Research on Marketing Strategy of Dahua Auto Trade Company
Abstract
Along with the rapid development of China's automobile market, consumer demand for cars. Therefore, how to seize opportunities, formulate appropriate marketing strategies for each car is gaining concerns. Therefore, the automobile market should review the marketing environment for survival and development, the opportunity.
Dahua auto trade company after years of sales, sales rose slowly, exposed some problems of the marketing strategy. So taking Dahua company as the research object, marketing management theory and practice of Dahua company marketing combination, analyzed objectively Dahua company marketing environment situation and existing problems, Combining the macroscopic and microcosmic environment, Dahua, using the SWOT analysis method, and find the opportunity, and their advantages and disadvantages, based on the determined Dahua company BYD autos subdivision factors, through the target market, market positioning, defined in Xi’an city as a medium high income of the young of the automobile consumption group for target market, and develop the company marketing strategy.
Key words :Dahua auto trade ;Marketing ;Marketing Environment; BYD autos
目 录
1 绪论 1
1.1研究背景 1
1.2研究意义 1
1.3研究内容及方法 2
2 理论综述 4
2.1市场营销理论 4
2.2营销环境理论 5
2.3营销策略组合理论 6
3 大华公司营销环境分析 10
3.1大华公司营销现状分析 10
3.2大华公司宏观环境分析 14
3.3大华公司行业环境分析 16
3.4大华公司微观环境分析 18
3.5大华公司SWOT分析 19
4 大华公司市场细分与目标市场选择 23
4.1大华公司汽车市场细分 23
4.2大华公司汽车目标市场确定 25
4.3大华公司汽车市场定位 25
5 大华公司汽车营销策略 27
5.1大华公司汽车产品策略 27
5.2大华公司汽车价格策略 30
5.3大华公司汽车渠道策略 31
5.4大华公司汽车促销策略 33
6 大华公司营销策略保障措施实施 36
6.1树立以客户为中心营销理念 36
6.2加强营销队伍的建设 38
6.3加强客户资源管理 38
6.4开展关系营销 39
结束语 41
参考文献 42
致 谢 43
1 绪论
1.1研究背景
随着国民经济的持续发展，人民收入和消费水平的不断提高，居民消费能力日益增强，社会汽车化水平不断提高，汽车消费需求日益旺盛，中国汽车市场出现了前所未有的繁荣景象，在过去看来是政府交通工具的奢侈品，现在成为了中国百姓家庭的代步工具。
上一页 [1] [2] [3] [4] [5] [6] [7] 下一页
大华汽贸公司营销策略研究 第2页下载如图片无法显示或论文不完整，请联系qq752018766
