上海大众斯柯达在沈阳共有两家 4S 店。两家公司在斯柯达商品车销售、专业售后服
务以及经营管理上取得了一定成绩，然而同时在营销方面也存在着很大的问题。如何
扬长避短，提高汽车销量，成为了一个值得两家公司关注的重要问题。
本篇论文一共分为六个章节。第一章作为引言部分主要介绍研究背景、选题意义、
具体研究方法以及本文的创新之处。第二章是对斯柯达品牌、上海大众斯柯达公司、
以及上海大众斯柯达公司产品线的简明扼要的介绍。第三章是对上海大众斯柯达的营
销现状的分析，其中包括宏观营销环境分析、微观营销环境分析以及产业环境分析三
部分内容。第四章是对上海大众斯柯达在营销过程中存在的问题的总结，和对造成这
些问题的原因的分析。第五章分是对上海大众斯柯达沈阳营销策略的具体建议。最后
一章对研究结论的总结和展望。
本文在对上海大众斯柯进行 SWOT 分析之后，将市场营销中的 4V 理论与分析结果
相结合，提出适合沈阳两家 4S 店发展的具体营销策略。基于 4V 理论，结合沈阳本地
具体销售环境所作出的营销策略，能够提升上海大众斯柯达沈阳两家 4S 店的竞争力,
使其销售更进一步。
关键词：4V 理论，营销策略，网络营销，市场份额The Analysis on Marketing Strategy of Shanghai Volkswagen
Skoda Company in Shenyang Area
Abstract
Recently, China’s auto sales industry has come into the stage of explosive growth.
Nowadays, China has become the world’s largest car producer and No.1 new car consumer
market. With the development of automobile sales and service industry, the marketing
strategy has become a key factor for the success of those automobile sales companies.
Faced with increasingly fierce competition, the automobile sales companies have to
develop the suitable marketing strategies for their own development in order to gain a firm
foothold in the automotive market. There are two Shanghai Volkswagen Skoda “4S” cars
trade service companies in Shenyang. Both of them have a great deal of experience in sales,
service as well as the operation and management. However, there are some disadvantages
on sales as well. How to make full use of the advantages, overcome the disadvantages and
improve the sales has become a major concern to both of the enterprises.
The paper consists of six chapters. The first chapter is a brief introduction of the paper,
which includes the research background, the significance of the topic, the concrete research
methods as well as the innovations. The second chapter is a brief introduction of Skoda
auto, Shanghai Volkswagen Skoda Company and its product line. The third chapter is the
analysis of the marketing situation of Shanghai Volkswagen Skoda Company, which
includes the macro-environment analysis, the micro-environment analysis as well as the
industrial environment analysis. The forth chapter is the summary of the existing problems
of Shanghai Volkswagen Skoda Company and the analysis of the roots of them. The fifth
chapter is the concrete solutions to the marketing problems of Shanghai Volkswagen
Skoda Company. The last chapter is the conclusion of the research and its future trends.
The paper makes an SWOT analysis on Shanghai Volkswagen Skoda Company. Then
the paper combines 4V Theory, classical marketing theory, with the analysis results, and
then puts forward the concrete marketing strategies which are suitable to the developments
of the two “4S” cars trade service enterprises in Shenyang. The marketing strategies, which
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