In this paper, we consider the following Kirchhoff type equation $$ -left(a+ bint_{R^3}| abla u|^2right)triangle {u}+V(x)u=f(u),,,xinR^3, $$ where $a,b>0$ and $fin C(R,R)$, and the potential $Vin C^1(R^3,R)$ is positive, bounded and satisfies suitable decay assumptions. By using a new perturbation approach together with a new version of global compactness lemma of Kirchhoff type, we prove the existence and multiplicity of bound state solutions for the above problem with a general nonlinearity. We especially point out that neither the corresponding Ambrosetti-Rabinowitz condition nor any monotonicity assumption is required for $f$. Moreover, the potential $V$ may not be radially symmetry or coercive. As a prototype, the nonlinear term involves the power-type nonlinearity $f(u) = |u|^{p-2}u$ for $pin (2, 6)$. In particular, our results generalize and improve the results by Li and Ye (J.Differential Equations, 257(2014): 566-600), in the sense that the case $pin(2,3]$ is left open there.