本文主要是根据STP理论、4P战略及全渠道理论， 藉由研究和分析GAC新能源 汽车公司的渠道创新发展策略，发现我国新能源汽车品牌构建全渠道模式的机会与问 题，并提出构建策略与实施保障措施。随着移动互联网5G时代深刻地改变社会，我们 看到Uber用移动互联网彻底革新了出行交通。移动互联网对汽车企业的改变才刚开始， 汽车业即将进入3.0时代--用户体验时代。移动互联网时代，未来汽车行业面临诸多挑 战，其中共享出行、数字化及新能源、无人驾驶是最具行业颠覆的因素，汽车产业将不 断向电动化、智能化、网联化、共享化方向发展。汽车行业零售模式也面临变革和挑战。 汽车行业的竞争将是全程的用户体验，更好的服务创新和用户体验，这既是电动汽车的 历史机遇，也是目前面临的最大挑战。如何构建面向未来的零售模式和用户体验价值生 态链，有必要进行系统研究和趋势分析展望。第一章绪论阐述研究的背景、意义及研究 内容和研究方法；第二章 企业内外部环境分析，结合GAC集团自主品牌发展的实践与 探索，运用零售创新理念，结合消费群体消费习惯变化发展的趋势，提出了汽车全渠道 式模式的理论基础与内涵。第三章 对渠道现状问题及成因分析：通过对目前汽车传统 零售渠道现状分析，渠道发展趋势分析以及GAC新能源汽车公司SWOT分析，并深入 分析竞争品牌案例，从而去发掘AION品牌新能源汽车渠道创新机会和模式，第四章 构 建全渠道策略思路: 运用STP分析和4P策略理论，重点研究其全渠道零售模式，对AION 品牌营销创新和全渠道零售策略进行深入阐述，分析创新机会点和绘制用户体验服务蓝 图。提出GAC新能源汽车AION品牌用户体验策略，打造体验式的全渠道零售战略， 多级体验，线上线下组合运维，塑造“车、桩，出行”用户体验生态链。第五章 全渠道 实施保障，基于全渠道零售策略的应用分析，从而通过组织内部企渠道创新、技术创新 提升客户体验，融合强化各渠道体系功能等实施保障措施，真正实现高效高能的中国新 能源汽车全渠道零售模式。最后结语是面向未来的中国新能源汽车行业，通过全渠道模 式可以真正实现以消费者需求为核心，从而提供差异化服务，提升消费者体验，凸显品 牌定位，强化企业核心竞争力，最终实现全渠道的营销和极致的客户消费体验。 关键词：新能源汽车、4P策略、消费体验、全渠道、新零售 II ABSTRACT Based on STP theory， 4P strategy and omni-channel theory， this paper finds out the opportunities and problems of constructing omni-channel model for new energy vehicle brands in China and puts forward the construction strategies and implementation guarantees measures by studying and analyzing the channel innovation development strategy of GAC New Energy Automobile Company. As the mobile Internet 5G era profoundly changes the society， we see that Uber has revolutionized the travel and transportation by mobile Internet. The change of automobile enterprises by mobile Internet has just begun， and the automobile industry is about to enter 3.0 era—the era of user experience. In the mobile Internet era， the automobile industry will face numerous challenges in the future. Among them， sharing travel， digitalization and new energy， and unmanned driving are the most subversive factors in the industry. The automobile industry will develop in the direction of electrification， intelligentization， networking and sharing ceaselessly. Retail mode of the automobile industry is also facing changes and challenges. The competition in automobile industry will be the full-course user experience， better service innovation and user experience， which is not only the historical opportunity of electric vehicles， but also the biggest challenge confronted at present. It’s necessary to carry out systematic research and trend analysis and expectation for how to construct the future-oriented retail mode and the ecological chain of user experience value. Chapter I It introduces the background， significance， contents and methods of the research. Chapter II It analyzes the external environment of the enterprise， combines the practice and exploration of independent brand development of GAC Group， applies the retail innovation concept， and combines the change and development trend of consumption habits of the consumer groups， and puts forward the theoretical basis and connotation of the automobile omni-channel model.Chapter III It analyzes the internal environment of the enterprise: through the analysis of the current situation of traditional automobile retail channels， the analysis of channel development trend and SWOT analysis of GAC New Energy， as well as in-depth analysis of competitive brand cases， it explores the channel innovation opportunities and modes of AION brand new energy automobile.Chapter IV Research of omni-channel strategy of the enterprise: by using STP analysis and 4P strategy III theory， it focuses on the research of its omni-channel retail mode， thoroughly elaborates the marketing innovation and omni-channel retail strategy of AION brand， analyzes the innovation opportunities and draws a user experience service blueprint. In addition， it proposes AION brand user experience strategy of GAC New Energy， i.e.