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摘要I摘要随着国民经济的迅速发展，人们的收入水平逐步增高，我国的汽车市场保持快速发展的势头，人们的汽车消费多元化使生产皮卡和多功能车（SUV）的汽车生产厂商看到了希望。另一方面，钢铁价格上涨，石油资源短缺，城市皮卡限行等因素使这些厂商在发展的路上充满了挑战。长城汽车股份有限公司作为全国最大的皮卡生产厂商如何才能在激烈的市场竞争中保持领先地位，本文通过对长城汽车进行宏观环境分析、微观环境分析和企业内部环境分析，运用SWOT分析方法，找出长城汽车存在的优势和劣势，面临的挑战和机遇，并针对其劣势和挑战提出了一系列的营销策略。关键字长城汽车；环境分析；SWOT分析；营销策略燕山大学毕业论文IIAbstractWiththequicklydevelopmentofnationaleconomy,theincomelevelofpeopleincreasethehighautomobilemarketofourcountrystepbystepmaintaintheimpetusoffastdevelopment,theautomobileconsumerdiversityofpeoplemakeproductionskinblockwithmultifunctionvehicle(SUV)automobilemanufacturerbusinesshaveseenhope.Ontheotherhand,steelpricerising,petroleumresourceshortage,cityleathercardlimittotripetc.factormakethesemanufacturersbedevelopinghavefilledwithchallengeontheroad.Theautomobileinc.oftheGreatWallblockmanufacturerbusinessasnation-widebiggestskinhowtothencankeepinintensemarketcompetitionisintheleadposition,ThispaperutilizesSWOTanalysismethodthroughcarryingoutmacroscopicenvironmentalanalysis,micro-environmentanalysisandenterpriseinternalenvironmentalanalysisfortheautomobileoftheGreatWall,findsouttheinferiorpositionandadvantagethattheautomobileoftheGreatWallhas,isfacedwith,challengeandgoodfortune,andaccordingtoitsinferiorpositionandchallenge,haveputforwardaseriesofsalestrategy.KeywordstheautomobileofGreatWallEnvironmentalanalysisSWOTanalysisSalestrategy目录III目录摘要........................................................................................................................IAbstract....................................................................................................................II绪论.......................................................................................................................1（一）课题研究背景............................................1（二）课题研究的目的和意义....................................1（三）课题研究的结构和方法....................................2一、长城汽车简介.................................................................................................3（一）企业规格................................................3（二）产品品种................................................3（三）发展历程................................................3二、长城汽车营销环境分析.................................................................................5（一）宏观环境分析............................................51．法律政策因素...........................................52．经济因素...............................................63．自然因素...............................................74．技术因素...............................................85．文化因素...............................................8（二）微观环境分析............................................91．消费者.................................................92．竞争者................................................103．分销渠道..............................................124．公众..................................................13（三）内部环境分析...........................................141．制造能力..............................................142．营销能力..............................................143．组织能力..............................................15三、对长城汽车进行SWOT分析.......................................................................16（一）优势分析...............................................16（二）劣势分析...............................................16（三）机会分析...............................................161．皮卡和SUV行业迅速发展，未来前景看好..................172．西部大开发促进皮卡在西部地区的有效增长................173．皮卡和SUV在我国处于边缘车型..........................174．消费者消费倾向的变化给长城汽车带来了发展的机会........17燕山大学毕业论文IV（四）威胁分析...............................................171．大中型城市普遍实行皮卡限行政策，阻碍皮卡市场的扩大....182．民营企业遭受“非国民待遇”............................183．能源紧张问题给企业的发展施加了压力....................184．技术力量薄弱，同国外生产技术相比还有很大差距..........185．文化环境的影响阻碍着长城汽车的发展....................18四、长城汽车营销策略.........................................................................................19（一）产品策略...............................................19（二）新产品定价策略.........................................201．撇脂定价..............................................202．渗透定价..............................................203．适中定价..............................................20（三）渠道策略...............................................21（四）促销策略...............................................221．人员推销..............................................222．广告推销..............................................223．营业推广..............................................234．公共关系..............................................235．销售技术服务..........................................23（五）服务营销策略...........................................231．诚信经营，信誉守诺....................................242．发现需求，满足需求....................................243．细微体贴，用心周到....................................244．面向顾客，服务真诚....................................245．熟悉产品，熟练技能....................................256．快速反应..............................................25（六）品牌策略...............................................251．质量..................................................252．技术..........................................