东风悦达起亚公司市场分析与营销战略研究.pdfVIP

中文摘要 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，对企业进展至关重要。本文采纳理论联络实际的方法 ，在对企业进行深入剖析的基础上，综合运用营销治理理论，通过运用SWOT分析法对东风悦达起亚开展市 场营销所面临的内外部环境的优势与劣势进行分析，对不足之处提出了解决措施。在全面分析轿车行业国 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 分和目标市场的选择，从产品策略、 价格策略、渠道策略、促销策略等方面，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进展。 关键词 ：轿车市场 SWOT 营销策略 Abstract In the case of the current domestic car market competition is intense, through the competition, the enterprise marketing present situation and the comprehensive analysis of market demand, to carry on the accurate market po sitioning, put forward effective marketing strategy, make innovations in marketing is very important to enterprise development. This article adopts the method of theory with practice, the enterprise on the basis of in-depth analysi s, the integrated use of marketing management theory, through the SWOT analysis of dongfeng yueda kia in inter nal and external environment facing the marketing advantages and disadvantages were analyzed, and the deficienc y in solving measures are put forward. In the comprehensive analysis of the car industry at home and abroad on th e basis of market environment, through the analysis on the current status of the enterprise marketing system, mark et segmentation and target market selection, from the product strategy, price strategy, channel strategy, promotion strategy, etc., put forward suitable for dongfeng yueda kia sedan marketing strategy of product features, so as to pr omote the rapid development of dongfeng yueda kia motors co., LTD. Key words: Car market SWOT Marketing strategy 目 录 一、公司简介3 二、市场分析3 （一）市场机会（SWOT分析） 3 （二）竞争对手分析比较 4 （三）营销现状及目标 4 三、营销战略研究5 （一）产品策略 5 （二）价格策略 6 （三）渠道策略 7 （四）促销策略 7 四、总结8 参考文献 8 东风悦达起亚公司市场分析与营销战略研究 一、公司简介 起亚汽车公