一汽—大众公司大众品牌战略营销计划研究

发布时间：2018-01-23 04:45

本文关键词： 战略营销营销计划市场预测营销组合策略营销预算执行和控制　出处：《吉林大学》2008年硕士论文　论文类型：学位论文

【摘要】： 随着社会的发展和市场经济的不断成熟,企业面临的市场环境越来越复杂。在复杂多变的市场环境下,企业如何把握好航向,如何积极有效地制定营销战略和开展市场营销工作、进行有效的营销计划制定、建立观代的市场营销观念,这是一个需要认真研究和解决的问题。本文的主要内容就是研究如何有效地制定战略营销计划,在理论研究的基础上,以一汽大众公司大众品牌战略营销计划的制定过程作为实证进行研究分析。阐述战略营销计划制定的方法和程序,通过制定有效的战略营销计划,保证企业正确进行长期发展决策,有效提升企业的竞争力,适应消费者结构的迅速变化和增强企业凝聚力。采用理论研究与实证研究相结合的方式,在坚持定性分析与定量分析的前提下,综合运用现代企业管理学、营销管理学的研究方法开展研究,对当前企业战略营销计划制定方法进行探讨,同时,在方法的选择上坚持科学性与实用性、规范研究与实证研究相统一的原则。本文的创新点在于,一是从一汽大众公司自身的角度出发来分析战略营销计划的制定方法,;二是将理论知识与实证分析相结合,利用定性判断与定量分析方法,总结出战略营销计划制定的有效方法。
[Abstract]:With the development of the society and the maturity of the market economy, the market environment faced by enterprises is becoming more and more complex. In the complex and changeable market environment, how to grasp the course of the enterprise. How to actively and effectively formulate marketing strategy, carry out marketing work, make effective marketing plans, and establish the concept of marketing of the generation, this is a problem that needs to be seriously studied and solved. The main content of this paper is to study how to effectively formulate strategic marketing plan, on the basis of theoretical research. Taking the process of making the strategic marketing plan of public brand of FAW Volkswagen Company as an empirical analysis, this paper expounds the methods and procedures of making the strategic marketing plan, and through the formulation of effective strategic marketing plan. To ensure the correct long-term development decisions, effectively enhance the competitiveness of enterprises, adapt to the rapid changes in consumer structure and enhance corporate cohesion. Using the combination of theoretical research and empirical research, under the premise of qualitative analysis and quantitative analysis, comprehensive use of modern enterprise management, marketing management research methods to carry out research. This paper probes into the methods of making strategic marketing plan of enterprises at present, and at the same time, insists on the principles of scientific and practical in the choice of methods and the unification of normative research and empirical research. The innovation of this paper lies in: first, from the point of view of FAW Volkswagen Company to analyze the formulation method of strategic marketing plan; The second is to combine theoretical knowledge with empirical analysis and summarize the effective method of making strategic marketing plan by means of qualitative judgment and quantitative analysis.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.471

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