一汽—大众奥迪Q3市场营销策略研究

发布时间：2018-01-02 16:00

本文关键词：一汽—大众奥迪Q3市场营销策略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：汽车行业的发展对于中国的经济起到了举足轻重的作用。中国汽车工业的发展和汽车保有量的飞速增长吸引了几乎全世界所有的汽车品牌生产商的关注,近些年来所有的国际汽车品牌纷纷进入中国,以合资或进口的方式来赢得在中国汽车行业蛋糕中的一席之地。奥迪品牌是第一个打入中国汽车市场的豪华品牌,奥迪品牌在中国汽车市场表现优异,一直牢牢占据这豪华车市场份额冠军的宝座,但是值得注意的是,2010-2014年这4年是奥迪品牌发展最为迅猛的几年。这几年同样也是中国乘用车市场、中国豪华车市场爆发式增长的几年,但是从2014年开始,中国的经济形势在悄然发生着变化,中国的汽车市场也在发生着微妙的变化,从奥迪的销量来看,2015年的销量相比于2014年,不仅没有增长,甚至还出现了下滑。本文着手于豪华车市场,具体针对紧凑型SUV市场进行分析研究。对奥迪Q3车型进行具体分析。首先分析了奥迪Q3的生产平台、发动机、变速箱、科技装备等产品特性,之后从销量、份额、竞争对手车型等方面分析了奥迪Q3的销售表现状,还分析了奥迪Q3目前的市场指导价和终端成交价格的情况,并且与紧凑SUV市场其他车型的价格进行了对比。研究了目前奥迪Q3的销售渠道,也就是奥迪经销商目前的销售盈利能力,以及经销商和奥迪厂家的关系。还分析了奥迪Q3的终端促销力度和促销方式,并且与其竞争对手进行了具体促销产品的对比。通过上述维度分析研究了目前奥迪Q3车型在市场上的现状。并且提出了目前奥迪Q3存在的一些问题。接下来对奥迪Q3进行了深入分析,首先分析了目前宏观经济形势和汽车市场形式,同时对汽车市场、汽车行业目前的法律环境和管理环境进行了分析,然后对奥迪Q3的内部环境进行了分析,分析了奥迪内部生产销售的组织机构;分析了奥迪Q3的用户画像;分析了奥迪Q3的竞争对手。最后用SWOT分析明确了奥迪Q3车型的优势、劣势、机会以及威胁。最后通过STP分析明确了奥迪Q3车型的细分市场,目标群体和产品定位,最终得出奥迪Q3车型的组合营销策略,包括了奥迪Q3的产品定位策略,产品组合策略、定价策略及渠道策略和市场推广及促销策略的方法和结论。
[Abstract]:The development of the automobile industry has played a pivotal role in the economy. China China the development of the automobile industry and the rapid growth of the amount of car ownership has attracted almost all the world's brand car manufacturers attention in recent years, all international car brands have entered China, in a joint venture or import way to win in the Chinese car the cake in a space for one person. Industry Audi brand is the first to enter the China car market of the luxury brand, Audi brand in Chinese automobile market is excellent, has been firmly occupy the market share of the luxury car champion, but it is worth noting that 2010-2014 4 years Audi brand is the most rapid development in recent years. The same year also Chinese passenger car market, Chinese luxury car market the explosive growth in the past few years, but from the beginning of 2014, China economic situation is quietly changing China, the automobile market is also undergoing subtle changes, from Audi's sales, sales in 2015 compared to 2014, not only did not increase, even a decline. This paper starts from the luxury car market, according to the specific analysis of the compact SUV market. A detailed analysis of the Audi Q3 models is analyzed. The production of the Audi Q3 platform, engine, gearbox, technology equipment and other characteristics of the product, from sales, share, competitor models and other aspects of the Audi Q3 sales performance, Audi Q3 also analyzed the current market guide price and the transaction price of the terminal, and compared with other compact SUV market the price of the current models. The Audi Q3 sales channels, Audi is the current distributor sales profitability, and the relationship between dealers and manufacturers. Audi also analyzed Audi Q3 terminal sales force And promotions, and its competitors were compared. The specific promotional products through the dimension analysis studied the present situation in the market of the Audi Q3 models. And puts forward some problems existing at present Audi Q3. Next to the Audi Q3 is analyzed, the first analysis of the current macroeconomic situation and the automobile market at the same time, in the automobile market, the automobile industry present legal environment and management environment is analyzed, then the Audi Q3 on the internal environment analysis, analysis of the organization of production and sales of the Audi internal users of Audi; portrait of Q3; analyzes the Audi Q3 rival. Finally SWOT analysis clearly Audi Q3 models the advantages, disadvantages, opportunities and threats. Finally, through STP analysis the Audi Q3 models of market segmentation, target groups and product positioning, finally obtains the Audi Q3 car The combined marketing strategy includes Audi Q3's product positioning strategy, product mix strategy, pricing strategy and channel strategy, and marketing promotion and promotion strategies.

【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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