f汽车公司市场营销策略优化分析-optimization analysis of f auto companys marketing strategy.docx

摘要全球性经济危机的后续影响仍然还在继续，世界汽车工业面对的考验还没有 结束。持续的国际油价上涨趋势使得汽车企业的消费环境变得更加不容乐观。高 油价和恶劣的金融环境不仅影响了消费者对汽车需求的下降，同时也对各国汽车 企业的融资和销售带来了巨大的影响。北美的汽车巨头通用、克莱斯勒、福特走 向破产的边缘，欧洲的汽车销量也大幅下跌，而作为亚洲汽车业领头羊的日本丰 田汽车也面临着自成立 71 年来的第一次亏损，同样具有竞争力的韩国五大汽车 企业也遭受着减产的命运。所以，有效地研究企业营销策略的优化，为企业制定 适应企业变化了的内外部环境的营销组合策略是有效解决企业当前销量受影响 的一个有效途径。这是在国际市场环境如此恶劣的情况下，全球汽车企业获得突 破的一个既现实又迫切的国际性课题。本文以 F 汽车公司为背景，首先介绍了有关市场营销理论和汽车市场营销的 相关特征，然后将营销理论与 F 汽车公司实际情况相结合，对 F 汽车公司的外 部整体环境和内部环境进行具体分析，重点分析了消费者市场购买行为的特点， 用五力模型分析了企业的竞争者环境，并运用 SWOT 分析法，分析了 F 汽车公 司拥有的内部的优势和劣势资源以及面对的外部机遇和风险，并得出相应的结论 为其制定合适的营销策略做准备；然后根据市场营销组合策略的优化原则制定具 体的营销组合策略，并介绍了体验营销和服务营销两种比较流行的汽车营销策 略，最后为 F 汽车公司的营销策略优化的实施提供参考意见，并给出了相应的保 障措施。关键词：市场营销；营销组合策略；优化；实施AbstractThe follow-up impact of the global economic crisis are still continuing， the testing of the world automobile industry is not over yet . Continuing trend of rising international oil prices makes the consumer environment of the automobile companies to become more not optimist. The high oil prices and poor financial environment affects not only the decline in consumer demand for cars, but also had a huge impact on the financing and sales of the national automobile companies. North American automobile giant General Motors, Chrysler and Ford are being the brink of bankruptcy, car sales in Europe also fell sharply, the Asian automotive industry leader Toyota was the first loss in 71 years, South Koreas five auto companies are also facing product’s cuts. Therefore, studying the optimization of the corporate marketing strategy and making the good marketing mix strategies that adapting to the external and internal environment of the company is a good solution to solve the affects of loss sales of the automotive industry. Under the international market environment that is such an adverse situation, it’s an effective way to make a breakthrough for the global automobile companies. It is both a realistic and urgent international issues for them.The study is under the back of F Motor Company. Firstly we introduced some re