S汽车是北汽集团旗下福田汽车收购德国宝沃品牌后成立的新公 司，2016 年才进行上市销售。但是 2018 年由于整体经济下行，汽车 欧亿·体育（中国）有限公司也不例外，出现了近十年来的销量首次同比下滑局面，特别是 S 汽车所在的 SUV 细分市场。S 汽车同样不可避免，2018 年销量同比下 滑，部分经销商陷入亏损局面。 在此背景下，本文以天津区域 S 汽车销量提升策略为研究对象， 运用市场营销组合理论分析 S 汽车天津区域销量下滑的原因；运用 STP 理论在对天津区域进行市场分析的基础上，对 2016 年上市以来 的保有客户进行分析，明确消费者购车时了解 S 汽车的途径、购车决 策的相关因素和可以接受的价格范围等。结合以上分析明确 S 汽车目 标市场和客户群体特征。考虑到产品和价格等方面作为区域经销商可 操作空间不大，因此在此基础上本文从销量提升目标出发，按照管理 学大师德鲁克的目标管理思想，首先参照 S 汽车天津区域经销商的盈 亏平衡点确定 2019 年销量提升目标，其次对销量提升的目标按照销 量来源的四个方面，店面、二级网络、保有客户和大客户进行分解， 然后再按照每个分目标分别从店面销量提升、二级网络开发、保有客 户开发和大客户开发四个方面进行重点分析和研究，概括总结出 S 汽 车在天津区域销量提升策略。最后为保证销量提升策略能够在天津区 域经销商得到顺利实施，经销商应在建立新的营销组织、建立新的绩 效考核管理机制和建设新的企业文化等方面实施保障策略，以确保 S 汽车的销量提升策略达到既定的效果。 本文共分为六个章节。第一章主要是绪论部分，在论述研究背景 的基础上说明本文的研究意义、研究目的、研究内容和方法、国内外 学者在市场营销和目标管理方面研究的现状以及研究的创新和难点。 第二章对论文的相关理论进行概述，主要是市场组合理论、STP 理论 和目标管理理论。这部分也是本文研究的理论基石。第三章主要是对 天津区域进行市场分析，提炼出 S 汽车天津区域市场销量下滑的原因 及目标客户特征。第四章主要论述 S 汽车天津区域销量提升策略。第2 五章主要论述销量提升策略落地的保障策略。第六章是研究结论和展 望，为未来更深层次研究指明方向。 S 汽车在天津区域的销量提升策略能够帮助天津区域经销商取得 核心竞争力和竞争优势，也同样为别的汽车品牌特别是销量处于劣势的 品牌的经销商提供一些销量提升和改善内部管理的思路和解决方案。 关键词，S 汽车；目标管理；销量提升策略；保障策略1 RESEARCHONTHETACTICSOF S CAR SALES PROMOTION TIANJIN ABSTRACT S car is a new company established by Foton Automobile, a subsidiary of BAIC group, bought the German brand named Borgward, which came into the market in 2016. However, due to the overall economic downturn in 2018, the auto industry is no exception, with the sales volume declining year-on-year for the first time in nearly a decade. In particular, S car which is in the SUV segment market, is also inevitable, with sales volume declining year-on-year in 2018 and some dealers falling into loss. In this context, the author takes the promotion strategy of S automobile sales in Tianjin region as the research object, and analyzes the factors of S automobile sales decline in Tianjin with the marketing mix theory. On the basis of the market analysis of Tianjin by using the STP theory, analyze the retained customers since the listing in 2016, the ways for consumers to understand S automobile, and the relevant factors of car purchase decision and clarify the acceptable price range. Combined with the above analysis, define the characteristics of S automobile's target market and customer group. Considering the products and prices is not meaningful to the regional distributors, therefore, the author starts from the sales promotion target, according to the management guru Drucker's idea of target management. Firstly determine the sales promotion target by referring to the profit and loss point of S car dealers in Tianjin, Secondly the goal of sales promotion according to the source of sales four aspects: the store, the secondary network, retain customers and big customers decomposition, and then according to each point target from store sales promotion, the secondary network development, maintain customer development and big customer development four aspects focus on analysis and research, summarized S auto sales promotion strategy in Tianjin area. Finally, in order to ensure that the sales promotion strategy2 can be successfully implemented by dealers in Tianjin, the dealers of S automobile should implement the support strategy in terms of establishing new marketing organization, establishing new performance appraisal management mechanism and building new corporate culture, so as to ensure that the sales promotion strategy of S automobile can achieve the established effect. The paper is divided into six chapters. The first chapter is mainly the introduction. Based on the research background, it explains the research significance, research purpose, research content and method of this paper, the research status of domestic and foreign scholars in marketing and target management, as well as the innovation and difficulties of the research. The second chapter summarizes the relevant theories of this paper, mainly including market portfolio theory, STP theory and target management theory. This part is also the theoretical foundation of this paper. The third chapter mainly analyzes the market in Tianjin, and extracts the reasons for S car's sales decline in Tianjin and the characteristics of target customers. The fourth chapter mainly discusses the sales promotion tactics of S car in Tianjin. The fifth chapter mainly discusses the implementation of sales promotion tactics support tactics. The sixth chapter is the conclusion and prospect of the research, which points out the direction for further research in the future. The sales promotion tactics of S automobile in Tianjin can help dealers gain core competitiveness and competitive advantages, and also provide some ideas and solutions to sales promotion and internal management improvement for dealers of other automobile brands, especially those with weak sales. KEYWORDS: S car；management by objectives; sales promotion tactics; support tactics1 目 录 第一章 绪论 ...............................................................................................................1 一、研究背景.........................................................................................................1 二、研究意义.........................................................................................................3 （一）理论意义.................................................................................................3 （二）现实意义.................................................................................................3 三、研究目的.........................................................................................................4 四、研究内容与方法.............................................................................................4 （一）研究思路与内容.....................................................................................4 （二）研究方法.................................................................................................4 五、研究现状.........................................................................................................4 （一）国内外有关汽车市场营销的研究现状.................................................4 （二）国内外有关目标管理的研究现状.........................................................6 （三）研究述评.................................................................................................7 六、本文的创新点和难点.....................................................................................7 （一）创新点.....................................................................................................7 （二）难点.........................................................................................................7 第二章 相关理论概述 .................................................................................................8 一、市场营销组合理论.........................................................................................8 二、STP 理论..........................................................................................................9 三、目标管理理论............................................