北汽威旺汽车在沧州市场的营销策略研究-工商管理(mba)专业论文.docxVIP

河北工业大学工商管理硕士（MBA 河北工业大学工商管理硕士（MBA）学位论文 北汽威旺汽车在沧州市场的营销策略研究 北汽威旺汽车在沧州市场的营销策略研究 i i ii ii 北汽威旺汽车在沧州市场的营销策略研究 摘 要 随着全球经济一体化和我国汽车工业的蓬勃发展，国内汽车市场呈现出激烈的竞争格 局，受国家下乡补贴及惠民补贴政策的取消，加上全球金融危机的影响，我国的微型汽车 市场购买力在2008-2010年提前透支了，目前市场处于理性平缓期，市场呈现了前所未有 清淡。北汽威旺汽车作为微车业的小字辈在2012年上市本身就承担着风险，如何应对竞争 环境的变化，如何应对购买力的提前透支，这都关系着一个品牌生存发展的关键，通过制 定科学合理的营销策略来确保企业的持续稳定发展是一个亟待解决的问题。本文通过对微 型汽车市场需求、用户、竞争对手及SWOT的分析，指出北汽威旺汽车的优势劣势，面临的 机会和威胁，从市场定位、产品策略、价格策略、促销策略、分销策略、服务策略分析北 汽威望的营销状况，指出不足，同时运用品牌营销、服务营销、等理论与方法，为北汽威 旺汽车提出适合其产品特点的营销策略。 关键词： 营销策略，北汽威旺，市场分析，微车 RESEARCH ON MARKETING STRATEGIES OF THE BEIJING AUTOMOTIVE WEIWANG AUTOMOBILE MARKET IN CANGZHOU ABSTRACT With the global economic integration and the rapid development of automobile industry in China, domestic car market presents the fierce competition, by state subsidies to rural areas and the subsidy policy to cancel, coupled with the impact of the global financial crisis, Chinas mini-car market purchasing power in the 2008-2010years ahead of overdraft, the present market is rational plateau, market appeared hitherto unknown light. BAIC Weiwang car mini-car industry as the junior012 years listed itself bears the risk, how to deal with the change of competitive environment, how to deal with the purchasing power of the overdraft, which related to a brand is the key to the survival and development, through the establishment of a scientific and rational marketing strategy to ensure the sustained and stable development of enterprises is a problems to be solved. This article through to the miniature car market demand, customers, competitors and SWOT analysis, pointed out the advantages and disadvantages of Wang Wei s car, the opportunities and the threats, from the market positioning, product strategy, price strategy, the promotion strategy, distribution strategy, service strategy analysis of SAIC-GM-Wuling marketing situation, pointed out the insufficiency, and use brand marketing, services marketing, strategic management theory and methods, to Beijing Wang