一汽-大众奥迪A6L市场营销战略研究

发布时间：2018-07-05 18:26

本文选题：市场营销 + 奥迪A6L　；参考：《吉林大学》2017年硕士论文

【摘要】：中国作为世界汽车第一大市场,是汽车品牌的必争之地。一汽-大众奥迪品牌作为最早进入中国的豪华车合资品牌,到2017年已经有29年的历史。自1988年第一辆奥迪100下线,至今奥迪在华已经完成超过400万辆的销量,2014年奥迪品牌在中国市场的销量甚至已经占到全球销量的三分之一。经过多年的高速发展,中国汽车市场已经逐步成熟,消费者变得更加理性。面对激烈的市场竞争,豪华品牌纷纷制定针对性的战略,以期争夺市场份额。作为第一款在中国合资生产的奥迪A6L(1988年是奥迪100车型),多年以来一直是市场份额的领跑者,是豪华车品牌中认知度最高的车型,对一汽-大众奥迪品牌有非常重要的战略意义。但2015年一汽-大众奥迪A6L的月销量被宝马5系反超,受到来自竞争产品的强烈挑战,如何提升奥迪A6L的销量,获得细分市场最大的市场份额,是急需解决的问题。此次研究,通过PEST分析法对宏观环境分析,采用波特五力模型进行竞争环境的研究,结合企业内部的环境运用SWOT分析法找出一汽-大众奥迪A6L面临的机遇和挑战,找出奥迪A6L轿车面临压力的主要原因和目前市场营销工作中存在的问题以及下一步的机会点,系统地提出了一套整合营销战略,以差异化的用户体验为核心,围绕产品、价格、促销和渠道四个方面开展相应的工作,采用IP营销、社会化媒体和大数据等新兴营销手段,解决奥迪A6L轿车面临的营销问题,重新成为细分市场的王者,对于奥迪品牌在中国市场上的全面领先也有重要的战略意义。同时为A6L长期的市场营销工作提供理论支撑,在竞争日趋白热化的高档车市场,对品牌未来的营销工作有借鉴性的意义。
[Abstract]:As the world's largest auto market, China is a necessary place for automobile brands. FAW-Volkswagen Audi, the first luxury car joint venture to enter China, has 29 years of history by 2017. Audi has sold more than 4 million Audi cars in China since its first Audi 100 in 1988, and in 2014 Audi brand sales in China accounted for even 1/3 of global sales. After years of high-speed development, China's auto market has gradually matured, consumers have become more rational. In the face of fierce market competition, luxury brands have formulated targeted strategies in order to compete for market share. Audi A6L, the first joint venture in China (Audi 100 in 1988), has been the leader in market share for many years and is the most recognizable model in luxury car brands, which is of great strategic significance to FAW-VW Audi brand. But the monthly sales of FAW-VW Audi A6L are overtaken by BMW 5-Series in 2015, and are challenged by competitive products. How to increase Audi A6L sales and gain the largest market share is an urgent problem to be solved. In this study, the macro-environment is analyzed by pest analysis, the competitive environment is studied by Porter's five-force model, and the opportunities and challenges faced by FAW-VW Audi A6L are found out by SWOT analysis combined with the internal environment of the enterprise. To find out the main reasons for the pressure on Audi A6L sedan, the problems existing in the current marketing work and the opportunity points for the next step, a set of integrated marketing strategies are put forward systematically, with the differentiated user experience as the core, around the products and prices. Four aspects of sales promotion and channels to carry out the corresponding work, using IP marketing, social media and big data and other emerging marketing means, to solve the Audi A6L car facing the marketing problems, re-become the market segmentation king, Audi brand in the Chinese market for the overall lead also has important strategic significance. At the same time, it provides theoretical support for the long-term marketing work of A6L, and has reference significance for the future marketing work of the brand in the increasingly competitive high-grade car market.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F274

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