【摘要】：保時捷作為德系高端乘用車的代表,進入中國市場不久,就取得了較好的業(yè)績。雖然中國現(xiàn)今的汽車產業(yè)發(fā)展還不夠成熟,但是中國的汽車消費者對于德系高端乘用車卻是極其親睞的,所以研究德系高端乘用車保時捷在呼和浩特汽車市場發(fā)展和營銷策略就顯得有很強的研究價值。本論文圍繞著“以市場為導向”,從高端乘用車所處行業(yè)的大環(huán)境出發(fā),并且結合呼和浩特地區(qū)高端乘用車行業(yè)各大品牌高端乘用車營銷策略的具體情況,對其發(fā)展變化和未來趨勢進行了有效的預測估計,尤其是對呼和浩特高端乘用車市場進行了較為全面的分析和研究,根據(jù)行業(yè)特點和大品牌自身的特點,深入了解在同行業(yè)如此激烈的市場競爭環(huán)境下,運用了4P、4C理論結合SWOT分析方法,對保時捷在呼和浩特高端乘用車市場目前的優(yōu)勢、劣勢、機會、威脅進行了深入剖析,相應的對呼和浩特保時捷銷售中心的營銷策略進行總結,為下一步的市場營銷策劃提供了可靠依據(jù)。在創(chuàng)新保時捷營銷策略的同時,明確品牌的目標市場和市場定位,以其現(xiàn)有的產品策略、定位策略、分銷渠道策略,品牌傳播策略進行了詳細的闡述,創(chuàng)新關系營銷和服務營銷的新方法作為補充,系統(tǒng)的闡明了保時捷的營銷組合策略。汽車在現(xiàn)今社會已經(jīng)作為一種普通的交通工具被廣大百姓所接受,隨著國民經(jīng)濟收入的逐年增長和消費需求的不斷升級,在過去的幾年中,具有百年歷史的德系三大高端乘用車占據(jù)的市場份額高達76%,在這種日益激烈的市場競爭中,會使高端乘用車汽車品牌進入門檻提高。論文分五部分進行分析,對呼和浩特高端乘用車行業(yè)市場的現(xiàn)狀進行研究分析如:2013年呼和浩特汽車市場產銷量同比增長分別為0.78%和3.2%,與2011年的2.9%和3.7%相比出現(xiàn)大幅下降,但在2013年高端乘用車市場依然保持了高增長的勢頭,3.9%的增速達到了乘用車整體增速的4倍。這似乎預示著呼和浩特汽車行業(yè)進入了一個新的階段,展示了高端乘用車汽車品牌銷售進程,而高端車乘用車細分市場的爭奪也日趨激烈。保時捷高端乘用車呼和浩特地區(qū)宏觀營銷環(huán)境(PEST)分析主要從以下幾個方面展開:政治環(huán)境,經(jīng)濟環(huán)境,社會文化環(huán)境,技術環(huán)境。并且對其在優(yōu)勢、劣勢,機遇以及威脅方面進行了分析,通過SWOT分析可以判斷出,呼和浩特市保時捷公司面臨的內部劣勢較嚴重,同時外部機會多,因此應當初步考慮減少內部劣勢,抓住機會取得進一步發(fā)展。
[Abstract]:Porsche as the representative of German high-end passenger cars, soon after entering the Chinese market, has made good performance. Although China's current auto industry is not mature enough, Chinese automobile consumers are extremely fond of German high-end passenger cars. So the study of Porsche in Hohhot auto market and marketing strategy is of great value. This paper revolves around "taking the market as the direction", embarks from the big environment of the high end passenger car industry, and unifies the Huhhot area high end passenger car industry each big brand high end passenger car marketing strategy concrete situation, This paper makes an effective prediction and estimation of its development, changes and future trends, especially makes a more comprehensive analysis and study on the market of high-end passenger cars in Hohhot, according to the characteristics of the industry and the characteristics of the big brands themselves. Under such a fierce market competition environment in the same industry, using the 4PLi 4C theory combined with the SWOT analysis method, this paper makes an in-depth analysis of Porsche's current strengths, weaknesses, opportunities and threats in the high-end passenger car market in Hohhot. The corresponding marketing strategy of Hohhot Porsche sales Center is summarized, which provides a reliable basis for the next marketing planning. At the same time of innovating Porsche marketing strategy, the target market and market positioning of the brand are defined, and its existing product strategy, positioning strategy, distribution channel strategy, brand communication strategy are elaborated in detail. Innovative relationship marketing and service marketing as a supplement, a systematic explanation of Porsche's marketing mix strategy. Automobile has been accepted by the masses of the people as a kind of ordinary means of transportation in the present society. With the annual growth of national economic income and the continuous upgrading of consumer demand, in the past few years, The market share of Germany's three major high-end passenger cars with a history of 100 years is as high as 76. In this increasingly fierce market competition, the entry threshold of high-end passenger car brands will be raised. The paper is divided into five parts to analyze the current situation of the high end passenger vehicle market in Hohhot, such as: in 2013, the growth of the automobile market in Hohhot is 0.78% and 3.2% respectively, which is significantly lower than that in 2011 (2.9% and 3.7%). But in 2013, the high-end passenger car market maintained a high growth momentum of 3.9 percent, four times the overall growth rate for passenger cars. This seems to herald a new phase in the Hohhot auto industry, demonstrating the pace of high-end passenger car brand sales and the growing competition for a segment of the high-end passenger car market. The (PEST) analysis of macro marketing environment in Hohhot area of Porsche high-end passenger car is mainly carried out from the following aspects: political environment, economic environment, social and cultural environment, and technical environment. It also analyzes its strengths, weaknesses, opportunities and threats. Through SWOT analysis, it can be concluded that Hohhot Porsche Company is facing a serious internal disadvantage and many external opportunities. Therefore, we should initially consider reducing internal disadvantages and seize the opportunity to achieve further development.
【學位授予單位】：內蒙古財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F416.471

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