第1单元 汽车销售基础知识 ………1
学习任务1.1 汽车销售活动概述 ·········2
1.1.1 汽车产品的特点 ·····················2
1.1.2 汽车销售的含义 ·····················4
1.1.3 汽车销售活动的业务内容 ·····5
知识问答与技能训练 ························6
学习任务1.2 汽车销售人员素质和
能力要求 ····························6
1.2.1 汽车销售业务人员应该
具备的专业能力 ·····················7
1.2.2 汽车销售业务人员应该
具备的职业素质 ·····················9
知识问答与技能训练 ····················12
学习任务1.3 汽车发展史 ··················12
1.3.1 汽车的发展进程 ···················12
1.3.2 我国汽车工业发展历程 ·······16
知识问答与技能训练 ····················19
学习任务1.4 汽车新概念与汽车标志 ···19
1.4.1 汽车新概念 ···························20
1.4.2 汽车标志及含义 ···················23
知识问答与技能训练 ····················29
学习任务1.5 汽车市场营销 ···············30
1.5.1 市场的含义 ···························30
1.5.2 市场营销 ·······························32
1.5.3 现代市场经营观念 ···············32
1.5.4 营销组合策略 ·······················34
知识问答与技能训练 ····················34
学习任务1.6 汽车分类 ······················35
1.6.1 汽车市场细分化 ···················35
1.6.2 汽车型号 ·······························38
1.6.3 车辆识别代号编码 ···············39
知识问答与技能训练 ····················41
学习任务1.7 乘用车的技术参数和
技术特性 ······················42
1.7.1 乘用车的外观特征及技术
参数 ·······································42
1.7.2 乘用车的技术特性 ···············49
知识问答与技能训练 ····················62
学习任务1.8 汽车消费需求分析 ·······62
1.8.1 家用汽车需求特点 ···············62
1.8.2 顾客购买家用汽车的行为习惯
分析 ·······································63
1.8.3 顾客购买家用汽车的心理
分析 ·······································67
知识问答与技能训练 ····················69
学习任务1.9 企业基本知识 ···············69
1.9.1 企业概况 ·······························70
1.9.2 企业的销售目标及重要客户
范围 ·······································71
1.9.3 服务项目、付款条件及理赔
政策 ·······································72
VI 汽车销售实务(第二版)
1.9.4 销售策略和销售部门职能 ··· 72
知识问答与技能训练 ····················75
学习任务1.10 财务和税收基本知识 ··75
1.10.1 财务基本知识 ····················· 75
1.10.2 税收基本知识 ····················· 78
知识问答与技能训练 ····················83
第2单元 汽车销售活动 …………… 84
学习任务2.1 接待顾客 ······················85
2.1.1 电话接听礼仪 ······················· 86
2.1.2 接待上门的顾客 ··················· 87
2.1.3 汽车销售接待礼仪 ··············· 89
2.1.4 销售接待的交谈要求 ··········· 92
知识问答与技能训练 ····················93
学习任务2.2 介绍车辆 ······················94
2.2.1 汽车展示方法 ······················· 94
2.2.2 汽车介绍方法 ······················· 96
知识问答与技能训练 ·················· 100
学习任务2.3 试乘试驾 ····················100
2.3.1 试乘试驾的意义 ················· 101
2.3.2 试乘试驾的目的和作用 ····· 102
2.3.3 试乘试驾业务流程 ············· 102
知识问答与技能训练 ·················· 106
学习任务2.4 商务洽谈 ····················107
2.4.1 洽谈时的应对技巧 ············· 107
2.4.2 促成交易的技巧 ··················112
2.4.3 增加成交机会的一些细节 ·····115
知识问答与技能训练 ·················· 116
学习任务2.5 消费信贷基础知识 ····· 116
2.5.1 消费信贷的含义 ··················117
2.5.2 提高对消费信贷的认识 ······118
2.5.3 消费信贷的分类 ··················118
2.5.4 汽车消费信贷的含义 ··········118
2.5.5 汽车消费贷款的担保方式 ···119
知识问答与技能训练 ·················· 121
学习任务2.6 汽车消费贷款办理
程序 ··································121
2.6.1 申请汽车消费贷款的条件 ···· 122
2.6.2 汽车消费贷款的额度、期限与
