题目：JD汽车4S店营销策略研究摘要JD公司是DS品牌4S店。在外资汽车品牌长期占据着我国汽车中高端销售市场的情况下，制定科学合理的营销策略是汽车销售公司在日趋激烈的市场竞争中取得优势地位的关键所在。因此，分析JD公司营销策略的问题及原因，提出具体的改进建议，是值得深入研究的重要课题。本文在总结前人对其他汽车销售公司营销策略问题研究的基础上，以JD公司为研究对象，通过分析JD公司现行营销策略的不足，提出JD公司的营销策略改进建议，为JD公司提供有益的借鉴。论文在归纳总结国内外相关文献的基础上，阐述了论文的研究方法及研究的主要内容，并以4P营销理论为指导，总结了JD公司的现状，设计并发放调查问卷对JD公司营销策略问题进行了调查，在总结问卷调查基础上基于4P理论分析了JD公司营销策略存在的问题及原因，主要问题包括产品覆盖率低、销售行为未体现自身品牌内涵、产品价格灵活性差、营销渠道难以满足消费者的消费便利性需求及促销手段单一且效果不理想，并从产品策略、价格策略、渠道策略、促销策略四个方面提出改进建议，提高产品针对性、增加价格弹性、拓展销售渠道、丰富促销手段，来制定新的营销策略提升营销绩效。本文的研究希望能对JD公司未来的经营发展有重要的指导意义，同时对传统4S店车企的经营策略转型和未来发展的趋势提供了建议，促进汽车流通协同发展与健康发展。关键词：汽车4S店营销策略汽车营销AbstractJDCompanyisDSBrand4SStore.Underthecircumstancesthatforeignautomobilebrandshaveoccupiedthemid-high-endautomobilesalesmarketforalongtimeinourcountry,itisthekeyforautomobilesalescompaniestomakescientificandreasonablemarketingstrategiestogainanadvantageouspositionintheincreasinglyfiercemarketcompetition.Therefore,itisanimportantsubjectworthyoffurtherstudytoanalyzetheproblemsandreasonsofJD'smarketingstrategyandputforwardspecificsuggestionsforimprovement.Onthebasisofsummarizingthepreviousresearchonmarketingstrategyofotherautomobilesalescompanies,thispapertakesJDcompanyastheresearchobject,andthroughanalyzingthedeficienciesofcurrentmarketingstrategyofJDcompany,putsforwardsomesuggestionsforimprovingthemarketingstrategyofJDcompany,whichcanprovideusefulreferenceforJDcompany.Onthebasisofsummarizingtherelevantliteratureathomeandabroad,thispaperexpoundstheresearchmethodsandmaincontentsofthepaper,andguidedby4Pmarketingtheory,summarizesthecurrentsituationofJDcompany,designsandissuesquestionnairestoinvestigatethemarketingstrategyofJDcompany.Onthebasisofsummarizingthequestionnaires,thispaperanalysestheproblemsandreasonsofthemarketingstrategyofJDcompanybasedon4Ptheory.Themainproblemsincludelowproductcoverage,lackofbrandconnotationinsalesbehavior,poorpriceflexibility,difficultyinsatisfyingconsumer'sconvenienceneedsthroughmarketingchannelsandsingleandunsatisfactorypromotionmethods.Suggestionsforimprovementareputforwardfromfouraspects:productstrategy,pricestrategy,channelstrategyandpromotionstrategy,inordertoimproveproductpertinence,increasepriceelasticity,etc.Expandingsaleschannelsandenrichingsalespromotionmeanstoformulatenewmarketingstrategiestoimprovemarketingperformance.ThisstudyhopestohaveanimportantguidingsignificanceforJDcompany'sfuturebusinessdevelopment.Atthesametime,itprovidessuggestionsforthetransformationofbusinessstrategyandfuturedevelopmenttrendoftraditional4Sshopcarenterprises,andpromotesthecoordinateddevelopmentandhealthydevelopmentofautomobilecirculation.Keywords:Automobile4SStoreMarketingStrategyAutomobileMarketing目录一、绪论............................................................1（一）本文简介............................................
