摘要：近年来，随着我国经济的发展和人们生活水平的提高，中国已成为世界上轿车消费量最大的国家之一，这为汽车美容护理业的存在和发展提供了条件。但目前汽车服务业在中国市场的发展尚处于起步阶段，其在发展壮大的过程中受到了一定的阻碍，使得近年来汽车美容业呈现衰落态势。基于该情况，本文以ZT汽车美容店为例，对汽车美容行业的市场状况及环境等进行调研分析，发现目前的汽车美容行业存在着市场混乱、消费者感知度低等问题。基于这些问题，本文也提出了诸如规范行业制度、了解消费者、加大宣传等若干建议，以期对拓展汽车美容市场产生一定的指导意义。48699

毕业论文关键词：汽车美容；ZT汽车美容店；营销策略

Analysis on Some Strategy of Expand the Auto Beauty Market——Take ZT Auto Beauty Shop for Example

Abstract: In recent years, with the development of China's economy and the improvement of people's living standards, China has become one of the largest countries in the world to buy cars，which provides the conditions for the existence and development of the automotive beauty care industry. However, the development of automotive service industry in China is still in its initial stage. It has been hindered in the process of development and growth. That causes the automobile cosmetology industry to present the decline situation in recent years. Based on this situation, this paper takes the ZT Automobile beauty shop as an example, and analyzes the market situation and the environment of auto beauty industry; it is found that there are some problems such as market confusion, low consumer perception and so on. Based on these problems, this paper puts forward some suggestions, such as Regulate the industry system, understand consumers, and increase publicity, so as to have a certain guiding significance for the development of the automobile beauty market.

Key Words: Auto beauty; ZT Auto Beauty Shop; Marketing strategy

 目  录

引  言 1

一、汽车美容行业的发展现状 2

二、汽车美容市场的环境分析 4

（一）汽车美容市场发展机遇 4

1、经济的发展 4

2、政策的支持 4

（二）汽车美容市场面临的威胁 5

1、投资风险大 5

2、竞争压力大 5

（三）汽车美容市场的优势 5

1、足够的行业吸引力 5

2、经营者有提升的企图心和改善理念 6

（四）汽车美容市场的劣势 6

1、价格缺乏透明度 6

2、技术不专业、服务不到位 6

3、速度和质量无法成正比 6

三、影响人们接受或拒绝汽车美容服务的因素 7

（一）消费者愿意接受汽车美容的原因 7

（二）消费者不愿意接受汽车美容的原因 8

四、汽车美容业发展存在的问题 11

（一）市场混乱，无市场规则 11

（二）部分企业和生产机构误导大众 11