广汽传祺GS8产品营销策略分析与建议.pdfVIP

广汽传祺 GS8 产品营销策略分析与建议 摘要 近十几年来，汽车工业飞速进展，在汽车销量激增的同时，汽车生产企业数量也迅速 增长，面对激烈复杂的汽车市场营销环境，各汽车生产企业通过不断推出新车型、提高产品质量 的方式力争在汽车市场占据市场份额。随着消费者的消费观念逐渐走向成熟，仅仅依靠优质创新 的产品并不能使企业在市场中占有一席之地，汽车生产企业还需要关注汽车市场营销治理的研 究，精确定位企业的目标客户群体，将消费者的需求与企业产品相契合，提高企业的市场竞争力 以及营销治理水平。本文以广汽传祺 GS8 的营销策略为研究主题，分析汽车市场营销环境，结合 STP 战略及相关营销理论，根据传祺 GS8 产品的特点，综合分析国内自主品牌汽车的市场现状， 准确定位企业的目标市场，同时利用 4P 理论，从产品、价格、渠道和促销策略等方面对传祺 GS8 进行全面分析，了解目前传祺 GS8 在国内市场上营销战略及策略的表现，总结现阶段存在 的问题，并结合实际，吸取对手的成功经验，对其今后的营销策略提出一些建议，借此提高传祺 GS8 的销量，提高企业的市场占有率，为其他汽车厂商开展上市营销活动起到借鉴作用。 关键词 营销策略 传祺GS8 STP分析 4P分析 Analysis and Suggestions on Marketing Strategy of Trumpchi GS8 Abstract With the rapid development of automobile industry in recent ten years, while the car sales increase sharply, the number of car manufacturers is also growing rapidly. In face of the fierce and complicated automotive marketing environment, the automobile manufactures strive to occupy the market share by launching new models and improving product quality. With the consumers consumption concept gradually being mature, in order to get a piece of the market, automobile manufacturers should not only make high-quality and innovative products, but also improve their market competitiveness and marketing management level. For achieving that, they should focus on automotive marketing management research, accurately position the target customer groups and make the products of enterprises fit into the needs of customers. In this paper, taking the marketing strategy of Trumpchi GS8 as the research theme, analyzed the automobile marketing environment, combined with STP strategy and related marketing theories, to make a composite analysis of the market situation of the domestic self-brand car and accurately position the target market according to the characteristics of Trumpchi GS8 products. At the sam