汽车4S店是指将整车销售(sale)、零配件供应(spare part)、售后服务(service)、信息反馈(survey)四项功能集于一体的汽车服务企业。汽车品牌专卖店(即汽车4S店)开展服务营销，是品牌长远发展的需要，也是市场竞争发展到一定阶段的必然结果。

本文以MM汽车的4S店作为案例，首先分析服务营销的有关理论，并进而分析我国汽车4S店服务营销现状和讯在的问题，进而提出提高我国汽车4S店服务营销水平提出了建议。

关键词: 4S店，服务营销，案例分析

 

Automobile 4S refers to the whole shop for sale (sale), the supply of spare parts (spare part), after-sales service (service), feedback (survey) feature set of four cars in one service. Store brands (ie car 4S shops) to carry out services marketing, is the brands long-term development needs, but also competition in the market to a certain stage of development of the inevitable result.

In this paper, MM auto shop as a case of the 4S, the first analysis of services marketing theory, and further analysis of the 4S shop automotive marketing services in the current situation and the problem of hearing, and to increase services to Chinas auto 4S store level marketing proposals.

Key words: 4S shops, services marketing, case studies

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