浅析广州汽车集团乘用车有限公司营销策略——以广汽传祺GM6为例.docxVIP

浅析广州汽车集团乘用车有限公司营销策略——以广汽传祺GM6为例 摘要：随着时代发展，各行业逐步过渡到对精准市场的开拓，在我国汽车行业出现了各个种类细分，眼下最热门的是多用途汽车市场的发展。多用途汽车(英文Multi-Purpose Vehicle，以下简称MPV)在我国MPV市场存在着高中低三个档次，在伴随我国人口政策的放开与人们消费能力逐步攀升，在MPV的中端汽车市场出现了供不应求的火爆局面，在此背景下，广汽集团作为老牌的拥有深厚的研发技术创新能力汽车制造业企业，推出了一款面向MPV市场中端市场的车型——传祺GM6。 本文研究目的为广汽传祺GM6的市场营销策略做出合理化建议，为此，笔者对MPV市场进行分析以及对比，以市场定位理论为全文研究基础，以目标消费者市场实际情况进行调研分析，展开对广汽传祺GM6市场营销策略的相关的分析研究，本文通过五力分析模型等各种分析途径全方位的对广汽传祺MPV市场进行了对比分析，本文认为广汽传祺应采取偏增长型的市场营销发展战略。 关键词：市场细分；市场定位；营销策略；多用途汽车；广汽传祺 Analysis on the Marketing Strategy of Guangzhou Automobile Group Passenger Car Co., Ltd . —— Taking Trumpchi GM6 as an example Abstract：With the development of the times, various industries have gradually transitioned to the development of the precision market. In Chinas automobile industry, various types of subdivisions have appeared. The most popular one is the development of the multi-purpose automobile market. Multi-Purpose Vehicle has three grades of high, middle and low in Chinas MPV market. With the liberalization of Chinas population policy and the gradual increase in peoples spending power, the emergence of MPV in the mid-end automotive market Under the background of the hot demand, Guangzhou Automobile Group, as a veteran automobile manufacturing enterprise with deep R D and technological innovation capabilities, has launched a model for the mid-end market of the MPV market- Trumpchi GM6. The purpose of this article is to make rational suggestions for the marketing strategy of GAC Trumpchi GM6. To this end, the author analyzes and compares the MPV market, uses the market positioning theory as the basis for full-text research, and conducts research and analysis on the actual situation of the target consumer market Relevant analysis and research on the marketing strategy of GAC Trumpchi GM6. In this paper, a comprehensive analysis of the GAC Trumpchi MPV market through a variety of analysis methods such as the five-force analysis model. This article believes that GAC Trumpchi should adopt a growth-