【作者】 蔡仕平；

【导师】 程国平；

【作者基本信息】 武汉理工大学 ， 工商管理， 2003， 硕士

【摘要】 随着社会经济的迅速发展，对营销策略的研究显得更加重要，本文主要对三环专用汽车公司的营销策略进行了研究，提出了三环专用汽车公司目前在营销策略上所存在的优缺点，也对营销策略中的范畴即与客户的关系、与经销商、服务商的关系、与银行的关系、与车管所的关系、与社会的关系进行分析，从分析中提出了相应的建议。 本文主要包括以下几个方面的内容：营销管理理论发展简介、三环专用汽车集团营销状况分析、4P营销策略、三环专用汽车公司的服务营销策略、关系营销策略和销售管理信息系统的设计。 文章首先从营销理论的发展入手，阐述了对营销理论研究的必要性，继而结合三环专用汽车公司的实际情况，对三环专用汽车公司营销状况作了简要的分析，主要包括三环专用汽车公司简介、销售部门分析、顾客特征分析、产品销售区域分布状况等，说明了关系营销的市场范围从顾客市场扩展到了供应商市场、内部市场、竞争者市场、分销商市场、影响者市场、招聘市场等，从而大大地拓展了传统市场营销的涵义和范围。 本文所提及的营销策略范畴，主要包括几个方面的营销策略：4P营销策略、服务营销策略和关系营销策略。本文不仅对三环专用汽车公司的成功之处进行了分析，同时也对其中存在的问题进行了详尽的分析，并且提出了相应的改进意见。 本文对三环专用汽车公司营销策略的研究，相信对公司的发展具有良好的意义。更多还原

【Abstract】 Along with the quick development of the society economy,research on selling strategy seems to be more important. The marketing strategy of Sanhuan Special Automobile Firm was investigated in this paper. At the same time,advantages and disadvantages in the selling strategy of Sanhuan Special Automobile Firm currently is instructed and the categories of the selling strategy including relation with customer,relation with seller and service trader,relation with bank,relation with the station which supervises automobiles and relation with society were analyzed. By the analysis corresponding suggestions were proposed.The main several aspects were included in this paper as following:Outline of marketing management theory development,marketing status analysis of Sanhuan Special Automobile Group,4P marketing strategy,service and marketing strategy of Sanhuan Special Automobile Firm and the device of the system which is related to marketing strategy and marketing management information.Firstly,the necessary of research on the marketing theory was indicated with the development of marketing theory. Secondly,according to the fact instance of Sanhuan Firm,the marketing status of Sanhuan Firm was analyzed briefly which included the brief introduction of Sanhuan Firms,analysis of marketing department,analysis of customer characteristic and the marketing distribution status of the product. The market content related to marketing which is developed from customer market to provider market,interior market,competitor market,distribution trader market,affecter market and inviting market was instructed according to the fact instance of Sanhuan Special Automobile Firm. These widely extended the meaning and content of the traditional market marketing and proposed the marketing up-to-date depends on the political skill and common relation skill which are carried on in the market availably more and more.In the category of marketing strategy inferred in this paper which included several marketing strategies-4P marketing strategy,service marketing strategy and the relation marketing strategy,the success of Sanhuan Special Automobile Firm was set forth. The problem of that was also analyzed in detail. Accordingly improving suggestion is put forward.The research on the marketing strategy of Sanhuan Special Automobile Firm will be good to the development of the firm.更多还原