随着社会经济的快速发展和科学技术的全面进步，汽车工业正处于快速发展 时期，市场上出现了大量的汽车品牌。为了抢占市场份额，汽车公司之间爆发了 营销战，竞争变得越来越残酷。 近年来，上汽通用汽车在国内汽车品牌中有较高的市场占有率，其旗下的别 克汽车是上汽通用品牌最具有竞争力和代表性的销售主体。在占据销售额的第一 阵营中，明星车型对整体销售的影响非常明显。面对严峻的市场形势，上汽通用 汽车销售压力也十分巨大，销售增长率时而出现了下滑，原有的市场营销策略也 面临瓶颈期的严峻问题。重构营销策略，提升销量，爆款车型的决定性作用不可 忽视。别克新英朗汽车，在此背景环境下应运而生，以期实现销量再攀高峰。 通过目前对上汽通用所处的行业环境进行分析，采取 SWOT 分析方法指出新 英朗如何扬长补短，在市场竞争中取得竞争优势。此外，还分析了新英朗上市过 程中的 STP 和整合营销策略，并阐明新英朗上市后成功吸引汽车业界和客户群体 的关注，成为最受欢迎的别克车型之一的原因。由此得出结论，汽车品质和合理 定位是营销策略的基础，汽车市场细分是营销策略的核心，营销环境是产品推广 的土壤，整合营销是品牌推广的催化剂。 本文通过研究新英朗汽车是如何成功运用整合营销策略取得骄人成绩，对上 汽通用及其他同类汽车企业的发展提供相关的参考和指导，使整合营销策略在企 业中的应用更加广泛，带来新的销量增长点。 关键词，上汽通用；新英朗；整合营销Abstract Along with the rapid development of social economy and overall progress of science and technology, the automobile industry is in a process of rapid development, a large number of brands emerged in the market. In order to seize the market share, the marketing wars broke out between major automobile companies, and the competition are becoming more and more cruel. In recent years, SAIC-GM has occupied a relatively high market share in domestic automobile brands, of which Buick is the most competitive and representative sales subject. In the first camp of sales volume, those star models exert very obvious effects on elevating the overall sales. Faced with the severe market situation that the sales growth rate has sometimes declined, while the original marketing strategies are also enduring a bottleneck period, SAIC-GM also burdens huge pressure of sales. It can not be ignored that reconstructing marketing strategy and increasing sales volume plays a decisive role of the best-sellers. Excelle of new generation emerged in the market in this background, with an objective of achieving the top sales volume. Based on the analysis of the industrial environment of SAIC-GM and SWOT analysis method, the paper points out how the Excelle of new generation can make good use of its strengths and weaknesses to gain advantages in the marketing competition. In addition, it analyses the STP and integrated marketing strategies in the process of listing, and clarifies the reason that why after listing the Excelle of new generation has attracted the attention and recognition of the industry and customer groups, and why it has become one of the most popular models in the new generation of Buick. It is concluded that the quality of automobiles and reasonable positioning is the basis of marketing, the automobile segmentation is the core of marketing strategy, marketing environment is the soil for product promotion and integrated marketing is the catalyst for brand promotion. This paper conducts the research on the process of the Excelle of new generation taking use of integrated marketing strategy to achieve remarkable results. It provides relevant reference and guidance for the development of SAIC-GM and other similar automotive companies, which enables the integrated marketing strategy to be widely used in enterprises in a broader way and brings new sales growth points.Keywords: SAIC-GM; Excelle of new generation; Integrated marketing目 录 第 1 章 绪论1 1.1 选题的背景和意义...1 1.2 国内外的研究现状...1 1.2.1 国外研究的现状与实践综述...1 1.2.2 国内研究的现状与实践综述...2 1.3 论文的研究内容和方法....3 1.3.1 论文的研究内容.....3 1.3.2 论文的研究方法.....3 1.4 论文的创新之处.......4 第 2 章 整合营销的概念界定及研究的理论基础...5 2.1 整合营销的概念界定........5 2.1.1 整合营销的定义.....5 2.1.2 整合营销的核心内涵......5 2.1.3 整合营销的作用.....6 2.2 研究的理论基础.......6 2.2.1 营销策略理论6 2.2.2 整合营销理论的发展......6 2.3 企业的内外部环境分析法简介.7 第 3 章 上汽通用别克品牌车型营销现状分析.......8 3.1 上汽通用汽车公司简介....8 3.2 上汽通用别克品牌车型陷入市场竞争困境........8 3.2.1 别克品牌汽车销售增长率出现了下滑.....9 3.2.2 别克品牌汽车面对消费者需求变化9 3.3 新英朗汽车上市前品牌环境条件....11 3.3.1 宏观环境情况.......11 3.3.2 行业环境与竞争对手分析.....143.3.3 SWOT 分析. 15 3.4 新英朗汽车现所运用的整合营销策略 .... 19 3.4.1 新英朗的 STP 分析....... 19 3.4.2 新英朗的产品策略 ....... 21 3.4.3 新英朗与竞品比较 ....... 23 第 4 章 新英朗整合营销过程中存在的问题及原因分析 ...... 25 4.1 消费者需求问题解析 ..... 25 4.1.1 消费者需求界定亟待明确 .... 25 4.1.2 亟待满足消费者需求变化 .... 25 4.2 经销商问题解析 .... 26 4.2.1 经销商功能不健全 ....... 26 4.2.2 经销关系不稳定 .. 27 4.3 营销问题解析 ........ 28 4.3.1 营销手段单一 ...... 28 4.3.2 营销秩序混乱 ...... 28 4.3.3 营销服务整体欠缺 ....... 29 4.4 渠道销售问题解析 29 4.4.1 渠道销售网点布局不合理 .... 30 4.4.2 营销渠道环境不佳 ....... 31 第 5 章 新英朗完善整合营销的对策 .. 32 5.1 关注消费者需求 .... 32 5.1.1 有效界定消费者需求 ... 32 5.1.2 紧跟消费者需求变化 ... 32 5.2 扶持经销商成长 .... 34 5.2.1 健全经销商功能 .. 34 5.2.2 稳定经销商关系 .. 35 5.3 有效发现并解决营销难题 ...... 365.3.1 丰富营销手段.......36 5.3.2 规范营销秩序.......36 5.3.3 提升营销服务水平........36 5.4 解决渠道销售问题.36 5.4.1 渠道中销售网点有效整合.....36 5.4.2 改善营销渠道环境........37 结 论....39