论斯柯达昊锐在广州的营销策略.pdf

摘要:作为重要的陆路交通工具，汽车问世百余年来，取得了惊人的发展。目前，全世界有几亿辆汽车在行驶，并且以每年几千万辆的速度增长。2009年中国汽车产销突破1300万辆，超过了美国，这一年对于中国汽车产业来说具有划时代的意义。继去年年销量一举突破12万辆之后，今年斯柯达品牌依然保持了稳健快速的市场增长势头。一季度斯柯达品牌共实现销售42707辆，同比增长122%，远远超过市场63%的增幅。自2006年品牌正式启动以来，上海大众斯柯达品牌三年三款新车，销量连年翻番。Octavia明锐、Fabia晶锐、Superb昊锐三锐齐发的市场格局形成。

随着几年来车市的蓬勃发展，广州的B级车市场竞争相当激烈。斯柯达SurperB昊锐如何在众多竞品中脱颖而出，本文为此对SurperB昊锐在广州的营销策略进行了研究。

本文通过对广州斯柯达专卖店客户的问卷调查，结合营销理论，分析车型销量差距、客户满意度差距的原因，从而提出适合昊锐在广州市场的销售策略，即在保持原有高服务质量的同时，通过传媒、活动等手段不断提升品牌的知名度，并进一步阐述各项实操策略建议。

实现昊锐新的营销策略，不是单方面进行的，而是一个系统工程，需要各个方面的全面配合，协调运作，达到多赢的目的。

关键词：汽车，营销策略，昊锐

Abstract:As an important land transport, car came more than a century, has made remarkable development. Currently, there are hundreds of millions of vehicles worldwide in the travel, and an annual growth rate of several thousand units. Breakthrough in China's automobile production and sales in 2009 13 million more than the United States, this year for the Chinese auto industry is of epoch-making significance. Following last year's annual sales volume broke through 120 thousand, the Skoda brand this year, still maintained a steady and rapid market growth. Skoda brand first quarter sales were 42,707, up 122%, far more than the market 63% increase. Since the official launch of the brand since 2006, Shanghai Volkswagen Skoda brand new car three years, doubling sales year after year. Octavia, fabia and Superb three-Rui made the formation of market structure.

With the booming automobile market in recent years, Guangzhou's B-class car market is highly competitive. SurperB how to stand out in a number of competing products.therefore this thesis does some on the research of taking about Marketing Strategy.

Based on the Skoda store customer survey, combined with marketing theory, sales gap models, customer satisfaction gap, which made for SurperB sales strategy in the Guangzhou market. That is, maintain their high service quality, through the media, events and other means to continue to improve brand awareness and further elaborate the practical operation of the proposed strategy.

Realize this new marketing strategy for SurperB is not unilateral, but a systematic and comprehensive in all aspects of co-operation co-ordination to achieve the objective of win-win.

Keyword: car, Marketing Strategy, SurperB