保时捷高端乘用车呼和浩特地区营销策略研究
发布时间：2018-08-08 21:33
【摘要】：保时捷作为德系高端乘用车的代表,进入中国市场不久,就取得了较好的业绩。虽然中国现今的汽车产业发展还不够成熟,但是中国的汽车消费者对于德系高端乘用车却是极其亲睐的,所以研究德系高端乘用车保时捷在呼和浩特汽车市场发展和营销策略就显得有很强的研究价值。本论文围绕着“以市场为导向”,从高端乘用车所处行业的大环境出发,并且结合呼和浩特地区高端乘用车行业各大品牌高端乘用车营销策略的具体情况,对其发展变化和未来趋势进行了有效的预测估计,尤其是对呼和浩特高端乘用车市场进行了较为全面的分析和研究,根据行业特点和大品牌自身的特点,深入了解在同行业如此激烈的市场竞争环境下,运用了4P、4C理论结合SWOT分析方法,对保时捷在呼和浩特高端乘用车市场目前的优势、劣势、机会、威胁进行了深入剖析,相应的对呼和浩特保时捷销售中心的营销策略进行总结,为下一步的市场营销策划提供了可靠依据。在创新保时捷营销策略的同时,明确品牌的目标市场和市场定位,以其现有的产品策略、定位策略、分销渠道策略,品牌传播策略进行了详细的阐述,创新关系营销和服务营销的新方法作为补充,系统的阐明了保时捷的营销组合策略。汽车在现今社会已经作为一种普通的交通工具被广大百姓所接受,随着国民经济收入的逐年增长和消费需求的不断升级,在过去的几年中,具有百年历史的德系三大高端乘用车占据的市场份额高达76%,在这种日益激烈的市场竞争中,会使高端乘用车汽车品牌进入门槛提高。论文分五部分进行分析,对呼和浩特高端乘用车行业市场的现状进行研究分析如:2013年呼和浩特汽车市场产销量同比增长分别为0.78%和3.2%,与2011年的2.9%和3.7%相比出现大幅下降,但在2013年高端乘用车市场依然保持了高增长的势头,3.9%的增速达到了乘用车整体增速的4倍。这似乎预示着呼和浩特汽车行业进入了一个新的阶段,展示了高端乘用车汽车品牌销售进程,而高端车乘用车细分市场的争夺也日趋激烈。保时捷高端乘用车呼和浩特地区宏观营销环境(PEST)分析主要从以下几个方面展开:政治环境,经济环境,社会文化环境,技术环境。并且对其在优势、劣势,机遇以及威胁方面进行了分析,通过SWOT分析可以判断出,呼和浩特市保时捷公司面临的内部劣势较严重,同时外部机会多,因此应当初步考虑减少内部劣势,抓住机会取得进一步发展。
[Abstract]:Porsche as the representative of German high-end passenger cars, soon after entering the Chinese market, has made good performance. Although China's current auto industry is not mature enough, Chinese automobile consumers are extremely fond of German high-end passenger cars. So the study of Porsche in Hohhot auto market and marketing strategy is of great value. This paper revolves around "taking the market as the direction", embarks from the big environment of the high end passenger car industry, and unifies the Huhhot area high end passenger car industry each big brand high end passenger car marketing strategy concrete situation, This paper makes an effective prediction and estimation of its development, changes and future trends, especially makes a more comprehensive analysis and study on the market of high-end passenger cars in Hohhot, according to the characteristics of the industry and the characteristics of the big brands themselves. Under such a fierce market competition environment in the same industry, using the 4PLi 4C theory combined with the SWOT analysis method, this paper makes an in-depth analysis of Porsche's current strengths, weaknesses, opportunities and threats in the high-end passenger car market in Hohhot. The corresponding marketing strategy of Hohhot Porsche sales Center is summarized, which provides a reliable basis for the next marketing planning. At the same time of innovating Porsche marketing strategy, the target market and market positioning of the brand are defined, and its existing product strategy, positioning strategy, distribution channel strategy, brand communication strategy are elaborated in detail. Innovative relationship marketing and service marketing as a supplement, a systematic explanation of Porsche's marketing mix strategy. Automobile has been accepted by the masses of the people as a kind of ordinary means of transportation in the present society. With the annual growth of national economic income and the continuous upgrading of consumer demand, in the past few years, The market share of Germany's three major high-end passenger cars with a history of 100 years is as high as 76. In this increasingly fierce market competition, the entry threshold of high-end passenger car brands will be raised. The paper is divided into five parts to analyze the current situation of the high end passenger vehicle market in Hohhot, such as: in 2013, the growth of the automobile market in Hohhot is 0.78% and 3.2% respectively, which is significantly lower than that in 2011 (2.9% and 3.7%). But in 2013, the high-end passenger car market maintained a high growth momentum of 3.9 percent, four times the overall growth rate for passenger cars. This seems to herald a new phase in the Hohhot auto industry, demonstrating the pace of high-end passenger car brand sales and the growing competition for a segment of the high-end passenger car market. The (PEST) analysis of macro marketing environment in Hohhot area of Porsche high-end passenger car is mainly carried out from the following aspects: political environment, economic environment, social and cultural environment, and technical environment. It also analyzes its strengths, weaknesses, opportunities and threats. Through SWOT analysis, it can be concluded that Hohhot Porsche Company is facing a serious internal disadvantage and many external opportunities. Therefore, we should initially consider reducing internal disadvantages and seize the opportunity to achieve further development.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.471
