一汽-大众摩捷出行长春市场营销策略研究 随着共享经济的快速发展，共享汽车在全国不断涌现，但目前还未在行业 内形成寡头垄断。在各大主机厂纷纷加入共享汽车的背景下，一汽-大众也启动 共享汽车业务并创立了摩捷出行品牌，以分时租赁业务形式在长春运营，创造 了国内汽车合资企业第一个开展共享汽车的先河。发展一年多，从试点区域扩 展至整个长春市，在开始仅有200台车的条件下，大胆采用自由取还模式，并 且报销停车费，很快获得大量用户的青睐，在长春市场获得一定的影响力。但 是随着其他竞品的进入，摩捷出行在获取顾客，营销策略等方面出现瓶颈，通 过对细分市场，市场定位，客户画像，使用场景，产品与价格，渠道的分析， 从服务营销7PS角度为摩捷出行在长春市场制定切实可行的营销建议和策略框 架。 本文选取摩捷出行的真实客户作为研究对象。通过面访以及电话调研，客 户对摩捷出行的满意度较高，模式也认可。之后，通过对行业现状分析，产品 与价格的研究，准确把握摩捷出行现状。通过进一步研究摩捷出行的自身特性， 结合SWOT分析矩阵的营销战略划分，用STP策略进行市场定位，利用最近一年 的客户数据检验现有的营销模式，同时根据不同的市场定位，细分市场以及客 户提出了基于以服务为导向的7Ps理论，通过7Ps制定结合实际情况的营销策 略。文章的最后部分，从相关制度流程、人员配备及培训、技术储备三个方面 提出了实施营销策略能够按照预定计划进行的保障措施。 通过本文的研究，为了改变对摩捷自身定位不够准确、相关工作流程不够 健全、短期内关于市场推广策略不够明晰的营销问题，摩捷出行在更加精准的 分析人群及用车场景后，针对核心客户和重点客户进行精准营销，提供差异化 的服务产品，通过品牌的建立，不断强化产品形象，达到良好的口碑宣传，同 II 时依靠代理商的专业营销能力，不断扩大摩捷出行在长春的影响力，扩充流量 池，深挖市场，达到深耕长春，在长春做大做强的战略目标，同时积累丰富营 销经验和培养营销方面的专业人才，为摩捷出行走向其他城市打下坚实的基础。 也合理利用摩捷背靠的一汽-大众的优势，加强渠道合作，到达双赢甚至多赢的 目的，进一步提升客户满意度，使得摩捷出行在长春处于领先优势，带动其他 企业的发展，为建设数字吉林，智慧城市增砖添瓦。 关键词： 共享汽车，市场定位，营销策略，服务营销 III ABSTRACT Research on Marketing Strategy of Mobje of FAW-VW in Changchun With the rapid development of shared economy, shared cars are emerging all over the country, but at present there is no oligopoly in the industry. Under the background of major main engine factories joining in the car-sharing business, FAW-Volkswagen also started the car-sharing business and created the mobje travel brand, which operated in Changchun in the form of time-sharing leasing business, creating the first pioneer for domestic automobile joint ventures to develop the car-sharing business。With more than one year's development, it has expanded from the pilot area to the whole city of Changchun. Under the condition of only 200 cars, it has boldly adopted the mode of free return and reimbursed parking fees, which has quickly won the favor of a large number of users and gained certain influence in Changchun market. However, with the entry of other competitors, there are bottlenecks in acquiring customers and marketing strategies. Through the analysis of market segmentation, market positioning, customer portraits, use scenarios, products and prices, and channels, this paper formulates practical marketing suggestions and channels for Mobje travel in Changchun market from the perspective of 7PS service marketing. Strategic framework. This paper chooses the real customers of Mobje as the research object. Through interviews and telephone surveys, customers are more satisfied with mobje travel, and the mode is also recognized. After that, through the analysis of the current situation of the industry, product and price research, we can accurately grasp the current situation of Mobje travel. By further studying the characteristics of Mobje travel, combining with the marketing strategy division of SWOT analysis matrix, market positioning is carried out with STP strategy, and the existing marketing model is tested with the customer data of the last year. At the same time, according to different market positioning, market segmentation and customers, 7Ps theory based on service-oriented is put forward. Through 7Ps, the marketing IV strategy is formulated according to the actual situation. In the last part of the article, it puts forward the safeguard measures to implement the marketing strategy according to the scheduled plan from three aspects: relevant system process, staffing and training, and technical reserve. Through the research of this paper, in order to change the marketing problems of Mobje, such as inaccurate positioning of Mobje itself, inadequate related workflow and unclear marketing strategy in the short term, Mobje Travel carries out accurate marketing for core customers and key customers after more accurate analysis of crowd and car use scenarios. Through the establishment of brand, service products will continuously strengthen the image of products and achieve good reputation publicity. At the same time, relying on the professional marketing ability of agents, we will continue to expand the influence of Mobje travel in Changchun, expand the flow pool, dig deep into the market, achieve the strategic goal of deep cultivation of Changchun, making Changchun bigger and stronger, and accumulate at the same time. Accumulate rich marketing experience and train marketing professionals to lay a solid foundation for Mobje to travel to other cities. It also rationally utilizes the advantages of FAW Volkswagen, strengthens channel cooperation, achieves the goal of win-win or even win-win, further improves customer satisfaction, makes Mobje travel in Changchun a leading advantage, drives the development of other enterprises, and adds bricks and tiles to the construction of digital Jilin and smart city.