本文拟以中国通用安吉星信息服务有限公司为例，通过对其运营模式、赢利模式
以及组织架构、人员招聘培训等具体运营细节进行总结和诊断，根据车载信息服务行
业发展特点，提出一些对公司层面如何扩大车载信息服务行业领先地位的观点和建
议。同时探讨整个行业在华发展趋势，从中提取最佳实践给予整个行业以参考。本论
文的研究的现实意义主要体现在以下两个方面：
1) 着眼于整个汽车服务价值链，精准定位 TSP（车载信息服务提供商）与上游
整车厂和下游经销商以及最终客户之间的联系。整车厂可以把其自身服务特点作为售
卖车辆的一项核心优势，而与客户进行互动的数据，比如车辆驾驶习惯，客户反馈等，
能供其作为今后车辆研发的参考数据。另外客户车辆保养、车辆生命周期管理相关数
据都是对于下游经销商十分宝贵的营销数据。TSP 通过自身积极的与上下游之间的互
动，可拉动整个汽车价值链对于消费者进行全方位的整体攻坚覆盖，对于大品牌营销
奠定基调。比如上汽集团旗下拥有上海大众与上海通用二大国内排名前两位的汽车制
造商，与之围绕的是物流、维修、销售、服务的各大服务公司，安吉星在其中间就可
以扮演服务整合商以及前端窗口和后端平台整合的角色。
2) 从客户需求入手，实施客户细分，改变原有粗放式营销和管理的模式。对客
户进行差异化的市场营销与客户维护策略，可以帮助公司更好地认识客户、市场、产
品、服务等方面，并及时了解用户的需求以及用户的特征，真正实现“贴心服务”。
在现在 80 后 90 后逐渐成为汽车消费主力的时代，他们的消费习惯需要重新被解读。
客户的适用习惯由于移动互联网技术的发展，已经从室内单一终端电脑发展到室外随
时随地通过各种终端移动互联的需求，汽车作为生活中十分重要的一个环节，却是整
个移动互联份额中十分弱小的一个区域。客户需要通过手机来预订机票、了解天气、
进行办公，或者通过 QQ 与好友保持实时沟通，通过手机进行拍摄并在微博上实时进
行分享。所有的这一切，他们都希望在车里也能做到。由此，与第三方服务商进行创
新性的合作，借助移动互联技术以及相关技术手段，增强现有驾驶体验甚至完全改变
现有驾驶体验，都是本文讨论的方向。
关键词: 汽车业；车载信息服务行业；安吉星；盈利模式；运营优化
Abstract
In the past ten years, China&39;s auto market has experienced a development stage, in the
Chinese automobile industry flourishing, at the same time, the automobile marketing
environment also changes, changes in domestic market competition into the
internationalization, nationalization of the international market competition, the traditional
marketing will face the new challenge. Popularization and application of high-tech, new
pattern of global economic integration, the strong integration of resources, caused the most
profound changes since the dawn of the automotive industry. From the point of view of
automobile market environment and industry environment, the new era of China
automobile market will focus on the vehicle information service industry development.
This paper intends to in depth analyze Chinese general motor Onstar Information
Service Co. Ltd. as an example, the operation mode, the profit mode and organization
framework, personnel recruitment and training and other specific details of the operation
were reviewed and the diagnosis, according to the development characteristics of the
vehicle information service industry, put forward some of company level and expanding to
the vehicle information service industry leading ideas and suggestions at the same time, to
explore the entire industry development trend in China, extraction from whole industry
best practice to give reference to the. This paper suggests practical significance is mainly
reflected in the following two aspects:
1) focus on the entire automobile service value chain, precise positioning of TSP
(vehicle information service provider) and between the upstream and downstream
distributors and OEM customer contact, for vehicle plant can make its own characteristics
of the service as a core advantage vehicle factory sales of vehicles, to interact with
customer data can provide the vehicle plant used as reference data for vehicle research and
development, such as vehicle driving habits, customer feedback, in addition such as
customer vehicle maintenance data, vehicle life cycle management are marketing data for
the downstream distributors is very valuable. TSP through its positive and downstream of
the interaction between, thus pulling the entire auto industry value chain to consumers
overall assault omnidirectional coverage, for large brand marketing to set the tone, such as
SAIC Group owns the Shanghai Volkswagen and Shanghai GM two domestic top 2
carmakers, and focus on the logistics, repair the major Service Corporation, sales, service,
A Yoshihoshi in the middle can play service integration business as well as the role of
front-end and back-end platform integration window
2) starting from the customer demand, the implementation of customer segmentation,
change the original mode of marketing and management, marketing and customer to
customer can be differentiated maintenance strategy, can help companies better understand
customer, market, product, service, timely understanding of the needs of users, the
characteristics of the user, truly realize “intimate services”. Now after 80 after 90 has
gradually become the main force in the era of automobile consumption, their consumption
habits need to be interpreted, customer application habits due to the development of mobile
Internet technology, has been from the indoor single terminal computer development to the
outdoor whenever and wherever possible through various terminal mobile Internet demand,
part of a car as life is very important, a the whole area is mobile Internet share very weak.
Customer needs through the mobile phone to book air tickets, know the weather, to the
office, keep the real-time communication with friends via QQ, shooting and the real-time
share in micro-blog via mobile phone, all this, they all hope can do it in the car. Thus,
innovative cooperation with third party service providers, with the help of mobile Internet
technology and related technology, the enhancement of existing driving experience, or
even completely change the existing driving experience are discussed in this paper
direction
Keywords: Automobile Industry; Telematics Industry; Onstar; Operating Profit Mode;
Optimize Operation
第1章 绪论
我国汽车工业起步于建国初期，经过 30 多年的发展在 21 世纪进入飞速发展的时
代。汽车行业产业链长，消费拉动大，关联行业多，它具备成为我国经济的重要支柱
产业所有条件。“十一五”期间，我国社会生产力以及综合国力明显提高，2006～2010
年 5 年时间国内生产总值年均增长率达到为 11.2%，城镇居民人均可支配收入和农村
居民人均纯收入年均分别实际增长 9.7%和 8.9%。2011 年是“十二五”的开局之年，
2011 年全年国内生产总值为 471，564 亿元，比上年增长 9.2%，城镇居民人均可支配
收入和农村居民人均纯收入分别实际增长 14.1%和 17.9%。随着我国经济的快速增长
和居民收入水平的持续提高，对汽车等商品的需求不断上升，由此我国汽车企业正面
临一个充满机遇和挑战的全面营销竞争新时期。随着国际上知名的“6+3”汽车集团(北
美通用汽车、日本丰田汽车、美国福特汽车、德国大众汽车、戴母勒克莱斯勒、法
国雷诺、日产、宝马、本田、标致、雪铁龙系数)全部进入我国，整个中国市场从最
初的跑马圈地已经转成细分市场的全面竞争，汽车市场营销环境随之也发生重大变化
—国内市场竞争转变成国际化、国际市场竞争国内化，传统的市场营销将面临全新的
挑战。高科技术的推广和应用、全球经济一体化、资源的强势整合的崭新格局，引发
了汽车行业继诞生以来最深刻的变革。从汽车市场环境和产业环境来看，中国汽车市
场新时代将围绕车载信息服务行业发展，整体呈现以下几个显著特征：
1．汽车市场中的愈来愈激烈的竞争环境以及加速的同质化，
==>>