近几年，国内汽车行业迅速发展，我国的汽车市场现在已经是世界上最大的单一汽 车市场。此外汽车金融服务行业迅速发展，在汽车市场价值链中扮演着重要的角色，是 我国汽车市场价值链中增值价值最高的内容。但是与国外相比，当前国内汽车金融信贷 服务的发展，还有很大的上升空间。研究汽车公司金融业务服务营销能够帮助其扩张市 场占有率，有利于提高汽车公司销售渗透率。同时也有利于经销商以及厂家利润水平的 提升，对于消费者而言也可以使其享受更多的实惠。 论文以HT公司为研究对象，借助市场服务营销环境理论、7Ps理论和STP理论分 析HT公司的市场服务营销策略，并对其进行完善。论文首先对汽车企业服务营销研究 中涉及到的一些名词和概念进行界定并对市场服务营销等理论进行梳理，为论文研究提 供理论依据。然后在对HT公司服务营销现状调研的基础上，对其市场服务营销策略存 在的问题进行归纳总结；接着剖析了HT公司所处的服务营销环境，为其服务营销策略 的优化提供了依据。最后基于STP理论和7Ps理论对HT公司业务服务营销策略进行了 优化设计。 通过本文的研究可以看出，HT公司汽车金融业务服务营销还存在诸如：市场定位 不明确、产品种类单一、缺乏服务营销品牌意识、广告宣传力度不足等服务营销问题。 为此，本文基于STP理论，对HT公司金融业务服务营销进行了策略优化，主要优化方 向为从高端品牌、中端品牌、自主品牌、小众品牌四个方面选择差异化的细分市场并确 定自身的定位。利用7Ps整合服务营销理论从有形展示、人员、促销、渠道、价格以及 产品和过程管理七个方面提出HT公司金融业务服务营销的优化建议和措施。 论文选择HT公司作为研究对象，对该公司的服务营销情况进行分析和研究，通过 市场调查结果对其服务营销现状进行分析，利用数据统计分析法以及文献分析法结合现 在的市场服务营销理论，分析HT公司的市场服务营销情况，基于此提出相应的优化建 议，希望促进在激烈的市场竞争中获得竞争优势。 关键词：汽车金融服务，服务营销，7Ps整合营销理论，STP理论 II Abstract Inrecentyears,thedomesticautomobileindustryhasrapidlydevelopedChina'sautomobilemarket, whichisnowthelargestsingleautomobilemarketintheworld.Inaddition,therapiddevelopmentof automobilefinancialserviceindustryplaysanimportantroleinthevaluechainofautomobilemarket,and itisthecontentwiththehighestvalueaddedinthevaluechainofChina'sautomobilemarket.However, comparedwithforeigncountries,thereisstillmuchroomforimprovementinthedevelopmentofdomestic autofinancingandcreditservices.Researchonthefinancialservicemarketingofautomobilecompanies canhelpthemexpandmarketshareandimprovethesalespenetrationrateofautomobilecompanies.Atthe sametime,itisalsoconducivetotheimprovementoftheprofitlevelofdealersandmanufacturers,andit canalsomakeconsumersenjoymorebenefits. ThethesistakesHTcompanyastheresearchobject,analyzesthemarketingstrategyofHTcompany byvirtueofthemarketservicemarketingenvironmenttheory,7PsandSTPtheory,andimprovesit.This paperfirstlydefinessometermsandconceptsinvolvedintheresearchofservicemarketingofautomobile enterprisesandsortsoutthetheoriesofmarketservicemarketingtoprovideatheoreticalbasisforthe research.ThenonthebasisoftheinvestigationoftheservicemarketingstatusofHTcompany,the problemsofitsmarketingstrategyaresummarized.Then,theservicemarketingenvironmentofHT companyisanalyzed,whichprovidesabasisfortheoptimizationofitsservicemarketingstrategy.Finally, basedonSTPtheoryand7Pstheory,thebusinessservicemarketingstrategyofHTcompanyisoptimized. Throughtheresearchofthispaper,itcanbeseenthattheservicemarketingofHTcompany'sfinancial businessstillhassuchproblemsasunclearmarketpositioning,singleproductcategory,lackofbrand awarenessofservicemarketing,insufficientadvertisingandotherservicemarketingproblems.Therefore, basedonSTPtheory,thispapercarriedoutstrategicoptimizationofHTcompany'sfinancialservice marketing.Themainoptimizationdirectionistoselectdifferentiatedmarketsegmentsanddetermineits ownpositioningfromfouraspects:high-endbrand,mid-endbrand,self-ownedbrandandnichebrand.The 7PsintegratedservicemarketingtheoryisusedtoputforwardtheoptimizationSuggestionsandmeasures ofHTcompany'sfinancialbusinessservicemarketingfromthesevenaspectsoftangibledisplay,personnel, promotion,channel,priceandproductandprocessmanagement. III ThesisselectHTmotorcompanyastheresearchobject,onthecompany'sservicemarketingsituation analysisandresearch,throughthemarketsurveyresultsanalysisaboutthepresentsituationoftheservice marketing,usingthedatastatisticalanalysisandliteratureanalysiscombinedwiththecurrentmarket servicemarketingtheory,analysisofHTmotorsmarketservicemarketingsituation,basedonthisput forwardthecorrespondingoptimizationSuggestions,hopetopromotethecompetitiveadvantageinthe fiercemarketcompetition. Keywords:AutomobileFinancialservices,MarketingStrategyofFinancialServices,7Ps IntegratedMarketingTheory,STPMarketingTheory IV 目录 第一章绪论...............................................................................................................................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.................................................................................................................................3 1.2国内外相关研究现状...................................................................................................3 1.2.1国外相关研究.........................................................................................................................3 1.2.2国内相关研究.........................................................................................................................4 1.2.3国内外相关研究评述.............................................................................................................6 1.3研究内容、方法及技术路线.......................................................................................7 1.3.1研究内容.................................................................................................................................7 1.3.2研究方法.................................................................................................................................7 第二章相关概念及理论基础..................................................................................................................8 2.1相关概念概述...............................................................................................................9 2.1.1汽车金融的概念......................................................................................................................9 2.1.2金融业务服务营销的概念......................................................................................................9 2.2市场营销相关理论.......................................................................................................9 2.2.1STP市场细分理论................................................................................................................10 2.2.37Ps营销整合理论.................................................................................................................12 2.2.3客户关系管理理论...............................................................................................................12 第三章HT公司汽车金融业务服务营销现状及其问题分析......................................................14 3.1HT公司业务概况.......................................................................................................14 3.2HT公司业务服务营销现状.......................................................................................14 3.2.1金融业务服务产品种类.......................................................................................................14 3.2.2金融业务服务价格现状.......................................................................................................18 3.2.3金融业务服务营销渠道现状...............................................................................................18 3.2.4金融业务服务促销现状.......................................................................................................19 3.3HT公司业务服务营销问题调分析.............