摘要
摘要
随着中国汽车保有量和平均车龄的提升，产业内资本的目光逐渐投向了汽
车后市场。其中，售后维保市场作为汽车后市场的主要领域，具备体量大、成
长性好、集中度低等特点，因而也格外受到关注。汽车后市场新零售的转型因
汽车后市场重服务的属性受到极大挑战，单纯的模式创新很难改变行业本质，
对行业深度理解并整合多方资源才有机会在红海市场中破局。
本文以汽车后市场行业下的 BDK汽车维修用具公司为案例，基于当前国内
外学者对市场营销策略及汽车后市场的相关研究及理论基础，运用营销策略组
合研究方法，在对 BDK公司内部人员的问卷调查下，首先介绍了 BDK公司营
销现状，继而探讨了 BDK公司营销存在的产品开发生产、报价机制、分销渠道
模式、品牌促销及客户服务等方面的问题及其问题成因。为了适应市场的高速
发展以及客户不断提高的产品需求，BDK公司应该走出市场，了解市场需求，
并最终满足市场。其次本文采用 PEST分析法探讨了汽车后市场行业所处宏观环
境，同时利用波特五力模型分析了 BDK公司的微观竞争环境。中国汽车保有量
的增长及车龄的增加，使得汽车售后维修市场呈现出持续上升趋势，故 BDK公
司应该充分掌握机遇，提高公司营销能力，尽快找到适合的营销之路。最后在
行业背景下，结合 7Ps营销调查结果，利用 STP营销战略确立了 BDK公司的市
场定位，分别从产品、价格、渠道、促销、客户服务、营销过程以及有形展示
七个方向提出了具体的营销策略改进措施。
为保障这一系列改进策略的顺利实施，本文分别从组织结构、人力资源、
规章制度、科学技术、资金以及企业文化六个方面提出了一系列保障措施。在
汽车后市场成为汽车产业下一个重要焦点的背景下，BDK公司应该重新审视自
身营销策略寻求破局，在未来竞争中获得优势地位，充分分享汽车后市场的高
速增长。
关键词：营销策略；4Ps策略组合；7Ps策略组合；汽车维修用具
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华侨大学硕士学位论文
Abstract
With the increase of car ownership and average car age in China, the capital in
the industry gradually pays more attention to the automobile aftermarket. Among
them, the after-sale maintenance market, as the main field of the automobile
aftermarket, hasthe characteristicsof largevolume, goodgrowth and low
concentration, so it also attracts special attention. The transformation of new retail in
the automotive aftermarket is greatly challenged due to the service-oriented nature of
the automotive aftermarket. It is difficult to change the nature of the industry through
simple model innovation. Only a deep understanding of the industry and integration
of multiple resources can have the opportunity to break the game in the Red Sea
market.
In this paper, BDK Automotive maintenance appliance Company under the
automotive aftermarket industry as a case, based on the current domestic and foreign
scholars of marketing strategy and automotive aftermarket related research and
theoretical basis, the use of marketing strategy portfolio research method, under the
questionnaire survey of BDK company internal personnel, first of all, introduced the
marketing status of BDK company. Then it discusses the problems and their causes
in product development and production, quotation mechanism, distribution channel
mode, brand promotion and customer service of BDK company marketing. In order
to adapt to the rapid development of the market and the increasing product demand
of customers, BDK company should go out of the market, understand the market
demand, and finallymeet the market. Seceondly, themacro environment of
automobile aftermarket industry is discussed by PEST analysis method, and the
micro competitive environment of BDK company is analyzed by porter's five Forces
model. With the growth of China's automobile ownership and the increase of vehicle
age, the automobile after-sales maintenance market presents a continuous upward
trend. Therefore, BDK Company should fully grasp the opportunity, improve its
marketing ability, and find a suitable marketing road as soon as possible. Finally, in
the industry background, combined with the 7Ps marketing survey results, using STP
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