axv_0309_XX汽车公司产品战略管理（PPT82页）.docVIP

摘 要关键词：轿车产品略营销战略Abstract In this era of knowledge economy, enterprise innovation is becoming more imperative than any former period. Product innovation has become the lifeline of an automaker. So product strategy has become one of the core contents of an automaker. With Nanjing Fiat Automobile Co., Ltd. as the background, this article adopts the latest marketing strategic theories and methodologies to research into new product development and related marketing strategy, so as to serve as a reference for enterprises to stipulate developmental strategies. Based on available documents and rich historical data, this research combines normative analysis and demonstration analysis to investigate into competitive environment in auto market, advantages and threats of Fiat, new product developmental strategy, product mix and product promotion strategy, etc. Major contents are as follows: Features, categories, developmental prospects of sedans, consumer demand and purchase behavior; Basic situation and internal conditions of Fiat, macro environment and rival automakers for Fiat; Types, choice criteria and feasibility study of new product developmental strategies; features, profit and reasons for new product mix of Nanjing Fiat; strategic objectives and means during new product publicity. Key words: automaker, product development, product strategy, marketing strategy 目 录 第一章 引论…………………………………………………………………………1 第一节 研究背景………………………………………………………………1 第二节 产品战略的概念和基本内容…………………………………………2 第二节 问题提出与研究思路…………………………………………………3 第二章 轿车产品的分类与市场细分………………………………………………6 第一节 轿车产品的特征………………………………………………………6 第二节 消费者需求与汽车消费行为…………………………………………10 第三节 轿车市场的细分………………………………………………………16 第四节 不同产品市场占有率与发展前景分析………………………………18 第三章 公司的内部条件和外部环境分析…………………………………………24 第一节 公司的概况和内部条件………………………………………………24 第二节 主要竞争企业分析……………………………………………………31 第三节 宏观环境分析…………………………………………………………38 第四章 新产品开发策略……………………………………………………………42 第一节 开发战略的分类………………………………………………………42 第二节 新产品开发策略的基本选择…………………………………………45 第三节 新产品设计……………………………………………………………5