近十年来，随着中国经济的快速发展和居民生活水平的逐年提高，汽 车消费变得越来越普及。经过十年的高速发展，汽车市场开始进入平稳 低速增长期，各品牌竞争加剧，政策法规趋严，智能网联电动化兴起， 消费者需求年轻化个性化……汽车产业正经历着前所未有的变革。 浙江作为中国经济最发达、最活跃的地区之一，销量份额大、竞争强 度高、消费模式领先，对全国汽车消费具有重要的启示和引领作用。一 众汽车作为老牌的合资企业，总销量常年位居国内冠亚军的地位，但作 为一个北方公司，一众汽车2017年在浙江市场的份额仅为4.8%，和全 国6.0%的水平相比，落后20%，勉强在浙江省位列第4，且与第5、第6 名差距不大，市场地位不稳。 本文以市场营销学的经典理论为工具，以一众汽车浙江市场营销 策略为研究对象，寻求一众汽车浙江市场营销策略的改进措施。通过波 特五力模型分析、SWOT 分析、STP策略分析及4P分析之后，首先指 出了一众汽车近几年以价换量的销售手段，已使一众汽车的定位发生偏 移，一众汽车急需明确品牌定位，回归大众汽车的本源——实用务实活 力有内涵。其次，面对品牌形象模糊和客群的年轻化，需要清晰、固化 各车型品牌的DNA，从品质技术、车型历史、用户形象等多方面描绘各 车型品牌，让车型形象更加丰满、辨识度更高，锐化品牌形象。再则， 通过灵活使用4Ps组合策略——打造一众汽车SUV家族，快速迭代优化 在售产品竞争力；采取折中定价策略赢得量利双收；加快二网布局和现 有网络升级和能力提升；运用多种促销策略配合高质量的客户体验和品 牌公关传播；多管齐下，提升一众汽车在浙江的影响力，进而提升销量 和份额。 本文针对一众汽车在浙江市场的营销策略优化，对一众汽车提升浙江 市场地位具有积极的意义，也为一众汽车在全国其他省份的市场营销打 下样板，同时对其他品牌在浙江市场和中国市场的营销也有一定的借鉴。 关键字：一众汽车，品牌，STP定位，营销策略 VW(FAW) MARKETING STRATEGY RESEARCH IN ZHEJIANG PROVINCE ABSTRACT In the past decade, with the rapid economic development and improvement of people’s living standard in China, automobile consumption has become more and more popular. Now the automobile market has entered into a period of steady and low-speed growth. Intensified competition, stricter policies and laws, the rise of connectivity, younger and personalized consumer demand... the automotive industry is going through greater changes than ever. As one of the most developed provinces, Zhejiang has a large auto market with fierce competition and leading consumption model, which plays an important demonstration and leading role in national auto consumption. VW(FAW) is an JV with long history, whose sales volume ranking always in Top2. However, as a company located in north China, 2017 VW(FAW) market share in Zhejiang was 4.8%, 20% lower than its national market share 6%, ranked No.4. There was no big difference between VW(FAW) and the brand ranking fifth. Based on the marketing theory, the author of this thesis takes VW(FAW) marketing sales strategy in Zhejiang province as research object, with the intent of seeking improvement measures of VW(FAW) marketing strategy in Zhejiang. With Porter’s five force model analysis, SWOT analysis, STP strategy analysis and 4P analysis, put forward 3 points. Firstly, the sales strategy-sacrifice price for volume- of VW(FAW) in recent years is a departure from the brand image and positioning. VW(FAW) must make clear its brand positioning and return to origin- practical, dynamic and with culture intension. Secondly, facing with an unclear brand image and younger customer group, it's necessary to find out clear VW DNA which can describe different VW models through quality, technology, history, customer image etc. and make them more vivid and more identifiable. At last, flexible combination of 4Ps strategy- build up VW(FAW) SUV family through 4Ps combination strategy to optimize the product competitiveness; make a compromise price to win both volume and profit; accelerate L2 network planning and improve current