I 摘要 利星行集团是奔驰汽车重要的经销商，它在全国范围设有一百多家奔驰4S店。 秦皇岛LSH公司就是利星行集团的一个的奔驰4S店，市场占有率 在逐年上升。秦 皇岛LSH公司经历了最初两年的高速发展，现已进入稳健发展阶段。随着经济的快 速发展, 国民消费升级, 汽车已成为重要的交通工具。由此可知，中国未来的汽 车市 场发展潜力巨大，是值得关注和研究的领域。在市场潜力巨大，市场竞争激烈的情 况下，传统的营销模式，突显被动，且成本高昂，秦皇岛LSH公司面临了前所未有 的挑战 和压力。 因此，亟待高效营销策略，以此来寻找新的利润增长点，加快消化库存，降低 维修保养流失率，提升服务质量，增加客户满意度。本文以秦皇岛LSH公司为研究 对象， 通过对其内外部环境研究分析，了解4S店运营现状，结合相关理论分析影响 4S店营销的主要因素，通过对目标客户和目标市场等进行研究，找到务实可行的营 销策略。主要从两 方面进行分析：外部环境分析和内部环境分析。运用PEST分析宏 观外部环境；运用波特的五力模型，分析竞争环境。内部环境分析，主要从企业的 组织结构，人力资源状况，以 及市场营销和服务状况这几方面展开。 通过本文可以了解4S店的生存现状，发现目前遇见的棘手问题并寻求解决办法， 对其他汽车4S店及相关企业具有一定的借鉴和参考意义。 关键词：营销策略；环境分析；MB 4S店；利星行 燕山大学工商管理硕士学位论文 II ABSTRACT Lei Shing Hong Limited is an important distributor of Mercedes-Benz. It has 100 Mercedes-Benz 4S stores nationwide. Qinhuangdao LSH Company is a Mercedes-Benz 4S shop of Lei Shing Hong Limited, and its market share is increasing year by year. The company experienced rapid development in the first two years and entered a stage of steady development. Through the rapid development of the economy and the upgrading of national consumption, automobiles have become an important substitute. It has always been known that China's future automotive market has great potential for development and is an area worthy of attention and research. In the case of huge market potential and fierce market competition, the traditional marketing model is passive and costly. Qinhuangdao LSH Company has faced unprecedented challenges and pressures. Therefore, it is urgent to find an efficient marketing strategy to find new profit growth points, speed up digestion of inventory, reduce maintenance and turnover rate, improve service quality, and increase customer satisfaction. This paper takes Qinhuangdao LSH Company as the research object, through the analysis of its internal and external environment, understands the current situation of 4S shop operation, and analyzes the main factors affecting 4S shop marketing by combining relevant theories, and finds practical and feasible through research on target customers and target markets. Marketing strategy. It is mainly analyzed from two aspects: external environmental analysis and internal environmental analysis. Use PEST to analyze the macro external environment; use Porter's five-force model to analyze the competitive environment. The internal environment analysis mainly starts from the organizational structure of the enterprise, the status of human resources, and the status of marketing and service. Through this article, we can understand the survival status of 4S stores, find the thorny problems we have encountered and seek solutions, and have some reference and reference for other auto 4S shops and related enterprises. Keywords: marketing strategy; environmental analysis; MB 4S shop; Lei Shing Hong 目录 III 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国内外研究现状 .................................................................................................................... 2 1.2.1 国外研究现状 ................................................................................................................ 2 1.2.2国内研究现状 ................................................................................................................. 4 1.2.3国内外研究述评 ............................................................................................................. 7 1.3研究内容和方法 .................................................................................................................... 7 1.3.1研究内容 ......................................................................................................................... 7 1.3.2研究方法 ......................................................................................................................... 8 第2章 秦皇岛LSH公司外部环境分 析........................................................................... 9 2.1企业宏观外部环境分析 ........................................................................................................ 9 2.1.1国家政策与法律环境分析（P） ................................................................................... 9 2.1.2经济环境分析（E） ..................................................................................................... 10 2.1.3社会环境分析（S） ..................................................................................................... 12 2.1.4技术环境分析（T） ..................................................................................................... 13 2.2行业竞争环境分析 .............................................................................................................. 13 2.2.1现有竞争对手 ............................................................................................................... 14 2.2.2潜在进入者 ................................................................................................................... 15 2.2.3替代品的威胁 ............................................................................................................... 16 2.2.4客户分析 ....................................................................................................................... 16 2.2.5供应商分析 ................................................................................................................... 17 2.3秦皇岛LSH公司的机遇与威胁分析 .................................................................................. 17 燕山大学工商管理硕士学位论文 IV 2.3.1机遇分析 ....................................................................................................................... 17 2.3.2威胁分析 ....................................................................................................................... 18 2.4本章小结 .............................................................................................................................. 18 第3章 秦皇岛LSH公司内部环境 分析......................................................................... 19 3.1秦皇岛LSH公司简介 .......................................................................................................... 19 3.2组织结构状况分析 .............................................................................................................. 19 3.3人力资源状况分析 .............................................................................................................. 20 3.3.1员工年龄结构 ........................................................................................