保马汽车美容中心指导教师：宋伟班级：XXXXXXX小组成员：®保马汽车美容中心目录一、执行总结....................................................-5-二、公司........................................................-6-2.1创业背景................................................-6-2.2公司战略................................................-7-2.3发展规划................................................-8-三、服务与技术优势.............................................-10-3.1服务概述...............................................-10-3.1.1车表护理系列.....................................-10-3.1.2内饰翻新系列.....................................-10-3.1.3高级美容系列.....................................-10-3.1.4汽车防护系列.....................................-10-3.1.5汽车精品系列.....................................-11-3.1.6汽车内部清洁保养系列.............................-11-3.1.7名车、新车适用车蜡系列...........................-11-3.1.8名车精打抛光水晶蜡系列...........................-11-3.1.9车内杀毒系列.....................................-12-3.2服务流程...............................................-12-四、市场分析...................................................-15-4.1国内市场...............................................-15-4.1.1消费者的不太了解.................................-17-4.1.2美容店普遍缺少优质的务...........................-17-4.1.3美容店过分追求极端...............................-18-4.1.4消费者的成本意识.................................-18-4.1.5汽车美容商的成本意识.............................-19-2保马汽车美容中心4.2国际市场...............................................-19-4.3市场前景...............................................-20-4.4行业状况...............................................-21-4.5行业利润...............................................-22-4.6市场经验...............................................-23-4.7市场运营...............................................-23-4.8市场份额...............................................-24-五、市场竞争分析...............................................-24-5.1国内竞争...............................................-24-5.2鞍山竞争...............................................-25-5.3竞争优势...............................................-27-5.4竞争劣势...............................................-27-六、市场战略...................................................-28-6.1营销目标...............................................-28-6.2营销战略...............................................-28-6.3宣传策略...............................................-29-6.3.1活动宣传.........................................-29-6.3.2服务追踪.........................................-29-6.3.3内部促销.........................................-29-6.3.4报纸刊物.........................................-30-6.3.5网络宣传.........................................-30-6.3.6积分会员制度.....................................-30-七、人力资源...................................................-30-7.1团队管理...............................................-30-7.2员工招聘...............................................-32-7.2.1招聘方式.........................................-32-7.2.2员工招聘方案.....................................-32-7.2.3招聘策略.........................................-34-7.3员工发展...............................................-34-3保马汽车...