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摘要： 2011年中国汽车市场占据了全球市场24%的份额，而在今年，预计销售增长量将占全球增量的40%，也就是说中国将成为全球汽车市场的新重心。家用轿车在中国市场的竞争也愈见激烈，营销策略成为所有汽车公司不得不重视的一个部分。
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上海别克轿车，凭借其大气美观的外形，尊贵的内饰设计，及其宽敞的车内空间，受到了广大消费者的喜爱。尤其是别克君越，在上市之初的几个月内，成为了国内中高档汽车市场的头名，销量居高不下。本毕业论文研究的主要是营销策略背景、上海别克的营销策略概况、4P 营销策略、 国内与国际营销策略现状分析以及上海别克未来营销策略规划。以上海别克为例,首先研究营销策略的发展,分析其背景及发展趋向,并把上海别克的营销策略与国际汽车巨头的营销策略加以对比分析, 期望为我国家用轿车行业的发展和企业的成长提供借鉴。6172
关键字：家用轿车；营销策略；上海别克；启示
Analysis of Family Car Marketing Strategy in China----Take Buick For Example
Abstract: In 2011 China's auto market occupies 24% of the global market, this year, sales growth is expected to account for 40% of the global increment, which means that China will become a new focus of the global auto market. Family cars in the Chinese market competition is increasingly fierce, the marketing strategy as a part of the all auto companies have to attach importance to.
Shanghai Buick car, with its atmosphere and beautiful appearance, and interior design, and its spacious interior space, are popular with consumers. Buick lacrosse listed at the beginning of the months, occupies the top domestic high-grade car market, sales volume is high. In this paper, we study the mainly marketing strategy background, Shanghai Buick's marketing strategy, 4p marketing strategy, the domestic and international marketing strategy present situation analysis and Shanghai Buick future marketing strategy plan. Shanghai Buick, for example, first study the development of marketing strategy, to analyze its background and development trend, and the Shanghai Buick's marketing strategy and marketing strategy of international auto giant to comparative analysis of expectation for the development of China's family car industry and the growth of enterprises to provide reference.
Key Words: family car, marketing strategy, Buick, inspiration
目录
前言 1
一、绪论 2
（一）研究背景 2
（二）国内外研究现状 3
1.国外研究现状 3
2.国内研究现状 3
二、家用轿车营销策略相关理论综述 4
（一）家用轿车相关概念 4
1.家用轿车的定义 4
2.家用轿车行业 5
（二）家用轿车营销策略的相关理论 5
1.营销策略基本内涵 5
2.汽车营销策略 5
三、我国家用轿车行业研究现状及调研分析 9
（一）我国家用轿车行业营销现状 9
1.家用轿车行业的发展历程 9
2.我国家用轿车行业现状 10
（二）上海别克的营销调研和分析 11
1.上海别克通用公司简介 11
2.上海别克状况 12
3.调研方法和内容 13
4.调研结果分析 13
四、上海别克营销策略具体分析及问题应对措施 24
（一）上海别克营销策略的发展过程 24
1、产品策略 24
2.定价策略 25