本文的思路为：先针对轮胎行业，通过利用 PEST 模型、波特五力模型，顾客需求
调研等进行轮胎企业网络营销外部环境分析。然后以 W 轮胎公司为对象，通过其内部
资源分析、SWOT 分析等，确定出 W 轮胎在网络营销上应作出的战略方向选择。接着
运用 STP 定位法对 W 轮胎公司的网络营销进行定位。然后通过结合市场营销、网络营
销等理论基础，指出 W 轮胎公司应如何选择网络营销策略组合来实现品牌知名度及名
誉度的提升，推动企业营销创新及营业额上升。最后得出 W 轮胎公司的网络营销的策
略组合，其中营销策略组合包括网络产品策略、网络价格策略、网络渠道策略、网络促
销策略、网络客户关系策略；而网络渠道策略中传统销售网络同互联网营销相结合的销
售、服务、管理模式（O2O）更是轮胎行业实现网络营销的重要环节。为保证 W 轮胎
公司策略实施，还提出了相应的组织保障及风险管控。
总体来说，本文在研究网络营销的概念、特点及模式等基础上，分析网络营销对企
业的作用，指出网络营销的策略组合；并将其运用于指导轮胎公司，尤其是 W 轮胎公
司的工作实践。
关键词：轮胎营销；营销策略；网络营销
IABSTRACT
With the rapid development of the network information technology and the changes in
the competitive market environment, some tire companies have expanded their own sales
business to the Internet platform. The continued rising of the car population in the market
results in the increased demand for tires in China. The foreign tire brands now lead the market
through their many years of experience in marketing precipitation and they have occupied
more than 80% share of the China’s tire market. Nevertheless the production and sales growth
rate of most of the domestic tire companies is significantly lower than that of the overall
market. Limited to the low brand awareness, the poor quality and a small number of terminal
channels, W tire company is unable to quickly expand their sales network and sales volume.
As a new marketing mode the network marketing provides an opportunity for the domestic
tire companies to transform the market structure.
The idea of this essay is：Firstly, it conducted the external environment analysis on the
network marketing of the tire industry by using the PEST model, Potter model and the
customer demand research. Secondly, it took W tire company as the object, determined the
strategic direction the company should make in its network marketing through the internal
resources analysis and SWOT analysis and located the network marketing of the company by
using STP positioning method. Thirdly, on the theoretical basis of marketing and network
marketing, it pointed out how the W tire company should choose its network marketing
strategy combination to achieve the brand awareness, reputation and turnover promotion and
the marketing innovation. Finally, it summed up the network marketing strategy combination
of the W tire company which includes network product strategy, network pricing strategy,
network channel strategy, network promotion strategy and network customer relationship
strategy. What's more, the sales, service and management mode which mixes the traditional
sales network with the internet marketing in the network channel strategy (O2O) is the most
important part of the network marketing in tire industry. To ensure W tire company strategy
implementation, also puts forward the corresponding organization guarantee and risk control.
Overall, on the study of the concept, characteristics and mode of network marketing, it
analyzed the effect of the network marketing to enterprises, pointed out the strategy
combination of network marketing and how to use it to guide the work of the tire company
especially of the W tire company.
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