北京现代公司中高级车市场营销策略研究.pdf

北京现代公司中高级车市场营销策略研究 摘 要 随着我国经济和汽车市场的迅速发展，人们对于中高级车的需求也在不 断增加，作为含金量最高的中高级车市场还有巨大的发展潜力，是各大汽车 企业最为看重竞争最为激烈的市场。 如何在中高级车市场占有一席之地，是国外品牌和我国自主品牌在发展 中所遇到的最严峻的考验。北京现代作为近年来发展最快的汽车企业，去年 全年销量达到 570310 辆，同比增长率达 94%，位居全国第四。尽管销量疯 狂增长，但北京现代却在最重要的中高级车市中步履维艰，其 08 年底推出 的中高级车领翔 09 年全年销量仅卖出 16700 辆，与主流中高级车销量相比 差距甚远。已经在中级车市场中证明了自己的北京现代，如何打开中高级车 市场，摆脱“低档车工厂”的形象，是目前北京现代面临的最棘手的问题。 本文以北京现代汽车有限公司为研究对象，对其中高级车市场营的销特 征，失败原因和结果进行分析和研究，并结合北京现代自身特点，通过定价、 车型设计和品牌力的分析提出完善建议，使其走出一条适合自己的发展道 路。 关键词：中高级车市场，营销策略，品牌力，北京现代 I 北京现代公司中高级车市场营销策略研究 ABSTRACT As Chinas economy and the rapid development of automobile market, one for senior car demand is also increasing, the highest gold content of high-class car as theres a huge development potential, is the most major car companies the most competitive in the market value How senior car market place, is the Korean brand and our own brand department in development of the most severe test. Beijing Hyundai as the fastest growing automakers in recent years, sales reached 570,310 last year, up 94% growth rate, ranking the fourth. Despite the crazy sales growth, but Beijing is the most important modern high-class car market in the difficult, the introduction of high-class cars by the end of 2008 leading Cheung in 2009 only sold 16,700 annual sales, car sales, compared with the gap between mainstream senior far. In the mid-size car market has proved its Beijing Hyundai, how to open senior car market, get rid of low-end car factory image, is the modern face of Beijings most intractable problems. In this paper, Beijing Hyundai Motor Co. as the research object, its high-class car market, sales of business characteristics, causes and complete