本科毕业论文(人文科学)题目:奇瑞汽车营销策略分析院(系、部)工商管理学院学生姓名:王原培指导教师:李志新职称助教2013年05月15日河北科技师范学院教务处制HebeiNormalUniversityofScience&Technology专业:市场营销09学号:0813090221资料目录1.学术声明…………………………………………………………………………1~1页2.河北科技师范学院本科毕业论文……………………………………1~17页3.河北科技师范学院本科毕业论文任务书…………………………1~3页4.河北科技师范学院本科毕业论文开题报告………………………1~3页5.河北科技师范学院本科毕业论文中期检查表……………………1~1页6.河北科技师范学院本科毕业论文答辩记录表……………………1~1页7.河北科技师范学院本科毕业论文成绩评定汇总表………………1~2页8.河北科技师范学院本科毕业论文工作总结…………………………1~3页9.其他反映研究成果的资料(如公开发表的论文复印件、效益证明等)………………………………………………………………………~页河北科技师范学院本科毕业论文奇瑞汽车营销策略分析院(系、部)名称:工商管理学院专业名称:市场营销学生姓名:王原培学生学号:0813090221指导教师:李志新2013年05月15日河北科技师范学院教务处制摘要I摘要本文通过对奇瑞汽车的营销策略研究,总结出奇瑞汽车的营销策略特点和其存在的问题,分析后寻求解决所存在问题的办法。奇瑞重塑了微车的品牌形象,让微车走入了千家万户,是我国国产汽车的领军品牌。本文收集有关奇瑞公司现状和奇瑞汽车营销策略的材料,掌握汽车营销策略方面的技巧和策略,并通过奇瑞汽车的生产销售模式结合市场分析,总结出奇瑞汽车市场营销的策略。通过此次营销策略分析,发现中国的汽车市场虽然还存在着很多问题、未知的挑战和不确定因素,但对于中国汽车来说,机遇大于挑战。而奇瑞作为中国国产汽车的领军品牌,我们有理由相信奇瑞能够拥有更为广阔的市场和更大的作为,也许通过国家的支持和奇瑞公司自身的努力,在以后的某个时间,能够将奇瑞打造成一个国际品牌。关键词:奇瑞汽车公司;市场营销策略;汽车营销摘要IIAbstractBasedonthemarketingstrategyofCheryAutomobile,CheryAutomobilesummedmarketingstrategyfeaturesanditsproblems,theanalysisseekstosolvetheproblemthatexists.Cheryreshapethemicro-carbrandimage,sothatthemicro-carintothehousehold,isaleadingbrandinChina'sdomesticautomobile.ThisarticlecollectsinformationaboutthestatusandCheryAutomobileCherymarketingstrategymaterials,masterautomotivemarketingstrategytipsandstrategies,andthroughCheryAutomobileproductionandsalesmodelcombinesmarketanalysis,summedCherymarketingstrategy.Throughthismarketingstrategyanalysis,foundthatChina'sautomarket,althoughtherearestillmanyproblems,unknownchallengesanduncertainties,butfortheChinesecar,theopportunitiesoutweighthechallenges.AndastheChinese-madeCherycarsleadingbrands,wehavereasontobelievethatCherycanhaveabroadermarketandgreateras,perhapsthroughnationalsupportandChery'sownefforts,atalatertime,itcanbeCheryplayinganinternationalbrand.Keywords:Cheryautomobilecompany;Marketingstrategy;Carmarketing目录III目录摘要.................................................................................................................................IAbstract............................................................................................................................II引言.....................................................................................................................................1一、理论支持.....................................................................................................................1二、奇瑞汽车公司现状.....................................................................................................2(一)奇瑞汽车公司概括...........................................................................................2(二)奇瑞汽车国内现状...........................................................................................2(三)奇瑞汽车国外现状...........................................................................................3(四)奇瑞汽车SWOT分析......................................................................................41.优势(S).........................................................................................................42.劣势(W).........................................................................................................43.机遇(O).........................................................................................................54.威胁(T).........................................................................................................5三、奇瑞汽车4P营销策略分析.......................................................................................5(一)产品策略.........................................................................................................5(二)价格策略.........................................................................................................6(三)渠道策略.........................................................................................................6(四)促销策略.........................................................................................................7四、奇瑞汽车营销策略存在的问题.................................................................................8(一)品牌形象不佳.................................................................................................8(二)缺乏尖端技术和人才.....................................................................................8(三)市场占有率和规模较小.................................................................................9(四)市场定位比较单一.........................................................................................9五、对奇瑞汽车营销策略存在问题的建议.....................................................................9(一)提高品牌形象.................................................................................................9(二)加强汽车产业人才的培养和引进...............................................................10(三)提高市场占有率...........................................................................................10(四)增加产品种类面向各个层次.......................................................................10目录IV结论...........................................................