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ID:5766083
大小:6.23 MB
页数:32页
时间:2017-12-24
《一汽大众品牌网络营销策略分析》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、北京联合大学学年论文《学年论文》封面学年论文题目一汽大众品牌——网络营销策略分析学生姓名:张维指导老师:王晓红专业/班级:电子商务2班学号:2011110453202成绩:2012年6月8日-31-北京联合大学学年论文摘要随着全球经济和贸易的迅速发展,我国汽车产品网络营销必将成为21世纪营销的重要形式之一。经销商的竞争格局正在向立体化、多元化方向发展,汽车销售市场除了要求产品具有良好的性能、时尚的外观和可靠的质量以外,还需要完善且灵活的销售模式作为支撑,一个具有竞争力的营销渠道将为汽车销售企业获得较高的竞争优势创造更大效益的可能。伴随汽车行业的发展变革,这也正促使着汽车营
2、销模式的巨大革新和不断完善。立足市场、面向将来,建立一个适合我国国情的营销渠道已成为汽车销售企业乃至整个汽车行业健康稳定发展的必要保证。正确认识我国汽车网络营销的优势与劣势,提出适合我国国情的汽车网络营销的产品策略、价格策略、促销策略、渠道策略和营销集成策略具有重大的现实意义。本文将以一汽大众品牌网络营销模式为例,通过一汽大众网络营销的现状分析,以及一汽大众品牌网络营销与市场营销效果指标对比分析,提出了针对一汽大众品牌网络营销的改进建议。关键词:一汽大众汽车网络营销策略-31-北京联合大学学年论文AbstractWiththerapiddevelopmentofgloba
3、leconomyandtrade,Chinaautomotiveproductmarketingnetworkmarketingwillbecomeoneofthemostimportantformsoftwenty-firstCentury.Distributorsofthecompetitionistothree-dimensional,diversifieddevelopment,theautosalesmarketdemandinadditionproductswithgoodperformance,stylishappearanceandreliablequal
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5、improvethegreat.Basedonthemarket,facingthefuture,tocreateasuitableforChina'snationalconditionsofmarketingchannelhasbecometheautomobilesalesbusinessandevenwholeautoindustryhealthyandstabledevelopmentofthenecessaryguarantee.AcorrectunderstandingofChina'sautomotivemarketingadvantageandinferi
6、orposition,putforwardtofitourcountrynationalconditionoftheautonetworkmarketingproductstrategy,pricestrategy,thepromotionstrategy,channelstrategyandmarketingintegrationstrategyisofgreatrealisticsignificance.ThisarticlewillFAW-VWautomobilebrandmarketingnetworkmodelasanexample,throughtheFAW-
7、VolkswagenAutomotiveNetworkmarketingpresentsituationanalysis,aswellastheVolkswagenbrandmarketingandnetworkmarketingeffectivenessindexcontrastiveanalysis,proposedinviewofFAWVolkswagenbrandnetworkmarketingsuggestions.KeyWords:FAWVolkswagenAutoNetworkmarketingStrategy-
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