摘要:对于日趋成熟和理性的上海家用车消费市场，差异化的服务创新、针对性的本土策略对于上海通用汽车保持行业领导者地位、提高企业核心竞争力意义重大。本文探讨了服务营销的理念转变及在服务领域提高顾客忠诚度的要素，并对上海通用汽车旗下别克、雪佛兰、凯迪拉克三品牌连续五年销量及通用汽车在上海地区市场集中度进行研究，明确通用品牌的发展态势及市场地位，为制定可行发展战略提供条件。通过对以上海通用汽车为代表的家用车行业服务营销现状的分析指出销售服务的不足和缺陷，制定通用汽车服务营销战略及保障措施全面提高企业服务营销能力。同时，注重合资企业的本土化策略，针对上海市场的特殊性制定通用中国策略。以通用旗下别克品牌案例的具体策略分析保障上述策略的可行性。在本文结尾，对通用现行销售策略进行评价，指明其优越性和不足，以供参考
关键词：上海通用 销售策略 服务营销 本土化 别克
Abstract: For more mature and rational family car consumer market in Shanghai, different innovation in service and targeted local strategy is significant. In this paper, we mainly focus on the concept translation in service marketing and elements to improve loyalty of customer. We do research on sales of three brands and market concentration to make clear GM brand's market position, viable development strategies. Through the analysis of marketing status, we try to make development of GM service marketing strategy to improve the business service marketing capabilities. In the meantime, attention should be paid on the joint venture localization strategy for the particularity of Shanghai GM China market. In the case of GM's Buick, specific strategic analysis and the feasibility of the above strategies have been shown. At the end of this article, we try to evaluate the current sales strategy and indicate its advantages and disadvantages for reference.
Key words: SGM marketing strategy service marketing localization
