【正文】 奇瑞 營銷策略研究目錄奇瑞 營銷策略研究 .....................................................................................................................8摘要 .................................................................................................................................................8CHERY AUTOMOBILE LIMITED MARKETING STRATEGY RESEARCH...................................9ABSTRACT .........................................................................................................................................91 緒論 ............................................................................................................................................11 研究背景 .....................................................................................................................................11 研究的意義 .................................................................................................................................12 研究的思路和方法 ....................................................................................................................122 理論綜述 ....................................................................................................................................12 營銷策略基本理論 .....................................................................................................................12 4Ps 營銷戰(zhàn)略計劃 ...........................................................................................................13 7Ps 服務營銷 (ServiceMarketing).............................................................................13 6Ps 大營銷（ MegaMarketing） ...................................................................................14 創(chuàng)新性的營銷觀 .........................................................................................................................15 網(wǎng)絡營銷 ............................................................................................................................15 個性化營銷 .........................................................................................................................15 創(chuàng)新營銷 .............................................................................................................................16 整合營銷 ............................................................................................................................163 奇瑞企業(yè)內(nèi)外部營銷環(huán)境分析 ...................................................................................................17 奇瑞外部營銷環(huán)境分析 .............................................................................................................17 宏觀環(huán)境分析 .....................................................................................................................17 行業(yè)環(huán)境和競爭對手分析 .................................................................................................21 奇瑞內(nèi)部營銷環(huán)境分析 .............................................................................................................25 公司資源情況分析 .............................................................................................................25 企業(yè)管理能力分析 .............................................................................................................26 奇瑞汽車的戰(zhàn)略規(guī)劃 .............................................................................................................27 奇瑞的整體戰(zhàn)略 ..................................................................................................................27 奇瑞的目標市場定位 ...........................................................................................................274 奇瑞 的市場營銷策略 ............................................................................................................28 奇瑞 的市場營銷策略分析 ...................................................................................................28 產(chǎn)品組合策略 .....................................................................................................................28 價格組合策略 .....................................................................................................................29 分銷策略 ——限區(qū)域獨家特許連鎖經(jīng)營模式 .................................................................29 促銷組合策略 .....................................................................................................................305 奇瑞汽車營銷存在的問題及建議 ................................................................................................322 / 35 奇瑞 產(chǎn)品上存在的問題及建議 ...........................................................................................3產(chǎn)品質(zhì)量不穩(wěn)定問題及建議 ..........................................................................................3新產(chǎn)品的推出速度過慢 ..................................................................................................3奇瑞 營銷渠道問題及建議 ................................................................................................3奇瑞 網(wǎng)絡營銷問題及建議 ................................................................................................33 奇瑞 個性化營銷問題及建議 ...............................................................................................34 在奇瑞 服務策略問題及建議 ...............................................................................................356 總結 ............................................................................................................................................35致 謝 ..........................................................................................................................................37參考文獻 ........................................................................................................................................383 / 35奇瑞 營銷策略研究摘要在瞬息萬變的現(xiàn)代競爭環(huán)境中，任何的競爭優(yōu)勢可以說都只是相對的和暫時的，新的技術每天都在誕生，每天都有新產(chǎn)品上市，每天都有很多的新的競爭策略威脅。在這樣的競爭條件下，企業(yè)必須經(jīng)常審視周圍的環(huán)境，轉(zhuǎn)變觀念迎接挑戰(zhàn)，以新的角度、新的思維規(guī)劃自己的未來。我國目前汽車營銷市場仍處于初級階段，表現(xiàn)為汽車生產(chǎn)廠家的強勢地位。在一定程度上消費者的某種需求被廠家所忽略，隨著競爭的激烈，單車利潤的降低，汽車專賣店的弊端就會越暴露無遺，以客戶為中心的營銷模式、營銷手段也將被汽車