摘要在我国宏观经济的发展下, 中国汽车行业正在以乐观形势高速的发展,如今汽车品牌各式各样,竞争越发激烈,乘用车市场脱颖而出,呈现出乐观的发展态势。在中国市场中，SUV的发展尤为迅速，已经成为中国汽车市场发展新的领头羊，SUV在国内已经达到了10%左右的占有率，虽然还不能与国外成熟车市相比，毕竟SUV在国外市场占有率已经超过了30%，但SUV在国内市场的发展速度之快也告诉了我们SUV在中国市场有很大的发展空间，需求量越发的增加。在竞争日益激烈的情况下，无论国内还是国外企业都在谋划如何进入中国的SUV细分市场，抢占先机，成为中国SUV市场的佼佼者。82255

在日益竞争激烈的中国SUV市场中，不乏高档汽车品牌的激烈竞争，例如奔驰、宝马这两大高档品牌也在谋划并实施瓜分中国SUV细分市场的计划，而奥迪作为最早进入中国高档车品牌的世界高档车代表，绝对不能将这杯羹拱手相让，中国是奥迪最大的海外市场，奥迪对于中国市场悉心呵护培养的了二十多年，在中国市场始终保持着40%以上的市场份额。2009年10月，奥迪在继Q7之后将进口Q5投放中国市场，这是大众公司推出的第二款豪华SUV车型。在Q5推出后，迅速在中国细分市场占领了一席之地，收到了消费者的青睐。5个月时候，国产Q5也相继推出，作为中国第一款高档SUV车型，在其投放市场不久后，便迅速在销量、市场份额和关注度上面都取得了突出的成绩。

本文中从奥迪营销战略以及产品战略中进行分析，我们在分析的过程中采取了波特五力模型分析、分析行业的竞争者以及替代者等；运用swot分析法分析出企业的战略模式；还有采取内外部行业的分析，找到企业的利润所在优势；通过STP分析分析出营销中的定位以及目标和定位，对产品的精准分析，并且最后还针对性的对奥迪Q5提出了意见和建议，在奥迪Q5进入中国市场的时候，大众公司抢先占领了中国的大部分市场，加强了它的高端的品牌形象，这是其他品牌难以企及的特点。除此之外，本文的研究也为后续SUV车型提供了有价值的参考信息。

毕业论文关键词：奥迪Q5、营销环境、STP战略、SWOT分析、营销策略

SUMMARY Under the macro economic development in our country, China's auto industry is optimistic situation of high-speed development, nowadays car brand of all kinds, increasingly fierce competition, stand out from the passenger car market, presents the positive development momentum。 In the passenger car market, the more rapid development is SUV (Sport Utility Vehide), Sport Utility vehicles, in these models, the high-end SUV by the market's consistent high praise。 In the Chinese market, the development of the SUV is rapidly and has become a new leader, China's auto market development SUV market share in the domestic has reached around 10%, though it cannot be compared with foreign mature market, after all, SUV in overseas market share has exceeded 30%, but the SUV in the domestic market development speed also tells us the SUV market in China has very big development space, the increase of demand more。 In an increasingly competitive circumstances, whether domestic or foreign enterprises are plotting how to enter the Chinese SUV segment, ahead, as China's SUV market leader。 

    In SUV market increasingly fierce competition in China, there is no lack of high-grade car brand competition, such as Benz, BMW's two great premium brand also in the planning and implementation of carve up China SUV segment, and audi as the earliest to the world of Chinese luxury car brand representatives of high-grade car, absolutely not put the cup of soup is handing, China is the largest overseas market, audi audi for the meticulous care of the Chinese market more than 20 years, in the Chinese market has always maintained a more than 40% of the market。 In October 2009, audi launched Q5 in China after Q7, the second luxury SUV launched by Volkswagen。 After the launch of Q5, it quickly gained a foothold in China's market segment, and received customers' favor。 5 months time, the domestic Q5 launched one after another, as China's first luxury SUV models, in the market soon, quickly on sales, market share and attention has made outstanding achievements。