论文总字数：20413字

摘 要

进入二十一世纪以来，世界整体经济持续增长，汽车行业发展更是处于蓬勃发展阶段。在经济全球化势态下，各大汽车品牌之间的竞争今非昔比，要直面国际汽车品牌带来的威胁与挑战。国内市场的竞争已经从单纯的价格、技术升级到了营销策略，要想在庞大的汽车市场份额中分得蛋糕，就需要制定顺应时代发展的营销策略。

本文将吉利汽车的营销策略作研究分析，首要任务了解吉利汽车营销策略实施背景与概述，其次对营销策略相关理论进行研究，最后发现其中的不足并予以改正，以此来提出符合持续性发展的营销策略。吉利汽车作为我国自主品牌的杰出代表之一，之所以能拥有较多的国内汽车市场份额，离不开其营销策略的正确运用，但是伴随时代发展，顾客的需求层次逐年提高，主打低端市场的汽车产品已经不满足现实需要。为此吉利汽车需要从顾客实际出发制定正确的营销策略。同时在大数据环境下，网络可以为企业不同意义的数据信息，这极大地帮助企业更快更好了解顾客需求，提供定制服务。吉利企业可根据数据库了解消费者的偏好，更一步完善营销策略。

本文运用STP营销战略理论、PEST分析模型等方法分析吉利汽车的营销现状；从消费者角度出发分析汽车市场需求，分析吉利汽车宏微观环境，探究产品策略、价格策略、促销策略等营销策略中存在的问题。本文以此为研究对象，围绕营销策略这个主题展开研究，以总结其营销策略，为相关创新企业提供经验。

关键词：吉利；自主品牌汽车；营销策略

Marketing Strategy of Geely automobile

Abstract

Since the beginning of the 21st century, the world economy as a whole has continued to grow, and the development of the automobile industry is in a stage of vigorous development. Under the situation of economic globalization, the competition among the major automobile brands is not the same as before.It is necessary to deal with the threats and challenges brought by the international automobile brands. The competition in the domestic market has been upgraded from pure price and technology to marketing strategy. In order to share the huge market share of automobiles, we need to formulate marketing strategy that conforms to the development of the times.

this article towards the marketing strategy of Geely automobile's own brand. Firstly, to understand the background and overview of the implementation of the marketing strategy of geely auto. Then, it analyzes the marketing strategy of Geely automobile. As we know Geely automobile initially entered the market, which producing high-quality inexpensive cars and achieved great results. However, with the development of The Times, the level of customer demand has been increasing year by year, and the automobile products focusing on the low-end market have not met the practical needs. For this reason, Geely Auto needs to develop the right marketing strategy based on the reality of customers.At the same time, in the big data environment, the network can provide different meanings of data information for enterprises, which greatly helps enterprises better understand customer needs and provide customized services.

This article uses STP marketing strategy theory，PEST analysis model and other methods to analyze the marketing status of geely auto. From the perspective of consumers, analyze the automotive market demand, analyze the macro and micro environment of Geely Auto, and explore the problems existing in the marketing strategies such as product strategy, price strategy, and promotion strategy. This paper takes this as the research object and conducts a research around the theme of marketing strategy to summarize its marketing strategy and provide experience for relevant innovative enterprises.

Keywords:Geely Automobile；Self-owned Brand Automobile；Marketing Strategy

目录

摘要 Ⅰ

Abstract Ⅱ

第一章绪论 1

1.1研究的背景和意义 1

1.1.1研究的背景 1

1.1.2研究的意义 3

1.2国内外相关研究综述......................................................................................................................3

1.2.1国内研究综述...........................................................................................................................3

1.2.2国外研究综述...........................................................................................................................3

1.3研究的内容、方法与技术路线......................................................................................................4

1.3.1研究的主要内容.......................................................................................................................4

1.3.2研究的主要方法.......................................................................................................................4

1.3.3研究的技术路线.......................................................................................................................5

1.4主要成果..........................................................................................................................................5

第二章汽车营销策略的概念、理论和方法 6

2.1汽车营销策略的概念与内涵 6

2.2汽车营销策略的基本理论 6

2.2.1 PEST分析模型 6

2.2.2 STP营销战略分析 6

2.3汽车营销策略的常用方法 7

2.3.1 SWOT分析 7

2.3.2 4P理论分析法 7

第三章吉利汽车的现状及存在的问题 8

3.1吉利汽车的概述 8

3.2吉利汽车的现状及分析 8

3.2.1吉利汽车的现状 8

3.2.2吉利汽车PEST分析 9

3.2.3吉利汽车SWOT分析 12

3.2.4吉利汽车市场细分及定位 13

3.2.5吉利汽车的竞争对手分析 14

3.3吉利汽车存在的问题. 15

3.3.1吉利汽车产品核心竞争力不足 15

3.3.2吉利汽车品牌有待提升 15

3.3.2吉利汽车营销策略不当 15

3.3.4吉利汽车营销渠道不完善 16

第四章吉利汽车营销策略存在问题的解决对策 17

4.1产品策略调整 17

4.2定价策略调整 17

4.3促销策略调整 17

4.4销售渠道策略调整 18

第五章结论与展望 19

5.1结论 19

5.2展望 19

参考文献（References） 20

致谢 21

第一章绪论

1.1研究背景和意义

1.1.1研究的背景

1886年，卡尔.本茨为自己发明的三轮汽车申请专利开始，汽车正式走进人们视野。伴随着德、美、法、英、等国汽车工业迅速发展，汽车行业逐渐成为国家支柱型产业，并为社会和经济带来活力。而在当时，我国的汽车工业因受限于当时历史、社会、技术等方面的因素，直到改革开放以后，才开始进入迅速发展阶段。

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