利率 ····································· 122
2.6.3 自然人申请贷款的程序 ····· 123
2.6.4 汽车消费借款合同范本 ····· 126
知识问答与技能训练 ·················· 131
学习任务2.7 汽车消费贷款的
偿还方法 ·····························132
2.7.1 汽车消费贷款的偿还方法 ···· 132
2.7.2 汽车消费贷款案例 ············· 133
知识问答与技能训练 ·················· 135
学习任务2.8 交车业务 ····················136
知识问答与技能训练 ·················· 140
学习任务2.9 税款缴纳 ····················140
2.9.1 车辆购置税 ························· 141
2.9.2 车船使用税 ························· 143
知识问答与技能训练 ·················· 145
学习任务2.10 保险基础知识 ···········146
2.10.1 保险的定义 ······················· 147
2.10.2 保险术语 ··························· 147
2.10.3 机动车保险的重要
意义 ··································· 148
2.10.4 机动车辆保险合同的法律
特征 ··································· 149
2.10.5 机动车辆保险合同的
形式 ··································· 151
知识问答与技能训练 ·················· 152
学习任务2.11 机动车辆保险种类 ······153
2.11.1 机动车辆商业保险 ··········· 153
目 录VII
2.11.2 交通事故责任强制
保险 ··································· 155
知识问答与技能训练 ·················· 161
学习任务2.12 机动车辆保险的投保
程序 ··························161
知识问答与技能训练 ·················· 167
学习任务2.13 机动车辆保险理赔
程序 ··························167
2.13.1 机动车辆道路交通事故的
处理程序 ··························· 167
2.13.2 机动车辆索赔及理赔
程序 ·································· 168
2.13.3 理赔额计算举例 ··············· 170
知识问答与技能训练 ·················· 172
学习任务2.14 办理牌照 ··················172
2.14.1 机动车行驶证 ··················· 173
2.14.2 临时牌照和车辆移动证 ···· 174
2.14.3 机动车牌照 ······················· 174
2.14.4 补发机动车牌照 ··············· 175
2.14.5 机动车异动登记 ··············· 175
2.14.6 报废登记 ··························· 176
2.14.7 新车牌照办理流程 ··········· 177
知识问答与技能训练 ·················· 178
第3单元 汽车售后活动 ………… 179
学习任务3.1 二手车交易基础知识 ···180
3.1.1 不能交易的车辆 ················· 180
3.1.2 车价折算 ····························· 181
知识问答与技能训练 ·················· 186
学习任务3.2 二手车交易流程 ·········186
3.2.1 了解车源 ····························· 187
3.2.2 技术状况检查 ····················· 188
3.2.3 二手车置换程序 ················· 196
知识问答与技能训练 ·················· 197
学习任务3.3 售后服务概述 ·············197
3.3.1 售后服务的意义 ················· 198
3.3.2 售后服务的工作内容 ········· 199
3.3.3 投诉的处理 ························· 202
知识问答与技能训练 ·················· 205
学习任务3.4 质量保修的程序 ············205
知识问答与技能训练 ·················· 208
学习任务3.5 汽车备件进货管理 ········208
3.5.1 汽车备件采购计划的制订 ···· 208
3.5.2 汽车备件进货验收 ············· 213
3.5.3 填写与使用进货凭证 ········· 213
知识问答与技能训练 ·················· 214
学习任务3.6 汽车备件保管和出库
管理 ····························215
3.6.1 汽车备件入库 ····················· 215
3.6.2 汽车备件分区分类及货位
编写 ····································· 216
3.6.3 货物堆码 ····························· 217
3.6.4 汽车备件存储的安全
管理 ····································· 218
3.6.5 库存汽车备件数量管理 ····· 219
3.6.6 汽车备件的条形码管理 ····· 219
3.6.7 汽车备件出库与复核 ········· 220
3.6.8 汽车备件盘存 ···················· 220
知识问答与技能训练 ·················· 221
附录A 汽车销售管理办法 …………222
附录B 机动车交通事故责任强制
保险条例 ………………… 228
参考文献 …………………………… 236
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