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1、ABSTRACTInrecentyears,withthedevelopmentofChinarseconomy,autoindustrygraduallyspecification,intosustainedgrowthphase,marketingbecomesmoreandmorecompetitive.Asfastestcarmakersinajointventure,BeijingHyundaiisconstantlyadjustingthemarketingideasinordertoreach
2、largermarkets.Atpresent,aftermorethan10yearsofdevelopment,BeijingHyundai,fromanunknownsmallbusinesssuccessfullyenteredthetopfiveindomesticcarsales,butweshouldalsoseeuscomparedwithotherautogiantstherearestillsomegaps.Onthisbasis,thispaperstudiestheBeijingmo
3、dernbusinessmarketingstrategy,hopingtoprovidehelpforBeijingHyundaismarketingdevelopment.Thisarticleisdividedintofourparts:Partone:introducestheBeijingHyundaicompanyprofile,developmentconcepts,scope,businessobjectives,andtherebyhaveanoverallideaofBeijingHyu
4、ndai.Thenmarketing,employeestatus,theperformanceofBeijingHyundaiwasintroducedinareassuchasmarketing,analysisBeijingmodernmarketingimplementation.Parttwo:BeijingHyundaifirstintroducedthetwoaspectsofthemicro-andmacro-environment,SWOTanalysisstrengths,weaknes
5、ses,opportunities,threats,fullyanticipatingtheBeijingmodernmarketingenvironment.Partthree:developmentandimplementationofBeijingmodernmarketingstrategythroughthepositioningofthetargetmarketandtargetcustomersofBeijingmoderntargetmarketrepositioning,buildinga
6、sustainablemarketingstrategy,wesplitthelastfouraspects:product,price,promotion,channeldescriptionshowtoimplementBeijingHyundai'smarketingstrategy.Partfour:highlighthowsuccessfulimplementationofbusinessstrategyofBeijingmodernsafeguards.Fromthemarketing,pers
7、onneltraining,financialguarantees,corporateculture,andseveralstrongsafeguards.Keywords:marketingstrategy,marketingenvironment,safeguardmeasures目录第一章绪论11.1研究背景11.2研究目的21.3研究意义21.4研究内容2第二章北京现代营销现状分析42.1北京现代基本情况42.2北京现代的营销现状72.2.1营销组织72.2.2员工组织72.2.3营销业绩72.3营
8、销战略实施现状92.3.1产品现状92.3.2价格现状92.3.3渠道现状92.3.4沟通和促销现状10—3•匕彳弋£肖刀H3.1北京现代微观环境分析113.1.1同行业的竞争113.1.2潜在竞争者133.1.3替代新产品143.1.4消费群体143.1.5供应商163.2北京现代宏观环境分析173.2.1政治环境173.2.2经济环境183.2.3社会文化环境193.2.4技术环境203.3北京现代公司SWO
