华晨金杯中华轿车营销策略研究-工商管理专业论文.docxVIP

AbstractWith Abstract With the development of China economy,nearly all the famous automobi h company all over the world aim at the China automobile market．They enter inio China market either with the form of joint venture or export their products to directl to China，which makes the market more complicated and competitive．Especially after China get into WTO，the competition will be heavier．Different companies cater to different market with different products，however,the analysis and comparison to the obiect market is the base of marketing propose． Currently,the competition of vehicles mainly comes from domestic market，but ‘‘Enter into WTO”is a inevitable issue to every automobile company，which means both chance and challenge to the companies．The imported vehicles ale coming more and more important factor to China market．Jinbei zhonghua calhas a lot of uncertain factors which are both long term and short term．As anything has two sides，there are both advantage and disadvantage in the automobile market．Jinbei could get competitive advantage only by enlarging it’s good point while shortening it’s defects． Competition always comes with opportunity and so does the opposite．Zhonghua sedan has more d／fficulties and has to work harder to hold her position．First of all she must make her operation strategy-marketing strategy and execute it successfully． This thesis analysis Zhonghua sedan’s strategy in terms of Brillance-auto company strategy，including external environments analysis，competitor analysis and internal environments analysis．Zhonghua Sedan market analysis including，market segmentation，market targeting and market position． Key words：Automobile Industry；Marketing Strategy；Zhonghun Sedan 大连理工大学MBA学位论文原创性声明 大连理工大学MBA学位论文 原创性声明 本人郑重声明：所呈交的学位论文，是本人在导师的指导下开展研究工作所 取得的成果。除文中特别加以标注和致谢的地方外，论文中不包含任何其他个人 或集体已经发表或撰写过的研究成果，也不包含为获得大连理工大学或其它教育 机构的学位或证书而产生的成果(如学位论文等)。对本文的研究做出重要贡献 的个人和集体均已在文中以明确方式标明。本人完全意识到本声明的法律后果， 并愿为此承担一切法律责任。 学位论文作者签名：烈之鲭 日期：2005年6月15日 华晨金杯中华轿车营销策略研究1引言 华晨金杯中华轿车营销策