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摘 要
在当今社会和科技发展越来越重视绿色、环保的大背景下，合理利用太阳光
成为节能环保学科的重要课题。对于汽车驾乘来说，通过在汽车玻璃粘贴隔热膜
产品来实现对太阳光的光控选择是合理利用太阳光的重要应用，因此，汽车隔热
膜成为降低汽车能耗、改善驾乘环境以及增强行车安全的代表产品，并逐渐被广
大车主接受和选择。据统计，作为汽车隔热膜产品的主要市场，2016年中国狭
义乘用车（普通轿车、SUV、MPV）销售量为2323万辆（数据来自全国乘用车
市场信息联席会），如果按每台车平均4.5平方米的隔热膜产品用量来计算，每
年的需求总量将超过1亿平方米，庞大的需求让厂商看到了汽车隔热膜市场蕴含
的巨大商机
但是，汽车隔热膜产品属于异类资源替代性弱而同类资源替代性强的产品，
近年来随着市场上大量汽车隔热膜品牌的涌入，产品在属性方面严重同质化，各
品牌之间的营销策略和手段也互相抄袭模仿，少有真正迎合消费者个性化需求诉
求的营销方案产生，竞争态势也日益恶化。为了在未来竞争中赢得胜利，企业为
顾客提供更高的价值无疑是提升竞争优势的重要手段，即在充分了解顾客价值的
基础上，企业通过针对性的努力，确保自身的产品和服务能够提供比竞争对手更
高的顾客价值
因此，本论文以M公司为例，选取三个有比较价值的典型区域，首先勾勒
出汽车隔热膜销量的总体趋势，对区域顾客特征进行了分析，提炼出共性销量变
化趋势，以及各个区域的顾客偏好。其次，根据Woodruff提出的经典的顾客价
值定义，运用Gutman提出的手段目的链理论衡量出了M公司隔热膜产品的顾客
价值，找出了影响客户价值的关键指标，以及指标之间的关联程度。再次，在此
基础上，针对区域顾客偏好，提出了改善顾客价值具体指标的营销改进意见和建
议，并结合M公司的现状情况进行了可行性探讨。最后，关于如何保障实现这
些营销改进意见，提出了风险存在点和制度规章设计
论文通过研究和分析典型区域汽车美容市场的汽车隔热膜产品顾客价值，发
现了产品属性、体验结果及其体现的最终价值追求三者之间的联系，了解消费者
消费产品时所要传达的个人价值和目的信息，并以此为基础向公司提出改善现有
产品营销策略的建议，为新产品的开发方向提供依据
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关键词：汽车隔热膜、顾客价值、手段目的链
III
Abstract
Nowadays, more and more attention of social and development of technology have been paid
to the background of green and environmental protection, rational utilization of solar energy has
become an important subject of energy conservation and environmental protection. One important
application of rational utilization of solar energy is apply the auto film on car window, and today,
auto film is the representative product to reduce automobile energy consumption, improve driving
environment and enhance driving safety, and gradually accept by many car owner. According to
the statistics data from CPCA(China Passage Cars Association) , China new passage
cars(including car, SUV and MPV) sales number is 23230k in 2016. If the average amount of auto
film is 4.5 square meters per car, the total demand will exceed 100 million square meters per year.
The auto film market contains tremendous opportunities by the huge demand.
But the competition is become deteriorating as more and more auto film brands flood the
market. Auto film product is a resource that hard to be substitution by different kind and easy to
replace by similar resource. So the major problem is including serious homogenization between
products, the marketing tactics and means of each brand also copy each other and few marketing
scheme that caters to the individual demand of consumers. In order to win the competition in the
future, provide adding value to customer is undoubtedly an important means to enhance the
competitive advantage, that is, ensure that the products and services provide higher customer value
than competitors based on the full understanding of customer value and make targeted efforts.
This paper will study on M company and focus on three typical regions with comparative
value. First outlined the trend of sales of auto film and analyze the characteristics of regional
customers, than refining the general trend of sales volume and customer preferences in different
region. Second, find out the key indicators that affect customer value (according the classic
definition of customer value that put forward by Woodrull) and measure the customer value of M
company by using Gunman’s Means-End chain theory. Third, based on the result of pre analyze,
this paper puts forward some marking suggestion on improving the specific index of customer
value, and study the feasibility combined with the present situation of M company. Finally, raised。