奇瑞汽车营销策略分析 学位论文.doc

本科毕业论文 （人文科学） 题 目 ： 奇瑞汽车营销策略分析 资料目录 页论文 页……………………… 1～ 3 页……………… 1～ 3 页…………………… 1～ 1 页 …………………… 1～ 1 页 …………… 1～ ２页工作总结……………………… 1～ 3 页 其他反映研究成果的资料（如公开发表的论文复印件、效益证明等）…………………………………………………………………… ～ 页Abstract Based on the marketing strategy of Chery Automobile, Chery Automobile summed marketing strategy features and its problems, the analysis seeks to solve the problem that exists.Chery reshape the micro-car brand image, so that the micro-car into the household, is a leading brand in Chinas domestic automobile.This article collects information about the status and Chery Automobile Chery marketing strategy materials, master automotive marketing strategy tips and strategies, and through Chery Automobile production and sales model combines market analysis, summed Chery marketing strategy.Through this marketing strategy analysis, found that Chinas auto market, although there are still many problems, unknown challenges and uncertainties, but for the Chinese car, the opportunities outweigh the challenges.And as the Chinese-made Chery cars leading brands, we have reason to believe that Chery can have a broader market and greater as, perhaps through national support and Cherys own efforts, at a later time, it can be Chery playing an international brand. Key words:Chery automobile company；Marketing strategy；Car marketing 目 录 摘 要 I Abstract II 引言 1 一、理论支持 1 二、奇瑞汽车公司现状 2 （一）奇瑞汽车公司概括 2 （二）奇瑞汽车国内现状 2 （三）奇瑞汽车国外现状 3 （四）奇瑞汽车SWOT分析 4 1.优势（S） 4 2.劣势（W） 4 3.机遇（O） 5 4.威胁（T） 5 三、奇瑞汽车4P营销策略分析 5 （一）产品策略 5 （二）价格策略 6 （三）渠道策略 6 （四）促销策略 7 四、奇瑞汽车营销策略存在的问题 8 （一）品牌形象不佳 8 （二）缺乏尖端技术和人才 8 （三）市场占有率和规模较小 9 （四）市场定位比较单一 9 五、对奇瑞汽车营销策略存在问题的建议 9 （一）提高品牌