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摘要
营销体系对于汽车企业来说是至关重要的，它不但反映企业的营销水平和盈利状
况，还关系到企业的长期发展和生存问题。当前，在竞争日趋激励的市场环境下，汽
车产品的同质化趋势越来越明显。因此，对于任何一家汽车企业来说，只有构建高效
优质的营销体系并不断优化设计，才能增强企业自身的综合营销能力，提升市场竞争
力，从而保障企业健康、可持续发展。

本文研究思路主要包括以下几个部分：首先对国内汽车市场、皮卡车型发展现状
及其相关的营销体系理论进行了综述，发现奇瑞在皮卡领域的营销体系有一定的发展
空间，主要是其构建了适应市场又符合企业特征的营销体系，据此，本文提出了论文
的研究思路和研究方法；其次，本文分析了奇瑞发展历程及奇瑞专用车事业部所处的
市场环境、主要竞争对手状况、发展趋势及市场机会和威胁，以及奇瑞专用车事业部
存在的核心问题；第三，从营销 4P 理论角度，本文详细分析了奇瑞专用车事业部的
产品策略、价格策略、渠道策略、促销策略等，同时建立在上述分析的基础上，又提
出了奇瑞专用车事业部营销体系创新设计的目标及原则，以及营销体系设计方案；最
后，本文提出了对奇瑞专用车事业部营销体系设计的建议。

关键词：营销体系，奇瑞专用车事业部，营销策略Chery Automobile Special Vehicle Business Unit Marketing
System Research
Abstract
Marketing system is crucial for automobile enterprises. It not only reflects the
enterprise’s marketing level and profitability, but also is related to the long-term
development and survival of the enterprise. At present, under the increasingly fierce
market competition background, the trend of homogeneity for automobile products is
becoming more and more obvious. For any of the automobile enterprises, therefore, only
by building highly efficient marketing system and continuous optimization design can the
enterprises enhance their own comprehensive marketing ability; improve market
competitiveness, so as to ensure healthy and sustainable development of the enterprises.
In this paper, the study mainly includes the following parts: first of all, the present
situation of domestic automobile market, pickup vehicle development and the related
theory of marketing system are reviewed, which found that Chery marketing system in the
field of pickup trucks has certain development space, mainly because Chery constructed a
marketing system that adapts to the market and meet the characteristics of enterprises. On
this basis, this paper puts forward the thesis research ideas and research methods; Secondly,
this paper analyzes the developing course and Chery automobile Special vehicle Business
Unit of the market environment, main competition situation, development trend, market
opportunities, threats, as well as the core problems of Chery automobile Special vehicle
Business Unit; Third, from the perspective of marketing 4P theory, this paper analyzes the
product strategy, price strategy, channel strategy, promotion strategy of Chery automobile
Special vehicle Business Unit. At the same time, based on the above analysis, the paper
puts forward the marketing system innovation design goal and the principle, design scheme
and the marketing system of Chery automobile Special vehicle Business Unit; Finally, this
paper illustrates the suggestions to marketing system design of Chery automobile Special
vehicle Business Unit.