东昌雪佛兰营销策略分析(附件)【字数：9239】
7ABSTRACT 7一、绪论 9（一）选题背景与选题意义 91、选题背景 92、选题的意义 9（二） 国内研究现状 9二、研究目标和研究内容及研究方法 101、研究目标 102、研究内容 103、研究方法 10三、苏州东昌雪佛兰营销现状 10（一）公司介绍 101、公司简介 102、 公司销售部结构 11（二）营销策略的4P理论 111、产品策略 112、价格策略 123、 渠道策略 124、 促销策略 12四、苏州东昌雪佛兰企业分析 12（一） 消费者需求分析 121、价格需求 122、品牌需求 134、对外观的需求 135、客户满意度调查研究 13（二）SWOT分析 14五、苏州东昌雪佛兰营销存在的问题及原因 15（一）营销策略问题及原因 151、渠道成本过高 152、销售人员文化较低 15六、苏州东昌雪佛兰销售建议 16（一）营销策略建议 161、扩大电子商务渠道 162、加强销售人员管理 16（二）汽车销售后期发展的展望 16结论 17致谢 17参考文献 18随着时代经济的攀升，汽车走进家家户户，从奢侈品到生活必需品的转变也意味着消费水平的提高。国内汽车市场的竞争也越来越激烈，从上百万的车到几万的车，无疑不是占据了大量的市场份额。因此汽车销售也面临着巨大的挑战，给苏州东昌雪佛兰也带来了很明显的竞争压力，随着汽车竞争品牌的增多，客户的选择也随之增多。苏州东昌雪佛兰现阶段面临着如何让销量平稳增长的压力。现如今，除了车型价格安全性能等方面的因素是主要的以外，客户更看重的还有销售的服务，那么如何让在众多汽车中徘徊的顾客选择你，如何赢得客户的信任都是至关重要的。在经济迅速发展、人口众多的苏州，各大汽车品牌的竞争也趋向白热化。苏州东昌雪佛兰作为雪佛兰在苏州地区的销售公司，如何保持竞争力是主要问题，如何给公司带来效益，怎样做好一个好的销售案例也是重要问题。本文以发生在苏州东昌雪佛兰的营销作为研究对象，首先论述汽车营销的相关研究成果作为苏州东昌雪佛兰营销策略分析的理论基础，接下来再通过苏州东昌雪佛兰的企业资源、能力和文化和从4P理论的角度介绍苏州东昌雪佛兰的营销策略，再次对苏州东昌雪佛兰进行消费者需求分析、运用SWOT分析得出战略选择，对苏州东昌雪佛兰的营销提出问题、原因、建议。通过分析，本文认为苏州东昌雪佛兰现目前在营销战略上存在些许问题，在市场上的细分不够深入、目标 *好棒文|www.hbsrm.com +Q: *351916072*
定位的单一、营销人员的服务等问题。建议多方面扩大目标市场以寻找更多的目标客户。在销售策略上存在高低价位的缺失，成本过高，和营销人员的服务等问题。建议提高汽车性能，根据市场调整价位，扩大销售渠道营销人员的管理。
目录
ABSTRACT
With the economic growth of The Times, cars have entered every household, and the transition from luxury goods to daily necessities also means the improvement of consumption level. The competition in domestic automobile market is more and more fierce, from millions of cars to tens of thousands of cars, no doubt does not occupy a large number of market share. Therefore, automobile sales are also facing great challenges, and it also brings obvious competitive pressure to Suzhou Dong Chang Chevrolet. With the increase of competitive automobile brands, customers have more choices. Suzhou Dong Chang Chevrolet is facing the pressure of how to make the sales increase steadily. Nowadays, in addition to the model price safety performance and other aspects of the main factors, customers are more important to the service of sales, so how to let customers wandering in many cars choose you, how to win the trust of customers is crucial. In Suzhou, a city with a rapidly developing economy and a large population, the competition among auto brands is also becoming increasingly fierce. Suzhou Dong Chang Chevrolet, as the sales company of Chevrolet in Suzhou region, how to maintain competitiveness is the main issue, how to bring benefits to the company ,how to do a good sales analysis is an important sales analysis basic on the theoretical .Based in Suzhou Dong Chang Chevrolet success together as the research object, first of all, discusses the related research achievements of auto sales as Suzhou Dong Chang Chevrolet sales case analysis of the theoretical basis, then by Suzhou Dong Chang Chevrolet enterprise resources, capabilities, and culture and from the perspective of 4 p theory introduction Suzhou Dong Chang Chevrolet sales case, again of Suzhou Dong Chang Chevrolet consumer demand analysis, SWOT analysis, strategic choice, for Suzhou Dong Chang Chevrolet sales problems, reasons and Suggestions are put forward. Through analysis, this paper believes that Suzhou Dong Chang Chevrolet is currently in the sales strategy has some problems, in the market segmentation is not deep enough, the goal of a single positioning, sales staff service and other problems. Suggest expanding the target market in many ways to find more
Keywords: Dong Chang Chevrolet, Suzhou, Marketing, analysis of strategies
一、绪论
（一）选题背景与选题意义
