起亚k5市场营销计划书.docVIP

起亚k5营销计划 策划人:XXXX 目录 一．品牌历史························································3 1.品牌介绍·······················································3 2.品牌营销现状···················································3 二．环境分析························································6 1.宏观分析·······················································6 2.微观分析·······················································8 三．市场定位分析····················································9 1.外部条件的影响·················································9 2.市场定位·······················································10 3.使用者类型定位················································12 四.STP营销策略····················································13 1.产品的整体概念·················································13 2. 生命周期······················································13 3. 价格策略······················································13 4. 渠道策略······················································14 5. 促销策略······················································14 五．广告策划·······················································14 1.广告目标·······················································14 2.广告宣传方式···················································14 3. 现场活动和广告费用预算········································14 六.活动预计效果···················································15 品牌历史 1.品牌介绍 起亚汽车品牌成立于1944年起亚汽车是韩国最老牌的汽车制造厂。起亚作为韩国汽车工业的驱动力，为使韩国挤身世界五大汽车生产国家发挥了积极的作用，东风悦达起亚汽车有限公司系由东风汽车公司、江苏悦达投资股份有限公司、韩国起亚自动车株式会社共同组建的中外合资轿车制造企业。主产品SOUL、Forte福瑞迪、赛拉图/欧风、RIO锐欧、狮跑、嘉华、系列车型均引自韩国起亚，以先进技术精心打造，竞争力极强。至2009年年底，东风悦达起亚已建成290家4S专营店，售后服务体系不断完善，以最快的速度、最佳的服务满足用户需求。2006年8月29日，东风悦达起亚将非营运车辆的发动机、变速器保修期延长为5年/10万公里，进一步提高顾客满意度和信赖度。秉承“挑战、精诚、和合、超越”的企业理念，东风悦达起亚全体员工将以顾客至上为宗旨，不断挖掘企业蓬勃的创造力，在“激情超越梦想”的品牌精神鼓舞下，向中国消费者奉献安全环保、超越期望的汽车产品以及完善的售后服务，为消费者创造更美好、更便捷的汽车生活。 2.营销现状 从起亚在国内的这几年的销售情况来看起亚在国内的销售业绩还是呈现出想到不错的势态在09年的销售情况中起亚的赛拉图的销量就达到了102835辆位列于全国汽车销量的第21名而起亚的福瑞迪和RIO锐欧的销量也以48298辆和41232辆的好业绩位列于09年汽车销售量的第62名和70名的好成绩，远远的将马自达等一些竞争对手甩在了身后，而在10年的