network and capability; make use of different promotion strategies with high-quality customer experience and brand marketing; with multi-pronged program to enhance the brand influence in Zhejiang province, than to increase its sales and market share in Zhejiang. This thesis aims to optimize the sales strategy of VW(FAW) in Zhejiang market, which has a positive significance for VW(FAW) to enhance its market position in Zhejiang, and also lays a model for the VW(FAW) marketing strategy in other provinces of China. At the same time, it can be used for a reference for other brands in Zhejiang market and China market. KEY WORDS: VW(FAW), Brand, STP Positioning, Marketing Strategy 目录 第1章 绪论 ............ 1 1.1 研究背景及问题的提出 ................ 1 1.1.1 研究背景 ......... 1 1.1.2 问题的提出 ..... 2 1.2 研究的目的及意义 ........................ 2 1.2.1 研究目的 ......... 2 1.2.2 研究意义 ......... 3 1.3 研究方法 ......... 3 1.3.1 文献研究 ......... 3 1.3.2 理论和实例分析相结合 ................ 3 1.3.3 定性和定量分析相结合 ................ 4 1.3.4 纵向与横向比较相结合 ................ 4 1.4 研究内容及框架 ............................ 4 1.4.1 研究内容 ......... 4 1.4.2 研究框架 ......... 4 第2章 相关理论概述 ........................... 6 2.1 STP定位理论 . 6 2.2 4Ps理论 .......... 7 2.3 相关分析工具 . 8 2.3.1 PEST分析法 ... 8 2.3.2 波特五力模型 . 9 2.3.3 SWOT分析法 . 9 第3章 外部环境分析 ......................... 11 3.1 宏观环境分析 .............................. 11 3.1.1 政治环境 ....... 11 3.1.2 经济环境 ....... 12 3.1.3 社会文化环境 .............................. 13 3.1.4 技术环境 ....... 17 3.2 行业环境分析 .............................. 19 3.2.1 行业发展现状 .............................. 19 3.2.2 行业发展趋势 .............................. 21 3.3 竞争环境分析 .............................. 22 3.3.1 供应商谈判能力 .......................... 22 3.3.2 购买者谈判能力 .......................... 22 3.3.3 替代品 ........... 23 3.3.4 潜在进入者 ... 23 3.3.5 主要竞争者分析 .......................... 23 3.4 市场需求分析 .............................. 25 3.4.1 市场总体需求分析 ...................... 25 3.4.2 典型客户需求与购买行为分析 .. 27 第4章 内部环境分析 ......................... 30 4.1 一众公司介绍 .............................. 30 4.1.1 发展历史 ....... 30 4.1.2 组织结构 ....... 31 4.1.3 主要资源 ....... 31 4.1.4 核心能力 ....... 33 4.2 一众公司提升浙江市场份额的主要目标与关键挑战 ............................ 34 4.2.1 主要目标 ....... 34 4.2.2 关键挑战 ....... 35 4.3 一众公司浙江市场营销现状及面临的问题 ............. 38 4.3.1 营销现状 ....... 38 4.3.2 面临的问题 ... 40 4.4 SWOT分析 ... 47 4.4.1 优势 ............... 47 4.4.2 劣势 ............... 47 4.4.3 机会 ............... 47 4.4.4 威胁 ............... 48 第5章 一众公司浙江市场营销策略 . 49 5.1 STP策略 ....... 49 5.1.1 细分市场 ....... 49 5.1.2 目标市场选择 .............................. 50 5.1.3 品牌定位 ....... 52 5.2 营销策略 ....... 53 5.2.1 产品策略 ....... 53 5.2.2 价格策略 ....... 55 5.2.3 渠道策略 ....... 56 5.2.4 促销策略 ....... 59 5.3 营销策略实施的保障措施 .......... 65 5.3.1 客户关系管理 .............................. 65 5.3.2 运营团队配置 .............................. 65 5.3.3 营销队伍建设 .............................. 65 5.3.4 技术支持 ....... 66 第6章 研究结论与展望 ..................... 67 6.1 研究结论 ....... 67 6.2 研究的不足与展望 ...................... 68