一汽大众家用轿车营销现状分析及对策研究.doc

摘要：在市场经济活动中,企业的市场营销工作是一切生产经营活动的起点,又是一切生产经营活动的终点,是企业管理最重要的组成部分。随着国外主要汽车厂商在中国投资力度的加大,中国汽车产能得到不断提升,中国的汽车市场已经彻底由卖方市场转化为买方市场。在现阶段和未来,汽车的销售比汽车制造更加重要也更加困难。汽车作为大件耐用消费品,其市场和营销方法不同于其它生活消费品。本文运用市场营销理论知识对企业营销策略做综合分析,找出营销策略成功之处。

　　　一汽大众汽车有限公司是国内最大的汽车制造合资企业，每年销售各种品牌轿车近40万辆。旗下奥迪，宝来，速腾等一系列轿车成功上市以及一系列市场营销活动，使其成为目前中国家用轿车市场营销模式创新的楷模。本文总结了我国轿车市场的营销现状，应用SWOT分析、从一汽大众的目标市场定位和产品、价格、促销、渠道策略方面对一汽大众的营销策略进行了深入的研究，最后运用营销理论制定出一汽大众的营销策略中存在的不足的对策。

关键词  一汽大众；营销策略；目标市场

Abstract：Economic activity in the market, the company's marketing efforts is the starting point of all production and business activities, is the end of all production and business activities, is the most important part of enterprise management "with the foreign car manufacturers in China increased investment, China's automobile production capacity has been rising, China's auto market has been completely transformed from a seller's to a buyer's market in the current and future sales of motor vehicles than car manufacturers more important and more difficult car as a large consumer durables, the market andmarketing method is different from other consumer goods. theoretical knowledge to use marketing to do a comprehensive analysis of the corporate marketing strategy to identify the success of marketing strategies.FAW-Volkswagen Automotive Co., Ltd. is the largest automobile manufacturing joint ventures, sales of various brands of nearly 400,000 cars per year. 's Audi, Jetta, Sagitar series sedan successfully listed as well as a series of marketing activities, making it a model for Chinese domestic car market marketing model innovation. This paper summarizes the status quo of China's car market marketing application SWOT analysis, awakened by the FAW-Volkswagen's marketing strategy from the FAW-Volkswagen's target market and product, price, promotion, channel strategy, called in-depth research, and finally the use of marketing theory to develop a FAW-Volkswagen's marketing strategy in the lack of countermeasures.

Keywords  FAW-Volkswagen  marketing strategy  target market

　　经济的全球化和信息化加剧了企业间的激烈竞争，加入WTO后，我国汽车企业将不仅更直接的面对国外汽车企业的强力竞争，而且将与国外汽车企业争夺国内汽车市场，，而在体制，机制以及技术上，我国轿车企业普遍落后于国外轿车企业。这就要求我国汽车企业尽快建立以及完善符合市场机制的管理模式。

本文通过对一汽大众的营销策略的深入分析和研究，深刻的认识到营销管理水平是反映企业的综合竞争能力的重要标志之一。虽然营销管理工作比较复杂、难度较大，但如何搞好营销管理工作在于完善的体系，合理的制度、科学的方法管理者的重视以及员工的积极参与。总之，轿车市场的发展要求我们顺应历史的潮流，站在时代的浪尖上，审视我们的营销战略，只有通过适宜的营销策略满足顾客的需求，才能在轿车的激烈竞争中胜出。