毕业设计（论文）-营销策划对奥迪品牌的作用.docVIP

营销计划的奥迪品牌中的作用 [摘要]近年来，汽车市场的局面将改变中国。如今，十几万的中国汽车市场，正式成为全球最大的汽车市场。在高端市场显著增加，茁壮成长，在全球豪华车市场的发展滞后。至于高档品牌奥迪给予，快速发展的中国市场面前，成为高端市场面对竞争日益激烈，因为它继续保持甚至加强在中国的豪华车市场的优势，奥迪面临着样的挑战和机遇，以应对什么样的营销策略？本文分析了背景和启动的奥迪品牌在中国市场的地位，奥迪品牌在中国扩张的情况的讨论和解决了奥迪品牌的长处和弱点，机会和风险在中国市场面对，最后通过与产品，品牌，促销，价格，服务等基本的营销策略及其在分析中的作用，得出相应的结论和奥迪品牌在中国未来的发展奥迪中国高端汽车市场的地方发挥策略。 【关键词】奥迪;营销策略;高端市场，品牌 [Abstract] In recent years ,Chinas car market situation changes.Now Chinas car market scale has more than ten million vehicles,and become the worlds first big automobile market.The luxury car market rise significantly,and outshine others in the sluggish performance of the global luxury car market.As it into premium brand,audi faces rapid development of the China market,and the increasingly fierce competition of the luxury car market,how to maintain and even further expand its advantage in the Chinese luxury car market.How the opportunities and challenges audi is facing,and what marketing strategy will be taken to respond?This paper, from the analysis of the background of audi and its situation of market in China, discussed the situation,and parse its advantages and disadvantages and the opportunities and threats of audi in the Chinese market.Finally it analyze the product, the brand, promotion, price, service and other basic marketing strategy audi takes and the effection of that,obtained the corresponding conclusion and the future development strategies of audi in China. [Key words] audi; marketing strategy ; the luxury car market; brand 目 录 摘要 ………………………………………………………………………1 Abstract …………………………………………………………………2 1 绪论 …………………………………………………………………4 1.1奥迪汽车的发展历史背景 ………………………………………4 1.2奥迪车型的发展历程与未来的展望 ……………………………4 2 奥迪汽车服务行业的发展特征………………………………………5 2.1国际汽车行业市场状况 …………………………………………5 2.2国内市场发展 ……………………………………………………5 3主要竞争对手和优劣势分析 …………………………………………6 3.1主要竞争对手 ……………………………………………………6 3.2 SOWT分析 ………………………………………………………6 3.2.1 奥迪汽车营销优势的简要分析……………………………6 3.2.2 奥迪营销劣势分析 ………………………………………7 3.2.3 奥迪营销威胁分析 ………………………………………7 3.2.4 奥迪营销的SOWT矩阵构建…………