李清华

摘 要：汽车在中国社会的广泛普及，随着市场经济的不断发展，人民生活水平的不断提高以及收入的不断增长。这些都为汽车的发展提供了潜在的动力，因此广大的汽车经销商也看准了中国市场的发展前景，不断的加大对汽车的投入和研发，汽车之间的销售竞争也越来越激烈，因此很多汽车厂商为了能够更好的抢占市场份额，开始采用各种各样的手段和政策，通过抓住消费者的心理、不断的降低汽车的生产成本和提高汽车的销售量，从而提升自家汽车的竞争能力，提高市场占有率。在长久以来的市场竞争环境中，集客是一种有效的方法和手段之一。本章主要是从不同的方面和角度来更加系统的论述如何提高集客量。

关键词：汽车经销商 提升 集客量

An Exploration about how Auto Manufacturers can Effectively Collaborate to Increase Customer Volume and Profitability

Li Qinghua

Abstract：With the widespread popularity of automobiles in Chinese society， and the continuous development of the market economy， people's living standards and income increase gradually. All of these have provided potential power for the development of automobiles. Therefore， the majority of automobile dealers have also spotted the development prospects of the Chinese market. They continue to increase investment and research and development of automobiles， and the sales competition between automobiles is becoming more and more fierce. Therefore， to better seize market share， many auto manufacturers have begun to adopt a variety of methods and policies. By seizing the psychology of consumers， continuously reducing automobile production costs and increasing automobile sales， they have increased their own sales. The competitiveness of automobiles will increase market share. In the long-standing market competition environment， gathering customers is one of the effective methods and means. This chapter mainly discusses how to increase the number of customers from different aspects and perspectives more systematically.

Key words：car dealership， promotion， customer volume

汽车生产企业会根据每一个季度的市场份额来进行有效的生产，而汽车经销商在每个阶段的汽车销售目标，集客就是根据这些目标来进行的一个明确，在不断的销售成交量中的社会实践中积累出来的经验，这些实践中的经验进行一个系统的量化，能够让我们有一个大致的了解。然后再根据这些信息找到销售的渠道，从而达到增加集客量的目的。比如：线上和线下的宣传、价格上的优惠、老顾客引荐新顾客等等一些新的形式。因此，如何更好有效的来提高展厅里面的集客量，越来越成为市场人员的关注焦点。

1 现阶段营销集客管控存在的问题

（1）广宣费用限制，经销商投入意愿不足。……