鞍山市牧欧汽车销售服务有限公司营销策略研究.docVIP

鞍山市牧欧汽车销售服务有限公司营销策略研究 摘 要 由于受全球金融危机影响，致使09年初，中国的汽车市场处于一片焦虑之中。随着国家十大产业政策和汽车消费政策的相继出台，中国汽车市场从一季度开始逆势而上，创造了年销破千万的历史新高。面对激烈的市场竞争，上海大众在推进企业发展的同时，适时地对企业文化进行了梳理，在继承和创新的基础上，提炼出以“追求卓越 永争第一”为核心价值观的卓越文化，不断提升顾客满意度，提升企业形象。鞍山市牧欧汽车销售服务有限公司作为上海大众鞍山地区唯一一家指定4S店以独特的经营理念，赢得了非常好的销量。本文以鞍山市牧欧汽车销售服务有限公司的营销策略研究为背景，结合公司售前、售后的经营现状，通过与日系车的对比分析，提出了在营销过程中存在的问题，并提出相应的解决对策。 关键词 上海大众；营销现状；问题；策略改进 Anshan?Mu?European?Automobile?Sales??Service?Co.,Ltd.Marketing?StrategyAbstract Because of the global financial crisis,in the 2009,Chinese auto market is an anxiety.Along with ten industrial and automobile consumption policies were introduced,Chinese auto market began to buck the trend from the previous quarter,and created a new record which more than 10 million annual sales.In the fierce market competition,Shanghai Volkswagen promoted enterprise development, in a timely manner to the corporate culture carried out .The inheritance and innovation based on the extract to “pursuing fame, endless achieving first”, the core values of exellent culture,which continuously improve customer satisfaction,enhance corporation image.Anshan Mu European Automobile Sales Service Co.Ltd. of Shanghai Volkswagen, which is the only one designated 4S shop. It based on business philosophy, won a very good sales. In this paper, the writer researched Mu European Automobile SalesService Co.Ltd. into marketing strategy, combined with the company before and after sale of the business situation. By contrast with the Japanese car analysis, the process in marketing problems and the corresponding solutions. Keywords Shanghai?Volkswagen?;marketing?status?quo?;problem; Strategies to improve. 目 录 摘 要 I Abstract II 第1章 绪论 1 1.1 选题背景及意义 1 1.1.1 选题背景 1 1.1.2 选题意义 1 1.2 国内外理论研究综述 2 1.2.1 国内理论研究综述 2 1.2.2