一汽-大众探歌SUV营销策略研究 近几年，随着我国汽车保有量的提高以及诸多利好政策的退出，乘用车市 场增速明显放缓，市场销量由高速增长转向 中低速增长。2018年，SUV车型超 越轿车成为乘用车市场份额最大的车型，市场规模仍在不断扩大，并可能成为 未来五年最重要的增长推动力。 一汽-大众汽车有限公司作为国内 知名的合资品牌厂商，在乘用车市场中一 直位列第一阵营，旗下全系列产品市场占有率均位列同级别细分市场前列，但 一直未涉足SUV车型领域常年被人诟病，被看做是一汽-大 众的短板。2018年7 月30日，一汽-大众首款SUV探歌正式上市，探歌SUV作为一汽-大众近年来的 一款纯新产品，作为一汽-大众首款SUV，作为一汽-大众在汽车市场下行时期的 破 局之作，战略意义非凡。但是上市一年来，探歌SUV在市场上的表现距离上 市之初的预期相去甚远，销量远没有达到预期的销售目标。 本文以一汽-大众探歌SUV车型为主要研究目 标，先用4P要素分析探歌在 产品、价格、渠道、宣传方面存在的问题及原因，得出探歌在营销方面存在着 消费者对产品认知度不高、指导价与成交价居高不下、品牌优势与市场 强弱存 在错位以及与目标市场的传播沟通形式大于内容等问题。接着用PEST分析模型 分别从政策环境、经济环境、消费环境和技术环境来分析企业所处的宏观环境， 我国经济由 高速增长转向中高速增长，探歌车型也错过了政策支持力度最大的 时期，汽车人均保有量已超过一百，汽车市场发展正处于普及期后期，且电动 化、共享化、智能化、网联化成 为汽车的未来发展方向。再运用波特五力模型， 分别从供应商议价能力、购买者议价能力、新进入者及替代品威胁、同业竞争 者五个方面，分析探歌产品所处的竞争环境，并用 SWOT工具分析探歌的优势、 劣势、机会和威胁，认为一汽-大众的品牌优势是探歌最大的优势，SUV市场超 II 过乘用车也是探歌的机会，但在紧凑的SUV细分市场，竞争激烈，且 探歌在价 格、渠道等方面存在硬伤。最后结合所分析出的营销现状及问题，制定出适合 一汽-大众探歌的营销组合策略，包括提升产品的竞争力及性价比、产品价格重 心战略性 下移、差异化渠道策略以及探歌促销策略优化等，并通过提升经销商 销售体系能力，优化经销商端的销售流程，提升销售顾问的能力，来保障一汽- 大众探歌SUV营销组合策略的 实施。 关键词： 探歌,SUV,营销策略 III Abstract Research on Marketing Strategy of FAW Volkswagen T-ROC SUV In recent years, with the increase in car ownership and the withdrawal of many favorable policies, the growth rate of the passenger car market has slowed significantly, and the market sales have shifted from high-speed to low-speed growth. In 2018, SUVs have overtaken Sedan as the largest segment of the passenger car market and are likely to be the most important growth driver in the next five years. FAW-Volkswagen Automotive Co., Ltd., as a well-known domestic joint venture brand manufacturer, has been ranked first in the passenger car market, and its entire series of products ranks among the top market segments at the same level of market share. However, it has not been involved in the SUV model field has been criticized for many years and is seen as a short board of FAW-Volkswagen. On July 30, 2018, FAW- Volkswagen's first SUV probe was officially launched. T-ROC, as a pure new product of FAW-Volkswagen in the past eight years, as the first SUV of FAW- Volkswagen, and as the breakthrough of FAW-Volkswagen in the downturn of the automobile market, has extraordinary strategic significance. This article takes FAW-Volkswagen exploration model as the main research goal, and first analyzes the problems and reasons of exploration song in products, prices, channels, and propaganda with 4P elements. It is concluded that in marketing, there are problems such as consumers 'low awareness of products, high guidance prices and high transaction prices, brand advantages and market dislocation, and communication forms with target markets are greater than content. Then the PEST analysis model was used to analyze the macro environment of enterprises from the policy environment, the economic environment, the consumer environment, and the IV technological environment. China's economy has changed from a high-speed growth to a medium-high growth rate, and the sounding model has also missed the period when the policy support was the greatest. The average number of cars per capita has exceeded one hundred. The development of the automotive market is in the late stage of its popularization period, and electrodynamics, sharing, intelligence, and networking have become the future development direction of automobiles. Then use the Porter Five Force model to analyze the competitive environment of the exploration song products from five aspects: supplier bargaining ability, buyer bargaining ability, new entrants and threat of substitutes, and competitors, and use SWOT tools to analyze the advantages, disadvantages, opportunities, and threats of exploration song. It is believed that FAW-Volkswagen's brand advantage is the biggest advantage of the song. The SUV market exceeds the passenger car. However, in the compact SUV segment market, the competition is fierce, and the song is hard in terms of prices and channels. injury. Finally, based on the analysis of the current marketing situation and problems, a marketing combination strategy suitable for FAW- Volkswagen exploration is formulated, including improving product competitiveness and price performance, strategic downward shift of product price, differentiated channel strategy, and optimization of song promotion strategy. And by improving the ability of the distributor's sales system, optimizing the sales process of the distributor and improving the ability of the sales consultant, the implementation of FAW-public exploration marketing combination strategy is guaranteed.。。。。。。以下内容略