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学号
10112309106
汽车服务工程课程设计
题 目： 长城哈弗SUV营销策划分析
教 学 系： 汽车工程系
指导教师： 邵海忠
专业班级： 汽服1091班
学生姓名： 张才纳
2012年12月
目 录
摘 要·····································································1
Abstract·····································································2
1 绪论······································································3
1.1 SUV起源······························································3
1.2 国际市场分析·························································3
1.3 国内市场分析·························································3
2 长城哈弗SUV产品介绍······················································4
2.1 长城品牌概貌·························································4
2.2 哈弗SUV产品介绍·····················································4
3 营销环境分析······························································5
3.1 宏观环境分析·························································5
3.2 微观环境分析·························································5
3.3 竞争环境分析·························································6
4 长城哈弗SUV市场定位······················································7
4.1 长城哈弗SUV的SWOT分析··············································7
4.2 哈弗SUV的市场定位···················································8
5 哈弗SUV产品定价··························································8
5.1 哈弗SUV的品牌影响···················································9
5.2 价格策略·····························································9
6 长城哈弗SUV营销渠道策略分析·············································10
6.1 营销渠道的介绍······················································10
6.2 哈弗SUV营销渠道的特征与模式 ·······································11
7 哈弗SUV促销策略分析·····················································12
7.1 促销方式····························································12
7.2 哈弗SUV促销方式的选择和策略········································14
参 考 文 献·······················
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