【正文】 iness in China to participate in market petition provides a useful reference, how could development of petitive outes in search of car dealerships. Third, through theoretical study and writing, information collection and analysis, bining them with practice in the future to improve their ability to analyze and solve problems, and level.KEYWORDS： Chery marketing strategy6 / 351 緒論 研究背景在瞬息萬變的現(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(shù)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。本文寫作的主要意義為：第一、以奇瑞汽車為背景，通過分析該公司外部環(huán)境中的機(jī)會與風(fēng)險以及內(nèi)部資源的優(yōu)勢和劣勢，進(jìn)而探討在目前鄭州汽車銷售市場競爭環(huán)境下，企業(yè)應(yīng)如何制定適應(yīng)奇瑞市場競爭的科學(xué)合理的營銷策略，使其在未來的競爭中取得競爭優(yōu)勢。在一定程度上消費(fèi)者的某種需求被廠家所忽略，隨著競爭的激烈，單車?yán)麧櫟慕档?，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廠商所關(guān)注。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(wù)營銷 (ServiceMarketing).............................................................................13 6Ps 大營銷（ MegaMarketing） ...................................................................................14 創(chuàng)新性的營銷觀 .........................................................................................................................15 網(wǎng)絡(luò)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(biāo)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(dú)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(luò)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(wù)策略問題及建議 .....................................................................................