汽车营销技术（第3版）
￥39.80定价
作者： 李津津，孙静
出版时间：2021-07
出版社：中国铁道出版社
- 中国铁道出版社
- 9787113279967
- 3版
- 424012
- 63249282-3
- 16开
- 2021-07
- 228
- 管理学
- 工商管理
- 汽车类
- 高职
内容简介
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。
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。
目录
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
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