1、选题背景
随着社会经济的快速发展，中国汽车市场的需求迅猛增发展，人们对汽车的需求量也越来越大。汽车一方面起着推动工业和科技发展的作用，另一方面也促进国民经济的发展，同时也提高了人们的生活质量。随着汽车生产总量的逐年增加，汽车工业已经是我国的四大支柱之一。汽车制造、汽车市场和汽车相关服务相辅相成，伴着我国汽车的产量与科技的迅速发展。汽车行业也随之发生了很大的变化，别克不专心做车了，改做市场了，丰田开始走别克的路了，本田现在只知道赚钱，技术投入没以前那样强了，感觉在吃老本，尼桑比以前进步了，技术方面逐步取代本田的地位，更多关于与东昌雪莱有相对竞争力的汽车品牌也逐渐增多，面对日益激烈的汽车销售竞争，整个汽车销售市场已经成为了一个竞争市场，伴随着科技的迅猛发展，汽车在各方面性能，外观，舒适度、排放量、颜色等方面推陈出新，激烈的竞争也让汽车行业的企业利润不断降低。随之而来的是销售渠道的变更，随着电子商务渠道的加入，传统的销售渠道也面临着巨大的挑战。在当下竞争激烈的市场环境下，每个汽车行业都希望能够改善营销状况，来促进企业的长期发展。因此如何制定和实施更完善更合理的营销策略就成为了企业快速发展的关键。
定位的单一、营销人员的服务等问题。建议多方面扩大目标市场以寻找更多的目标客户。在销售策略上存在高低价位的缺失，成本过高，和营销人员的服务等问题。建议提高汽车性能，根据市场调整价位，扩大销售渠道营销人员的管理。
目录
ABSTRACT
With the economic growth of The Times, cars have entered every household, and the transition from luxury goods to daily necessities also means the improvement of consumption level. The competition in domestic automobile market is more and more fierce, from millions of cars to tens of thousands of cars, no doubt does not occupy a large number of market share. Therefore, automobile sales are also facing great challenges, and it also brings obvious competitive pressure to Suzhou Dong Chang Chevrolet. With the increase of competitive automobile brands, customers have more choices. Suzhou Dong Chang Chevrolet is facing the pressure of how to make the sales increase steadily. Nowadays, in addition to the model price safety performance and other aspects of the main factors, customers are more important to the service of sales, so how to let customers wandering in many cars choose you, how to win the trust of customers is crucial. In Suzhou, a city with a rapidly developing economy and a large population, the competition among auto brands is also becoming increasingly fierce. Suzhou Dong Chang Chevrolet, as the sales company of Chevrolet in Suzhou region, how to maintain competitiveness is the main issue, how to bring benefits to the company ,how to do a good sales analysis is an important sales analysis basic on the theoretical .Based in Suzhou Dong Chang Chevrolet success together as the research object, first of all, discusses the related research achievements of auto sales as Suzhou Dong Chang Chevrolet sales case analysis of the theoretical basis, then by Suzhou Dong Chang Chevrolet enterprise resources, capabilities, and culture and from the perspective of 4 p theory introduction Suzhou Dong Chang Chevrolet sales case, again of Suzhou Dong Chang Chevrolet consumer demand analysis, SWOT analysis, strategic choice, for Suzhou Dong Chang Chevrolet sales problems, reasons and Suggestions are put forward. Through analysis, this paper believes that Suzhou Dong Chang Chevrolet is currently in the sales strategy has some problems, in the market segmentation is not deep enough, the goal of a single positioning, sales staff service and other problems. Suggest expanding the target market in many ways to find more
Keywords: Dong Chang Chevrolet, Suzhou, Marketing, analysis of strategies
一、绪论
（一）选题背景与选题意义
1、选题背景
随着社会经济的快速发展，中国汽车市场的需求迅猛增发展，人们对汽车的需求量也越来越大。汽车一方面起着推动工业和科技发展的作用，另一方面也促进国民经济的发展，同时也提高了人们的生活质量。随着汽车生产总量的逐年增加，汽车工业已经是我国的四大支柱之一。汽车制造、汽车市场和汽车相关服务相辅相成，伴着我国汽车的产量与科技的迅速发展。汽车行业也随之发生了很大的变化，别克不专心做车了，改做市场了，丰田开始走别克的路了，本田现在只知道赚钱，技术投入没以前那样强了，感觉在吃老本，尼桑比以前进步了，技术方面逐步取代本田的地位，更多关于与东昌雪莱有相对竞争力的汽车品牌也逐渐增多，面对日益激烈的汽车销售竞争，整个汽车销售市场已经成为了一个竞争市场，伴随着科技的迅猛发展，汽车在各方面性能，外观，舒适度、排放量、颜色等方面推陈出新，激烈的竞争也让汽车行业的企业利润不断降低。随之而来的是销售渠道的变更，随着电子商务渠道的加入，传统的销售渠道也面临着巨大的挑战。在当下竞争激烈的市场环境下，每个汽车行业都希望能够改善营销状况，来促进企业的长期发展。因此如何制定和实施更完善更合理的营销策略就成为了企业快速发展的关键。
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