上海大众的营销策略

苏州科技学院天平学院本科生毕业论文I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；营销策略苏州科技学院天平学院本科生毕业论文IIThestudyofShanghaivolksvagencompanymarketingstrategyAbstractShanghaiVolkswagenAutomobileCo.Ltd.isaSino-foreigncarmanufacturers.WithChina'saccessiontoWTO,China'scarindustrydisputesthepack,increasingcompetition,ShanghaiVolkswagentofacetoughcompetitioninthemarket,continuetomaintaintheleadingpositioninthedomesticcarindustry.Thekeyistodevelopleading-awareness,effectivemarketingstrategy.ArticlesbydescribingChina'scarmarketoverview,analysisofShanghaiVolkswagenmarketingexternalenvironmentandinternalenvironmentofthestrengths,weaknesses,opportunitiesandthreatspresentedanddiscussedintheShanghaiVolkswagenshoulddevelopproductstrategy,pricingstrategy,channelstrategy,promotionalstrategy,marketingstrategy.Byenhancingtheserviceconcept,inordertoraisetheoveralllevelofShanghaiVolkswagen'soverallmarketing,toensurethefutureofShanghaiVolkswageninthefiercecompetitioninthemarkettomaintaintheleadingpositioninthedomesticcarindustry.KeywordsShanghaiVolkswagen；Internalandexternalenvironment；MarketingStrategy苏州科技学院天平学院本科生毕业论文III目录第1章绪论..............................................................................................................................................1第2章目前我国轿车市场的基本概况..................................................................................................32.1私人轿车发展迅速................................................................................................................32.2轿车品牌竞相入市................................................................................................................42.3轿车销量与保有量................................................................................................................52.4我国轿车市场还未真正成熟................................................................................................6第3章上海大众当前市场营销状况及存在问题分析..........................................................................83.1上海大众市场营销外部环境................................................................................................83.1.1市场营销机会分析....................................................................................................93.1.2外部环境威胁因素..................................................................................................103.2上海大众市场营销内部环境..............................................................................................123.2.1竞争优势分析..........................................................................................................123.2.2营销劣势分析..........................................................................................................14第4章上海大众市场营销策略分析....................................................................................................174.1产品策略..............................................................................................................................174.1.1汽车产品整体概念..................................................................................................174.1.2上海大众产品BCG矩阵..........................................................................................184.2定价策略..............................................................................................................................194.2.1影响汽车定价的主要因素......................................................................................194.2.2汽车定价的目标......................................................................................................204.2.3上海大众的定价策略..............................................................................................214.3渠道策略..............................................................................................................................214．4促销策略............................................................................................................................234.5售后服务..............................................................................................................................25结论......................................................................................................................................................27致谢......................................................................................................................................................28参考文献............................................................................................................................................29附录A译文.............................................................................................................................................30北美农林特产的市场和营销战略..................................................................................................30附录B外文原文............................................................