本书系统地阐述了汽车营销服务礼仪，全书共8 章，内容包括：汽车营销服务礼仪概述、服务形象礼仪、接待礼仪、位次礼仪、交谈礼仪、商务通信礼仪、仪式礼仪和求职面试礼仪，每章附有实训与练习。书中通过案例和图片，使学习者易于掌握汽车营销服务礼仪的基本知识和规范要求。
本书可供职业院校汽车营销与服务专业教学使用，也可作为汽车运用与维修技术专业等相关专业的教材，还可供从事汽车行业工作人员的培训或自学用书。
目前，高职学生突出专业知识和专业技能培养，而对专业素养缺乏了解，本书从服务礼仪的角度，引导学生规范日常生活行为，养成正确的待人接物方式，有利人际关系的沟通。
夏志华，吉林交通职业技术学院，教授，长期从事汽车营销与服务专业教学工作， 编写多部本专业教材，负责汽车营销与服务专业国家资源库《汽车配件营销与管理》课程建设，获交通运输部第七届吴福-振华交通教育优秀教师奖。
第 1章 汽车营销服务礼仪概述.......................................................................................... 1
1.1 礼仪的内涵........................................................................................................................1
1.1.1 礼仪的起源...........................................................................................................................2
1.1.2 礼仪的含义...........................................................................................................................2
1.2 汽车行业从业人员职业道德规范.....................................................................................5
1.2.1 职业道德规范........................................................................................................................5
1.2.2 职业道德的特征....................................................................................................................6
1.2.3 汽车行业从业人员的职业道德规范....................................................................................7
1.3 学习礼仪的途径..............................................................................................................10
1.3.1 整合学习内容......................................................................................................................10
1.3.2 创新学习方法......................................................................................................................11
本章小结...................................................................................................................................12
实训与练习...............................................................................................................................13
第 2 章 服务形象礼仪....................................................................................................... 15
2.1 仪容礼仪..........................................................................................................................15
2.1.1 仪容的含义.........................................................................................................................15
2.1.2 基本的仪容礼仪..................................................................................................................16
2.2 仪表服饰礼仪..................................................................................................................19
2.2.1 仪表的含义.........................................................................................................................20
2.2.2 仪表礼仪的要素..................................................................................................................20
2.2.3 服饰的含义.........................................................................................................................20
2.2.4 服饰打扮的原则..................................................................................................................21
2.3 仪态礼仪..........................................................................................................................24
2.3.1 仪态的含义.........................................................................................................................24
2.3.2 基本的仪态礼仪..................................................................................................................24
2.3.3 体态语言.............................................................................................................................29
本章小结...................................................................................................................................34
实训与练习...............................................................................................................................34
第3 章 接待礼仪.............................................................................................................. 36
3.1 迎接礼仪..........................................................................................................................36
3.1.1 接待人员礼仪......................................................................................................................37
3.1.2 迎接客人的基本礼仪..........................................................................................................37
3.1.3 打招呼.................................................................................................................................38
3.1.4 汽车服务人员迎接顾客的语言技巧...................................................................................39
3.2 握手礼仪..........................................................................................................................41
3.2.1 握手的次序..........................................................................................................................41
3.2.2 握手的时机..........................................................................................................................42
3.2.3 握手姿态..............................................................................................................................42
3.2.4 握手的方式..........................................................................................................................43
3.2.5 握手的禁忌..........................................................................................................................45
3.2.6 握手的技巧..........................................................................................................................45
3.3 拜访礼仪..........................................................................................................................46
3.3.1 拜访的基本原则..................................................................................................................46
3.3.2 拜访客户的技巧..................................................................................................................47
3.4 欢仪..........................................................................................................................49
3.4.1 送客基本礼仪......................................................................................................................49
3.4.2 礼品馈赠礼仪......................................................................................................................50
3.4.3 汽车营销服务人员送客的语言技巧...................................................................................54
本章小结...................................................................................................................................55
实训与练习...............................................................................................................................56
第4章 位次礼仪.............................................................................................................. 57
4.1 会客座次礼仪..................................................................................................................57
4.2 宴会座次礼仪..................................................................................................................59
4.2.1 宴会基本礼仪......................................................................................................................59
4.2.2 进餐座次礼仪......................................................................................................................63
4.3 会议座次礼仪..................................................................................................................66
4.3.1 不同会议的座次..................................................................................................................66
4.3.2 参加会议礼仪......................................................................................................................67
4.4 行进中的位次礼仪..........................................................................................................69
4.5 乘坐交通工具礼仪..........................................................................................................71
