文档介绍：国际市场营销——大众汽车
班级:
组长:
小组成员:
小组分工:(材料收集)
本次的作业将从以下的 5 点展开:
大众集团的概况
大众汽车的发展史简介
大众集团的企业文化与市场分析
大众汽车的营销战略
大众的品牌竞争与管理
一、大众集团的概况
1937 年 5 月 28 日,费尔迪南特·波尔舍在奔驰公司的支持下创建了大
众开发公司,同年 9 月改为大众汽车股份有限公司。大众汽车公司是德国最大也
是最年轻的汽车公司,是一家国际性集团公司,总部位于德国
沃尔夫斯堡的大众集团,是全球领先的汽车制造商之一,同时
也是欧洲最大的汽车生产商。在全球最大的汽车市场-西欧,
大约每 5 辆新车中就有 1 辆来自大众集团。
1965 年和 1969 年,大众公司购买了汽车联盟公司和内卡苏尔
姆汽车厂,专门生产“奥迪”轿车。1974 年,用新技术装备起来的新型“高尔
夫”车诞生。“高尔夫”车生产线 1983 年创下了在不足 5 个月的时间里生产 10
万辆轿车的世界纪录。截止 1988 年 6 月,累计生产 1000 万辆,成为取代“甲壳
虫”的畅销车种。1992 年 3 月,第三代高尔夫轿车开始在原东德厂房生产。
大众公司生产汽车以外,同时兼营汽车销售、汽车运输、汽车租赁、汽车信贷银
行以及住宅等。作为汽车产品,以生产大众型小轿车和轻型货车著称于世。其著
名汽车品牌有“甲壳虫”、“马球”、“高尔夫”、“奥见面礼 80”、“奥迪 100”、“奥
迪 200”、“海风”、“帕萨特”、“波尔舍”、“桑塔纳”、“捷达”等。
二、大众汽车的发展史简介
大众汽车
1937-1945
In 1936, manded to produce cheap cars which were available for
all the staffs. In 1937, “Gesellschaft zur Vorbereitung des Deutschen
Volkswagens mbH”(德语) was established. Then it was renamed as
“Volkswagen”, which means “folks” in English. And then in early 1938, the
output of “Volkswagen” had exceed that of Ford. During World War Two,
many prisoners of war were forced to work for “Volkswagen”. which raise the
production of it.
1945-1949
After World War Two, “Volkswagen” was under the control of the United
Kingdom. In the mid-June of 1945, the Volkswagen Beetle was put into mass
production.
1949-1960
Type 2 was put into production, which widen the corporation production
line. Volkswagen Bus, in other words, “VW Bully” led to the boom of pre-order.
In 1956, an independent production base “Transporter” was established in
Hanover.
1960-1980
Volkswagen Beetle(甲壳虫)
In 1972,2,17, Volkswagen Beetle broke the world record in automobile
production. In 1973, “Passat” was put into production. It produced under the
standard rules, which brought scale economy.
In 1974,1, the first “golf” appears. At the same year, the sport car o
was produced.
1980-1990
In 1983, the production of second-generation golf started. That kind of
cars were