国际市场营销——大众汽车.ppt

2010级商务英语1班;Volkswagen;;General introduction of Volkswagen AG;Sub-brands;Brand Structure;豪华车型; Development in the whole world Development in China;Development in the whole world;;1960-1980 In 1972,2,17, Volkswagen Beetle broke the world record in automobile production. In 1973, “Passat” was put into production. In 1974,1, the first “golf” appears. At the same year, the sport car Scirocco was produced.;;;Development in China;;Enterprise culture and market analysis;2、Market analysis of Volkswagen ;Volkswagens marketing strategy;;;Four goals;Strategic characteristics;;service concept;;Example;1, Market conditions;;Product status;;;;;;