东风悦达起亚轿车营销策略研究.doc

东风悦达起亚轿车营销策略研究 摘要 在当前国内轿车市场竞争激烈的情况下，通过对竞争对手、企业营销现状和 市场需求的全面分析，进行准确的市场定位，提出有效的营销策略，实现营销创 新，对企业发展至关重要。本文采用理论结合实际的方法，在对企业进行实际调 研的基础上，综合运用营销管理珲论，在全面分析轿车行业同内外市场环境的基 础上，通过对企业营销现状的系统分析，进行市场细分和目标市场的选择，从产 品策略、价格策略、促销策略、分销策略等方面，提出适合东风悦达起亚轿车产 品特点的市场营销策略，从而促进东风悦达起亚汽车有限公司的快速发展。 全文共分五个部分，第一部分主要对目标市场理论、营销组合理论和汽车营 销理论作概括性的介绍，为产品的市场分析和市场营销策略的提出提供理论依 据；第二部分着重分析了东风悦达起亚轿车营销现状。分别从产品策略、价格策 略、促销策略和分销策略四方面进行分析，总结其轿车营销工作存在的不足，为 有针对性地提出营销策略打下基础。第三部分从宏观环境、微观环境和企业内部 资源三个方面分析企业的营销环境，并进一步分析东风悦达起亚轿车的优势和劣 势。第四部分根据前面的分析在对轿车市场进行细分的基础上，确定了东风悦达 起亚轿车的目标市场，并据此提出了适合其产品特点的产品策略、价格策略、促 销策略和分销策略。最后一部分做出总结性结论。 关键词：轿车市场，市场分析，营销策略 Abstract It is very important for enterprises to target the right market，set up effective marketing tactics and make marketing innovation throulgh overaU analysis of rivals，current enterprise marketing conditions and market needs and wants under the heated competition of domestic calmarket．It systematically analyzes the current enterprise conditions and hence makes market segmentation and target market selection Oil the basis of marketing management theories and overall analysis of domestic and overseas Car market environment by on—the—spot investigation and combination theory and practice．Moreover,it puts forward the marketing tactics which is suitabal for Dongfeng-·Yueda·-Kin cars characteristics in the ways of product tactics，price tecfics，promotion tactics and distribution tactics in order to ficilitate the quick development of Dongfeng—Yueda—Kin Motors Co．，Ltd． It consists of five parts．Firstly,it resumptively introduces theories of target market，marketing mix and Car marketing and supples theory for bringing forward the market analysis and marketing tactics．Secondly,it focuses Oil analysis of the current Dongfeng—Yueda-Kin Cars marketing conditions which involve in product tactics， price tactics，promotion tactics and distribution tactics and summarizes the lacks of the cars marketing that give a good foundation for the following．Thirdly,it analyzes the enterprise marketing envir