一汽奥迪在中国汽车市场的营销策略及其优化

QQ163209221摘要进入新世纪以来，随着中国经济的蓬勃发展，汽车走入家庭已成为不可逆转的时代趋势。正是因为如此，才给汽车业发展提供了千载难逢的历史机遇。如何迎接这次机遇、如何充分利用市场机遇、发展与壮大奥迪在市场竞争中实力，成为本文研究的中心问题。中国已成为仅次于美国的全球第二大汽车消费市场，中国的豪华车市场拥有广阔的市场前景。在未来7～10年中中国汽车消费将保持10%～15%的年增长率。在给中国汽车业发展提供机遇的同时，由于中国市场的巨大诱惑力，吸引全球各大汽车厂商纷纷到中国投资建厂，也使中国的汽车市场竞争日益加剧。长期以来，奥迪在中国市场独占豪华车的霸主地位。为此，本文就奥迪轿车在中国的营销战略为具体案例，就跨国汽车公司进入我国汽车市场的战略进行研究。目的是通过对跨国汽车公司进入中国市场的营销战略的全面分析，认清跨国汽车公司在营销方面的战略优势，并在此基础上，提出增强我国汽车产业营销水平的对策建议。关键词：一汽奥迪，中国市场，营销策略，优化，研究；AbstractSinceenteringthenewcentury,withthefastdevelopmentofChineseeconomy,carintofamilyhasbecomeanirreversibletrendofthetimes.Itispreciselybecauseofthis,onlytothedevelopmentofautoindustryprovidesararehistoricalopportunity.Howtomeettheopportunity,howtotakefulladvantageofmarketopportunities,developmentandgrowthoftheAudistrengthinthemarketcompetition,hasbecomethecentralissueofthispaper.ChinahasbecomethelargestautomarketaftertheUnitedStatesglobalsecond,China'sluxurycarmarkethasbroadmarketprospects.Inthenext7to10yearsofcarconsumptioninChinawillmaintaina10%to15%annualgrowthrate.InChinaautomobileindustrydevelopmentopportunitiesatthesametime,becauseofthehugeChinesemarkettemptationforce,attracttheQQ163209222worldeachbigautomobilemanufacturershavetoinvestandbuildfactoriesinChina,butalsotheChineseautomobilemarketcompetitionintensifiesdaybyday.Long-termsince,theAudiexclusiveluxurycarsinChinamarketdominance.Therefore,themarketingstrategyofAudicarinChinaasacase,makestheresearchonthemultinationalautocompaniestoenterChina'sautomobilemarketstrategy.ObjectivethroughthecomprehensiveanalysisofmultinationalautocompaniestoentertheChinesemarketmarketingstrategy,strategicadvantagetomultinationalautocompaniesinmarketing,andonthisbasis,putforwardcountermeasuresandsuggestionstoenhancethelevelofChina'sautomobileindustrymarketing.Keywords:FAWAudi,Chinamarket,marketingstrategy,optimization,study;目录摘要..................................................................................................................................................1Abstract...........................................................................................................................................1目录..................................................................................................................................................2第一章绪论.....................................................................................................................................31.1选题背景及研究意义.....................................................................................................31.2文献综述.........................................................................................................................41.2.1营销策略的内涵.................................................................................................41.2.2营销策略的相关理论.........................................................................................51.3研究思路及方法.............................................................................错误!未定义书签。第二章一汽奥迪在中国市场的现状分析.....................................................错误!未定义书签。2.1奥迪品牌的背景.............................................................................错误!未定义书签。2.2一汽奥迪在中国的发展及市场状况.............................................错误!未定义书签。2.3一汽奥迪主要竞争对手分析.........................................................错误!未定义书签。第三章一汽奥迪在中国发展的环境分析.....................................................错误!未定义书签。3.1外部环境分析...................................................................................错误!未定义书签。3.1.1政策和法规因素...................................................................错误!未定义书签。3.1.2经济因素...............................................................................错误!未定义书签。3.1.3技术因素...............................................................................错误!未定义书签。3.1.4竞争因素...............................................................................错误!未定义书签。3.2.1一汽奥迪的本土化...............................................................错误!未定义书签。3.2.2品牌文化营销.......................................................................错误!未定义书签。3.2.3产品的创新...........................................................................错误!未定义书签。3.2.5销售渠道...............................................................................错误!未定义书签。3.3SWOT分析.........................................................................................错误!未定义书签。QQ1632092233.3.1优势分析...............................................................................错误!未定义书签。3.3.2一汽奥迪品牌的劣势...........................................................错误!未定义书签。3.3.3一汽奥迪品牌所面临的威胁...............................................错误!未定义书签。3.3.4机会.......................................................................................错误!未定义书签。第四章一汽奥迪轿车在中国市场的营销策略及其评价.............................错误!未定义书签。4.1产品策略...........................................................................................错误!未定义书签。4.1.1产品的引进策略...................................................................错误!未定义书签。4.1.2产品的定位策略.........................................