摘要
随着近二十年来中国汽车产业的高速发展，汽车4S店这种运营模式已经趋于
成熟。消费者对汽车产品的需求越来越大，要求越来越高，企业间的竞争越来越
激烈。对于汽车企业而言，要提高企业的市场竞争能力，就必须提高企业的服务
营销管理水平。
论文以东莞ZC公司为例，运用文献资料、总结归纳和对比分析等研究方法，
应用服务营销组合7P理论，对东莞ZC公司的服务营销现状及面临的问题进行分
析，并从产品策略、价格策略、渠道策略、促销策略、服务人员策略、服务过程
策略、服务环境策略七个方面提出了东莞ZC公司的服务营销优化策略：即产品优
化策略，打造差异化特色服务产品，提高产品服务附加值；定价策略通过高额定
价策略和会员优惠策略进行优化；促销策略通过增加新媒体广告投放力度来优
化；渠道策略通过新媒体、物联网和二级经销商联合进行优化；服务人员策略通
过提高聘用标准和提高服务意识两个方面来优化；服务过程策略主要从销售和售
后两个核心流程进行优化，并要有与之对应的检验和保障措施；服务环境策略从
增强店内设计科学性和空间利用的有效性和完善配套设施两个方面提出优化策
略。
本文通过将理论工具与公司案例相结合的方式，尝试解决ZC公司在营销方面
存在的问题。另外，本文所研究的ZC公司服务营销优化策略也可以为其他汽车4S
店提供实践参考。
关键词：ZC公司；7P；服务营销；营销策略
I

Abstract
WiththerapiddevelopmentofChina'sautomobileindustryinthepast
twodecades,theoperationmodelofautomobile4Sstoreshasbecomemature.
Consumersareincreasinglydemandinganddemandingautomotiveproducts,
andcompetitionamongenterprisesisbecomingincreasinglyfierce.For
automobilecompanies,toimprovetheirmarketcompetitiveness,theymust
improvetheirservicemarketingmanagementlevel.
ThethesistakesDongguanZCCompanyasanexample,usesliterature,
summaryandcomparativeanalysisandotherresearchmethods,andapplies
the7Ptheoryofservicemarketingmixtoanalyzethestatusquoof
DongguanZCCompany’sservicemarketingandtheproblemsitfaces,and
fromproductstrategyandpricestrategy,Channelstrategy,promotion
strategy,servicepersonnelstrategy,serviceprocessstrategy,service
environmentstrategy,proposedtheservicemarketingoptimization
strategyofDongguanZCCompany:productoptimizationstrategy,creating
differentiatedserviceproducts,andincreasingtheaddedvalueof
productsandservices;Pricingstrategyisoptimizedthroughhigh-rated
pricestrategyandmemberdiscountstrategy;promotionstrategyis
optimizedbyincreasingtheintensityofnewmediaadvertising;channel
strategyisoptimizedthroughthejointoptimizationofnewmedia,
InternetofThingsandsecondarydealers;servicepersonnelstrategyis
improvedbyincreasingemploymentstandardsAndimproveserviceawareness;
theserviceprocessstrategyismainlyoptimizedfromthetwocore
processesofsalesandafter-sales,andtheremustbecorresponding
inspectionandsafeguardmeasures;theserviceenvironmentstrategyis
toenhancethescientificityofthestoredesignandtheuseofspace
Optimizingstrategiesareproposedintermsofeffectivenessand
improvementofsupportingfacilities.
ThisarticleattemptstosolveZC'smarketingproblemsbycombining
theoreticaltoolswithcompanycases.Inaddition,theZCcompany’s
servicemarketingoptimizationstrategystudiedinthisarticlecanalso
providepracticalreferencesforotherautomobile4Sstores.
II

Keywords:ZCcompany;7P;servicemarketing;marketingstrategy
III
。。。以下略