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本文的研究方法思路与创新，则是通过两种角度和方向来分析、归纳、总结、
融通和原创设计，即整合营销的相关思想理论和营销的市场实践操作方法，并运
用文献研究法、对比分析法和定性与定量相结合的分析法，站在市场第一线汽车
销售集团的角度，把国际化汽车厂商和本地化汽车经销集团相结合的营销模式作
为研究对象，从营销理论、营销方式、G 汽车销售集团的营销模式、效果以及以
销量为宗旨的营销模式设计等方面进行解读、对比、分析、总结和研究，希望结
合所学的营销理论和实际的营销实践经验，综合研究出有实用价值的汽车营销理
论、方式、理念以及模式
本文研究的内容和主要结论，即通过介绍解读相关的营销概念理论、汽车行
业里比较常见的各种营销方式、G 汽车销售集团的营销现状，进而分析 G 汽车销
售集团在营销体系、营销团队合作、营销执行、营销数据分析、营销心态等方面
的不足与问题，再进一步对 G 汽车销售集团提出一些完善营销体系模式的方法建
议，最后根据笔者学习研究的相关营销概念理论和 G 汽车销售集团在实际市场实
践中的营销模式经验，得出更加强调营销效果的营销思想方法，也即提出笔者研
究设计的以销量为宗旨的汽车营销模式，希望给中国的汽车销售集团、相关学界
领域和汽车营销行业，对于汽车营销的理念、策略、方法、模式以及体系，提供
一种反思和参考
关键词：汽车 ，营销架构，营销效果，营销体系ABSTRACT
II
ABSTRACT
China is the largest car market in the world，but few car brands of China in Chinese
market，and no any car brand in the international market，two reasons there are，first is
China&39;s auto industry started late compared with that in western countries，such as in
many main fields of manufacturing，marketing and service after sales and so on. The
second reason is the people in the auto industry whose knowledge，technology，abilities
and aesthetic capacity and the like is not good enough，if Chinese car brand wants to
become one of significant international automobile brands，which needs persistent love，
tireless efforts ， and needs constantly summarizing ， thinking ， introspecting and
improving to our experience and theories especially in the value chain of marketing and
branding. In this thesis，the creation and train of thought is analyzing，generalizing and
designing originally by different two respects，which is integrating marketing theories
and practical ways in the market，and with different researching methods，standing the
angle of auto dealership group in front line of market，studying the marketing model
combined with international car manufacturer and local car dealerships，to comparing，
analyzing，generalizing and researching from theories and practices of marketing，model
and effectiveness of marketing in the G Auto Dealership Group，and from marketing
model designing，I expect to develop out theory，way，philosophy and model of car
marketing，with practical values，by relevant marketing theories I have learned and
experience I have had. The main conclusion and contents in this thesis，introducing and
demonstrating marketing concepts and theories，usually various marketing methods in
the auto industry and present situation of marketing in G Auto Dealership Group，and
then analyzing G Group&39;s marketing system，teamwork，execution，data，mentality and
other problems，giving solutions to refine the marketing model and system in G Group，
eventually，based on the researched theories and working experience，developed
marketing system underlining the marketing effectiveness more and that&39;s the
Automobile Marketing Model Emphasizing Sales I have researched and designed，I
wish it would provide a kind of rethinking and reference to auto groups of selling in
China，auto marketing industry，to relevant fields of educational circles，about auto
marketing&39;s concept，strategy，method，model and system.
Keywords: Automobile, Marketing Model, Marketing Effectiveness目 录
III
目 录
第一章 绪论 1
1.1 选题背景.... 1
1.2 研究目的.... 1
1.3 研究思路及论文框架........ 2
第二章 参考引用的相关理论思想 3
2.1 营销 4P、7P、4C、4R、STP 理论......... 3
2.2 客户忠诚模型思想 7
2.3 品牌塑造理论........ 8
第三章 G 汽车销售集团营销现状及问题剖析.... 9
3.1 G 汽车销售集团背景与营销现状9
3.2 G 汽车销售集团的营销问题剖析 .......... 12
3.2.1 缺乏市场营销概念基本认知 ...... 12
3.2.2 营销策划执行工作中的弊病 ...... 14
3.2.3 没有 STP 营销战略思维框架 ..... 15
3.2.4 营销心态目标过于功利短视 ...... 17
3.2.5 忽视 4S 模式专业服务精神 ........ 19
第四章 G 汽车销售集团营销问题解决策略建议.......... 21
4.1 解决策略的形成基础和逻辑出发点...... 21
4.2 基于营销 7P 组合理论的解决策略 ....... 22
4.2.1 产品（Product）策略...... 22
4.2.1.1 产品价值 ..... 22
4.2.1.2 品牌塑造 ..... 22
4.2.1.3 品服匹配 ..... 23
4.2.2 价格（Price）策略.......... 23
4.2.2.1 定价依据 ..... 23
4.2.2.2 竞品超越 ..... 23
4.2.3 渠道（Place）策略 ......... 24
4.2.3.1 个人/企业/机构/政府客户.. 24
4.2.3.2 重点区域 ..... 25
4.2.3.3 不同占比 ..... 25目 录
IV
4.2.4 促销（Promotion）策略 . 25
4.2.4.1 创意方案 ..... 25
4.2.4.2 广告宣传 ..... 26
4.2.4.3 促销活动 ....
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