资源描述：
《一汽-大众奥迪a6l市场营销战略研究》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、AbstractChina,asthebiggestautomarketthroughouttheworld,hasalwaysbeenthemajorbattlegroundforautobrands.Faw-vwAudiisoneoftheearliestluxuryautojointventurebrandenteredChinesemarket,with29yearsofhistoryby2017.Since1988,thefirstAudi100wentofftheproductionline,Audiha
2、scompletedmorethan4millionvehiclessalesinChinasofar.In2014,thesalesvolumeinChinaofAudiaccountedforonethirdofitsglobalsalesvolume.Afteryearsofrapiddevelopment,theChineseautomarkethasbecomematurewhilethecustomerhasbecomemorerational.Confrontingthefiercemarketcomp
3、etition,luxurybrandstendtoformulatespecificallytargetedstrategy,expectingtoseizemarketshare.A6L,asthefirstmass-producedcarmodelinChinesejointventuremarket,(knownasAudi100in1988)hasbeenthemarketshareleaderfordecades.Itisthemostwell-knownmodeltypeamongluxuryautob
4、rands,whichhassignificantlyimportantstrategicmeaningforFaw-vwAudi.However,in2015thesaleslegendofA6LweresurpassedbyBMW5series,stronglyassaultedandchallengedfromcompetitors.HowtorewritethesuccessstoryofA6LinChinesemarkethasbecomethemarketingprioritythatneedstobet
5、ackled.ThisthesisaimedatanalyzingthemacroenvironmentthroughPESTanalysis,employingSWOTanalysistofindtheopportunitiesandchallengesforA6L,figuringoutthemajorsalespressurecauses,andthecurrentproblemsexistingwhilefindingtheopportunitiesfornextstep.Systematicallyprop
6、oseasetoftargetedintegratedmarketingstrategy,focusontheoutstandingconsumerexperiencewithfourdifferentpillarsofthemeasures,includingproduct,price,marketingcommunicationanddealermanagement.Itisexpectedthatthrougheffectivemarketingstrategy,wemaytacklethemarketingp
7、roblemsforA6L,claimidealmarketshare,keeptheleadingpositioninChinesemarketatthesametime,Vmeanwhileprovidingtheoreticalstandgroundforthelong-termmarketingstrategyforA6L,andreferenceforbrandbuildinginthefutureunderthegreatpressurefromthefiercecompetitioninthehigh-
8、endautomarket.Keywords：MarketingCommunication;AudiA6L;PremiumCarMarket;MarketingStrategyVI目录第1章绪论............................................................................