， creating an experiential omni-channel retail strategy， multi-level experience， and online and offline combined operation and maintenance， and creating a “vehicle， pile and travel” user experience ecological chain.Chapter V Omni-channel implementation guarantee: based on the application analysis of omni-channel retail strategy， it’s able to truly realize the high-efficiency and high-energy omni-channel retail mode of new energy vehicles in China by various implementation guarantee measures， for example， improving customer experience through internal enterprise channel innovation and technological innovation， integrating and strengthening various channel system functions， etc. The final conclusion is that the ultimate goal of the future-oriented electric vehicle industry of China in the 5G mobile Internet era is to center on the consumer demand to provide differentiated services， enhance consumer confidence， highlight brand positioning， strengthen the core competitiveness of enterprises， and finally realize omni-channel marketing and extreme consumer experience. Keywords: New energy auto，4Ps，User experience，Omni Channel，New Retail IV 目 录 摘要 ............. I ABSTRACT . II 第一章 绪论 .. 1 1.1 研究背景和意义 ................ 1 1.1.1 选题意义 ...................... 1 1.1.2 研究意义 ...................... 1 1.2 理论综述 ............................ 2 1.2.1 STP目标营销 ............... 2 1.2.2 4P营销理论 .................. 3 1.2.3 全渠道概述 .................. 4 1.2.4 全渠道理论应用 .......... 5 1.2.5 国内外相关研究综述 .. 6 1.3 研究内容及方法 ................ 8 1.3.1策略研究内容 ............... 8 1.3.2 研究方法 ...................... 8 第二章 企业环境和渠道现状分析 ........................ 10 2.1 外部环境分析 .................. 10 2.1.1 政治环境分析 ............ 10 2.1.2 经济环境分析 ............ 10 2.1.3 社会环境分析 ............ 10 2.1.4 技术环境分析 ............ 11 2.2 行业环境分析 .................. 11 2.2.1 行业发展分析 ............ 11 2.2.2 行业竞争分析 ............ 14 2.3 企业内部环境分析 .......... 17 2.3.1 优势分析 .................... 18 2.3.2 劣势分析 .................... 19 2.3.3 机遇分析 .................... 19 V 2.3.4 威胁分析 .................... 20 2.3.5 SWOT模型 ................. 20 2.4 本章小结 .......................... 21 第三章 渠道存在问题及成因分析 .......................... 22 3.1 渠道模式现状分析 .......... 23 3.1.2 传统渠道现状分析 .... 24 3.1.3 渠道模式发展趋势 .... 25 3.2 渠道分析 .......................... 22 3.2.1 渠道变革背景 ............ 26 3.2.2 企业渠道现状 ............ 29 3.3.3 企业渠道存在的问题 30 3.3 本章小结 ……………………………………………………………………………...31 第四章 构建全渠道营销策略 ... 32 4.1 STP分析. .......................... 32 4.2 4P组合策略分析. ............. 34 4.2.1 产品策略 .................... 34 4.2.2 定价策略 .................... 34 4.2.3 推广策略 .................... 35 4.2.4 渠道策略 .................... 35 4.3 构建全渠道模式 .............. 36 4.3.1 全渠道理论应用 ........ 36 4.3.2 全渠道布局 ................ 38 4.3.3 全渠道运营模式 ........ 41 4.4 本章小结 .......................... 41 第五章 全渠道策略实施保障 ... 43 5.1 保障一要实现组织内部全渠道革新 ............. 43 5.2 保障二：智能服务与精准营销 .