本案例由江南大学商学院的吴媛媛教授团队撰写，江南大学商学院案例中心研究员葛智杰全文改编，江南大学商学院案例中心研究员陈田田为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：无锡吉美汽车4S店作为浙江吉利汽车品牌在无锡的首家专营代理商，其业务涵盖整车销售、零配件更换与维修、售后服务和用户信息反馈等。在2019年全国经济形势不明朗以及社会通货膨胀率较高、居民收入增长乏力的情况下，无锡吉美4S店主动出击，坚定调整销售思路，拓展销售渠道的总体方针。通过优化店面环境、加强客户关系管理、精心策划各类主题营销、发力线上线下多渠道等手段，公司致力于树立好口碑，提高知名度，拓展更大市场平台的转变。在行业整体增长趋缓、增幅回落态势下，无锡吉美4S店的汽车销售实现了逆势增长。本案例通过对营销环境的分析确定营销战略的转型方向，进而确定配套的营销策略，实现精准营销，对企业营销与促销活动具有重要的借鉴意义。

关键词：营销战略；促销策略；主题营销；差异化营销

Wuxi Jimei Automobile 4S Store: From waiting for customers to all-round marketing

Abstract: As the first franchise agent of Zhejiang Geely Automobile brand in Wuxi, Wuxi Jimei Automobile 4S Store covers vehicle sales, replacement and maintenance of spare parts, after-sales service and user information feedback. In theface of the unclear national economic situation in 2019 and the high social inflation rate and the lack of growth in residents' income, Wuxi Jimei 4S store took the initiative to adjust sales ideas and expand the overall policy of sales channels. By optimizing the store environment, strengthening customer relationship management, carefully planning various theme marketing, making efforts online and offline multi-channels, the company is committed to building a good reputation, improving visibility, and expanding the transformation of a larger market platform. With the overall growth of the industry slowing down and the growth rate falling back, the auto sales of Jime 4S stores in Wuxi achieved counter-trend growth. This case determines the transformation direction of marketing strategy through the analysis of marketing environment, and then determines the supporting marketing strategy to achieve precision marketing, which has important reference significance for enterprise marketing and promotion activities.

Keywords: Marketing strategy; Promotion strategy; Theme Marketing; Differentiated marketing