一汽奥迪在中国汽车市场的营销策略及其优化.doc

摘要 进入新世纪以来，随着中国经济的蓬勃发展，汽车走入家庭已成为不可逆转的时代趋势。正是因为如此，才给汽车业发展提供了千载难逢的历史机遇。如何迎接这次机遇、如何充分利用市场机遇、发展与壮大奥迪 在市场竞争中实力，成为本文研究的中心问题。中国已成为仅次于美国的全球第二大汽车消费市场，中国的豪华车市场拥有广阔的市场前景。在未来 7～10 年中中国汽车消费将保持 10 % ～15 %的年增长率。在给中国汽车业发展提供机遇的同时，由于中国市场的巨大诱惑力，吸引全球各大汽车厂商纷纷到中国投资建厂，也使中国的汽车市场竞争日益加剧。长期以来，奥迪在中国市场独占豪华车的霸主地位。为此，本文就奥迪轿车在中国的营销战略为具体案例，就跨国汽车公司进入我国汽车市场的战略进行研究。目的是通过对跨国汽车公司进入中国市场的营销战略的全面分析，认清跨国汽车公司在营销方面的战略优势，并在此基础上，提出增强我国汽车产业营销水平的对策建议。 关键词：一汽奥迪，中国市场，营销策略，优化，研究； Abstract Since entering the new century, with the fast development of Chinese economy, car into family has become an irreversible trend of the times. It is precisely because of this, only to the development of auto industry provides a rare historical opportunity. How to meet the opportunity, how to take full advantage of market opportunities, development and growth of the Audi strength in the market competition, has become the central issue of this paper. China has become the largest auto market after the United States global second, China s luxury car market has broad market prospects. In the next 7 to 10 years of car consumption in China will maintain a 10% to 15% annual growth rate. In China automobile industry development opportunities at the same time, because of the huge Chinese market temptation force, attract the world each big automobile manufacturers have to invest and build factories in China, but also the Chinese automobile market competition intensifies day by day. Long-term since, the Audi exclusive luxury cars in China market dominance. Therefore, the marketing strategy of Audi car in China as a case, makes the research on the multinational auto companies to enter Chinas automobile market strategy. Objective through the comprehensive analysis of multinational auto companies to enter the Chinese market marketing strategy, strategic advantage to multinational auto companies in marketing, and on this basis, put forward countermeasures and suggestions to enhance the level of Chinas automobile industry marketing. Keywords: FAW A