随着我国宏观经济进入中高速增长的新阶段，公众生活需求也在不断 的提高，汽车已经进入到家庭，乘用车的消费需求成为了人们消费中的一 个重要内容。中国的汽车4S店模式发展至今越来越趋于成熟，竞争也日益 激烈，中国汽车大市场的需求量也不断攀升，我国汽车销售模式也迎来的 新一轮的变革。本文基于当前中国汽车销售市场大环境背景下，我国汽车 4S店模式如何在市场竞争中立于不败之地，早已成为现代汽车经销商所要 面临的核心问题，本文以商业模式九要素为出发点，来研究以雪佛兰4S店 为例的合资汽车品牌商业模式的问题。 本文对商业模式进行概述，同时也简单阐述了乘用车的营销模式，把 中国汽车4S店的商业模式和发展路程进行了分析。以雪佛兰为例，通过对 品牌4S店的简介及研究，依据商业模式画布模型，充分结合当前雪佛兰4S 店一些实际数据，研究雪佛兰合资品牌类型的商业模式。本文通过对雪佛 兰汽车4S店目前的现状进行分析，指出雪佛兰汽车4S店的商业模式痛点 问题来进行分析。文章了解和总结当前汽车4S店的成功经验，整理出适合 雪佛兰品牌不同的商业模式，对雪佛兰4S店商业模式的关键要素进行深度 分析，确立雪佛兰4S店创新的商业模式类型，充分研究雪佛兰4S店的定 位与发展，如何加速汽车市场竞争力度。本文注重问题导向，从痛点问题 分析入手，找准困扰雪佛兰4S店发展的一些现实问题，从商业要素来提出 新的创新点，九大要素的创新是相辅相成，来形成更加完善的汽车服务创 新体系。随着创新研究的不断深入，雪佛兰在现有的商业模式下如何能够 实现创新就需要从价值主张、价值网络以及盈利模式进行创新，从新的经 II 销理念中寻求符合当前市场的经营办法，力求寻找新的汽车销售利润增长 点，在稳定发展的同时，确保企业能够实现持续稳定的经济利益。 关键词：商业模式创新雪佛兰4S店价值主张 III RESEARCHONBUSINESSMODELINNOVATIONOF CHEVROLET4SSHOP ABSTRACT WithChina’smacro-economyenteringanewstageofmediumand high-speedgrowth,thedemandforpubliclifeisalsoconstantlyimproving.Cars haveenteredthefamily,andtheconsumptiondemandforpassengercarshas becomeanimportantpartofpeople’sconsumption.ThedevelopmentofChina’s automobile4Sshopmodelisbecomingmoreandmoremature,andthe competitionisbecomingincreasinglyfierce.ThedemandofChina’sautomobile marketisalsoincreasing,andChina’sautomobilesalesmodelhasalsoushered inanewroundofchanges.ThesisisbasedonthecurrentbackgroundofChina’s automobilesalesmarketenvironment,howtokeepaninvinciblepositioninthe marketcompetitionofChina’sautomobile4Sshopmodelhasalreadybecome thecoreproblemthatmodernautomobiledealershavetoface.Basedonthenine elementsofbusinessmodel,thesisstudiestheproblemofjointventurebrand businessmodelwithChevrolet4Sshopasanexample. Thesisgivesanoverviewofthebusinessmodel,atthesametime,italso brieflydescribesthemarketingmodelofpassengercars,andanalyzesthe businessmodelanddevelopmentpathofChina’sautomobile4Sstores.Take Chevroletasanexample,throughtheintroductionandresearchofbrand4S shop,accordingtothebusinessmodelcanvasmodel,fullycombinedwithsome actualdataofthecurrentChevrolet4Sshop,tostudythebusinessmodelof Chevroletjointventurebrandtype.Basedontheanalysisofthecurrentsituation oftheChevrolet4Sshop,thispaperpointsoutthebusinessmodelpainpointof IV theChevrolet4Sshop,andanalyzesit.Thisarticleunderstandsandsummarizes thesuccessfulexperienceofcurrentautomobile4Sstores,sortsoutdifferent businessmodelssuitableforChevroletbrands,makesin-depthanalysisonthe keyelementsofthebusinessmodelofChevrolet4Sstores,establishesthe innovationbusinessmodeltypesofChevrolet4Sstores,fullystudiesthe positioninganddevelopmentofChevrolet4Sstores,andhowtoacceleratethe competitionintheautomobilemarket.Thispaperfocusesonproblem orientation,startingfromtheanalysisofpainpoints,tofindoutsomepractical problemsthatperplexthedevelopmentoftheChevrolet4Sstore,andtoput forwardnewinnovationpointsfromthecommercialelements.Theinnovationof thenineelementscomplementseachothertofromamoreperfectautomobile serviceinnovationsystem.Withthecontinuousdeepeningofinnovation research,howChevroletcanachieveinnovationundertheexistingbusiness modelneedstoinnovatefromthevalueproposition,valuenetworkandprofit model,seekthebusinessmethodthatconformstothecurrentmarketformthe newdistributionconcept,strivetofindthenewprofitgrowthpointof automobilesales,andensurethattheenterprisecanachievesustainableand stabledevelopmentatthesametimeeconomicbenefits. KEYWORDS:BusinessModelInnovation;Chevrolet4SAuto;ValueProposition V 目录 摘要...........................................................................................................................................I ABSTRACT.............................................................................................................................III 第一章绪论...............................................................................................................................1 1.1研究背景与目的、意义...............................................................................................1 1.1.1研究背景.............................................................................................................1 1.1.2研究目的与意义.................................................................................................2 1.2研究内容与方法...........................................................................................................2 1.2.1研究内容.............................................................................................................2 1.2.2研究方法.............................................................................................................3 第二章相关理论概述...............................................................................................................4 2.1商业模式相关概述.......................................................................................................4 2.1.1商业模式的概述.................................................................................................4 2.1.2商业模式创新.....................................................................................................5 2.2价值理论概述...............................................................................................................6 2.2.1价值链理论.........................................................................................................6 2.2.2价值网络理论.....................................................................................................7 第三章汽车4S店商业模式分析及雪佛兰简介....................................................................9 3.1汽车4S店商业模式....................................................................................................9 3.1.1乘用车的营销模式.............................................................................................9 3.1.2汽车4S店的发展历程和商业模式................................................................10 3.2雪佛兰汽车简介及现状.............................................................................................14 3.2.1雪佛兰汽车品牌简述.......................................................................................14 3.2.2雪佛兰汽车品牌现状.......................................................................................14 第四章雪佛兰汽车4S店商业模式现状及问题分析..........................................................16 4.1雪佛兰4S店特点分析和商业模式构成..................................................................16 4.2雪佛兰4S店的商业模式问题分析..........................................................................19 VI 4.2.1消费者客户目标群体单一...............................................................................19 4.2.2雪佛兰4S店核心能力低................................................................................20 4.2.3雪佛兰店成本结构过高...................................................................................22 4.2.4雪佛兰团队能力薄弱.......................................................................................24 4.2.5雪佛兰品牌的销售手段局限...........................................................................24 第五章雪佛兰4S店商业模式创新......................................................................................26 5.1雪佛兰4S店商业模式创新的内容分析.........................