發(fā)布時(shí)間：2018-07-05 18:26

  本文選題：市場(chǎng)營(yíng)銷(xiāo) + 奧迪A6L　； 參考：《吉林大學(xué)》2017年碩士論文

【摘要】：中國(guó)作為世界汽車(chē)第一大市場(chǎng),是汽車(chē)品牌的必爭(zhēng)之地。一汽-大眾奧迪品牌作為最早進(jìn)入中國(guó)的豪華車(chē)合資品牌,到2017年已經(jīng)有29年的歷史。自1988年第一輛奧迪100下線(xiàn),至今奧迪在華已經(jīng)完成超過(guò)400萬(wàn)輛的銷(xiāo)量,2014年奧迪品牌在中國(guó)市場(chǎng)的銷(xiāo)量甚至已經(jīng)占到全球銷(xiāo)量的三分之一。經(jīng)過(guò)多年的高速發(fā)展,中國(guó)汽車(chē)市場(chǎng)已經(jīng)逐步成熟,消費(fèi)者變得更加理性。面對(duì)激烈的市場(chǎng)競(jìng)爭(zhēng),豪華品牌紛紛制定針對(duì)性的戰(zhàn)略,以期爭(zhēng)奪市場(chǎng)份額。作為第一款在中國(guó)合資生產(chǎn)的奧迪A6L(1988年是奧迪100車(chē)型),多年以來(lái)一直是市場(chǎng)份額的領(lǐng)跑者,是豪華車(chē)品牌中認(rèn)知度最高的車(chē)型,對(duì)一汽-大眾奧迪品牌有非常重要的戰(zhàn)略意義。但2015年一汽-大眾奧迪A6L的月銷(xiāo)量被寶馬5系反超,受到來(lái)自競(jìng)爭(zhēng)產(chǎn)品的強(qiáng)烈挑戰(zhàn),如何提升奧迪A6L的銷(xiāo)量,獲得細(xì)分市場(chǎng)最大的市場(chǎng)份額,是急需解決的問(wèn)題。此次研究,通過(guò)PEST分析法對(duì)宏觀(guān)環(huán)境分析,采用波特五力模型進(jìn)行競(jìng)爭(zhēng)環(huán)境的研究,結(jié)合企業(yè)內(nèi)部的環(huán)境運(yùn)用SWOT分析法找出一汽-大眾奧迪A6L面臨的機(jī)遇和挑戰(zhàn),找出奧迪A6L轎車(chē)面臨壓力的主要原因和目前市場(chǎng)營(yíng)銷(xiāo)工作中存在的問(wèn)題以及下一步的機(jī)會(huì)點(diǎn),系統(tǒng)地提出了一套整合營(yíng)銷(xiāo)戰(zhàn)略,以差異化的用戶(hù)體驗(yàn)為核心,圍繞產(chǎn)品、價(jià)格、促銷(xiāo)和渠道四個(gè)方面開(kāi)展相應(yīng)的工作,采用IP營(yíng)銷(xiāo)、社會(huì)化媒體和大數(shù)據(jù)等新興營(yíng)銷(xiāo)手段,解決奧迪A6L轎車(chē)面臨的營(yíng)銷(xiāo)問(wèn)題,重新成為細(xì)分市場(chǎng)的王者,對(duì)于奧迪品牌在中國(guó)市場(chǎng)上的全面領(lǐng)先也有重要的戰(zhàn)略意義。同時(shí)為A6L長(zhǎng)期的市場(chǎng)營(yíng)銷(xiāo)工作提供理論支撐,在競(jìng)爭(zhēng)日趨白熱化的高檔車(chē)市場(chǎng),對(duì)品牌未來(lái)的營(yíng)銷(xiāo)工作有借鑒性的意義。
[Abstract]:As the world's largest auto market, China is a necessary place for automobile brands. FAW-Volkswagen Audi, the first luxury car joint venture to enter China, has 29 years of history by 2017. Audi has sold more than 4 million Audi cars in China since its first Audi 100 in 1988, and in 2014 Audi brand sales in China accounted for even 1/3 of global sales. After years of high-speed development, China's auto market has gradually matured, consumers have become more rational. In the face of fierce market competition, luxury brands have formulated targeted strategies in order to compete for market share. Audi A6L, the first joint venture in China (Audi 100 in 1988), has been the leader in market share for many years and is the most recognizable model in luxury car brands, which is of great strategic significance to FAW-VW Audi brand. But the monthly sales of FAW-VW Audi A6L are overtaken by BMW 5-Series in 2015, and are challenged by competitive products. How to increase Audi A6L sales and gain the largest market share is an urgent problem to be solved. In this study, the macro-environment is analyzed by pest analysis, the competitive environment is studied by Porter's five-force model, and the opportunities and challenges faced by FAW-VW Audi A6L are found out by SWOT analysis combined with the internal environment of the enterprise. To find out the main reasons for the pressure on Audi A6L sedan, the problems existing in the current marketing work and the opportunity points for the next step, a set of integrated marketing strategies are put forward systematically, with the differentiated user experience as the core, around the products and prices. Four aspects of sales promotion and channels to carry out the corresponding work, using IP marketing, social media and big data and other emerging marketing means, to solve the Audi A6L car facing the marketing problems, re-become the market segmentation king, Audi brand in the Chinese market for the overall lead also has important strategic significance. At the same time, it provides theoretical support for the long-term marketing work of A6L, and has reference significance for the future marketing work of the brand in the increasingly competitive high-grade car market.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F426.471;F274

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