上海大众营销策略.docVIP

苏州科技学院天平学院本科生毕业论文 PAGE PAGE 49 上海大众营销策略研究 摘 要 上海大众汽车有限公司是一家中外合资的轿车生产企业。随着我国加入WTO，我国轿车行业群雄纷争，竞争日趋激烈，上海大众如何面对严峻的市场竞争，继续保持国内轿车行业的领先地位。关键是制定具有领先意识、切实有效的市场营销策略。文章通过描述我国轿车市场概况，分析上海大众汽车营销外部环境与内部环境的优势、劣势、机会、威胁等，提出并论述了上海大众汽车应该制定产品策略、定价策略、渠道策略、促销策略等营销策略。通过提升服务理念，以期全面提升上海大众的整体营销水平，保证上海大众汽车在未来的激烈的市场竞争中继续保持国内轿车行业的领先地位。 关键词 上海大众；内外部环境；营销策略 The study of Shanghai volksvagen company marketing strategy Abstract Shanghai Volkswagen Automobile Co. Ltd. is a Sino-foreign car manufacturers. With Chinas accession to WTO, Chinas car industry disputes the pack, increasing competition, Shanghai Volkswagen to face tough competition in the market, continue to maintain the leading position in the domestic car industry. The key is to develop leading-awareness, effective marketing strategy. Articles by describing Chinas car market overview, analysis of Shanghai Volkswagen marketing external environment and internal environment of the strengths, weaknesses, opportunities and threats presented and discussed in the Shanghai Volkswagen should develop product strategy, pricing strategy, channel strategy, promotional strategy, marketing strategy. By enhancing the service concept, in order to raise the overall level of Shanghai Volkswagens overall marketing, to ensure the future of Shanghai Volkswagen in the fierce competition in the market to maintain the leading position in the domestic car industry. Keywords Shanghai Volkswagen ；Internal and external environment；Marketing Strategy 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc296331882 第1章 绪论 PAGEREF _Toc296331882 \h 1 HYPERLINK \l _Toc296331883 第2章 目前我国轿车市场的基本概况 PAGEREF _Toc296331883 \h 3 HYPERLINK \l _Toc296331884 2.1 私人轿车发展迅速 PAGEREF _Toc296331884 \h 3 HYPERLINK \l _Toc296331885 2.2 轿车品牌竞相入市 PAGEREF _Toc296331885 \h 4 HYPERLINK \l _Toc296331886 2.3 轿车销量与保有量 PAGEREF _Toc296331886 \h 5 HYPERLINK \l _Toc296331887 2.4 我国轿车市场还未真正成熟 PAGEREF _Toc296331887 \h 6 HYPERLINK \l _Toc296331888 第3章 上海大众当前市场营销状况及存在问题分析 PAGEREF _Toc2963318