CAJ | 학술논문

目前国内汽车市场正进入“后市场”竞争时代，原有的4S销售模式和营销策略已经有所滞后，急需引入整合营销传播的管理理念和4V新型营销策略，深化服务营销，扩充营销模式和服务内涵，体现差异化营销，充分挖掘产品和服务功能，增加附加值，并加速完善信息化和营销人才培养机制，以适应新市场趋势的需求。
목전국내기차시장정진입“후시장”경쟁시대，원유적4S소수모식화영소책략이경유소체후，급수인입정합영소전파적관리이념화4V신형영소책략，심화복무영소，확충영소모식화복무내함，체현차이화영소，충분알굴산품화복무공능，증가부가치，병가속완선신식화화영소인재배양궤제，이괄응신시장추세적수구。
China's automobile market is now showing the competition of a "post-market", which means that the past 4S sales mode and marketing strategy is lagging behind the current situation and there is an imperative need to introduce the management concept of integrated marketing communication and the new 4V marketing strategy. The new approaches require intensive service marketing, enriched marketing modes and service items and differentiated marketing methods. The new approaches also call for the full exploitation of products and services, the increased value for money and the rapid improvement of informationization and marketing talent training. Only in this way can the new market trends be met.