吉利小熊猫策划分析.docVIP

吉利小熊猫汽车市场策略分析 【摘要】进入21世纪，我国的汽车市场营销状况发生了天翻地覆的变化，汽车营销活动日新月异，与国际汽车营销接轨的步伐正在加快，日趋复杂钓汽车市场，对今后我国汽车生产、稍售、服务提出了更高、更新的要求。现在厂商之间比拼的已不仅是资金、产品和规模，汽车营销技术的较量已日渐激烈。谁采用了先进的汽车营销技术，谁就可能在汽车市场上占得先机。本文以吉利熊猫为研究对象，将营销管理理论与吉利熊猫的营销实践相结合，运用4P和SWOT分析法，找出了公司面临的机会、威胁以及公司自身的优势、劣势。为在激烈的市场竞争中立于不败之地，从企业文化建设、加强营销队伍的建设和管理、加强客户资源管理、开展关系营销等几个方面提出了营销策略的实施建议，以供我国汽车工业生产企业提供借鉴。 【关键词】SWOT 营销策略 企业文化建设 Geely Panda car market sales strategy analysis 【abstract】Entering the 21st century, Chinas car turned upside downchanges in marketing conditions, automobile marketing activities with each passing day, into line with international automobile market is accelerating the pace of, increasingly complex fishing auto market, on the future of car production, sales and service sets even higher and new requirements. Competition between manufacturers has now not only capital, product and scale trial of auto marketing technology has become more intense. Who uses advanced automobile marketing technologies, who may in the automobile market share advantage. Geely Panda for the study of this article, marketing management theory combined with Geely Pandas marketing practice, using 4P and SWOT analysis, identify opportunities, threats to a company and the companys own strengths, weaknesses. In the fierce competition in the market in an invincible position, from the construction of enterprise culture construction, strengthen marketing team and resource management, management, customer relationship marketing in several aspects, such as a marketing strategy the implementation of recommendations, to provide reference for Chinas automobile industry enterprises. 【keyword】SWOT Marketing Strategy Corporate Culture 目 录 引言…………………………………………………………………………………1 吉利熊猫轿车简介……………………………………………………………1 吉利熊猫轿车的营销策略分析………………………………………………1 产品策略……………………………………………………………………2 价格策略……………………………………………………………………3 渠道策略……………………………………………………………………5 促销策略……………………………………………………………………5 三、吉利熊猫轿车SWOT分析 ……………………………………………………6 优势分析……………………………………………………………………6 劣势分析…………………………