联系我们

论文查询结果	返回搜索

论文编号：	6943
作者编号：	2120122738
上传时间：	2014/12/8 18:25:17
中文题目：	大众汽车衍生业务的营销战略研究
英文题目：	Research on the marketing strategy of VW automobile group’ derivatives business
指导老师：	韩德昌
中文关键字：	大众汽车；汽车衍生业务；营销战略
英文关键字：	Volkswagen Automobile；Derivatives business; Marketing strategy
中文摘要：	随着中国汽车产业的高速发展，汽车衍生业务也迎来了快速扩张的黄金时期。无论是汽车产销的不断再创新高，无论是汽车保有量向两亿辆的不断迈进，都为汽车衍生业务发展提供了坚实基础。作为对整车销售、使用有高度附着性的汽车衍生业务，在国内经过近十年的发展，已然走过酝酿、启动阶段，进入高速发展的成长期，在此时对汽车衍生业务进行研究和梳理不仅必要，而且对衍生业务发展甚至是对汽车产业的发展都有重要意义。大众汽车对中国汽车衍生业务市场高度重视，自2004年开始，便设立专业公司开展相关业务，同时持续投入巨资,积极布局中国汽车衍生业务市场。大众汽车的战略举措无疑是明智的，抓住了中国汽车衍生业务的发展机遇，更强化了大众汽车对客户的服务能力，为其在中国的深入、持续发展提供了有力支撑。本文从汽车产业、汽车衍生业务发展的现状、特点和存在的问题入手，结合宏观环境分析、竞争环境分析，对大众汽车发展衍生业务所面临的机遇和挑战、优势和威胁进行了系统分析，在此基础上，对大众汽车发展汽车衍生业务的模式选择、营销策略选择进行了深入分析，并根据7Ps营销理论对大众汽车发展衍生业务的营销战略提出了具体实施方案和解决措施。本文不仅研究了大众汽车营销战略的分析、选择和拟定实施方案，也探讨了大众汽车衍生业务发展的模式和供应商管控等关键问题，也是希望能为中国汽车企业发展汽车衍生业务提供相应的分析视角，尝试提供具有实操性、可参考性的建议。
英文摘要：	With the high-speed development of Chinese automobile industry, automobile derivatives business has ushered in the golden period of rapid expansion. Whether it is a car sales continue to innovate again tall, both cars to two hundred million cars forward, have provided solid foundation for the development of automobile derivatives business. As for vehicle sales, the use of high adhesion car derivative business in China, after nearly ten years of development, has passed the brewing, the start-up phase, into the high-speed development period, at this time of the automobile derivatives business research and sort out not only necessary, but also for the derivatives business development even have great significance for the development of in the automobile industry. Volkswagen attaches great importance to the China automobile derivatives business market, since the beginning of 2004, he set up a Professional Company to carry out the relevant business, and continued to invest heavily, active layout China automobile derivatives business market. Strategic measures for Volkswagen is undoubtedly wise, seize the development opportunities China automobile derivatives business, strengthened the Volkswagen customer service capabilities, to provide a strong support for it in the Chinese in-depth, sustained development. This article from the automobile industry, car derived status, characteristics and problems of the development of the business, combined with the analysis of the macro environment, competitive environment, development of Volkswagen derivatives business opportunities and challenges, advantages and threats are systematically analyzed, on the basis of this, the mode selection, Volkswagen automobile marketing strategy development derivatives business conducted in-depth analysis, and put forward the concrete implementation scheme and measures according to the marketing theory of 7Ps derivatives business of Volkswagen car development marketing strategy. This paper not only discusses the analysis, Volkswagen marketing strategy selection and development of the implementation of the programme, also discusses the key problems of Volkswagen derivatives business development model and supplier management, also hope to be able to provide the corresponding analysis perspective for Chinese automobile enterprises development of automobile derivatives business, trying to provide practical and reference suggestion can be.
查看全文：	预览  下载(下载需要进行登录)