研究生签名： 时间： 年 月 日
导师签名： 时间： 年 月 日I
摘要
随着我国经济社会的不断发展，汽车保有量不断增加，由此催生了汽车俱乐部行业。但是随着
市场竞争的不断加剧，越来越多的汽车俱乐部开始采取形式多样的竞争策略，以赢得市场先机，实
现自身的健康长期发展。北方车友俱乐部库尔勒分公司作为一家新兴的汽车俱乐部公司，其在近些
年来取得了高速的发展，但是由于各方面竞争压力，使得库尔勒分公司在发展的过程中所面临的竞
争压力不断增大，发展成本逐渐上升，威胁着整个公司的发展。因此，必须要采取有效的营销策略，
来实现库尔勒分公司车友俱乐部的健康长期发展

本文基于以上研究背景，在综合各学科理论的基础上，对北方车友俱乐部库尔勒分公司的营销
状况进行分析和研究，指出其目前营销的现状，存在的突出问题以及问题的原因；然后基于整个行
业的发展环境，提出了针对性的营销策略，以提升公司的市场竞争力，从而促进库尔勒分公司的可
持续发展。具体来说，本文包括以下七个方面的内容：
第一部分，绪论。主要介绍了本文的研究背景、研究意义、研究方法与内容，并对国内外关于
营销策略的相关文献进行了梳理。同时指出了本文研究的主要创新点和不足之处

第二部分，相关概念及理论基础。主要对营销、营销组合等相关概念进行了阐释，并对市场营
销学中的 4Ps、7Ps 营销理论进行了分析。为本文的研究奠定了理论基础

第三部分，现状分析。首先对北方车友俱乐部库尔勒分公司进行了简要介绍，然后对其现有的
营销策略进行了分析

第四部分，问题及原因分析。首先从品牌建设滞后、市场营销手段单一、渠道业务不平衡、营
销队伍参差不齐、营销服务意识淡薄、经营管理理念滞后等方面出发对库尔勒分公司营销策略存在
的问题进行了分析。之后对其问题的具体原因进行了针对性的剖析

第五部分，环境分析。首先对北方车友俱乐部库尔勒分公司发展的宏观环境进行了 PEST 分析，
分析其发展的整体环境。之后从波特五力竞争模型出发，对其行业发展环境进行分析

第六部分，对策建议。首先从目标思路出发，分析了公司营销发展的目标思路；然后从市场定
位的角度，对库尔勒分公司的营销计划进行了科学思考。之后从组合营销的角度出发，在产品策略、
价格策略、渠道策略、促销策略、人本策略、服务策略、过程控制策略等方面提出了相应的改进措
施，以充分完善库尔勒分公司目前的营销策略

第七部分，总结部分。对全文的主要内容进行了概况性总结，并对尚存在的不足之处进行了未
来研究展望

关键词：车友俱乐部；营销策略；营销组合；发展环境II
Abstract
With the continuous development of China&39;s economy and society, the increasing amount of car
ownership, which gave birth to the automobile club industry. But with the increasing competition in the
market, more and more car clubs began to take various forms of competitive strategy to win market
opportunities, realize its long-term development. The North health club Korla branch as a the new car club
company, has achieved rapid development in recent years, but because of the pressure of competition, the
Korla branch is facing in the process of development of competitive pressure is increasing, the
development cost gradually rise, threatening the development of the entire company so. That must adopt
effective marketing strategies to achieve the Korla Branch Club health long-term development.
Based on the above research background, on the basis of the comprehensive interdisciplinary theory,
this paper analysis the branch marketing situation on the northern Club Korla, points out its current
marketing status, existing problems and the cause of the problem. Then, based on the development of the
whole industry environment, this paper puts forward the corresponding marketing strategy, in order to
enhance the company&39;s market competitiveness, so as to promote the sustainable development of the Korla
branche. Specifically, this paper includes the following seven aspects of content:
The first part, introduction. This paper mainly introduces the research background, research
significance, research methods and content, and the related literature at home and abroad about the
marketing strategy. At the same time, this part points out the main innovation points and deficiencies in
this paper.
The second part, the related concepts and theoretical basis. This paper mainly explains the related
concepts of marketing, marketing mix and so on, and analyzes the marketing theory of 4Ps and 7Ps in
marketing. It lays the theoretical basis for the research of this paper.
The third part, the analysis of the present situation. First of all, the northern Club Korla branch is
introduced briefly, and then analyzes its existing marketing strategy.
The fourth part, the analysis of the problem and reason. First of all, from the brand construction lag,
the single market marketing channels, the imbalance vary, marketing team, marketing service
consciousness, management idea lag etc, this paper analyzes the problems in the Korla branch marketing
strategy. After that, it analyzes the specific causes of the problem.
The fifth part, environmental analysis. Firstly the North Korla Club Branch macro environment for
the development of PEST analysis, analysis of its overall environmental development. Since the Potter
competition model based on the environment of its industry development were analyzed.
The sixth part, countermeasures and suggestions. First,from the target concept, this paper analyzes the
company&39;s marketing development goals; Then from the perspective of market positioning, this paper
carries on the scientific thinking of marketing plan for the Korla branche. From the perspective of
marketing combination, product strategy, price strategy, channel strategy, promotion strategy,
people-oriented strategy, service strategy, process control strategy, this paper puts forward the
corresponding improvement measures, to fully improve the Korla branch of the current marketing strategy.
The seventh part, conclusion. The main contents of this paper are summarized, and the future research
prospects are also discussed.
Keywords: Club；marketing strategy；Marketing mix；Development environmentIII
目 录
摘要..I
Abstract......... II
第 1 章 绪论...1
1.1 研究背景及意义...... 1
1.1.1 研究背景....... 1
1.1.2 研究意义....... 1
1.2 研究方法与主要内容 .......... 2
1.2.1 研究方法....... 2
1.2.2 研究内容....... 2
1.3 国内外研究现状...... 3
1.3.1 国外研究综述 ........... 3
1.3.2 国内研究综述 ........... 4
1.3.3 国内外研究评述 ....... 5
1.4 研究的创新与不足之处 ...... 5
1.4.1 创新之处....... 5
1.4.2 不足之处....... 6
第 2 章 相关概念界定及营销理论基础..
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