4.5.1 乘坐轿车的礼仪..................................................................................................................71
4.5.2 乘坐电梯的礼仪..................................................................................................................75
4.5.3 乘坐公共交通工具的基本礼仪..........................................................................................75
本章小结...................................................................................................................................76
实训与练习...............................................................................................................................76
第5章 交谈礼仪.............................................................................................................. 78
5.1 介绍礼仪..........................................................................................................................78
5.1.1 自我介绍.............................................................................................................................78
5.1.2 为他人介绍.........................................................................................................................80
5.1.3 集体介绍.............................................................................................................................81
5.1.4 接受介绍时的礼仪..............................................................................................................81
5.2 称呼礼仪..........................................................................................................................82
5.2.1 称呼的方式.........................................................................................................................82
5.2.2 称呼的禁忌.........................................................................................................................83
5.2.3 称呼应注意的问题..............................................................................................................84
5.3 名片礼仪..........................................................................................................................85
5.3.1 名片的用途.........................................................................................................................85
5.3.2 名片的分类.........................................................................................................................86
5.3.3 名片的制作.........................................................................................................................86
5.3.4 名片的递接.........................................................................................................................87
5.3.5 索要名片的礼仪..................................................................................................................88
5.3.6 存放名片礼仪......................................................................................................................89
本章小结...................................................................................................................................90
实训与练习...............................................................................................................................90
第6章 商务通信礼仪....................................................................................................... 93
6.1 电话礼仪..........................................................................................................................94
6.1.1 电话基本礼仪......................................................................................................................94
6.1.2 打电话的礼仪......................................................................................................................95
6.1.3 接电话的礼仪......................................................................................................................97
6.1.4 手机使用技巧......................................................................................................................99
6.2 电子邮件礼仪..................................................................................................................99
6.3 网络礼仪........................................................................................................................103
6.3.1 网络基本礼仪....................................................................................................................103
6.3.2 微信聊天基本礼仪............................................................................................................104
6.3.3 文明上网注意事项............................................................................................................106
本章小结.................................................................................................................................107
实训与练习.............................................................................................................................107
第7章 仪式礼仪............................................................................................................ 109
7.1 开业仪式礼仪................................................................................................................110
7.2 展览会礼仪....................................................................................................................112
7.3 交接仪式礼仪................................................................................................................115
7.4 庆典仪式礼仪................................................................................................................117
7.5 签约仪式礼仪................................................................................................................118
本章小结.................................................................................................................................120
实训与练习.............................................................................................................................120
第8章 求职面试礼仪..................................................................................................... 122
8.1 面试准备阶段礼仪........................................................................................................123
8.1.1 求职心理素质要求............................................................................................................123
8.1.2 准备简历及相关资料........................................................................................................125
8.1.3 用人单位资料....................................................................................................................126
8.1.4 面试仪容服装....................................................................................................................127
8.2 面试进行阶段礼仪........................................................................................................128
8.2.1 面试礼仪基本要求............................................................................................................129
8.2.2 面试时应答语言礼仪........................................................................................................130
8.2.3 面试仪态举止礼仪............................................................................................................132
8.2.4 面试禁忌............................................................................................................................135
8.3 面试结束阶段礼仪........................................................................................................135
8.3.1 面试结束的告别礼仪........................................................................................................136
8.3.2 面试后的总结....................................................................................................................136
本章小结.................................................................................................................................137
实训与练习.............................................................................................................................137
参考文献 ....................................................................................................................... 139
书单推荐
