一汽—大众奥迪全新TT市场推广策略研究

发布时间：2018-04-01 19:02

本文选题：豪华车市场　切入点：全新奥迪TT　出处：《吉林大学》2017年硕士论文

【摘要】：随着中国经济发展速度逐步降低,进入GDP增速7%以下的经济新常态,我国的乘用车市场和豪华车市场的增长也由之前的起步期、腾飞期逐步进入低增速下的成熟期。但各豪华车品牌仍然在不断的投入新产品、扩张产能、扩张经销商网络,以支撑未来的发展,并在这场激烈的竞争中取得胜利。正是在这一市场竞争日益激烈的形势下,第三代全新奥迪TT作为奥迪品牌旗下最具有知名度的跑车搭载奥迪最前沿的设计风格和最新的技术于2015年进入中国市场。本文首先以当前豪华车市场形势、奥迪品牌在中国发展路径为背景,对奥迪品牌和全新奥迪TT营销现状进行了分析,识别出当前全新奥迪TT面临的营销问题为产品卖点不清晰、营销资源及营销费用利用率低、经销商营销能力弱、宣传缺乏延续性等。针对分析出的问题,本文使用PEST分析方法和迈克尔·波特五力模型对全新奥迪TT的内、外部营销环境进行分析,深刻剖析全新奥迪TT与竞争对手相比的各项优劣势,进而通过SWOT模型进行总结。作为后文研究如何在目前豪华车市场这种激烈的竞争条件下,对全新一代奥迪TT进行市场推广,实现产品的的推广、品牌的塑造和口碑的维护的基础。具体市场推广策略的研究将以STP分析结果为出发点,使用“4P”的分析方法,结合较为新颖的“4E”理论,从产品、价格、渠道、促销四个方面,针对全新奥迪TT的优点和产品特征进行有针对性的推广并搭建系统化的营销策略体系。还重点分析整合营销、数字化营销等新兴市场推广方式的可行性、操作方式和策略效果。
[Abstract]:With the gradual decrease of China's economic development speed and the entry of the new normal economy with GDP growth rate below 7%, the growth of passenger car market and luxury car market in China has gradually entered the mature period under the low growth rate from the previous starting period and the take-off period.But luxury car brands continue to invest in new products, expand capacity, expand dealer networks to support future development, and win in this fierce competition.It is in this increasingly competitive market situation, the third generation of new Audi TT as the Audi brand's most well-known sports car with Audi's cutting-edge design style and the latest technology into the Chinese market in 2015.Based on the current situation of luxury car market and the development path of Audi brand in China, this paper analyzes the current marketing situation of Audi brand and brand new Audi TT, and identifies the marketing problems faced by the brand new Audi TT as the product selling point is not clear.Low utilization of marketing resources and marketing expenses, weak marketing ability of dealers, lack of continuity of propaganda and so on.Aiming at the problems, this paper analyzes the internal and external marketing environment of the new Audi TT by using the PEST analysis method and Michael Porter's five-force model, and deeply analyzes the advantages and disadvantages of the new Audi TT compared with the competitors.Then the SWOT model is used to sum up.As the basis of the later research on how to promote the brand new generation Audi TT under the fierce competition condition of the luxury car market at present, to realize the product promotion, the brand shaping and the word-of-mouth maintenance.The research of specific marketing strategy will take the STP analysis result as the starting point, use the "4P" analysis method, combine with the relatively new "4e" theory, from the product, price, channel, promotion four aspects,Aiming at the advantages and features of new Audi TT, we promote it and set up a systematic marketing strategy system.The feasibility, operation and strategy effect of integrated marketing and digital marketing are also analyzed.
【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】：F274;F426.471

【相似文献】