上海大众的营销策略.doc

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ThestudyofShanghaivolksvagencompanymarketingstrategyAbstractShanghaiVolkswagenAutomobileCo.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目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc296331882"第1章绪论PAGEREF_Toc296331882\h1HYPERLINK\l"_Toc296331883"第2章目前我国轿车市场的基本概况PAGEREF_Toc296331883\h3HYPERLINK\l"_Toc296331884"2.1私人轿车发展迅速PAGEREF_Toc296331884\h3HYPERLINK\l"_Toc296331885"2.2轿车品牌竞相入市PAGEREF_Toc296331885\h4HYPERLINK\l"_Toc296331886"2.3轿车销量与保有量PAGEREF_Toc296331886\h5HYPERLINK\l"_Toc296331887"2.4我国轿车市场还未真正成熟PAGEREF_Toc296331887\h6HYPERLINK\l"_Toc29633