论长城汽车营销策略.docxVIP

摘要随着国民经济的迅速发展，人们的收入水平逐步增高，我国的汽车市场保 持快速发展的势头，人们的汽车消费多元化使生产皮卡和多功能车（SUV）的 汽车生产厂商看到了希望。另一方面，钢铁价格上涨，石油资源短缺，城市皮 卡限行等因素使这些厂商在发展的路上充满了挑战。长城汽车股份有限公司作 为全国最大的皮卡生产厂商如何才能在激烈的市场竞争中保持领先地位，本文 通过对长城汽车进行宏观环境分析、微观环境分析和企业内部环境分析，运用 SWOT 分析方法，找出长城汽车存在的优势和劣势，面临的挑战和机遇，并针 对其劣势和挑战提出了一系列的营销策略。关键字 长城汽车；环境分析；SWOT 分析；营销策略Abstr actWith the quickly development of national economy, the income level of people increase the high automobile market of our country step by step maintain the impetus of fast development, the automobile consumer diversity of people make production skin block with multifunction vehicle (SUV) automobile manufacturer business have seen hope. On the other hand, steel price rising, petroleum resource shortage, city leather card limit to trip etc. factor make these manufacturers be developing have filled with challenge on the road. The automobile inc. of the Great Wall block manufacturer business as nation-wide biggest skin how to then can keep in intense market competition is in the lead position, This paper utilizes SWOT analysis method through carrying out macroscopic environmental analysis, micro-environment analysis and enterprise internal environmental analysis for the automobile of the Great Wall, finds out the inferior position and advantage that the automobile of the Great Wall has, is faced with, challenge and good fortune, and according to its inferior position and challenge, have put forward a series of sale strategy.Key wor dstheautomobileofGreat Wall Environmental analysisSWOT analysisSale strategyII目录目录摘要IAbstr actII绪论1（一）课题研究背景1（二）课题研究的目的和意义1（三）课题研究的结构和方法2一、 长城汽车简介3（一）企业规格3（二）产品品种3（三）发展历程3二、 长城汽车营销环境分析5（一）宏观环境分析51．法律政策因素52．经济因素63．自然因素74．技术因素85．文化因素8（二）微观环境分析91．消费者92．竞争者103．分销渠道124．公众13（三）内部环境分析141．制造能力142．营销能力143．组织能力15三、对长城汽车进行 SWOT 分析16（一）优势分析16（二）劣势分析16（三）机会分析171．皮卡和 SUV 行业迅速发展，未来前景看好182．西部大开发促进皮卡在西部地区的有效增长183．皮卡和 SUV 在我国处于边缘车型184．消费者消费倾向的变化给长城汽车带来了发展的机会18（四）威胁分析181．大中型城市普遍实行皮卡限行政策，阻碍皮卡市场的扩大192．民营企业遭受“非国民待遇”193．能源紧张问题给企业的发展施加了压力194．技术力量薄弱，同