东风纳智捷营销论文.doc

Sales Promotion Plan For Luxgen Big 7 SUV In Changsha 1.Environment analysis (PEST Method) 1-1.Political Environment 1-1-1.Policies to promote production The support of national car industry policies and self-owned brand innovation policies have had promoted the quantity of production to a large extent. The implementation of measures provided a strong supportive for the Luxgen Big 7 SUV to access to the inland market successfully. Taiwan Yulon group launched a joint venture with the domestic Dongfeng motor Co., LTD for the Luxgen Big 7 SUV, which is the first Taiwan independence car, and actively to meet The Twelfth Five-Year Guidelineof about Chinas independent innovation strategy required by national policy support. 1-1-2.Policies to stimulate consumption Investment of highway environment construction, improvement of automobile financial credit and adjustment of consumption tax rate,all these kinds of consumption policies have had made great improve. That really provided considerable pulling power consumption for the Luxgen Big 7 SUV to access to the inland market successfully. Especially the improvement of the financial credit and lower consumption tax rate, have direct promoted the improvement of the car market in consumption environment, as a result that pulled a great deal of consumer demands. 1-2. Economic Environment 1-2-1.Economic situation Chinas auto market is closely related to the development of national macro economy .In the past two years, because of the restriction course by dynamic economic ,such as the appreciation pressure of the RMB ,the impact by currency inflation ,continued high house prices and so on, the domestic automobile market did not grow as expected to. But according to the national Twelfth Five-Year Guidelineof, in the next five years, Chinas macro economy development will turn to a totally new stage. Normally, the growth rate of automobile industry is more or less 1.5 times of GDP. According to the optimistic forecasts by some exp