题 8

4.1服务渠道问题 8

4.2汽车服务人员素质较差 8

4.3汽车服务过程问题 9

5 互联网下汽车服务营销的策略 9

5.1建设一体化的汽车服务营销信息平台 9

5.2构建多维的汽车服务营销数据仓库 10

5.3进一步提升汽车服务营销人员的专业水平 10

6 结语 11

参考文献 12

致 谢 13