中文摘要 中文摘要 我国汽车保有量不断增长，轮胎市场的需求不断加大。但是随着轮胎企业数 量的增多，轮胎市场的竞争压力不断加大。在激烈的市场竞争下，轮胎企业怎样 根据市场行情改进和优化企业营销策略，成为轮胎企业关注的重要问题。 本文主要运用文献研究法、实地调查法等研究方法对 S品牌轮胎的产品策略、 价格策略、渠道策略、促销策略等现状和行业环境等进行分析，然后运用市场营 销学中的 4P理论对 S轮胎公司的市场营销策略进行改进和优化。文章首先对国内 外学者的研究成果进行了分析和借鉴，在此基础上，对我国轮胎行业的宏观环境 和 S轮胎公司的微观环境进行了分析。之后运用 4P理论对 S轮胎公司的产品策略、 价格策略、渠道策略和促销策略进行分析，得出该企业目前存在轮胎产品同质化 严重、产品定价比较被动、营销渠道过于依赖线下实体等问题，使其市场营销策 略不符合市场的需求，在一定程度上限制了 S轮胎公司的发展。最后，在全面分 析的基础上，结合 4P理论对 S品牌轮胎的营销策略提出了具体的改进建议，如加 大新产品研发力度、使用基于产品类别的差别定价策略、大力发展新零售、优化 营销渠道管理模式、提升营销队伍的整体素质等改进建议，以此提升 S品牌轮胎 市场营销策略的有效性。 关键词：营销策略；S轮胎公司；4P理论 I 黑龙江大学硕士学位论文 Abstract The number of cars in China is increasing, and the demand of tire market is increasing. However, with the increase of the number of tire enterprises, the competitive pressure in the tire market is increasing. In the fierce market competition, how tire enterprises improve and optimize their marketing strategies according to the market situation has become an important issue for tire enterprises. This paper mainly uses literature research, field survey and other research methods to analyze the product strategy, price strategy, channel strategy, promotion strategy and other current situation and industry environment of S brand tires, and then uses the 4P theory in marketing to improve and optimize the marketing strategy of S tire company. The article first analyzes and draws lessons from the research results of domestic and foreign scholars, and then analyzes the macro environment of Chinas tire industry and the micro environment of S Tire Company. Then, the 4P theory is used to analyze the product strategy, price strategy, channel strategy and promotion strategy of S Tire Company, and it is concluded that the company currently has problems such as serious tire product homogeneity, passive product pricing, and excessive dependence on offline entities in marketing channels, which makes its marketing strate