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摘 要
目前我国的汽车市场竞争已经到了白热化的程度，传统的价格以及产品的竞争已经很
难变得奏效，汽车市场的竞争重心开始向品牌、渠道和服务倾斜，特别是渠道网络的充分
竞争已经成为了汽车制造商所关注的重点，可是我国很多的汽车厂家的营销渠道竞争力水
平整体上比较薄弱，尤其是汽车经销商竞争力的相对薄弱，经销商销售行为管理以及监控
不能被有效实现，对于营销渠道的管理模式的落后以及缺乏体系等问题在在经济全球化背
景下已经成为制约汽车企业发展的重要的瓶颈。

Mini 作为一款风靡全球、个性十足的小型两厢车，1959 年 8 月 26 日由英国汽车公司
（BMC）推出，在半个多世纪的历史里，Mini 获得了巨大的成功。2000 年旧款Mini 停止
生产，Mini 品牌的新持有者宝马（BMW）宣布推出Mini 的继承车款，并将新车的品牌定
为 MINI（全为大写英文字母）。经销商作为 MINI 营销渠道的重要组成部分，其营销策略
的成功与否直接影响MINI 品牌的成长与壮大。

本文选择佛山地区 MINI 经销商的营销策略进行研究，用现代市场营销组合的理论和
方法分析企业所面临的实际情况，从市场营销组合策略的角度，通过认真细致的市场调研、
更加专业化的市场细分、对客户需求进行更深层次的分析和挖掘、加强MINI 的售后服务、
最大限度地满足客户需求，特别是通过建立 MINI 经销商市场经理以竞争评比为模式的激
励机制、经销商展厅活动、经销商品牌宣传、完善和细化SOP（标准作业流程）体系，强
化客户关系管理等策略调整并给出一系列的营销策略，使经销商取得核心竞争力和市场优
势不仅有利于帮助 MINI 快速发展并取得市场竞争优势，也同样为汽车行业的其他企业和
产品提供理论借鉴，寻找最佳的营销策略和销售模式提供思路和解决方案。

为确保营销策略在 MINI 经销商的顺利实施，宝马集团的汽车经销商都应建立完善的
公司制度、客户满意、技术支持等方面的实施保障措施，以确保 MINI 的营销策略达到既
定的效果。

关键词：经销商；营销；MINI；

ABSTRACT
At present, China's auto market competition has become increasingly fierce, the traditional
price and product competition has been very difficult to get to work, the focus of the competition
of automobile market has begun to sales channels and brand transfer, especially the channel
competition has become the many car manufacturers competition important focus, but I many car
manufacturers marketing channel competitiveness overall level is relatively weak, especially
automobile dealers competitiveness is relatively weak, distributor management and monitoring
cannot be effectively implemented, the marketing channel management pattern backwardness and
lack of system problems in under the background of economic globalization has become the
enterprise development the important car bottleneck.
Mini as a fashionable whole world, personality full of small hatchback, August 26, 1959 by
the British Motor Company ( BMC ) launched, in more than half a century of history, Mini was a
great success. Old 2000 Mini stop production, Mini brand new holder BMW ( BMW ) announced
the launch of the successor to the Mini car, and the car brands as MINI (all uppercase English
letters). As a dealer of MINI marketing channel is the important part of the marketing strategy, the
success of a direct impact on the growth and expansion of the MINI brand.
This paper choose the Foshan area MINI dealer marketing strategy research, using the
modern marketing theories and methods to the analysis of the actual situation of enterprises, from
the angle of marketing mix strategy, through careful market research, more professional market
segmentation, customer demand for deeper analysis and mining, strengthen MINI after sale
service, the maximum to meet customer demand, especially through the establishment of MINI
dealer marketing manager to competitive rating model of incentive mechanism, the distributors
hall activities, dealer brand awareness, improve and refine the SOP ( SOP ) system, strengthen
customer relationship management strategy adjustment and gives a series of marketing strategies,
the dealers ' core competitiveness and market advantages can not only help MINI develop quickly
and obtain competitive advantage in the market, but also the same as the automobile industry in
other enterprises and products provide a theoretical reference, find the best marketing strategy and
sales model to offer train of thought and solution.
Marketing strategies to ensure the smooth implementation of MINI distributors, BMW
Group car dealer should build perfect company system, customer satisfaction, technical support
and other aspects of the implementation of safeguard measures, to ensure that the MINI marketing
strategy to achieve the effect of.
Keywords：Dealer; marketing; MINI;