本书对汽车营销实务知识和技能进行整合和融合，围绕汽车销售流程各个环节中所需要掌握
的知识和技能进行了较细致的叙述，并在编写过程中充分考虑当今汽车市场对人才的要求，培养
与本专业相适应的、符合社会和经济发展所急需、了解汽车市场一线需求、具有良好职业道德、掌
握汽车营销技术的高素质技术技能型人才。
全书共9 个单元，从汽车市场营销基本理论出发，紧密结合中国及世界汽车市场现状，全面系
统地阐述了汽车市场营销及相关知识，包括汽车市场营销概述、汽车营销环境分析、汽车用户的购
买行为分析、汽车销售人员的基本素质、汽车销售的基本礼仪与技巧、汽车销售技术、汽车营销公
关、汽车销售延伸服务、汽车电子商务与新媒体营销等内容。
本书适合作为高职高专院校汽车制造与试验技术、汽车造型与改装技术、汽车技术服务与营
销、汽车检测与维修技术等专业的教材，也可供相关专业及从事汽车营销的人员参考使用。 ？

作为世界上最大的汽车消费潜力市场和汽车消费市场之一，中国汽车市场蕴藏的市场机遇
是前所未有的。汽车营销可以帮助消费者在众多的汽车厂家、众多的品牌和车型充实的市场中
做出最好的选择，卖方市场已经完全进化为买方市场，汽车行业正在加快优胜劣汰的进程。作
为一个潜力巨大、开发并不充分的行业，任何品牌和任何经营者都有胜出的机会。其前提是：
必须卖好车，必须做好营销。如何快速有效地提升企业经营业绩，取决于营销方略的科学性与
合理性，也取决于企业营销人才的培养。
职业教育就是要培养适应现代化建设需要的高素质技术技能型人才，积极推进课程改革和
教材建设。当前汽车品牌层出不穷，私人消费需求快速增长，各种需求和服务异彩纷呈，竞争
形势愈加严峻。在这种背景下，营销工作的地位益发重要。因此，培养高素质的汽车营销人员、
造就合格的管理人员、提高现有营销队伍的综合素质是当务之急。为满足上述迫切需要，遂组
织力量编写了本书。
《汽车营销技术》（第3 版）整合了先进的营销理念与销售技能，在调研了大众、丰田、
现代、沃尔沃等品牌的汽车销售服务岗位的基础上编写而成，内容贴近工作实际，既包括了汽
车销售的完整流程及工作标准，又突出了从事汽车销售服务应该具备的知识和技能，对于提高
读者的营销技术和技能会有很大的帮助。
本书针对职业教育自身的特点以及职业教育中“工学结合”“能力本位”要求的规定，系统
地阐述了汽车营销的内容，合理地更新了书中的案例内容，并更新了有关数据，尤其对单元6
汽车销售技术、单元7 汽车营销公关、单元9 汽车电子商务与新媒体营销等进行了进一步的修
改，力求使教材符合行业和时代的发展。
本书共分为9 个单元，从市场营销的基本理论出发，包括汽车市场营销概述、汽车营
销环境分析、汽车用户的购买行为分析、汽车销售人员的基本素质、汽车销售的基本礼仪
与技巧、汽车销售技术、汽车营销公关、汽车销售延伸服务、汽车电子商务与新媒体营销
等内容。通过学习，学生可以比较系统而完整地掌握汽车营销的基本原理、主要内容和操
作实务。
本书内容翔实、思路清晰、案例贴切、通俗易懂、针对性强、行之有效，适合作为高职高
专院校汽车制造与试验技术、汽车造型与改装技术、汽车技术服务与营销、汽车检测与维修技
术等专业的教材，还可作为相关企业的培训教材。
本书由天津交通职业学院李津津任主编，天津交通职业学院孙静、申杰任副主编，参加编

写的还有天津交通职业学院路娟、天津滨海汽车工程职业学院周家祺等。编写分工如下：李津津
负责整体策划和统稿工作，李津津、周家祺编写了单元8；孙静编写了单元2、单元6 和单元7；
申杰编写了单元3～单元5；路娟编写了单元1 和单元9。
在本书的编写过程中，我们参阅了多位专家、学者的汽车营销著作，也参考了同行的相关
教材及网络资料，在此谨向相关作者表示真诚的谢意！
由于编者的水平有限，书中难免有疏漏与不妥之处，恳求专家、同行和读者批评指正。
编 者
2021 年3 月


