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本文通过对一汽解放汽车销售有限公司黑龙江牵引车市场的开拓现状进行
分析，并在产品、价格、渠道、促销、服务、备品等六个方面进行深入研究，
总结出开拓黑龙江牵引车市场所面临的的几大问题：主销产品价格偏高、中低
端产品竞争力匮乏、对经销网络的渠道建设存在缺失、保用周期执行标准较低、
售后服务索赔不及时
本文针对上述问题及黑龙江解放牵引车的营销现状及存在的问题。在认真
调研的基础上，对黑龙江牵引车市场营销环境进行分析。通过对黑龙江解放牵
引车的所面临的经济环境、政治环境、社会环境、技术环境等宏观环境；竞争
者和顾客等微观环境由表及里、由浅入深的进行了分析。解析出黑龙江解放牵
引车的竞争优势和劣势，外部的机会与威胁
结合文献研究法和 SWOT 分析法对黑龙江解放牵引车的营销作出正确的判
断给出了营销策略。一汽解放黑龙江牵引车市场的开拓策略包括 STP 策略和市场
营销组合策略。根据市场细分，锁定目标市场，并针对不同目标市场，做出差II
异化的市场定位，满足不同用户的需求。从产品、价格、渠道、促销、服务、
备品等六个方面针对黑龙江牵引车市场制定了一系列可行的营销策略。通过产
品、价格、渠道、促销，四位一体的保障措施，并给予服务和备品支持，多措
并举，谋新措、求实效、同担当、创共赢，实现解放牵引车在黑龙江市场的全
面开拓
关键词：
黑龙江牵引车市场 市场营销环境 目标市场策略 营销组合策略III
Abstract
Research on Tractor-trailer Marketing Strategies of Developing for
Heilongjiang of FAW Truck Sales Co., Ltd.
As a traditional automobile manufacturing enterprise, FAW Jiefang has
maintained a high market share in the heavy truck market. Tractor is characterized by
high efficiency, multiple purposes, in the past 30 years, FAW in tractor market
constantly, and through the improvement of the distribution network and the customer
service service system, the industry has maintained a leading position in the first.
Heilongjiang is located in the northern part of Jilin, is the liberation of the FAW from
the base of Changchun province. The traction car market demand in the 4000-5000
years, FAW Car Sales Co., through years of developing, according to the market
demand in different regions of Heilongjiang, the introduction of differentiated
products to meet the diverse needs of users. But the major domestic manufacturers at
the Heilongjiang market, especially the Auman and Shaanxi, which not only on the
liberation of the traditional advantages of the market has formed a strong impact, but
also seriously affected the sustainable development of the liberation of tractor market
in Heilongjiang.
By analyzing the developing situation of car market traction FAW Car Sales Co.,
Ltd. Heilongjiang, and studied in six aspects: product, price, channel, promotion,
service, spare parts, this paper sums up several main problems in developing
Heilongjiang tractor market faces: the main product sales price is high, low-end
products lack of competitiveness, lack of distribution network, the channel
construction of the warranty period of the executive low standard, customer service
service claims not timely.
This paper aims at the above problems and the current situation and problems of
Heilongjiang liberation tractor. Base on the careful investigation, this paper analyzes
the marketing environment of Heilongjiang tractor. By car traction on the liberationIV
of Heilongjiang in the face of the economic environment, political environment,
social environment, technological environment and macro environment; competitors
and customers such as micro environment, are analyzed from the shallower to the
deeper from the outside to the inside. Analysis of the competitive advantages and
disadvantages, external opportunities and threats of Heilongjiang liberation tractor.
Combined with the literature research method and SWOT analysis method, the
paper gives the correct judgment of the marketing of Heilongjiang liberation tractor.
The development strategy of FAW Jiefang Heilongjiang tractor market includes STP
strategy and marketing mix strategy. According to the market segmentation, target
market, and for different target market, make the difference of market positioning, to
meet the needs of different users. From the product, price, channel, promotion,
service, spare parts, such as 6 aspects of the Heilongjiang tractor market developed a
series of feasible marketing strategy. Through product, price, channel, promotion, one
of the four security measures, and give the service and spare parts support, take
measures to seek new measures, seek practical results, with play and create a winning
situation, to achieve liberation tractor market in Heilongjiang comprehensive
development.
Key word：
Tractor Market of Heilongjiang ， Marketing Environment ， Target Market
Strategy，Marketing Mix StrategyV
目 录
第 1 章 绪论....... 1
1.1 研究背景和研究意义........ 1
1.2 研究方法和研究内容........ 3
1.3 理论基础和文献综述........ 4
第 2 章 解放销售公司牵引车黑龙江市场现状与问题分析 .. 7
2.1 公司业务概况........ 7
2.2 牵引车黑龙江市场现状.... 7
2.3 牵引车黑龙江市场开拓存在的问题 ..... 16
第 3 章 解放销售公司牵引车黑龙江市场营销环境分析..... 22
3.1 宏观环境分析...... 22
3.2 微观环境分析...... 25
3.3 SWOT 分析 ......... 30
第 4 章 解放销售公司牵引车开拓黑龙江市场的营销策略制定与实
施保障 ..... 36
4.1 黑龙江市场的 STP 策略制定..... 36
4.2 黑龙江市场的营销组合策略制定 ......... 37
4.3 黑龙江市场营销组合策略的实施保障 . 45
结 论 ..... 52
参考文献 . 54
致 谢 ..... 561
第 1 章 绪论
1.1 研究背景和研究意义
1.1.1 研究背景
伴随着国民经济的快速发展，汽车行业也经历了无数次的技术革新，已越
来越人性化和智能化。伴随着人民生活水平的不断提高，汽车作为生活必须的
消费品已经走进千万家庭。在公路路况不断完善的同时，也带来了公路运输行
业的蓬勃发展。公路运输以其更加灵活多变和辐射广泛的特点，也逐步替代了
传统的铁路运输方式。其中牵引车也以其高效、多用途的特点，在近 30 年迅猛
发展。从牵引车的全球发展看，美国在 1914 年率先制造了世界上第一台牵引车
因其灵活的运输功能，在二战结束后，各国纷纷开始研究牵引车运输业务，并
不仅仅用于民用运输，更拓展到军用行业。奔驰、沃尔沃、斯堪尼亚、MAN，等
众多国际知名重卡品牌不断崛起，其产品畅销全球世界各地。随着改革开放的
号角在中国大地吹响，基础设施建设的投入加大，全国公路网的不断完善，中
国牵引车也脱颖而出，各大主要厂家也纷纷推出自己的牵引产品，其中以解放、
东风、欧曼、陕汽、重汽，五大重型汽车生产厂商为主。2000 年到 2010 年是我
国半挂车发展的高峰时期，在此期间由于国内工农业经济的各个板块都在高速
增长，再加上铁路、公路、机场、商品房、城建等基础设施项目遍地开花，公
路和铁路运力不足，牵引车装载能力强，运距长，依托其自身优势在市场需求
呈现井喷”的态势。然而，由于近年来整体经济低迷，在 2011-2012 年过去
的两年中，半挂牵引车市场需求不断下降，直到 2015 年，仍然低迷。但在 2016
年，随着房地产项目的回暖及国内高铁建设等大工程的投产，拉动了商用车需
求的不断上升，特别是以公路运输用途为主的牵引车市场，再次出现了繁荣景
象
黑龙江地处吉林北部，是距离一汽解放长春本部基地最近的省份。牵引车
年市场需求在 4000-5000 台，一汽解放汽车销售有限公司通过多年的探索和创2
新，针对黑龙江不
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