本文编号：2173096
[Abstract]:Porsche as the representative of German high-end passenger cars, soon after entering the Chinese market, has made good performance. Although China's current auto industry is not mature enough, Chinese automobile consumers are extremely fond of German high-end passenger cars. So the study of Porsche in Hohhot auto market and marketing strategy is of great value. This paper revolves around "taking the market as the direction", embarks from the big environment of the high end passenger car industry, and unifies the Huhhot area high end passenger car industry each big brand high end passenger car marketing strategy concrete situation, This paper makes an effective prediction and estimation of its development, changes and future trends, especially makes a more comprehensive analysis and study on the market of high-end passenger cars in Hohhot, according to the characteristics of the industry and the characteristics of the big brands themselves. Under such a fierce market competition environment in the same industry, using the 4PLi 4C theory combined with the SWOT analysis method, this paper makes an in-depth analysis of Porsche's current strengths, weaknesses, opportunities and threats in the high-end passenger car market in Hohhot. The corresponding marketing strategy of Hohhot Porsche sales Center is summarized, which provides a reliable basis for the next marketing planning. At the same time of innovating Porsche marketing strategy, the target market and market positioning of the brand are defined, and its existing product strategy, positioning strategy, distribution channel strategy, brand communication strategy are elaborated in detail. Innovative relationship marketing and service marketing as a supplement, a systematic explanation of Porsche's marketing mix strategy. Automobile has been accepted by the masses of the people as a kind of ordinary means of transportation in the present society. With the annual growth of national economic income and the continuous upgrading of consumer demand, in the past few years, The market share of Germany's three major high-end passenger cars with a history of 100 years is as high as 76. In this increasingly fierce market competition, the entry threshold of high-end passenger car brands will be raised. The paper is divided into five parts to analyze the current situation of the high end passenger vehicle market in Hohhot, such as: in 2013, the growth of the automobile market in Hohhot is 0.78% and 3.2% respectively, which is significantly lower than that in 2011 (2.9% and 3.7%). But in 2013, the high-end passenger car market maintained a high growth momentum of 3.9 percent, four times the overall growth rate for passenger cars. This seems to herald a new phase in the Hohhot auto industry, demonstrating the pace of high-end passenger car brand sales and the growing competition for a segment of the high-end passenger car market. The (PEST) analysis of macro marketing environment in Hohhot area of Porsche high-end passenger car is mainly carried out from the following aspects: political environment, economic environment, social and cultural environment, and technical environment. It also analyzes its strengths, weaknesses, opportunities and threats. Through SWOT analysis, it can be concluded that Hohhot Porsche Company is facing a serious internal disadvantage and many external opportunities. Therefore, we should initially consider reducing internal disadvantages and seize the opportunity to achieve further development.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.471
【参考文献】
相关期刊论文 前1条
1 李育;外语培训市场及其营销策略研究[J];经济经纬;2003年06期
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