？

单元1 汽车市场营销概述 ·················· 1
1.1 汽车市场与汽车市场营销 ············· 2
1.2 我国汽车工业和汽车市场的
发展 ········································ 8
1.3 国际汽车市场的特点及发展
趋势 ······································ 15
小结 ············································· 19
习题 ············································· 19
技能训练 ······································· 19
单元2 汽车营销环境分析 ················· 20
2.1 汽车营销环境概述 ···················· 21
2.2 汽车市场营销宏观环境分析 ········ 25
2.3 汽车市场营销微观环境分析 ········ 30
2.4 汽车市场营销环境分析及对抗
策略 ······································ 33
小结 ············································· 37
习题 ············································· 37
技能训练 ······································· 38
单元3 汽车用户的购买行为分析 ········ 40
3.1 汽车用户购买行为概述 ·············· 41
3.2 汽车消费用户购买行为分析 ········ 46
3.3 汽车业务市场购买行为分析 ········ 62
小结 ············································· 65
习题 ············································· 65
技能训练 ······································· 66
单元4 汽车销售人员的基本素质 ········ 68
4.1 汽车销售人员的职责 ················· 69
4.2 销售人员的行为规范 ················· 71
4.3 汽车销售人员的职业规范 ··········· 74
4.4 汽车销售人员的素质 ················· 77
小结 ············································· 83

习题 ············································· 84
技能训练 ······································· 84
单元5 汽车销售的基本礼仪与技巧 ····· 86
5.1 礼仪与形象 ····························· 87
5.2 说话的技巧 ····························· 92
5.3 与顾客建立良好的关系 ·············· 97
5.4 与顾客沟通的技巧 ··················· 101
小结 ············································ 104
习题 ············································ 104
技能训练 ······································ 105
单元6 汽车销售技术 ····················· 107
6.1 汽车销售 ······························· 108
6.2 顾客开发 ······························· 111
6.3 接待顾客 ······························· 116
6.4 汽车销售前的准备工作 ············· 121
6.5 需求分析 ······························· 124
6.6 车辆介绍 ······························· 131
6.7 试乘试驾 ······························· 136
6.8 提供方案 ······························· 139
6.9 后续跟进 ······························· 140
6.10 洽谈成交 ····························· 144
6.11 车辆交付 ····························· 148
6.12 顾客维护 ····························· 148
小结 ············································ 152
习题 ············································ 152
技能训练 ······································ 153
单元7 汽车营销公关 ····················· 155
7.1 汽车营销公关概述 ··················· 155
7.2 汽车营销公关的时机 ················ 159
7.3 汽车营销公关策划 ··················· 162
7.4 谋划营销新闻事件 ··················· 164

7.5 汽车营销公关评估 ··················· 167
小结 ············································ 172
习题 ············································ 172
技能训练 ······································ 173
单元8 汽车销售延伸服务 ··············· 175
8.1 汽车相关手续的代理服务 ·········· 175
8.2 汽车消费信贷 ························· 180
8.3 机动车保险 ···························· 182
8.4 二手车销售 ···························· 188
小结 ············································ 200
习题 ············································ 200

技能训练 ······································ 200
单元9 汽车电子商务与新媒体
营销 ·································· 202
9.1 汽车电子商务 ························· 203
9.2 汽车网络营销 ························· 211
9.3 汽车新媒体营销 ······················ 217
小结 ············································ 220
习题 ············································ 220
技能训练 ······································ 220
参考文献 ······································· 221

？

李津津，汽车专业带头人，从事汽车专业教学多年，有丰富的经验，参与编写汽车相关教材多本。？

本书适合作为高职高专院校汽车制造与试验技术、汽车造型与改装技术、汽车技术服务与营
销、汽车检测与维修技术等专业的教材，也可供相关专业及从事汽车营销的人员参考使用。？