中国汽车流通领域的重要模式—4S 店代理模式在中国从 1999 年开始起步，之 后迅速发展壮大。20 年来，伴随着 4S 店数量不断壮大，中国汽车工业经历 1999-2003 年的起步爆发，2003 年-2010 年的高速增长，2010 年到 2018 年微增 长三个大的阶段。作为国内第二大产业，汽车产业在不断变革中发展。特别是近 两年，随着汽车行业各种政策颁布及汽车消费理念不断变化，汽车品牌与品牌之 间、4S 店之间的竞争日益激烈，汽车销售更是进入微利时代。 本文首先介绍当前中国汽车工业及深圳区域市场现状。其次，通过 PEST 模型 对锦峰公司所处宏观坏境进行分析；通过波特五力模型对公司所处行业与市场进 行分析；通过内部四力模型对公司内部进行分析；通过 SWOT 分析法制定公司 SWOT 战略分析表。然后，客观指出锦峰汽车公司在区域市场营销中的现状与面 临问题以及这些问题背后的成因。最后，结合 STP 营销理论、7PS 营销策略、新 服务营销策略给出锦峰公司如下市场营销策略：市场定位方面，锦峰公司应在厂 家产品细分基础上采取直接对抗策略，同时采用差异化营销战术。产品采购方面， 锦峰公司应根据产品畅销程度及盈利情况区别采购。产品价格策略方面，锦峰公 司应使用需求差异化定价法、逆向定价法及竞争价格定价法。渠道策略方面，锦 峰公司应多开展精准营销与新零售，同时主攻大用户渠道。营业推广方面，锦峰 公司应多做异业联盟和全员推广模式。日常经营中，锦峰公司应多设置一些客户 体验环节。团队建设方面，锦峰公司应积极借助各方力量开展有效人员培训。当 然，这些策略的实施是一个系统工程，锦峰公司全体员须建立全员营销理念与服 务意识、共同努力、通力配合。期望本文能够给汽车行业经销商管理同仁一些借 鉴与参考。 关键词：汽车 4S 店；STP 理论；7Ps 组合策略；II Abstract The 4S shop agent model, an important model in the field of automobile circulation in China, started in 1999, and then grew rapidly. Over the past 20 years, with the growing number of 4S stores, China's automotive industry experienced three major stages: the start of 1999-2003, the rapid growth of 2003-2010, and the micro-growth of 2010-2018. As the second largest industry in China, the automobile industry is developing in constant change. Especially in the past two years, with the promulgation of various policies in the automotive industry and the constant change of automotive consumption concepts, the competition between automotive brands and brands, 4S stores has become increasingly fierce, and automotive sales have entered an era of low profit. This paper first introduces the current situation of China's automobile industry and Shenzhen regional market. Secondly, the macro-environment of Jinfengcompany is analyzed by PEST model; the industry and market of Jinfeng company are analyzed by Porter's five-force model; the internal four-force model is used to analyze the company; and the SWOT strategic analysis table is formulated by SWOT analysis method. Then, it objectively points out the current situation and problems of Jinfeng automobile company in regional marketing, as well as the causes behind these problems. Finally, combined with STP marketing theory, 7PS marketing strategy and new service marketing strategy, Jinfengcompany's marketing strategy is as follows: in terms of market positioning, Jinfeng company should adopt direct confrontation strategy on the basis of subdivision of manufacturer's products, at the same time adopt differentiated marketing strategy. In terms of product procurement, Jinfengcompany should make different purchases according to the best-selling degree and profitability of products. In terms of product price strategy, Jinfengcompany should use demand differentiation pricing method, reverse pricing method and competitive pricing method. In terms of channel strategy, Jinfengcompany should carry out more precision marketing and new retail, and at the same time focus on major user channels. In terms of business promotion, Jinfengcompany should do more non-professional alliance and staff promotion model. In daily operation, Jinfengcompany should set up more customer experience links. In terms of team building, Jinfengcompany should actively carry out effective personnel training with the help of all parties. Of course, the implementation of these strategies is a systematic project. All the staff of Jinfengcompany should establish the whole staff marketing concept and service consciousness, make joint efforts and cooperate fully. I hope this article can provide some reference for dealer management colleagues in the automobile industry. Key words: Auto 4S shops;STP marketing theory; 7Ps marketing theory.III 目 录 中文摘要......................................................................I ABSTRACT.....................................................................II 第一章绪论...................................................................1 1.1 研究背景及意义.............................................1 1.1.1 研究背景...............................................1 1.1.2 研究意义...............................................1 1.2 研究内容与研究方法.........................................2 1.2.1 研究内容与思路.........................................2 1.2.2 研究方法...............................................2 第二章相关理论综述 .......................................4 2.1 顾客让渡价值理论...........................................4 2.2 STP 营销理论 ...............................................4 2.2.1 市场细分...............................................5 2.2.2 目标市场选择...........................................5 2.2.3 市场定位...............................................5 2.3 7PS 营销理论 ...............................................5 2.4 内部服务营销理论...........................................7 2.4.1 内部服务营销的定义.....................................7 2.4.2 内部服务营销理论的特点.................................8 