【文章內(nèi)容簡介】 ..........................................................3競爭情況調(diào)查...................................................................................................................3購車者情況分析...............................................................................................................4企業(yè)資源能力分析...........................................................................................................4二、SWOT 分析.............................................................................................................................6優(yōu)勢(strength)................................................................................................................6劣勢(weakness)..............................................................................................................6機(jī)會(opportunity)............................................................................................................6威脅(threat)......................................................................................................................6三、STP 分析................................................................................................錯誤！未定義書簽。市場細(xì)分(Segmenting)...................................................................錯誤！未定義書簽。選擇目標(biāo)市場(Targeting)................................................................錯誤！未定義書簽。產(chǎn)品定位(Positioning)....................................................................錯誤！未定義書簽。四、確定營銷組合策略...................................................................................................................8車型/品牌...........................................................................................................................8制定企業(yè)品牌策略.............................................................................................................8價(jià)格.....................................................................................................................................8渠道...................................................................................................................................8管理...................................................................................................................................9服務(wù)...................................................................................................................................9促銷...................................................................................................................................9 8.、廣告....................................................................................................................................9五、制定具體的行動方案.............................................................................................................10新車型上市方案.............................................................................................................10全年廣告計(jì)劃方案.........................................................................................................10銷售渠道建設(shè)方案.........................................................................................................104