关系营销模型在汽车咨询业中的应用研究

I关系营销模型在汽车咨询业中的应用研究摘要本文致力于研究关系营销模型在我国汽车咨询行业的应用。首先本文简要的介绍了咨询行业和汽车咨询行业在中国的发展状况作为分析的基础，在指出国内汽车咨询行业对新营销模式的需求的前提下，本文引入了关系营销模型的几种分支，并且就其中一种最适用于国内市场的分支，详细说明了关系营销模型给汽车咨询行业带来的变革以及相应的收益和成本。接下来本文以A汽车咨询公司为案例，在关系营销模型下给出相应的营销策略建议。在具体分析过程中，本文首先指出了该公司在市场营销方面遇到的困境，接下来采用SWOT方法对该公司的营销环境进行评估。最后在关系营销模型的框架下，对该公司的应对措施进行评估，给出了改善该公司营销模式的详细策略建议。关键词：汽车咨询营销模式关系营销模型IIATENTATIVERESEARCHONTHEAPPLICABILITYOFRELATIONSHIPMARKETINGMODELINAUTOMOTIVECONSULTINGINDUSTRYAbstractThepurposeofthisthesisistotestifytheapplicabilityofRelationshipMarketingModeinChina’sautomotiveconsultingindustry.Asathresholdmatter,abriefintroductionisbroughtinaboutthedevelopmentofconsultingindustryandautomotiveconsultingindustryinChinaasthebasisofthefollow-onanalysis.Underthepremisethatthere’sanurgentindomesticautomotiveconsultingindustryforthedemandofnewmarketingmodel,thisthesisimportsseveralembranchmentsofrelationshipmarketingmodelandpicksonemodelthatismostsuitablefordomesticmarket,particularizingwhatrelationshipmarketingmodelbringtoautomotiveconsultingindustry-thechange,correspondingreturnsandcosts.Inthefollowingsection,aspecificcasestudyonacertainautomotiveconsultingcompanyiscitedandcorrespondingmarketingstrategicsuggestionundertheframeworkofrelationshipmarketingmodelareproposed.Inthissection,thethesisfirstgivesoutadescriptionaboutthedifficultiesinmarketingthecompanyencounteredIIIandadoptSWOTtoevaluatethecompany’smarketingenvironment.Intheend,onthebasisoftheaforementionedrelationshipmarketingmodelanalysis,themeasurestakenbythecompanyareassessedandparticularstrategysuggestionsaimingattheimprovementofthecompany’smarketingmodearebroughtup.KeyWords:AutomotiveConsulting,MarketingMode,RelationshipMarketingModelIV目录中文摘要英文摘要第1章绪论.....................................................................................11.1论文选题背景与研究目标...........................................................11.2研究方法与研究思路...................................................................4第2章咨询行业和汽车咨询.........................................................62.1咨询行业........................................................................................62.1.1咨询业的基本特点.....................................................................................62.1.2中国咨询业现状.........................................................................................62.2汽车咨询行业在中国...................................................................82.2.1中国汽车咨询行业概况.............................................................................82.2.2中国汽车咨询业需求分析.......................................................................10第3章关系营销模型及其在汽车咨询业中的应用...................123.1关系营销模型.............................................................................123.1.1关系营销与传统营销的简单对比...........................................................123.1.2关系模型营销的代表理论和模型...........................................................123.1.3关系营销效果与hotelling模型模拟...................................................143.2从服务营销到关系营销.............................................................183.3关系营销模型在汽车咨询业中的应用.....................................203.3.1关系营销的适用性...................................................................................203.3.2顾客市场...................................................................................................213.3.3竞争者市场...............................................................................................223.3.4内部市场...................................................................................................243.3.5影响者市场...............................................................................................243.4汽车咨询行业：交易营销到关系营销的转变需求.................253.5汽车咨询行业关系营销运作体系.............................................27第4章A汽车咨询公司营销模式与关系营销...........................304.1A汽车咨询公司简介..................................................................304.2A汽车咨询公司营销环境的SWOT分析................................324.3A公司的营销战略调整.............................................................35V4.3.1A公司市场定位........................................................................................354.3.2调整和扩展公司经营业务范围...............................................................364.3.3注重公司品牌建设，培育品牌影响力，提升品牌知名度...................384.3.4咨询业务组合价值链业务模式...............................................................384.3.5提高从业人员素质，维护良好客户关系...............................................404.3.6公司组织结构调整...................................................................................404.3.7外部关系的调整和维护...........................................................................414.3.8新业务营销模式成果说明及分析...........................................................414.4关系营销与服务营销：A公司营销实践分析.........................424.4.1顾客...........................................................................................................424.4.2竞争者.......................................................................................................424.4.3内部..............................................................................................