文档介绍：摘要在知识经济时代, 企业创新显得比以往任何一个时期都更为重要和迫切。产品创新已经成为轿车企业生命线。因此, 产品战略是轿车企业发展战略中的核心内容之一。本文以南京菲亚特公司为主要背景, 运用最新的营销战略理论及方法, 对轿车企业的新产品开发及相应的营销推广战略进行了考察,为企业的发展战略提供了参考依据。本研究根据已有文献和丰富的历史数据,采用了规范分析与实证分析相结合的方法。主要考察了轿车市场的竞争环境、菲亚特企业自身的优势和面临的挑战、新产品开发战略、产品组合和推广战略等方面的内容。主要探讨了, 轿车产品的特征、分类、发展前景, 消费者的需求与购买行为; 菲亚特公司的基本情况和内部条件, 菲亚特公司所面临的竞争企业和宏观环境; 新产品的开发战略的类型、选择标准和可行性分析; 南京菲亚特新产品组合的特点、效益及原因; 新产品推广过程中的战略目标与推广手段。关键词: 轿车企业产品开发产品战略营销战略 Abstract In this era of knowledge economy, enterprise innovation is ing more imperative than any former period. Product innovation has e the lifeline of an automaker. So product strategy has e one of the core contents of an automaker. With Nanjing Fiat Automobile Co., Ltd. as the background, this article adopts the latest marketing strategic theories and methodologies to research into new product development and related marketing strategy, so as to serve asa reference for enterprises to stipulate developmental strategies. Based on available documents and rich historical data, this bines normative analysis and demonstration analysis to investigate petitive environment in auto market, advantages and threats of Fiat, new product developmental strategy, product mix and product promotion strategy, etc. Major contents are as follows: Features, categories, developmental prospects of sedans, consumer demand and purchase behavior; Basic situation and internal conditions of Fiat, macro environment and rival automakers for Fiat; Types, choice criteria and feasibility study of new product developmental strategies; features, profit and reasons for new product mix of Nanjing Fiat; strategic objectives and means during new product publicity . Key words: automaker, product development, product strategy, marketing strategy 目录第一章引论………………………………………………………………………… 1 第一节研究背景……………………………………………………………… 1 第二节产品战略的概念和基本内容………………………………………… 2 第二节问题提出与研究思路………………………………………………… 3 第二章轿车产品的分类与市场细分……………………………………………… 6 第一节轿车产品的特征……………………………………………………… 6 第二节消费者需求与汽车消费行为………………………………………… 10 第三节轿车市场的细分……………………………