一汽大众的营销策略分析（4P分析）及优化建议【案例分析】7800字

一汽大众的营销策略分析（4P分析）及优化建议目录 TOC \o "1-5" \h \z 一、导论 3HYPERLINK \l "bookmark10" \o "Current Document"二、一

4P （ 一汽大众的营销策略分析分析）及优化建议 目录 一、导论 ....................................................................................................................................... 3 二、一汽大众的营销状况 ............................................................................................................. 3 一汽大众的简介 ......................................................................................................... （-）3 汽车市场特点 ............................................................................................................. （-）4 1 .经济发展推动消费 ...................................................................................................... 4 2 .小排量车引导消费 ..................................................................................................... 4 三、一汽大众的营销策略 ............................................................................................................. 4 （-）产品策略 ................................................................................................................... 4 5 （二）价格策略 .................................................................................................................. 1 .新产品定价策略 .......................................................................................................... 5 2 .心理定价策略 ............................................................................................................. 5 3 .产品组合定价策略 ...................................................................................................... 5 渠道策略 ................................................................................................................... （=）5 （四）促销策略 .................................................................................................................. 6 1 .媒体广告促销 .............................................................................................................. 6 2 .付款方式促销 ............................................................................................................. 6 3 .其他促销 .................................................................................................................... 7 7 四、营销管理中存在的问题分析 .................................................................................................. 7 （-）成本过高导致价格不够灵活 ...................................................................................... （二）市场反应速度慢、促销手段单一 .............................................................................. 7 （三）经销商发展不均衡 ................................................................................................... 7 （四）二级市场开拓缓慢 ................................................................................................... 8 （五）顾客满意度不禺及顾客忠诚度下降 .......................................................................... 8 （六）汽车店服务滞后 .................................................................................................. 4s8 （七）汽车消费投诉多 ....................................................................................................... 8 五、一汽大众营销策略的借鉴与建议 ........................................................................................... 8