本文選題：上海通用 + 品牌營銷��； 參考：《復旦大學》2009年碩士論文

【摘要】： 從1997年成立至今已有12年,上海通用汽車面臨著是未來10年重要的二次創(chuàng)業(yè)時機,雪佛蘭品牌從2005年引入中國并發(fā)展,短短四年時間,累計銷售已突破50萬輛,并將在上海通用新的戰(zhàn)略中充當銷售主力軍。 作為上海通用汽車旗下的主力精品小車,雪佛蘭樂風以過硬的產(chǎn)品實力一路領(lǐng)跑,成就了國內(nèi)精品家轎市場的新典范。2005年下半年和2006年初,雪佛蘭樂風先后在國內(nèi)市場上市之后,便迅速成為高檔小車市場的主力車型。 雪佛蘭樂風在短短三年時間便能迅速搶占市場,并獲得了該細分市場的冠軍;得益于雪佛蘭品牌在中國的成功引入;得益于上海通用強大的市場營銷網(wǎng)絡(luò)和品牌戰(zhàn)略以及營銷策略;得益于中國日益成長的汽車消費市場…… 而其關(guān)鍵的成功之處在于成功的品牌戰(zhàn)略和營銷策略。 通過雪佛蘭樂風車系的全方位分析其市場營銷策略,全面了解雪佛蘭的市場營銷理念,進而了解上海通用的市場營銷策略。 通過綜合系統(tǒng)研究雪佛蘭品牌最暢銷的車——樂風車系的市場營銷策略的研究,了解該車系的營銷成功之處,為上海通用其他車系的開發(fā)和營銷、為其他廠家以及自主品牌新車型的開發(fā)和營銷起到了借鑒和典范作用,意義深遠 本文第一章是序言,概述了論文的背景和研究的意義;第二章圍繞雪佛蘭樂風所屬的宏觀環(huán)境分析;第三章針對樂風的目標客戶及市場分析;第四章分析樂風的市場品牌策略;第五章樂風的營銷策略;第六章是結(jié)論和建議。
[Abstract]:It has been 12 years since its establishment in 1997. Shanghai General Motors is faced with an important opportunity to start a second venture in the next 10 years. The Chevrolet brand was introduced into China and developed from 2005. In just four years, the cumulative sales have exceeded 500000 vehicles. And will be in Shanghai GM's new strategy to serve as the main sales force. As the main boutique car owned by Shanghai General Motors, Chevrolet has led the way with excellent product strength, which has become a new model of the domestic boutique car market. In the second half of 2005 and early 2006, Chevrolet has been listed in the domestic market, will quickly become the main model of the high-end car market. Chevrolet was able to quickly capture the market in just three years, and won the title of the market segment, thanks to the successful introduction of the Chevrolet brand in China. Thanks to Shanghai GM's strong marketing network and brand strategy and marketing strategy, thanks to China's growing auto consumer market. Its key success lies in successful brand strategy and marketing strategy. Through the omni-directional analysis of the Chevrolet car department's marketing strategy, the author fully understands the Chevrolet's marketing concept and then the Shanghai General Motors' marketing strategy. Through the research on the marketing strategy of Chevrolet's best-selling car, Lefeng, we can find out the success of this department, which is the development and marketing of other automobile departments in Shanghai General Motors. For other manufacturers as well as the development and marketing of new models of their own brands to play a reference and role model, far-reaching significance The first chapter is the preface, which summarizes the background of the thesis and the significance of the research; the second chapter focuses on the macro environment analysis of Chevrolet style; the third chapter focuses on the target customers and market analysis of Lefeng; the fourth chapter analyzes the market brand strategy of Lefeng; The fifth chapter is the marketing strategy and the sixth chapter is the conclusion and suggestion.
【學位授予單位】：復旦大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F426.471

【引證文獻】

相關(guān)碩士學位論文 前2條

1 左名正;我國中級轎車自主品牌策略研究[D];天津大學;2010年

2 韓寧;東風日產(chǎn)南京4S店售后服務與客戶關(guān)系研究[D];大連海事大學;2011年

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