一汽大众汽车营销策略的应用研究.doc

一汽大众汽车营销策略的应用研究摘要本文重点分析了我国汽车行业发展环境，同时概述了一汽大众汽车发展背景和销售策略，并结合目前发展趋势指出了未来营销策略，为其他汽车企业营销提供了可供参考的意见。关键词：大众汽车；营销；市场ApplicationResearchofFAWVolkswagenAutomotiveMarketingStrategiesAbstractThispaperfocusesontheanalysisoftheenvironmentforthedevelopmentoftheautomobileindustryinourcountry,andsummarizestheFAWVolkswagenAutomotivedevelopmentbackgroundandsalesstrategy,combinedwiththecurrentdevelopmenttrendandpointsoutthatthefuturemarketingstrategies,andprovidesreferenceopinionsfortheothercarenterprisesmarketing.Keywords:Volkswagen;marketing;market目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc401319240"前言PAGEREF_Toc401319240\h1HYPERLINK\l"_Toc401319241"一、我国汽车市场发展前景PAGEREF_Toc401319241\h1HYPERLINK\l"_Toc401319242"（一）国民经济持续快速发展PAGEREF_Toc401319242\h1HYPERLINK\l"_Toc401319243"（二）)政府鼓励轿车进入家庭PAGEREF_Toc401319243\h2HYPERLINK\l"_Toc401319244"（三）三四级汽车市场即将启动PAGEREF_Toc401319244\h2HYPERLINK\l"_Toc401319245"（四）我国将进入新一轮换车时代PAGEREF_Toc401319245\h2HYPERLINK\l"_Toc401319246"三、一汽大众概述PAGEREF_Toc401319246\h3HYPERLINK\l"_Toc401319247"四、一汽大众营销战略环境分析PAGEREF_Toc401319247\h3HYPERLINK\l"_Toc401319248"（一）一汽大众外部环境分析PAGEREF_Toc401319248\h3HYPERLINK\l"_Toc401319249"（二）汽车行业环境PAGEREF_Toc401319249\h6HYPERLINK\l"_Toc401319250"五、一汽大众营销体系构建PAGEREF_Toc401319250\h8HYPERLINK\l"_Toc401319251"（一）顾客导向的现代营销理念的构建PAGEREF_Toc401319251\h8HYPERLINK\l"_Toc401319252"（二）以二手车市场促进新车销售PAGEREF_Toc401319252\h10HYPERLINK\l"_Toc401319253"（三）以金融信贷拓展汽车市场PAGEREF_Toc401319253\h10HYPERLINK\l"_Toc401319254"（四）以汽车租赁促进销售PAGEREF_Toc401319254\h12HYPERLINK\l"_Toc401319255"（五）以完善的法规保障汽车网络营销PAGEREF_Toc401319255\h12HYPERLINK\l"_Toc401319256"参考文献PAGEREF_Toc401319256\h13P