汽车产业作为我国国民经济的重要支柱产业之一，对我国经济发展和社会进步 做出了重要贡献。近些年来我国的汽车保有量一直呈现快速增长态势，截至 2017 年 底全国汽车保有量已达 2.17 亿 辆，汽车销售市场的竞争越来越激烈。虽然 2017 年我 国汽车销量达到 2887.9 万辆，再创历史新高，但作为汽车销售企业的 4S 店，也面临 着越来越大的竞争压力，因此选择和制定正确的营销策略，对企业实现盈利目标 和 可持续发展至关重要。而 BK 汽车 4S 店作为一家汽车销售企业，经过 10 余年的发 展，虽然取得了较好的市场业绩，但随着汽车制造技术和污染排放限制等环境变化 的影响，企业面临的经营压力越来越大，所以制定正 确的营销策略，对企业有效应 对挑战和保持有利的市场竞争地位尤为必要。本文首先对 BK 汽车 4S 店面临的外部 环境和内部环境进行了分析，识别出了企业外部环境中的机会和威胁及企业自身的 优势和劣势，在此基础上 ，列出了 SWOT 分析矩阵，对该企业进行了清晰的市场定 位，并制定了该企业的营销策略，最后对策略的实施进行了探讨。本文应用 PEST、 五力模型和 SWOT 分析等方法，结合 STP 理论，首次系统地为 BK 汽车 4S 店制 定 了营销策略，对企业有效应对竞争和创建可持续竞争优势具有重要的参考意义；此 外，也为行业内的其他企业制定营销策略提供了有益的借鉴。 关键词 BK 汽车 4S 店；环境分析；营销策略；策略实施II Abstract As one of the important pillar industries of China's national economy, automobile industry has made important contributions to China's economic development and social progress. In recent years, China's car ownership has been showing a rapid growth trend. By the end of 2017, China's car ownership has reached 217 million, and the automobile sales market competition is becoming increasingly fierce. Although the car sales in China reached a high point 28.879 million vehicles in 2017, but the car 4S Shop also faced with increasing competition pressure, so choosing and formulating the correct marketing strategy for the 4S shop to achieve profitability and sustainable development is crucial. And BK Car 4S shop as a car sales enterprise, after more than 10 years of development, although achieved better market performance, but with the environmental changes such as automobile manufacturing technology and pollution emission restrictions, is facing more and more business pressure, so making correct marketing strategy is necessary for this enterprise to effectively meet the challenge and maintain favorable market competitive position. This paper firstly analyzes the external environment and internal environment of BK 4S Shop, identifies the opportunities and threats in the external environment and the advantages and disadvantages of the enterprise itself, and on this basis lists the SWOT analysis matrix, makes a clear market positioning for the enterprise, and formulates the marketing strategy of the enterprise. Finally, the implementation of the strategy is discussed. This paper systematically makes marketing strategy for BK Car 4S shop for the first time by applying PEST, Michael Porter's Five Forces Model and SWOT analysis method and combining with STP theory, it has important reference significance for enterprises to effectively deal with competition and to create sustainable competitive advantage. In addition, it also provides useful reference for other enterprises in this industry to develop marketing strategies. Key words BK automobile 4S store；Environment analysis；Marketing strategy； Strategy implementationV 目 录 摘要...................................................................................................................................I Abstract ................................................................................................................................II 第 1 章 绪 论..................................................................................................................1 1.1 研究背景和意义 ..................................................................................................... 1 1.1.1 研究背景 .......................................................................................................... 1 1.1.2 研究意义 .......................................................................................................... 1 1.2 国内外汽车 4S 店营销管理研究现 状................................................................... 1 1.2.1 国外汽车 4S 店营销管理研究现状................................................................ 1 1.2.2 国内汽车 4S 店营 销管理研究现状................................................................ 2 1.3 市场营销理论综述 ................................................................................................. 5 1.3.1 营销的内涵 ...................................................................................................... 5 1.3.2 STP 理论 .......................................................................................................... 5 1.3.3 7P 理 论............................................................................................................. 6 1.4 研究思路和方法 ..................................................................................................... 7 1.4.1 研究思路 .......................................................................................................... 7 1.4.2 研究方法 .......................................................................................................... 7 1.5 本章小结 ................................................................................................................. 8 第 2 章 BK 汽车 4S 店外部环境分 析.............................................................................9 2.1 企业宏观外部环境分析 ......................................................................................... 9 2.1.1 政治法律环境分析（P）................................................................................ 9 2.1.2 经济环境分析 （E）...................................................................................... 10 2.1.3 社会文化环境分析 （S）.............................................................................. 12 2.1.4 技术环境分析（T）...................................................................................... 12 2.2 行业环境分析 ....................................................................................................... 13 2.2.1 我国汽车 4S 店发展现状分 析...................................................................... 13 2.2.2 行业结构分析 ................................................................................................ 13 2.3 本章小结 ............................................................................................................... 16 第 3 章 BK 汽车 4S 店内部环境分 析...........................................................................17 3.1 BK 汽车 4S 店简介 .............................................................................................. 17 3.2 组织结构状况分析 ............................................................................................... 18VI 3.3 人力资源状况分析 ............................................................................................... 18 3.3.1 员工年龄结构 ................................................................................................ 19 3.3.2 员工学历结构 ................................................................................................ 19 3.3.3 员工工龄结构 ................................................................................................ 20 3.4 市场营销状况分析 ............................................................................................... 21 3.4.1 BK 汽车 4S 店销售现况分析 ....................................................................... 21 3.4.2 BK 汽车 4S 店市场营销中存在的主要问题 ............................................... 23 3.5 服务状况分析 ....................................................................................................... 24 3.6 本章小结 ............................................................................................................... 25 第 4 章 BK 汽车 4S 店的营销策 略...............................................................................27 4.1 BK 汽车 4S 店 SWOT 分析 ................................................................................. 27 4.2 BK 汽车 4S 店的 STP 分析 ................................................................................. 28 4.2.1 市场细分 ........................................................................................................ 28 4.2.2 目标市场选择 ................................................................................................ 29 4.2.3 市场定位 ........................................................................................................ 29 4.3 公司的营销策略 ................................................................................................... 30 4.3.1 产品策略 ........................................................................................................ 30 4.3.2 价格策略 ........................................................................................................ 31 4.3.3 渠道策略 ........................................................................................................ 32 4.3.4 促销策略 ........................................................................................................ 33 4.3.5 人员服务策略 ................................................................................................ 36 4.3.6 过程管理策略 ................................................................................................ 37 4.3.7 有形展示策略 ................................................................................................ 38 4.4 本章小结 ............................................................................................................... 40 第 5 章 营销策略实施的保障措 施...............................................................................43 5.1 加强团队建设与人员培训 ............................................................................... 43 5.2 提高服务意识 ................................................................................................... 43 5.3 制定服务标准 ................................................................................................... 43 5.4 完善顾客投诉处理机制 ................................................................................... 44 5.5 监控顾客满意度 ............................................................................................... 44 5.6 本章小结 ........................................................................................................... 45 结 论................................................................................................................................47 附 录................................................................................................................................49