上海大众斯柯达昕锐轿车沈阳市场促销策略研究

发布时间：2018-06-14 13:59

本文选题：上海大众 + 斯柯达　；参考：《东北大学》2013年硕士论文

【摘要】：随着中国经济的快速发展,对于汽车的需求量急剧增加,汽车行业的竞争异常激烈,新车型层出不穷。制定有针对性和区域特色的促销策略帮助汽车新产品提升销量和市场占有率是众多汽车厂家共同关注的问题。本文以上海大众斯柯达品牌2013年上市的听锐为例,结合产品生命周期理论制定了一套适合沈阳市场的促销策略。首先,对内外部环境进行分析,包括：市场环境、消费需求、竞品分析以及自身的内部环境分析。然后,根据促销组合和整合营销理论,在产品引入期、产品成长期和产品成熟期三个阶段制定不同的促销策略,分别设计了广告、公关关系活动、销售促进和人员推销的具体实施方案。最后,为保证促销策略的有效实施,明确了促销组织职能,提出了促销人员的培训和激励方案,制定了预算管理和效果评估的具体方法。本文是对听锐产品在引入期沈阳市场促销策略的总结和改进,对于产品成长期和成熟期促销策略的研究可以直接应用到实际工作中,从而帮助昕锐产品有效提升销量和市场占有率。同时,本文的研究成果对于未来的汽车新产品上市的促销工作也将起到重要的参考和借鉴作用。
[Abstract]:With the rapid development of Chinese economy, the demand for automobile is increasing rapidly, the competition of automobile industry is extremely fierce, and new models emerge in endlessly. It is a common concern for many automobile manufacturers to formulate targeted and regional promotion strategies to help new automobile products increase their sales volume and market share. Taking Shanghai Volkswagen Skoda brand listed in 2013 as an example, combining with the theory of product life cycle, this paper formulates a set of promotion strategies suitable for Shenyang market. First, the internal and external environment, including: market environment, consumer demand, competitive analysis and their own internal environment analysis. Then, according to the combination of sales promotion and integrated marketing theory, in the three stages of product introduction, product growth and product maturity, different promotion strategies are formulated, and advertising and public relations activities are designed respectively. Specific implementation plan for sales promotion and sales promotion. Finally, in order to ensure the effective implementation of the promotion strategy, this paper clarifies the organizational function of sales promotion, puts forward the training and incentive scheme of sales promotion personnel, and formulates the specific methods of budget management and effect evaluation. This paper is a summary and improvement of the marketing strategy of listening products in the introduction period of Shenyang market. The research on the promotion strategy in the period of product growth and maturity can be directly applied to the actual work. In order to help Xinacute products to effectively enhance sales and market share. At the same time, the research results of this paper will also play an important reference and reference for the future promotion of new automotive products.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.471;F274

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