摘 要：近年来中国汽车行业得到了快速的发展，汽车销售在市场经济环境下的竞争格外激烈，促使产业结构的优化升级。汽车4S店的经营也面临着问题与挑战，根据国家工商总局统计数据显示，截至2015年，中国现有3万多家汽车4S店，然而其中处于亏损状态下的经销商竞高达20%，2014年却仅为9%。众多经济学家都在讨论一个问题：怎样实现汽车4S店的扭亏为盈？本文主要内容是以太仓东睿汽车4S店为例，对汽车行业中汽车4S店的营销策略进行研究，本文以4P理论为整篇论文研究的理论基础，通过文献研究、案例分析等对其营销策略存在的问题和产生的原因进行分析。在此基础上，提出太仓东睿汽车4S店可以采取的营销策略，并对其他汽车4S店营销策略的改进提供参考建议。72054

毕业论文关键词：汽车行业，汽车4S店，营销策略，4P理论

Abstract: In recent years, China's auto industry has been developed rapidly, the competition of car sales is very fire in the economy market, speed up the improvement and upgrading of industrial structure。 The operation of auto 4S shop is faced with the opportunities and challenges。 According to the statistical data of State Administration for Industry and Commerce, by the year 2015, there has been more than thirty thousand car model 4S shops。 However, which is in a state of loss of dealers competition as high as 20%, but only 9% in 2014。 The problem many economists are arguing is how to realize the profit of auto 4S shop?The main content of this article is to study the marketing strategy of Taicang Dongrui Automobile 4S shop in the automotive industry with the Taicang Dongrui Automobile 4S shop, this article bases on the theory of 4P theory as the theoretical basis of the whole article,through literature research, case analysis and so on, the problems and the causes of its marketing strategy has been analyzed。 On the basis mentioned above, the paper puts forward the marketing strategy that Taicang Dongrui Automobile 4S shop can adopt, which provides suggestions for the improvement of marketing strategy of other auto 4S shops。

Key words：automotive industry, auto 4S shops, marketing strategy, 4P theory

目   录

1  引言 3

1。1  研究背景 3

1。2  研究意义 3

1。3  研究方法 3

2  太仓东睿的营销现状和目标 4

2。1  公司简介 4

2。2  营销现状 4

2。3  营销目标 6

3  太仓东睿存在的问题 7

3。1  产品利润下降 7

3。2  售后服务成本高 7

3。3  营销渠道受阻 7

3。4  促销方式不新颖 7

4  太仓东睿问题产生的原因 8

4。1  利润来源单一 8

4。2  没有控制售后成本 8

4。3  渠道投入不足 8

4。4  促销创意不足 8

5  太仓东睿可以采取的营销策略 9

5。1  产品策略 9

5。2  价格策略 9