长城汽车营销策划方案分析.doc

目 录 摘 要·····································································1 Abstract·····································································2 1 绪论······································································3 1.1 课题研究背景·························································3 1.2 课题研究的目的和意义·················································3 1.3 课题研究的结构和方法·················································4 2 长城汽车简介······························································4 2.1 企业规格·····························································4 2.2 产品品种·····························································4 2.3 发展状况·····························································5 3 长城汽车营销环境分析······················································5 3.1 宏观环境分析·························································5 3.2 微观环境分析·························································6 3.3 内部环境分析·························································7 4 对长城汽车进行SWOT分析···················································8 4.1 优势分析·····························································8 4.2 劣势分析·····························································9 4.3 机会分析·····························································9 4.4 威胁分析····························································10 5. 长城汽车营销策略························································10 5.1 产品策略····························································10 5.2 新产品定价策略······················································11 5.3 渠道策略····························································12 5.4 促销策略····························································12 5.5 服务营销策略························································14 5.6 品牌策略····························································15 参 考 文 献·································································17 附 录·························································