一汽轿车股份有限公司奔腾汽车营销策略研究 目前，汽车市场整体趋于饱和，为实现销量可持续增长，满足用户对汽车产 品的更多期待和需求，国内各自主品牌纷纷在营销手段上不断地与时俱进、开 拓创新，深入挖掘用户潜在的心理需求，逐渐引入互联网思维，利用大数据和 市场调研为潜在客户画像，研究如何超出用户的期待；如何满足用户深层次的 心里需求；如何在价格方面触动费者的神经；如何拓宽营销渠道，占据潜在消 费者的视线，制定最佳营销策略并最终留住客户。近几年来，由于一汽轿车股 份有限公司对客户潜在需求理解的不到位，对用户心理需求发展方向理解的不 够深入，品牌经营策略不够连续，导致奔腾汽车销量持续下滑，甚至在汽车市 场上有被边缘化的趋势。 本文通过收集分析年来研究乘用车市场的期刊文献明确产品设计和营销战 略及策略的研究方法和内容，使用 SWOT 分析法分析市场宏观环境、微观环境分 析；借助波特五力模型针对一汽轿车股份有限公司在目前汽车市场环境下的现 状开展分析，总结目前存在的营销问题，提出系统的优化及解决方案。即拓宽 产品线，丰富营销策略，细分目前所占据的市场，充分实现市场差异化，吸引 用户注意力，并逐渐在产品年迭代过程中优化产品性能和质量，提升使用口碑， 最终在市场竞争中占据优势。 在汽车市场在逐渐走向成熟的过程中，客户导向愈加明显；随着广义市场中 的客户对汽车产品的理解不断加深，汽车产品也应由原来的封闭设计生产环境 逐渐走向开放的、开源的，各环节与市场接轨的营销模式。因此，提高研发地 位，建立以市场为导向的研发体系；优化营销方案，挖掘产品亮点，夯实造车III 功底；凭借良好的品牌口碑和完善的研产销系统，才能重新占据消费者视野， 实现扩大市场占有率的目标。 关键词： 奔腾汽车，营销策略，4p 组合IV Abstract Research on Marketing Strategy of BESTUNEAuto of FAW Car Co., Ltd. Currently, automobile market is becoming saturated generally, in order to realize the sustainable growth of sales volume and satisfy more expectations and demands of users for automobile products, all self-owned domestic brands constantly keep pace with the times, blaze new trails in a pioneering spirit, dig deeper to find the potential psychological demand of users, gradually introduce the thought of internet, draw a portrait of potential customers by using big data and market survey, as well as research on how to go beyond the expectation of customers, satisfy the deeper psychological demands of customers, trigger the nerve of consumers by price, expand marketing channel, seize the attention of potential customers, formulate the optimum marketing strategy and finally retain customers. In recent years, due to insufficient understanding onpotential demand of customers and the development direction of users’ psychological demand as well as the discontinuous brand operating strategy of BESTUNE, the sales volume of BESTUNE continues to fall and even suffers from marginalization in the market. Through collecting and analyzing periodical literatures on the passenger car market, this paper confirms the research method and contents of product design and marketing strategy, analyzes the macro market environment by SWOT analytical method and the micro market environment by Michael Porter's Five Forces Model, studies on current situations of BESTUNE under current automobile market, summarizes existing marketing problems and brings up a systematic optimization and solution, that is to add typical regional market survey system in the product designV process, expand the product line, subdivide current market, fully realize market differentiation, attract the attention of users, gradually optimize the performance and quality during the iterative process of products, improve the public praise and finally seize advantages in market competition. As automobile market gradually becomes mature, the customer orientation becomes more and more significant, since the customers in broadly defined market have deeper and deeper understanding on automobile products; an open and open-sourcing marketing mode with all links connecting to market is also gradually developed for automobile products from the original closed design and production environment. Therefore, it is required to optimize marketing program, enrich marketing strategy, dig the highlights of products, improving manufacturing capabilitand set up a good brand reputation and a perfect research, production and sales system, so as to seize the attention of consumers again and realize the target to increase the market share. Key words : BESTUNE car, Marketing Strategy, 4P strategyVI 目 录 第 1 章 绪论........................................................................................... 1 1.1 研究背景与意义 ......................................................................... 1 1.2 研究方法与内容 ......................................................................... 3 1.3 理论基础和文献综述 ................................................................. 4 第 2 章 一汽轿车股份有限公司奔腾汽车营销问题分析................... 9 2.1 一汽轿车股份有限公司介绍..................................................... 9 2.2 一汽轿车股份有限公司奔腾汽车营销现状........................... 10 2.3 一汽轿车股份有限公司奔腾汽车营销策略问题分析........... 14 第 3 章 一汽轿车股份有限公司营销环境分析................................... 18 3.1 一汽轿车股份有限公司宏观环境分析................................... 18 3.2 一汽轿车股份有限公司微观环境分析................................... 24 3.3 一汽轿车股份有限公司 SWOT 分析...................................... 32 第 4 章 一汽轿车股份有限公司奔腾汽车营销策略制定与实施 .... 36 4.1 一汽轿车股份有限公司奔腾汽车 STP 设计.......................... 36 4.2 一汽轿车股份有限公司奔腾汽车营销策略制定................... 41 4.3 一汽轿车股份有限公司奔腾汽车营销策略实施与保障....... 45 结论 ......................................................................................................... 48