發(fā)布時(shí)間：2018-09-07 22:14

【摘要】：近些年,我國(guó)的汽車市場(chǎng)正在以飛快的速度發(fā)展,汽車營(yíng)銷市場(chǎng)狀況也發(fā)生了日新月異的變化。同時(shí),日趨復(fù)雜的國(guó)際汽車市場(chǎng)正對(duì)我國(guó)汽車生產(chǎn)、銷售、服務(wù)等都提出了更高的要求。哪個(gè)企業(yè)掌握了更先進(jìn)的營(yíng)銷策略就更能占有更多的市場(chǎng)。在國(guó)家大力提倡創(chuàng)新、鼓勵(lì)國(guó)內(nèi)制造,自主品牌等宏觀環(huán)境的影響下以及消費(fèi)者對(duì)國(guó)產(chǎn)汽車需求的日益增大,奇瑞汽車的銷量和地位都在日益增加。大連奇瑞車城作為大連地區(qū)資歷最雄厚的奇瑞品牌經(jīng)銷商之一,能否在激烈的市場(chǎng)競(jìng)爭(zhēng)中站穩(wěn),吸引更多的客戶,獲取更大的利潤(rùn),提升其市場(chǎng)競(jìng)爭(zhēng)力,與其企業(yè)的市場(chǎng)營(yíng)銷策劃是密不可分的。 本文首先介紹了相關(guān)的概念、市場(chǎng)營(yíng)銷的相關(guān)理論依據(jù)及國(guó)內(nèi)外研究綜。之后,運(yùn)用文獻(xiàn)法、調(diào)查訪談和分析比較的方法分析了該公司在市場(chǎng)發(fā)展中的環(huán)境及內(nèi)部資源,并介紹了該公司汽車銷售方面市場(chǎng)營(yíng)銷策劃的策略,如價(jià)格策略、產(chǎn)品促銷策略、服務(wù)營(yíng)銷策略等,并在此基礎(chǔ)上,對(duì)汽車營(yíng)銷策劃的實(shí)施及如何提升車城的市場(chǎng)競(jìng)爭(zhēng)力提出了相關(guān)的建議和保障措施。
[Abstract]:In recent years, the automobile market of our country is developing rapidly, and the situation of automobile marketing has changed with each passing day. At the same time, the increasingly complex international automobile market is putting forward higher requirements for China's automobile production, sales, service and so on. Which enterprise grasps more advanced marketing strategy to be able to occupy more market. Under the influence of the macro environment, such as domestic manufacture, independent brand and consumer's increasing demand for domestic cars, Chery's sales volume and status are increasing day by day. As one of the most qualified Chery brand dealers in Dalian, can Dalian Chery Automobile City stand firm in the fierce market competition, attract more customers, gain more profits, and enhance its market competitiveness? And its enterprise marketing planning is inseparable. This paper first introduces the related concepts, marketing related theoretical basis and domestic and foreign research. Then, the paper analyzes the environment and internal resources of the company in the market development by using the methods of literature, investigation, interview and comparison, and introduces the marketing planning strategies, such as price strategy, in automobile sales of the company. On the basis of product promotion strategy, service marketing strategy and so on, the paper puts forward the relevant suggestions and safeguard measures on how to implement the automobile marketing plan and how to enhance the market competitiveness of the automobile city.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.471

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