英语_大众汽车在中国的营销战略研究.docxVIP

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摘要

近年来，随着科技的开头发展，咱们国家的物质水平也在提高，同时人口也在增长中，大家的消费理念的也在逐渐的变化，汽车的使用频率也在逐年增长。市场中的也出现了各种各样的品牌和车型，为了面对这种激烈的市场竞争汽车企业呢，大众汽车需要不断地改善自己的营销战略，为消费者提供优质的产品和满意的服务。

文章分析了目前我国大众汽车市场的发展历程及销售情况，借鉴了许多优秀的文献资料。然后运用SWOT分析使公司理清大众汽车自身的优势、劣势，机遇和威胁，运用STP营销理论、清楚地看到大众汽车存在的问题。运用STP理论中看出大众汽车在中国市场营销战略中存在的问题，例如售后服务水平偏低、顾客满意度不高、营销网络不健全三个问题，分析了每一个问题之下存在的原因，最后从为客户提供标准化服务、合理管理顾客期望、加快零售网络扩张这三个方面对大众汽车在中国的营销战略提出优化，希望对大众汽车营销战略的改进有所帮助。

关键词：大众汽车；营销战略；顾客满意度

ABSTRACT

Inrecentyears,withthebeginningofthedevelopmentofscienceandtechnology,themateriallevelofourcountryisalsoimproving,whilethepopulationisalsogrowing,everyone’sconsumptionconceptisgraduallychanging,andthefrequencyofuseofcarsisalsoincreasingyearbyyear.Inordertofacethisfiercemarketcompetition,Volkswagenneedstocontinuouslyimproveitsmarketingstrategytoprovideconsumerswithhigh-qualityproductsandsatisfactoryservices.

ThearticleanalysesthecurrentdevelopmentprocessandsalesofChina’sVolkswagenmarket,anddrawsonmanyexcellentliterature.ThenuseSWOTanalysistoenablecompaniestoclarifytheirstrengths,weaknesses,opportunitiesandthreats.UsingSTPtheory,Volkswagen’smarketingstrategyinChinacanbeseentohaveproblems,suchaslowafter-salesservicelevel,lowcustomersatisfaction,andimperfectmarketingnetwork,andfinallyoptimizeVolkswagen’smarketingstrategyfromthreeaspects:providingcustomerswithstandardizedservices,reasonablymanagingcustomerexpectations,andacceleratingtheexpansionofretailnetwork,hopingtohelpVolkswagen’smarketingstrategyimprovement.Thispaperaimstoprovideatheoreticalbasisandreferenceforthesustainabledevelopmentandsustainabledevelopmentofthedomesticindependentbrandautomobileindustry.ThroughtheanalysisofVolkswagen’smarketingstrategy,itcaneffectivelyincreaseVolkswagen’smarketshareintheautomotivemarket,improvebrandawarenessandincreasesalesforVolk