摘要随着时代步伐的稳步前进，人们的生活品质得到了极大的提高，根据世界卫生组织《世界卫生统计》，中国人们的平均寿命，至2015年已经增长为男性74岁，女性77岁。2016年全面放开二孩政策，导致家庭结构发生变化。大空间多功能乘务车市场需求也越来越大。众多品牌厂商也发现这一商机，各类商家纷纷加入多功能乘务车市场，各自推出自己的新款车型。本文在分析东风风光现有的营销问题的基础上，以东风风光汽车为研究载体，运用4PS分析方法，基于风光汽车在低端市场所面临的问题，重点对东风风光汽车的营销现状进行分析，指出其在营销方面的不足，在此基础上提出风光汽车在多功能乘用车市场的营销策略，帮助实现东风风光汽车在二三级市场的发展目标。82895

毕业论文关键词    风光汽车  二三级市场  营销策略  自主品牌

毕 业 论 文 外 文 摘 要

Title  A Study on Marketing Strategy of FENGGUANG        --The Self-Owned Brand Vehicles of   DFMC 

Abstract With the pace of progress,People's quality of life has been greatly improved, according to WHO, the world health statistics, the average life expectancy of Chinese people, to 2015 has increased by 74 years old male, female 77 years old。 2016 full liberalization of the two child policy, resulting in changes in the family structure。 Large space multi function car market demand is also growing。Many brand manufacturers have also found this opportunity, all kinds of businesses have joined the multi function car market, each launched its own new models。 Based on the analysis of the existing marketing problems of Dongfeng scenery, to Dongfeng Automobile scenery as the carrier, uses the 4Ps analysis method, based on problems faced by automobile scenery in the low-end market, focus of Dongfeng Automobile scenery marketing present situation analysis, pointed out the deficiency in the aspects of marketing, based on proposed automobile scenery in passenger car market, marketing strategy, to help achieve the Dongfeng Automobile scenery in secondary and tertiary markets development goals。

Keywords Fengguang auto;secondary and tertiary markets;marketing strategy;independent brand car

目  录

1  引言 3

1。1研究背景 3

1。2研究的目的及意义 4

1。3研究内容和方法 4

1。3。1研究内容 4

1。3。2研究方法 5

2   东风风光汽车宏观营销环境分析 5

2。1政策法律环境分析 5

2。2经济环境分析 6

2。3社会文化环境分析 7

2。4自然环境分析 8

3  东风风光汽车微观营销环境分析 9

3。1公司概况 9

3。2供应商分析 10

3。3顾客分析 10

3。4竞争对手分析 11

4  东风风光汽车营销现状问题分析 13

4。1产品分析 13

4。2价格分析 14

4。3渠道分析 15

4。4促销分析