I 摘要 自从1978年改革开放以来，中国的经济正处在持续、高速的发展中，汽车 产业，作为国民经济中幸福指数提高和经济高速发展的标志，在国民经济支柱性 产业中发挥了不可替代的作用，但是，从2018年开始，随着汽车行业市场从卖 家市场过渡到买家市场而产生的产能过剩，消费者对产品功能、价值等一系列需 求的提高，使得汽车行业迎来了20年以来的首次下滑，并且这种下滑的情况持 续到了2019年，预计2020年也将继续下滑。 C汽车公司作为YQ集团旗下全资子公司，经过多年的发展，已经成长为集 团旗下自主汽车的主战场，多年推出B系列，X系列等多款车型。在2014年， 通过其旗下X80,B70两款车型，创下年销量18万辆的历史最好成绩。然而，在 2015年销量却大幅下滑，其主销车型全线走低。 其主要原因有以下几点：一是产品车型没有顺应时代的要求进行迭代升级， 导致产品力不足；二是主销车型并没有定位好市场；三是产品供应链的老旧，导 致产品成本稳高不降，导致整车价格过高但是利润过低；四是在主销车型畅销的 过程中，未进行品牌规划，没有在合适时机进行品牌建设，导致品牌力不足；五 是国有企业员工虽然能力很足，但是少数人存在懒散消极怠工的工作状态，导致 市场活动审批慢。综上所述，C汽车销售公司需要一款爆款车型，使其迎合消费 者的口味具备很强的市场竞争力，为2022年进军百万辆级提供有力保障，重振 品牌雄威。 本文通过对C汽车销售公司近几年的销量情况和营销措施以及市场表现进 行有效分析，在肯定2014年之后C汽车销售公司所做的大力努力的同时，以客 观的角度，深挖销量下滑的原因，充分寻找其中存在的问题，并结合当今市场的 表现以及未来市场的趋势，识别出包括品牌力不足，溢价能力弱，渠道数量和能 力低，覆盖不全面等几方面的因素，并结合当今汽车行业各竞争对手的市场销量 表现以及整体情况，目标市场的特征，特征用户的主要需求，各个细分市场竞争 对手的主要表现等综合考量，制定了即将上市车型奔腾T77pro的市场影响方案， 以保证上之前的预热，市场定价，以及上市之后后期策略，确保市场份额的提高。 运用STP营销理论对A0级SUV市场进行细分，准确找到了T77pro车型的品牌定 位和市场定位。运用4P理论，从产品，价格，渠道，促销等四个方面进行深入 吉林大学硕士学位论文 II 分析，找到突破口，并从员工队伍建设，产品质量保证，渠道加强管理，客户关 系维护，企业文化建设等5个方面提出保证措施，确保品牌车型的营销策略落地 实施。本文的研究，对C汽车销售公司今后以及未来产品的上市，保证销量，打 造爆款，提高市场份额有一定的现实意义。 关键词：奔腾T77PRO，品牌建设，营销策略 Abstract III Abstract Since the reform and opening up in 1978, China's economy has been undergoing sustained and rapid development. The automobile industry, as a symbol of the improvement of the happiness index in the national economy and the rapid development of the economy, has played an irreplaceable role in the pillar industries of the national economy However, since 2018, as the automotive industry market transitioned from a seller's market to a buyer's market, overcapacity has generated, and consumers' demand for product functions and values has increased, making the automotive industry ushered in 20 years. The decline for the first time, and this decline continued into 2019, is expected to continue to decline in 2020. As a wholly-owned subsidiary of YQ Group, C Automobile Company has grown into the main battlefield of the Group's autonomous vehicles after years of development. It has launched many models such as B series and X series for many years. Among them, in 2014, with the excellent performance of its X series SUV X80 models and B series B50 models, that year hit a peak of 180,000 annual sales. However, sales in 2015 fell sharply, and its main sales models fell across the board. The main reasons are as follows: First, the models being sold do not meet the needs of today's automotive market; second, the market-leading models have not been accurately positioned; third, while the main-market models are selling well, there have been no iterations of replacement products Fourthly, in terms of price, there is no clear distinction between the main sales model and the joint venture model, resulting in a decline in brand power and a sharp drop in sales. At present, C Automobile Company urgently needs a new model that meets the market positioning, has market competitiveness and consumer tastes, provides a powerful guarantee for entering the million-car class in 2022, and restores the brand's majesty. This article through effective analysis of C car sales company's sales situation and marketing measures and market performance in recent years, while 吉林大学硕士学位论文 IV affirming the vigorous efforts made by C car sales company after 2014, at the same time, from an objective point of view, dig deeper into the decline in sales Reasons, fully find the existing problems, and combine the current market performance and future market trends, identify factors including insufficient brand power, weak premium ability, low channel number and ability, incomplete coverage, etc. Comprehensive consideration of the market sales performance and overall situation of various competitors in the automotive industry, the characteristics of the target market, the main needs of characteristic users, the main performance of competitors in various market segments, etc., formulated the market impact plan for the upcoming model Pentium T77pro Ensure the warm-up before the market, market pricing, and post-listing strategies to ensure the increase in market share. Using STP marketing theory to subdivide the A0 level SUV market, the brand positioning and market positioning of the T77pro model were accurately found. Using 4P theory, make in-depth analysis from the four aspects of product, price, channel, promotion, etc., find a breakthrough, and provide guarantees from 5 aspects of employee team building, product quality assurance, channel strengthening management, customer relationship maintenance, corporate culture construction Measures to ensure the implementation of marketing strategies for brand models. The research in this article has certain practical significance for the future and future product listing of C Automobile Sales Company, ensuring sales volume, creating explosive models, and increasing market share. Keywords： T series products, brand building, marketing strategies 目 录 V 目 录 第1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 ........................................ 2 1.2研究内容及方法 ...................................... 2 1.2.1 研究内容 ........................................ 2 1.2.1 研究方法 ........................................ 3 第2章 相关理论与文献综述 ................................ 4 2.1市场营销的内涵 ...................................... 4 2.2市场营销策略制定的程序 .............................. 4 2.3市场营销相关理论 .................................... 6 2.3.1 4P理论 ......................................... 6 2.3.2 STP理论 ........................................ 7 2.3.3 4C理论 ......................................... 8 第3章 C汽车销售公司营销现状及问题分析 ................ 11 3.1 C汽车销售公司介绍 ................................. 11 3.2 C汽车销售公司已上市车型市场营销策略现状分析 ....... 13 3.2.1 产品策略现状 ................................... 13 吉林大学硕士学位论文 VI 3.2.2 价格策略现状 ................................... 14 3.2.3 渠道策略现状 ................................... 15 3.2.4 促销策略现状 ................................... 16 3.3 C汽车销售公司已上市车型市场营销策略的不足 ......... 16 3.3.1 产品策略存在的不足 ............................. 16 3.3.2 价格策略存在的不足 ............................. 17 3.3.3 渠道策略存在的问题 ............................. 18 3.3.4 促销策略存在的不足 ............................. 19 第4章 C汽车销售公司奔腾T77PRO产品营销环境分析 ......... 21 4.1 宏观环境分析 ...................................... 21 4.1.1 经济环境 ....................................... 21 4.1.2 政治环境 ....................................... 21 4.1.3 社会环境 ....................................... 22 4.1.4 技术环境 ....................................... 22 4.2微观环境分析 ....................................... 23 4.2.1 竞争环境分析 .........