随着汽车在中国的城镇家庭的迅速普及，汽车行业已经告别了2000到2010 年的十年高速发展期，转而进入温和增长时期。从长期来看中国汽车保有量 的提 升潜力仍然极为可观。目前中国汽车普及度与发达国家相比仍然差距十分的巨 大，截止2018年，美国千人汽车保有量在 800 辆以上，日韩也已稳定在 350 辆 以上，而中国 这一数据仍然不到 150 辆的水平，所以市场长期仍具备翻倍的成 长空间。 短期内，受整体经济形势影响，中国汽车市场进入2019年继续表现低迷。 预计截止2019年12月底，总 体汽车市场销售量较上年继续了下跌趋势，出现了 同比约3%左右的下跌。上汽斯柯达的销售也未能幸免，与市场趋势一致，同比 也出现了约15%的下跌。对于上汽斯柯达来说，这 是自其进入中国市场销售以来， 第一次销售量出现年累计同比下降的情况。上汽斯柯达还是一个年轻的品牌，目 前的销售规模还刚刚进入30万的水平，离中国一线主流合资品牌 销量轻松突破 百万台次的水平仍有较大差距。特别在销售规模达到30万台次后，上汽斯柯达 的销售增速与营销工作中面临了很大的瓶颈与压力。 本文结合时代背景，通过仔细阅 读和学习参考相关文献资料，阐述了市场营 销的相关理论与国内外研究成果。然后对上汽斯柯达营销现状的进行分析，找出 其目前在营销中所遇到的一些问题。通过运用典型技 术分析方法如：PEST分析 法，波特5力模型综合分析法，SWOT内外部环境分析法等研究工具，以销售相 关理论为依托，对上汽斯柯达营销体系所在的内部环境的进行分析，找到企 业自 身的优势与劣势。对上汽斯柯达所处的中国汽车市场外部环境和竞争环境分析， 找到上汽斯柯达目前在汽车行业中的机遇与挑战。运用STP定位理论，对上汽斯 柯达所在汽 车行业的市场进行细分市场进行合理的划分，找到上汽斯柯达的目标 市场后，对上汽斯柯达产品进行合理市场定位。然后再结合自身在上汽斯柯达工 作多年的体会与经验，以及 上文中全方位的分析所得出的一些启发，参考目前部 分中国汽车市场中代表性品牌成功与失败营销策略以及一些营销创新举措的尝 试，提出适应中国汽车市场目前情况与未来发 展趋势的上汽斯柯达营销策略组 合。最后通过相应保障措施的制定与实施，以及对执行的计划与执行的过程的控 制与管理。使公司营销策略有序高效的得以贯彻落地。 MBA学位 论文 作者：金安琪 上汽斯柯达汽车营销策略研究 II 关键词：上汽斯柯达，营销策略，4Ps营销理论 MBA学位论文 作者：金安琪 上汽斯柯达汽车营销策略研究 III Research on marketing strategy of SAIC SKODA Abstract With the gradual popularization of automobile in urban families, the passenger car industry has basically bid farewell to the ten-year high-speed growth period of 2000-2010, and turned into a steady growth period. In the long term, China's car ownership potential is still very broad. At present, there is still a huge gap between China's automobile popularity and that of developed countries. At the same time, the number of automobiles owned by 1000 people in the United States is more than 800, and that of Japan and South Korea is more than 350. However, China's automobile popularity is still less than 150, and there is still growth potential to double for a long time In the short term, affected by the overall economic situation, China's automobile market will continue to perform poorly in 2019. It is expected that by the end of 2019, the overall automobile market sales volume continues to decline compared with the previous year, with a year-on-year decline of about 3%. SAIC Skoda's sales also failed to survive, in line with the market trend, with a year-on-year decline of about 15%. For SAIC Skoda, this is the first time since entering the Chinese market that the annual cumulative sales volume has declined year on year. SAIC Skoda is still a young brand, and its current sales scale has just reached the level of 300000. There is still a big gap from the level of China's mainstream joint venture brands whose sales easily exceed one million units. Especially after the sales scale reaches 300000 units, the sales growth and marketing work of SAIC Skoda are facing great bottleneck and pressure. Based on the background of the times, by reading and referring to the relevant literature, this paper expounds the relevant theories of marketing and the research results at home and abroad. Then it analyzes the current situation of SAIC Skoda's marketing, and finds out some problems in its current marketing. Through the use of PEST analysis, Porter 5-Force model analysis, SWOT analysis and other research tools, based on the relevant marketing theory, the internal environment of SAIC MBA学位论文 作者：金安琪 上汽斯柯达汽车营销策略研究 IV Skoda marketing system is analyzed to find the advantages and disadvantages of the enterprise itself. This paper analyzes the external and competitive environment of SAIC Skoda in China's automobile market, and finds out the opportunities and challenges of SAIC Skoda in the automobile industry. Using STP positioning theory, this paper divides the market segment of SAIC Skoda's automobile industry reasonably, finds the target market of SAIC Skoda, and then positions the products of SAIC Skoda reasonably. Then combined with the experience and experience of working in SAIC Skoda for many years, and some inspiration from the above comprehensive analysis, referring to the successful and failed marketing strategies of some representative brands in the current Chinese automobile market and some attempts of marketing innovation measures, Then it finds the marketing strategy combination of SAIC Skoda which adapts to the current situation and future development trend of China's automobile market. Finally, through the formulation and implementation of the corresponding safeguard measures, as well as the control and management of the implementation plan and implementation process. So that the company's marketing strategy can be implemented orderly and efficiently. Keywords: SAIC Skoda, marketing strategy, 4Ps marketing theory MBA学位论文 作者：金安琪 上汽斯柯达汽车营销策略研究 V 目 录 中文摘要 ................................................. I Abstract ................................................ III 目 录 ................................................... V 第一章 绪论 ............................................. 1 1.1选题的背景及意义 ............................................. 1 1.1.1 研究背景 ................................................ 1 1.1.2 研究意义 ................................................ 3 1.2 研究的思路与内容 ............................................ 4 1.2.1研究的思路 ............................................... 4 1.2.2研究的技术路线图 ......................................... 5 1.2.3研究内容 ................................................. 5 1.3 研究的工具与方法 ............................................ 6 1.3.1研究的工具 ............................................... 6 1.3.2研究的方法 ............................................... 6 1.4 本文创新点 .................................................. 7 第二章 相关理论概述与文献综述 ........................... 7 2.1 市场营销相关理论的概述 ...................................... 7 2.1.1营销战略理论 ............................................. 7 2.1.2 STP战略理论 ............................................. 7 2.1.3 4Ps营销理论 ............................................. 8 2.1.4 4Cs营销理论 ............................................. 8 2.2 国内外市场营销的相关文献研究 ................................ 9 2.2.1国外市场营销相关研究文献综述 ............................. 9 2.2.2国内市场营销研究的文献综述 .............................. 10 MBA学位论文 作者：金安琪 上汽斯柯达汽车营销策略研究 VI 2.2.3国内外研究评述 .......................................... 11 第 三章 上汽斯柯达营销策略现状 .......................... 12 3.1 企业简介 ................................................... 12 3.2 上汽斯柯达市场营销策略现状 ................................. 12 3.3 上汽斯柯达市场营销策略问题分析 ............................. 16 3.3.1产品策略问题分析 ........................................ 16 3.3.2价格策略问题分析 ........................................ 18 3.3.3渠道策略问题分析 ........................................ 20 3.3.4促销策略问题分析 ...................