文档介绍：学生毕业论文
题目: 比亚迪汽车营销策略分析
指导教师: 职称: 教授
学生姓名: 学号:
专业: 市场营销年级: 级
二〇一二年五月一日
比亚迪汽车营销策略分析
摘要
21世纪以来,中国汽车行业随着国内经济的迅速发展和加入WTO,全面融入世界经济,出现了爆炸式的增长。世界主要汽车跨国企业集团纷纷全面进入中国,国内原有的以三大汽车集团为首的汽车企业不断增资扩产。与此同时,民营资本也毫不犹豫地投入到这个行业中,行业蓬勃发展。比亚迪公司就是民营企业中的一员。随着消费者消费行为的成熟,和行业竞争的加剧,一个企业需要健康持续的发展,一个好的销售策略能把其企业产品带给消费者,来创造企业的核心竞争优势。比亚迪汽车公司业务正面临迅速增长的阶段,营销策略的选择和实施,对企业的发展起着关键性的作用。本文主要对比亚迪汽车公司业务的优势、劣势、机会、威胁进行了SWOT方法分析,同时对其目标市场,市场定位,产品策略,价格策略,分销渠道策略,促销策略进行分析。通过分析发现其中营销策略的不足之处,并予以探讨解决,提出建议;同时希望能够对其他汽车民族汽车企业的营销策略有一定的借鉴意义;更有利于我国民族汽车企业做强做大。
【关键词】:比亚迪汽车 SWOT分析营销策略建议
Abstract
21st century, the Chinese automotive industry with the rapid development of the domestic economy and accession to WTO, full integration into the world economy, there has been explosive growth. The world's major automotive multinational conglomerates have full access to the original three Automotive Group, led by panies continue to replenishment of expansion. At the same time, private capital did not hesitate to put into this industry, the industry is booming. BYD is a private enterprise. With the maturity of consumer behavior, and petition in the industry, an enterprise needs a healthy and sustainable development, a good sales strategy can its enterprise products to consumers, to create pany's petitive advantage. BYD pany's business is facing a rapid growth stage, the selection and implementation of marketing strategy plays a key role in the development of enterprises. In this paper, the business advantages of BYD Auto, weaknesses, opportunities, threats SWOT method of analysis, while its target market, market positioning, product strategy, pricing strategy, distribution channel strategy, marketing strategy analysis. The analysis shows that the inadequacies of one of the marketing strategy, and be to explore solutions and make mendations; also hope to be able to reference the other car national pany's marketing strategy; more conducive to China's national pany is bigger and stronger.
Keywords: BYD Auto SWOT analysis Market