摘要
摘要
随着我国汽车年产销量连续多年保持世界第一，汽车保有量也即将超过排
名第一的美国，汽车后市场呈现出了巨大的发展潜力。然而传统不规范的汽车
维修养护和服务已不能满足车主的需求，服务质量和客户满意度是提升汽车服
务企业竞争力的关键因素。福建省 GJ汽车服务有限公司在大泉州范围内有 32
家门店，目前该公司的营销策略是通过线上微商城集客，线上引导客户到该平
台的各门店消费，各门店也通过各种方法实施营销。面对众多竞争对手，如何
实现进一步占领市场，实现连锁品牌效应，从而提升公司竞争力，是课题的主
要目标。
本文通过资料收集对中国汽车服务行业进行分析，探讨汽车服务行业的发
展现状及趋势，在此基础上进行多次走访 GJ汽车服务有限公司的各个门店和同
行企业，分析 GJ汽车服务有限公司目前的营销策略及存在问题。在泉州地区的
多个车友群对车主做关于消费行为的问卷调查，运用 SWOT理论探讨 GJ汽车服
务有限公司营销活动的优劣势、挑战和机遇。通过对收集的数据和调研结果进
行分析与研究，根据 STP理论进行营销战略定位并运用 7Ps模型从产品组合、
定价、获客渠道和优化服务等方面对 GJ汽车服务有限公司的营销策略进行改进，
制定出具体的实施办法。最后，为了改进的营销策略能够顺利实施，对 GJ公司
的现代营销理念的树立、营销队伍的建设、客户服务体系和品牌推广方面构建
了较为完善的保障措施。
随着汽车后市场的发展和移动互联网对产业格局的影响，汽车服务企业的
营销策略也在发生变化，企业只有跟上时代步伐，把握行业发展趋势，才能提
高自身竞争力。通过对 GJ公司营销策略改进案例，不仅能够帮助公司面对市场
竞争提升业绩，并且对行业内其他公司的营销策略提供一定的借鉴作用和帮助。
关键词：汽车服务连锁品牌营销策略
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华侨大学硕士学位论文
Abstract
With the annual production and sales of automobiles in China maintaining the
first place in the world for many years, and the number of automobiles is about to
surpass the first place in the United States, the automobile aftermarket shows a great
potential for development. However, the traditional non-standard automobile
maintenance and service can no longer meet the needs of car owners, service quality
and customer satisfaction are the key factors to enhance the competitiveness of
automobile service enterprises. Fujian GJ Automobile Service Co., Ltd. has 32 stores
in Quanzhou. At present, the company's marketing strategy is to collect customers
through online micro mall, and guide customers to the stores of the platform to
consume online. Each store also implements marketing through various methods. In
the face of many competitors, how to further occupy the market, to achieve the chain
brand effect, so as to enhance the competitiveness of the company, is the main goal of
the subject.
This paper analyzes China's auto service industry through data collection,
discusses the development status and trend of the auto service industry, and on this
basis, visits each store and peer enterprises of GJ Auto Service Co., Ltd. for many
times to analyze the current marketing strategy and existing problems of GJ Auto
Service Co., Ltd. In Quanzhou area, a number of car friends group to do a
questionnaire survey on the consumer behavior of owners, using SWOT theory to
discuss the strengths and weaknesses, challenges and opportunities of GJ Automobile
Service Co., Ltd. marketing activities. Through the analysis and research of the
collected data and survey results, the marketing strategy positioning was carried out
according to the STP theory, and the marketing strategy of GJ Automobile Service
Co., Ltd. was improved by using the 7Ps model from the aspects of product mix,
pricing, customer acquisition channels and service optimization, and specific
implementation measures were worked out. Finally, in order to smoothly implement
the improved marketing strategy, the author constructs a relatively perfect safeguard
measures for the establishment of GJ's modern marketing concept, the construction of
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