摘要：2015年，中国汽车市场却持续低迷，“官降”成为主旋律，汽车市场不景气，产销增速趋缓，2016年中国汽车销量甚至可能会呈现负增长，国内汽车行业持续繁荣的景象可能中断，并且，这种低迷景象短期内很难扭转。中国车市出乎意料地出现整体增速放缓的趋势，国内多家汽车企业均受到了不同程度的影响，一汽大众也不能独善其身，2015年一汽大众全年累计销量达1,633,669辆，相比2014年有所下降。面对进入“新常态”后的中国汽车市场，一汽大众该如何调整，本文对一汽大众所处环境状况进行各方面的介绍，分析了其本身的优势劣势，机会和威胁，再对营销策略进行分析，找出其营销策略中存在的问题，并给出建议。43461

关键词：一汽大众；营销策略；汽车市场

FAW Volkswagen Marketing Strategy Analysis

Abstract: By 2015, China's auto market continues to slump, "officer down" has become the main theme, the depression of the automobile market, sales growth slowed to 2016 auto sales in China may even show negative growth, domestic auto industry continued prosperity of the scene may be interrupted and the sight of this low fan in the short term is difficult to reverse. Chinese car city unexpectedly appeared the overall slowdown in the trend, a number of domestic automobile enterprises are subject to the effects of different degree, not immune to the FAW - Volkswagen, 2015, FAW Volkswagen annual sales reached a total of 1633669 vehicles, compared to the 2014 declined. In the face of entering " New normal "of China's auto market, FAW Volkswagen the how to adjust, this paper of the FAW Volkswagen the environmental conditions were introduced in the analysis the advantages and disadvantages, opportunities and threats, and then the marketing strategy analysis, find out problems existing in its marketing strategy, and gives some suggestions.

Key words: FAW Volkswagen; Marketing strategy; Automotive market

目    录   

摘  要 1

Abstract 1

一、一汽大众市场环境现状 2

（一）宏观环境现状 2

（二）微观环境现状 4

二、一汽大众企业本身SWOT分析 6

（一）自身的优势 6

（二）自身的劣势 6

（三）存在的机会 7

（四）面临的威胁 7

三、一汽大众现行的营销策略 8

（一）产品策略 8

（二）定价策略 9

（三）分销策略 9

（四）促销策略 10

四、一汽大众市场营销策存在的问题 10

（一）产品过于单调 10

（二）价格波动不稳 10

（三）分销渠道单一 11

（四）促销政策严重滞后 11

五、针对一汽大众营销问题的建议 11

（一）产品方面的建议 11

（二）对于价格的调整 12

（三）渠道策略的改进 12

（四）促销方式的创新 一汽大众营销策略研究+swot分析:http://www.youerw.com/guanli/lunwen_44314.html