上海通用汽车雪佛兰品牌乐风车系市场营销策略研究

发布时间：2018-05-11 02:35

本文选题：上海通用 + 品牌营销　；参考：《复旦大学》2009年硕士论文

【摘要】： 从1997年成立至今已有12年,上海通用汽车面临着是未来10年重要的二次创业时机,雪佛兰品牌从2005年引入中国并发展,短短四年时间,累计销售已突破50万辆,并将在上海通用新的战略中充当销售主力军。作为上海通用汽车旗下的主力精品小车,雪佛兰乐风以过硬的产品实力一路领跑,成就了国内精品家轿市场的新典范。2005年下半年和2006年初,雪佛兰乐风先后在国内市场上市之后,便迅速成为高档小车市场的主力车型。雪佛兰乐风在短短三年时间便能迅速抢占市场,并获得了该细分市场的冠军;得益于雪佛兰品牌在中国的成功引入;得益于上海通用强大的市场营销网络和品牌战略以及营销策略;得益于中国日益成长的汽车消费市场…… 而其关键的成功之处在于成功的品牌战略和营销策略。通过雪佛兰乐风车系的全方位分析其市场营销策略,全面了解雪佛兰的市场营销理念,进而了解上海通用的市场营销策略。通过综合系统研究雪佛兰品牌最畅销的车——乐风车系的市场营销策略的研究,了解该车系的营销成功之处,为上海通用其他车系的开发和营销、为其他厂家以及自主品牌新车型的开发和营销起到了借鉴和典范作用,意义深远本文第一章是序言,概述了论文的背景和研究的意义;第二章围绕雪佛兰乐风所属的宏观环境分析;第三章针对乐风的目标客户及市场分析;第四章分析乐风的市场品牌策略;第五章乐风的营销策略;第六章是结论和建议。
[Abstract]:It has been 12 years since its establishment in 1997. Shanghai General Motors is faced with an important opportunity to start a second venture in the next 10 years. The Chevrolet brand was introduced into China and developed from 2005. In just four years, the cumulative sales have exceeded 500000 vehicles. And will be in Shanghai GM's new strategy to serve as the main sales force. As the main boutique car owned by Shanghai General Motors, Chevrolet has led the way with excellent product strength, which has become a new model of the domestic boutique car market. In the second half of 2005 and early 2006, Chevrolet has been listed in the domestic market, will quickly become the main model of the high-end car market. Chevrolet was able to quickly capture the market in just three years, and won the title of the market segment, thanks to the successful introduction of the Chevrolet brand in China. Thanks to Shanghai GM's strong marketing network and brand strategy and marketing strategy, thanks to China's growing auto consumer market. Its key success lies in successful brand strategy and marketing strategy. Through the omni-directional analysis of the Chevrolet car department's marketing strategy, the author fully understands the Chevrolet's marketing concept and then the Shanghai General Motors' marketing strategy. Through the research on the marketing strategy of Chevrolet's best-selling car, Lefeng, we can find out the success of this department, which is the development and marketing of other automobile departments in Shanghai General Motors. For other manufacturers as well as the development and marketing of new models of their own brands to play a reference and role model, far-reaching significance The first chapter is the preface, which summarizes the background of the thesis and the significance of the research; the second chapter focuses on the macro environment analysis of Chevrolet style; the third chapter focuses on the target customers and market analysis of Lefeng; the fourth chapter analyzes the market brand strategy of Lefeng; The fifth chapter is the marketing strategy and the sixth chapter is the conclusion and suggestion.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.471

【引证文献】