海马汽车营销策略研究分析报告.docVIP

学校代码： 10128 学 号： 201120306050 双学位毕业论文 二 〇 年 月 abstract Due to the stable development of Chinas economy, rising GDP, increasing infrastructure, Chinas commercial vehicle market in the leaps and bounds, and now with the continuous improvement of peoples living standards, peoples consumption and demand for cars and the more to the more exuberant, but also intensified the competition among commercial enterprises. Therefore, the car competition homogenization of today, who will win the market in innovation to win the opportunity. Based on the hippocampus Company deepen peoples understanding of the hippocampus car. Through the operating status of the hippocampus car analysis to illustrate the current operating conditions of the hippocampus car. Through the macro environment of the domestic auto market to illustrate changes in the external environment of the commercial vehicle industry, thus indicating competition intensified commercial reasons. By analyzing the strength of the industrys Fifth, the hippocampus car compare competitors, which describes the industrial environment and competitive threats hippocampus car development will have to face. Through SWOT analysis of the hippocampus and STP analysis, opportunities and threats comprehensive external environment, which made the development of the hippocampus to achieve globalization was to maintain the existing position in the domestic market, the difficulties and problems faced by the hippocampus car to explore the new situation Marketing new situations, new ideas, research active measures to solve the problem. Keywords: marketing strategy; the external environment; hippocampus SWOT analysis; STP analysis 目录 引言 ····························································6 第一章 相关理论概述··············································7 1.1 4P理论·······················································7 1.2 4C理论·······················································7 1.3 4R理论·············································