随着我国经济社会的发展以及科技创新的进步，人民的物质生活也越来越丰 富。家家户户开始拥有汽车，汽车已成为大众消费产品。在汽车不断普及的过程 中，不同汽车销售模式的营销策略显著影响着汽车的销售量。 本文以当前汽车融资租赁业发展现状为背景，采用案例研究法、文献分析法 法、对比分析法等研究方法，运用了 STP 分析法、4Ps 营销组合、服务营销理论 等相关研究理论，对汽车融资租赁业分别从政治环境因素、经济环境因素、社会 环境因素和技术环境因素四个方面进行宏观环境分析，考量了汽车融资租赁业的 整体发展现状及所处环境。从宏观环境来看，国家政策鼓励融资租赁业发展。从 监管层面看，随着欧亿·体育（中国）有限公司的深入发展，野蛮生长时代逐步过去，监管趋严是大势所 趋。近两年，受国内经济下行压力大、中美贸易战等因素影响，新车销售出现下 滑，这是欧亿·体育（中国）有限公司基本面。本文以 X 公司为例，对其开展汽车融资租赁业务进行 SWOT 分析。经过分析，X 公司既有自身的优劣势，又在各个细分市场上存在着机会， 同时还受到外部的威胁。以上共同构成了 X 公司的经营环境分析。 在经营环境分析的基础上，本文对 X 公司的市场营销策略进行研究分析，发 现 X 公司当下的市场营销策略已经不适应当下所处的环境。从营销策略结果上评 估，汽车融资租赁业正在快速发展，但 X 公司的业绩增长停滞不前。从而得出本 文的结论：市场营销理论对市场营销实践具有指导意义。但在实践的操作过程， 营销策略的制定应当是一个动态过程。当经营环境发生变化时，汽车融资租赁公 司应当对经营环境做时时的分析。根据分析结果做市场细分，及时调整营销策略。 同时，在执行层面上，应当严格按照既定的战略目标执行。 针对于 X 公司的市场营销策略的改进，本文提出了以下三个方面建议：（1） 从 STP 分析角度出发，应当进一步进行市场细分，确定目标市场，进行相应的定 位和市场开拓；（2）从 4P 策略角度出发，建议在产品要多元化，价格策略方面 要降低资金成本以提高竞争力，渠道上应当开拓销售渠道，促销方面则应当提高 营销宣传投入；（3）从服务营销角度考虑，建议服务先行，提高客户满意度和 忠诚度。 关键词：汽车；融资租赁；市场营销策略II Research on Marketing Strategy of X Company’s Automobile Financial Leasing Business Abstract With the economic and social development in our country and the progress of scientific and technological innovation, people's material life is becoming more and more abundant. Every household starts to own automobiles and the automobiles have become a mass consumer product. In the continuous popularity of the automobiles, different automobile sales model marketing strategy significantly affects the automobile sales. Based on the current development status of the automobile financial leasing industry, this paper uses case study, literature analysis method, comparative analysis method and other research methods, and uses STP analysis, 4Ps marketing mix, service marketing theory and other related research theories to study the automobile financial leasing industry. The financial leasing industry conducts macro environmental analysis from four aspects: political environment factors, economic environment factors, social environmental factors and technical environmental factors, considering the overall development status and environment of the automobile financial leasing industry. From the macro environment, national policies encourage the development of the financial leasing industry. From the perspective of supervision, with the in-depth development of the industry, the era of barbaric growth has gradually passed, and stricter regulation is the general trend. In the past two years, due to the downward pressure of the domestic economy and the Sino-US trade war, the sales of new cars have declined. This is the fundamentals of the industry. This article takes X Company as an example to conduct SWOT analysis on its automobile financial leasing business. After analysis, we find X Company has its own advantages and disadvantages, but also has opportunities in various market segments, but also external threats. The above constitutes the analysis of the business environment of Company X. Based on the analysis of the business environment, this paper studies and analyzes the marketing strategy of Company X, and finds that the current marketingIII strategy of Company X is not suitable for the environment. From the results of the marketing strategy, the automobile financial leasing industry is developing rapidly, but the growth of X company's performance has stagnated. The conclusion of this paper is drawn: marketing theory has guiding significance for marketing practice. However, in the practical operation process, the formulation of marketing strategy should be a dynamic process. When the business environment changes, the automobile financial leasing company should make an analysis of the business environment from time to time. According to the analysis results, marketing segmentation and timely adjustment of marketing strategies should be done in time. At the same time, at the implementation level, it should be strictly implemented in accordance with the established strategic objectives. In response to the improvement of X company's marketing strategy, this paper puts forward the following three aspects: (1) From the perspective of STP analysis, it should make further market segmentation, determine the target market, and carry out corresponding positioning and market development; (2) From the perspective of 4P strategy, it is recommended to reduce the cost of capital in order to increase the competitiveness of products. The place should open up sales channels, and the promotion should increase marketing and publicity investment; (3) From the perspective of service marketing, Service First is recommended to improve customer satisfaction and loyalty. Key words: Automobile, Financial leasing, Marketing strategyIV 目录 摘要..............................................................I Abstract ......................................................... II 第一章 绪论 .......................................................1 1.1 研究背景.................................................... 1 1.2 研究意义.................................................... 5 1.2.1 理论意义 .............................................. 5 1.2.2 实践意义 .............................................. 5 1.3 研究主要内容................................................ 5 1.4 研究方法.................................................... 6 1.5 研究结论及创新点............................................ 6 1.5.1 研究结论 .............................................. 6 1.5.2 创新点 ................................................ 7 第二章 文献综述与理论基础 .........................................8 2.1 文献综述.................................................... 8 2.1.1 国外关于汽车融资租赁的相关研究 ........................ 8 2.1.2 国内关于汽车融资租赁的相关研究 ........................ 8 2.1.3 文献综述小结 ......................................... 10 2.2 理论基础................................................... 10 2.2.1 STP 分析法 ........................................... 10 2.2.2 4Ps 营销组合 ......................................... 10 2.2.3 服务营销理论 ......................................... 11 2.2.4 PEST 和 SWOT 分析法 ................................... 11 2.2.5 汽车融资租赁相关理论 ................................. 11 第三章 汽车融资租赁的经营环境分析 ................................13 3.1 X 公司简介................................................. 13 3.2 汽车融资租赁业的 PEST 分析.................................. 14 3.2.1 政治环境(Politics) ................................... 14 3.2.2 经济环境(Economy) .................................... 15 3.2.3 社会环境(Society) .................................... 15 3.2.4 技术环境(Technology) ................................. 16 3.3 X 公司汽车融资租赁的 SWOT 分析.............................. 16V 3.3.1 优势（Strengths） .................................... 16 3.3.2 劣势（Weaknesses） ................................... 17 3.3.3 机会（Opportunities） ................................ 18 3.3.4 威胁（Threats） ...................................... 19 第四章 X 公司营销策略现状.........................................22 4.1 X 公司汽车融资租赁的 STP 分析............................... 22 4.1.1 市场细