摘要
汽车市场营销模式尤其是汽车4S店营销模式风靡全球。我国汽车生产企业及分销商也积极引进4S店营销模式。
本文首先阐述汽车市场营销理论和汽车市场营销模式，然后以MM汽车销售公司(以下简称MM公司)为案例从分析企业内部环境和运用PEST分析企业内部环境，运用五力分析SWOT分析了公司的经营的竞争优势、劣势、机会和威胁现状，并综合运用4P, 4C策略制定与公司相适应的市场营销组合策略。最后，提出了建立了MM公司营销策略的可行性方案以及实施的保障措施。
关键词:汽车营销 营销策略 SWOT分析 4S
MM Motor Sales Marketing Strategy
Abstract
Automobile marketing in particular car model 4S shop popular mode of global marketing. China's car manufacturers and distributors are also actively marketing the introduction of 4S model shop.
This article first car on marketing theory and marketing model car, and then to MM's car sales (hereinafter referred to as the company MM) for the analysis of the case from the internal environment and the use of PEST analysis of the enterprise environment, the use of five SWOT analysis analysis of the company's operating Competitive strengths, weaknesses, opportunities and threats to the status quo and comprehensive use of 4P, 4C and to develop strategies to adapt the company's marketing mix strategy. Finally, the establishment of MM's marketing strategy, as well as the feasibility of the program implementation of the safeguards.
Key words: Automotive Marketing SWOT analysis of the marketing strategy 4S