摘要
本文在回顾销售漏斗相关理论的基础上，结合销售漏斗在某奔驰 4S 店的应用研
究，尤其是销售漏斗 PC 端及手机端的应用，利用这两个端口自动生成的各种报表分
析了某奔驰 4S 店展厅销售营销过程中存在的问题。论文没有流于表面，而是借助销
售漏斗数据，分析了这些问题产生的原因并根据分析的原因进行了营销策略的改进

在文章的第五章，着重介绍了八大销售线索改进方案及销售流程的改进方案，并以
2017 年 3 月的数据验证了改进方案的有效性

销售漏斗是汽车销售管理中非常重要的工具，借助这一工具，管理层可以非常轻
松的观察到展厅的薄弱环节并加以改进。通过横向比较，知晓在同类店中的排名，了
解不足之处，并得以提升，销售漏斗重要性也就不言而喻

但是汽车销售毕竟是一个瞬息即变的过程，其营销策略的改进，无论是销售线索
的管理方法的改进、销售流程的改进还是培训方面的培训都是相互交织并相互影响的
过程，需要在今后的工作中不断调整方案以确保改进方案的有效性

关键字：销售漏斗 汽车销售 销售线索 营销策略ABSTRACT
Based on the review of the sales funnel, on the basis of related theory, combined with
the sales funnel in a Mercedes Benz 4 s shop applied research, especially the sales funnel to
the PC and mobile phone application, take advantage of the two port automatically
generated report analyses a Benz 4 s shop showrooms at the problems existing in the
marketing process.Paper not superficial, but with the help of a sales funnel data, analyzes
the causes of these problems and based on the analysis of marketing strategy of the reasons
for the improvement.In the fifth chapter of the article, introduces the improvement project
of the eight sales leads and sales process improvement program, and in March 2017 to
verify the effectiveness of the improved scheme of the data.
Sales funnel is a very important tool in automobile sales management, with the aid of
this tool, management can be very easily observed in the exhibition hall of weak links and
improve it.Through the horizontal comparison, known in the same store ranking,
understand the shortcomings, and to promote, sales funnel importance is self-evident.
But car sales, after all, is a process of unaccompanied change its marketing strategy to
improve, whether sales leads the improvement of management methods, and the sales
process to improve the training or training are intertwined and influence each other, the
process of need adjustment plans in the future work continuously to ensure the
effectiveness of the improved scheme.
KEYWORDS：sales funnel vehicle sales sales clues marketing strategy目录
摘要....I
Abstract.........II
第一章 绪论........1
1.1 选题的背景及目的... 1
1.1.1 选题的背景..........1
1.1.2 选题的目的..........2
1.2 研究方法、分析框架及创新点....2
1.2.1 采用的研究方法...2
1.2.2 分析框架...3
1.2.3 创新点....... 5
第二章 销售漏斗模型的理论分析..6
2.1 销售漏斗模型.6
2.1.1 销售漏斗理论.... 6
2.1.2 销售漏斗的概念介绍....7
2.1.3 销售漏斗的使用意义....7
2.1.4 销售漏斗的管理模式....7
2.1.5 销售漏斗的使用误区....8
2.2 汽车销售中销售漏斗的定义及 KPI 诊断点.....8
2.2.1 汽车销售中销售漏斗的定义..8
2.2.2 汽车销售中销售漏斗 KPI 及其诊断9
2.3 销售流转图.....9
2.4 术语及概念的界定. 10
2.5 本章小结........12
第三章 公司简介及 PJ 市场销售环境分析........13
3.1 公司 PJ 县经济环境介绍..133.1.1 公司简介...........13
3.1.2 PJ 县经济环境介绍....14
3.1.3 PJ 县竞争环境简介 .....15
3.1.4 奔驰汽车销售环境分析.16
3.2 公司 SWOT 分析.. 16
3.2.1 公司 SW 分析..17
3.2.2 公司 OT 分析..18
3.3 本章小结......19
第四章 销售漏斗的应用......20
4.1 销售漏斗 PC 端的应用..... 20
4.1.1 销售漏斗的组成及工作原理.
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