2.4.3 内部营销在本论文中的应用...............................8 第三章 深圳锦峰汽车公司市场营销环境分析 ................10 3.1 深圳锦峰公司简介..........................................10 3.1.1 广汇汽车集团简介......................................10IV 3.1.2 锦峰公司简介..........................................11 3.2 深圳区域汽车市场现状与分析................................11 3.2.1 深圳市简要介绍........................................11 3.2.2 深圳区域汽车市场现状分析..............................11 3.3 外部环境分析..............................................12 3.3.1 中国汽车的发展与现状..................................12 3.3.2 中国汽车销售模式介绍..................................14 3.3.3 PEST 分析法...........................................16 3.4 内部环境分析..............................................19 3.4.1 企业资源分析..........................................19 3.4.2 企业能力分析..........................................21 3.4.3 企业经营现状分析......................................21 3.4.4 企业文化分析..........................................21 3.5 SWOT 分析 .................................................22 3.5.1 优势分析..............................................22 3.5.2 劣势分析..............................................22 3.5.3 机会分析..............................................23 3.5.4 威胁分析..............................................23 3.5.5 SWOT 战略分析表.......................................24 第四章 深圳锦峰汽车公司区域市场营销现状与问题 ..........26 4.1 深圳锦峰汽车公司区域市场营销现状..........................26 4.1.1 行业分析..............................................26 4.1.2 市场分析..............................................26 4.1.3 顾客分析..............................................29 4.1.4 竞争者分析............................................29 4.2 深圳锦峰汽车公司区域市场营销的问题........................30V 4.2.1 销售能力不强..........................................30 4.2.2 公司自身品牌力非常弱..................................30 4.2.3 盈利能力较弱..........................................31 4.2.4 客户维系能力不强......................................31 4.2.5 员工流失率高于行业均值................................31 4.3 深圳锦峰汽车公司区域市场营销问题产生的成因分析............31 4.3.1 客观原因..............................................31 4.3.2 主观原因..............................................32 第五章 深圳市锦峰汽车公司市场营销策略制定 ..............33 5.1 目标市场战略及其营销策略制定..............................33 5.1.1 锦峰公司细分市场策略..................................33 5.1.2 锦峰公司目标市场选择策略..............................33 5.1.3 锦峰公司市场定位策略..................................33 5.2 产品策略..................................................34 5.3 价格策略..................................................36 5.3.1 需求差异化定价运用....................................37 5.3.2 竞争价格定价法运用....................................37 5.4 渠道策略..................................................39 5.4.1 线上渠道..............................................39 5.4.2 线下渠道..............................................40 5.5 促销策略..................................................42 5.5.1 广告推销策略..........................................42 5.5.2 人员推销策略..........................................42 5.5.3 营业推广策略..........................................43 5.6 人员策略..................................................43 5.6.1 选人策略..............................................44VI 5.6.2 育人策略..............................................44 5.6.3 用人策略..............................................44 5.6.4 留人策略..............................................44 5.7 实体证明..................................................44 5.7.1 新车展示类............................................45 5.7.2 销售附件类............................................45 5.7.3 售后服务类............................................45 5.8 过程策略..................................................45 第六章 深圳市锦峰汽车公司市场营销策略实施的保障措施 ....47 6.1 多渠道强化全员营销理念与服务意识 .........................47 6.1.1 制度化................................................47 6.1.2 利用新媒体............................................47 6.2 完善内部服务营销体制......................................47 6.3 完善服务质量管理体系......................................49 6.3.1 岗位职责..............................................49 6.3.2 岗位流程..............................................49 6.3.3 计划能力..............................................49 6.4 加强人员培训与团队建设....................................50 6.4.1 社会力量..............................................50 6.4.2 公司力量..............................................51 6.4.3 集团力量..............................................51 6.4.4 主机厂力量............................................51 6.5 定期调整营销策略..........................................51 6.6 不断维护公司与厂家及供应商关系............................52 6.6.1 确保完成与厂家签署的销售目标..........................52 6.6.2 确保达成厂家的日常考核................................52VII 6.6.3 确保车源及时调整......................................52 第七章 结论与展望 ......................................53 7.1 研究结论..................................................53 7.2 论文的不足与展望..........................................54