十八大以及三中、四中全会以来，各项改革持续推进，汽车行业作为社会主 义市场经济的重要组成部分也不例外。近两年，汽车市场出现一些新情况：汽车 渠道反垄断力度的不断加大、平行车进口试点工作的不断推广、中欧国际班列开 通以及郑州进口车整车交易中心的成立等，种种变化都给当前萎靡的河南汽车销 售市场带来诸多的发展良机。MT 公司从自身多年的项目运作经验当中发现了这 一市场机遇，通过前期缜密的可行性分析，决定进入河南汽车销售领域，实施 MT 汽车运营中心项目，主要经营进口车和与之配套的汽车服务。MT 公司通过 该项目提高公司的整体营利水平和抵御风险的能力，同时实现公司多元化的发展 战略。 该商业计划书通过对项目所处宏观环境、微观环境多维度以及 SWOT 多角度 的综合分析，从而确立了该项目的目标市场和市场定位。结合 MT 公司、MT 汽 车项目的实际情况以及 4P 市场营销设计方法，围绕规模采购、统一调配资源以 及 MT 公司雄厚的实力等关键要素，制订了五大营销策略，包括产品策略、价格 策略、渠道策略、促销策略以及关系营销策略，每项营销策略包含了多种具体可 行符合实际的营销方法。这五大营销策略既涵盖了市场上的主流汽车销售策略， 又有自身的独特创新之处，有利于最大程度的促进项目产品销售。 为了保证项目营销策略的顺利实施，该计划书在调查分析的基础上拟定了 MT 汽车运营中心的管理架构、人员编制、薪酬待遇、培训以及经销商渠道搭建 等方案。同时，对项目实施过程中所需资金、具体筹集方式以及项目整体收益情 况进行了策划，对项目实施过程中可能出现的风险进行了预估，拟定了应对策略， 从而在资金、人力、智力等各方面为 MT 公司汽车运营中心项目的顺利实施提供 了坚实的保障。 整篇计划书基于当前国内外汽车市场特别是河南汽车销售市场的新变化，制 订了完整的营销方案和保障措施，一方面为 MT 汽车运营中心项目的实施提供了 参考，另一方面对同行业也具有深刻借鉴作用，但是由于前期调查并不是很全面， 加之汽车销售行业从业经验不足，对一些问题的预估不够深刻，各项策略仍存有 缺陷，还需在项目的实施过程中加以优化和完善。 关键词：商业计划书；汽车运营中心；营销策略；III Abstract Since the reforms moved forward after the 3rd and 4th plenary sessions of the 18th National Congress of CCP, the automobile industry, as one of the most important parts of socialist-economic market, has been improved quickly. Recently, the market is facing a series of new situations: the intensifying antimonopoly movement, the promoting efforts of parallel imports, the launch of the international trains between China and Europe, and the opening of the trading center in Zhengzhou, all these have brought opportunities for the car sales in Henan. As accumulating years of experience, the MT Company finds the way to grasp such opportunities. The company decides to get into the market after cautious analysis. The project will go as the establishment of an automobile operation center that covers the sales of imported cars and the supporting services. The project is designed to improve the capability of profiting and of anti-risk, then for supporting the MT strategy with multi-elements. In this plan, efforts such as assessments of the macro and micro environment, and the application of SWOT analysis have been done for finding the target market and for pinpointing the customers’ demands. Considering the realities of the MT company and the car sale project, a 4p methodology had been used for designing the five strategies for the car sale. They are products strategy, price strategy, channel strategy, sales promotion strategy and relationship building strategy. All the five cover the primary kinds of strategy in the current car sale market, but include unique and original ideas. We believe they are all helpful for promoting the performance of the project. For supporting the implementation of the strategies in the project, the plan provides the management framework the staffing guide, the remuneration system, the training system and the channel building methods. All these are based on prudential investigation and analysis. Meanwhile, it provides the plans of getting financial supports and profiting means, the estaminets of potential risks, and other reacting strategies. So, it helps to guarantee the implementation of the whole project. Based on the new situations of domestic and international car market, especially the Henan car market, the plan gives a comprehensive design of sale and a complete guarantee system. One this one hand it provide a reference for MT project. One the other, it offers a sample for peering operators. However, as the incomplete investigation and the insufficient experience, there are inaccurate estimates andIV strategic faults in this plan. All the negative factors will be found and improved in the process of implementation. Keywords: business plan; automotive operations center; marketing strategy;V 目录 第一章 引言..................................................................................................................1 第一节 项目简介..................................................................................................2 一 MT 公司概况...........................................................................................2 二 MT 汽车运营中心项目概况...................................................................3 第二节 思路、方法及内容..........................................................................5 一 整体思路..................................................................................................5 二 运用方法..................................................................................................5 三 主要内容..................................................................................................6 第三节 研究意义..................................................................................................7 第四节 创新与不足..............................................................................................7 第二章 MT 汽车运营中心项目环境分析.................................................................10 第一节 宏观环境分析........................................................................................10 一 政治因素................................................................................................10 二 经济因素................................................................................................11 三 社会因素................................................................................................12 四 技术因素................................................................................................13 第二节 微观环境分析........................................................................................14 一 供应商因素............................................................................................14 二 竞争者因素............................................................................................15 三 公众因素................................................................................................16 第三节 SWOT 分析.............................................................................................16 一 优势........................................................................................................17 二 劣势........................................................................................................17 三 机会........................................................................................................18 四 威胁........................................................................................................18 第三章 MT 公司汽车运营中心营销策划.................................................................20 第一节 目标市场选择与市场定位....................................................................20 一 目标市场选择........................................................................................20 二 市场定位................................................................................................20 第二节 产品策略................................................................................................21 一 汽车产品................................................................................................21VI 二 服务产品................................................................................................23 第三节 价格策略................................................................................................28 一 制定价格................................................................................................28 二 其他策略................................................................................................31 第四节 渠道策略................................................................................................31 一 车源渠道................................................................................................31 二 经销商渠道............................................................................................32 三 网络渠道................................................................................................33 第五节 促销策略................................................................................................34 一 广告宣传................................................................................................34 二 营业推广................................................................................................35 三 跨界营销................................................................................................38 四 网络宣传................................................................................................39 第六节 关系营销策略........................................................................................40 一 关系圈营销............................................................................................40 二 大客户营销............................................................................................41 第四章 MT 汽车运营中心项目实施.........................................................................42 第一节搭建项目运营平台..................................................................................42 一 机构设置与人员配置............................................................................42 二 培训........................................................................................................43 三 薪酬........................................................................................................45 第二节 项目软硬件建设....................................................................................45 第三节 经销商渠道搭建....................................................................................46 第五章 资金预算、筹集及成本收益分析................................................................47 第一节 资金需求预算情况................................................................................47 第二节 资金筹集................................................................................................49 第三节 盈利点....................................................................................................49 第四节 资金回收周期........................................................................................50 第六章 风险与防控....................................................................................................52 第一节 预期风险................................................................................................52 第二节 解决措施................................................................................................53 第七章 结论................................................................................................................55