【正文】 ................................................... 3 （一）營(yíng)銷策略 ............................................................................................................. 3 1．營(yíng)銷策略定義 .................................................................................................... 3 （二）產(chǎn)品銷售策略 ...................................................................................................... 3 1．產(chǎn)品銷售策略定義 ............................................................................................. 3 2．銷售計(jì)劃 ........................................................................................................... 3 （一）銷售策略的類型 .................................................................................................. 5 （二）銷售和營(yíng)銷的區(qū)別 ............................................................................................... 5 第三章 國(guó)際與國(guó)內(nèi)銷售策略的發(fā)展概況 ............................................................................... 5 （一） 國(guó)際的產(chǎn)品銷售策略 ........................................................................................... 5 1．定價(jià)策略 ........................................................................................................... 5 2．國(guó)際市場(chǎng)銷售的定價(jià)策 ...................................................................................... 5 （二）國(guó)際銷售定價(jià)的相關(guān)難題 .................................................................................... 6 （三）分銷策略 ............................................................................................................. 6 .......................................................................................................... 6 .......................................................................................................... 6 .......................................................................................................... 6 .......................................................................................................... 6 （四） 促銷策略 ............................................................................................................. 6 ............................................................................................................. 6 ............................................................................................................. 7 .................................................................................................................... 7 ............................................................................................................. 7 （五） 適用中國(guó)的銷售策略 ........................................................................................... 7 ...................................................................................................... 7 ...................................................................................................... 7 廣西工學(xué)院鹿山學(xué)院本科生畢業(yè)論文 ...................................................................................................... 7 ...................................................................................................... 7 ...................................................................................................... 7 ...................................................................................................... 7 ...................................................................................................... 7 ...................................................................................................... 7 ...................................................................................................... 8 ..................................................................................................... 8 （六） 當(dāng)前企業(yè)市場(chǎng)銷售策略中存在的問題 ................................................................... 8 1．企業(yè)的營(yíng)銷觀念沒有轉(zhuǎn)變 .................................................................................. 8 ............................................................................................... 8 ........................................................................................ 8 ........................................................................................ 8 ........................................................................................ 8 第四章 中國(guó)汽車企業(yè)產(chǎn)品銷售策略概況 ............................................................................... 8 （一）國(guó)內(nèi)汽車營(yíng)銷發(fā)展階段 ........................................................................................ 9 （二）國(guó)內(nèi)汽車銷售模式現(xiàn)狀 ........................................................................................ 9 ............................................................................................ 9 2.“四位一體”專賣店 ............................................................................................ 9 ...................................................................................................... 9 ............................................................................................................ 10 （三）國(guó)內(nèi)汽車銷售模式的發(fā)展趨勢(shì) ............................................................................ 10 ......................................................................................................... 10 車俱樂部營(yíng)銷 .................................................................................................. 10 ................................................................................ 10 （四）國(guó)內(nèi)汽車近期主要的銷售模式 ............................................................................ 10 營(yíng)銷理念 ..................................................................................................... 11 ...........................