Southwest University of Science and Technology
Master Degree Thesis
Research on initial marketing sales strategy
of ZK Auto 4S shop
Grade: 2015
Candidate: Wu Yufei
Academic Degree Applied for: Master Degree
Speciality: Business Administration（MBA）
Supervisor : Prof. Zhang Hua
GuestSupervisor: Prof. Sun Jian
June.16,2018
独 创 性 声 明
本人声明所呈交的论文是我个人在导师指导下（或我个人……）所进行的研
究工作以及收获的研究成果。竭尽我所知道的，除去文中特别标注和致谢的地方
外，论文中内容不包含其他人已经撰写或发表过的研究成果，也不包括为取得西
南科技大学或者其它教育机构的学位或证书而使用过的资料。和我一同工作的同
志对本研究作出的任何贡献我均已在论文中作了明确的说明并表明了谢意
签 名：
日 期： 2018年6月16号
关于论文使用和授权的说明
本人完全了解西南科技大学有关保留、使用学位论文的规定，即：学校有权
保留学位论文的复印件，允许该论文被查阅和借阅；学校可以公布该论文的全部
或部分内容，可以采用影印、缩印或其他复制手段保存论文
(保密的学位论文在解密后应遵守此规定)
签 名：
导师签名：
日 期：2018年6月16号
西南科技大学硕士研究生学位论文
I
第I页
摘 要
随着市场竞争的激烈进行，各个行业都在为了自己的企业形象和品牌出谋划
策。对于汽车工业来说，要想获得好的口碑和市场条件，营销策略是非常重要的
好的产品只有配上好的营销策略才能壮大市场。现如今全球汽车市场竞争激烈
同行业间的竞争在产品上相差不大，营销策略就显得尤其重要。宝马自从进入中
国市场以来一直都是顺风顺水，越来越多的能看到宝马车的身影。以往的汽车市
场重心都放在了一线城市，如北京、上海、深圳等发达城市，而在一线城市汽车
工业趋于饱和的时候，二三线城市的生机来了。现在已经有许多的汽车制造商将
目光转向二三线城市了。面对着市场的发展，市场环境的不断变化，人们的需求
在变更，如何快速的做出市场反应，是我们需要探讨的问题
我国经济加速增长，国民经济水平也在提高，消费者更加偏爱豪华汽车，与
此同时汽车制造商也迎合着消费者的口味，将市场越做越大。本文借鉴我国汽车
市场目前背景，借助相关的营销理论，剖析当今二线城市汽车市场的营销环境和
发展趋势，希望能为我国二线豪华车汽车市场的营销之路提供一些参考
本文以绵阳ZK汽车4S店为研究案例对4S店初期进入市场营销进行研究，将
营销组合理论、汽车服务营销理论、SWOT分析方法以及STP战略理论和PEST分析
法进行结合，探讨了ZK汽车4S店在初期进入市场所面临的汽车市场环境，分析
其存在的优势和劣势有哪些，竞争对手给予了怎样的威胁以及面对激烈的市场环
境4S店还有怎样的机会没有挖掘出来。采用STP战略分析理论对ZK汽车4S店初
期进入市场进行细分和定位，构建属于ZK汽车4S店的初期进入市场营销策略
关键词：绵阳ZK汽车4S店；市场营销；策略；豪华汽车
西南科技大学硕士研究生学位论文
II
第II页
Abstract
It is known that with the fierce market competition, all industries are
masterminding a scheme for their corporate image and brand development. For the
automotive industry, marketing strategy is important to obtain good reputation and
market conditions because good products can surely expand the market with a good
marketing strategy. Now competition in the global auto market is in full swing and the
competition in the same industry is not much different on the products, so it will
inevitably succeed if the enterprise makes better use of the marketing strategy. As we
know, BMW has been developed well since entering the Chinese market. In the past,
BMW has its focus on first-tier cities, such as Beijing, Shanghai, Shenzhen and other
developed cities. But as the auto market there becomes saturated, there is a high demand
coming from second-and third-tier cities. Many automakers have now turned to
second-and-third-tier cities. The market develops, and so do the market environment
and people's needs. So the problem we need to explore now is how to make a rapid
response to the market.
As China's economy as well as the national economy improves, consumers have a
predilection for luxury cars. Undoubtedly, the auto makers choose to make the market
bigger and bigger to cater to the consumers' taste. Based on the present background of
China's automobile market, this article analyzes the car marketing environment and
future trends in the current second-tier cities according to related marketing theories, so
as to provide some reference for the marketing development in these cities.
This paper takes Mianyang ZK car 4S store as a case to study the initial marketing
of 4S shop. Under the guidance of marketing mix theory, automotive service marketing
theory, SWOT analysis theory and STP strategic theory and PEST analysis method, it is
planned to discuss the market environment that ZK car 4S shop faces in the early stage
of market, analyze its strengths, weaknesses, the continuing challenges from。