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本文用PEST分析全面分析公司的市场营销状况，研究和分析目前营销策略
上存在的问题，提出自己在营销策略方面的改进措施。将现代营销理论与企业营
销实践相结合，制定出有效的区域营销策略，通过创新营销理论，能够为汽车行
业更好的开拓新市场，提升市场占有率提供依据
本文首先对一汽解放青岛汽车有限公司的微观环境进行分析，对辽宁市场进
行细分，同时研究区域市场结构；然后利用层次分析法构建评价指标体系，在此
基础上构建竞争态势矩阵对一汽解放青岛汽车有限公司辽宁区域的竞争态势进
行分析。进而提出一汽解放青岛汽车有限公司辽宁区域的价格策略、渠道策略、
促销策略、客户满意度策略、客户忠诚度策略、价值关系策略等；同时为了进一
步推进以上策略的顺利实施，提出了完善客户关系、划定责任区域、加强内训工
作以及制定积分奖励的保障措施
关键词：PEST分析 竞争态势 营销策略 保障措施RESEARCH ON LIAONING REGIONAL
MARKETING STRATEGY OF FAW JIEFANG QINGDAO
AUTOMOBILE CO., LTD
ABSTRACT
Since 2016, the GDP growth has tended to slow down. So has the car market.
Throughout the world, there are a great number of car brands in the market in such
severe competion. With that, China’s self-owned brand automobiles are facing the
opportunities together with challenges, as a result of which, they are now under the
unprecedented pressure. From the phenomenon of competion, their enterprises
realized that the Product homogeneity was serious. so they take measures to cater to
consumers and occupy more market shares, such as the innovation of new car brand’s
vehicle control, appearance, interior decoration and materials. Besides, they are
attempting to innovate thier brand and marketing.
In this thesis, I studied and analyzed the problems existing in the current
marketing strategy and the enterprieses’ marketing stratigical situation throughly by
adopting the the analyticial Methods of PEST , which follwed by my own measures to
improve the marketing strategy. Through the combination of modern marketing theory
and the enterprieses’ marketing practice, I worked out the effective regional
distribution strategy. Besides, the Innovative marketing theory can broaden the new
market and provide the improving the rate of the enterprises’ marketing occupation
with theoretical basis.
In this thesis, I first analyzed the micoenviornment of Faw Jiefang Qingdao
automobile Limited Company, segmented the Liaoning market, and studied the
structure of regional markting at the same time. And then, based on the AHP
evaluation index system, I analyzed the the competiton situation where the FAW
Jiefang Qingdao automobile Limited company in its Laoning region. By that, I further
promoted the company’s strateges of price, selling channel, promotion, customers’
satisfaction, customers’ loyalty , value relationship and so on in it’s Liaoning region.
Moreover, in order to garantee the above mentioned strategies could be carried out
smoothly, I further come up with the measures of improving the relationship with the
customers, the assigened responsibility, strengthend the triaing of the staffs and therewards.
KEY WORDS ：PEST Analysis Competiton Situation Marketing Strategy
Protecing Measures目 录
1 绪论........
1.1 选题背景和意义..........1
1.1.1 研究的背景....2
1.1.2 研究目的..........2
1.1.3 研究意义.........2
1.2 国内外研究现状..........3
1.2.1 国外研究现状3
1.2.2 国内研究现状3
1.2.3 国内外研究综述........4
1.3 研究方法和技术路线..4
1.3.1 研究方法..........4
1.3.2 研究技术路线5
1.4 论文基本框架....5
1.5 创新点......6
2 理论综述
2.1 顾客让渡价值理论......7
2.2 STP 理论.7
2.3 营销策略组合理论......8
2.4 常用的营销策略分析工具....9
2.4.1 SWOT 分析法9
2.4.2 波特五力分析...........10
2.4.3 PEST 分析....11
3 一汽青岛辽宁区域环境和行业现状...
3.1 宏观环境分析...12
3.1.1 政治环境.........12
3.1.2 经济环境..........12
3.1.3 社会环境..........13
3.1.4 技术环境..........13
3.2 微观环境分析....13
3.2.1 细分市场..........14
3.2.2 主要的竞争对手........143.2.3 辽宁区域市场结构...14
3.3 竞争态势分析....15
3.3.1 层次分析法构建市场竞争力评价指标体系.....16
3.3.2 基于竞争态势矩阵的辽宁卡车市场竞争态势分析...21
4 一汽青岛辽宁区域营销现状...27
4.1 辽宁区域营销策略现状.....27
4.1.1 产品策略.....27
4.1.2 渠道策略.....27
4.1.3 价格策略.........28
4.1.4 促销策略.........28
4.2 辽宁区域营销策略存在的问题...29
4.2.1 价格不够灵活.........29
4.2.2 促销手段单一.........29
4.2.3 渠道经销商组织架构策略缺陷.29
4.2.4 二级市场拓展缓慢30
4.2.5 客户满意度偏低......
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