文档介绍：丰田卡罗拉【2011款】、营销背景····································1二、竞争分析····································11、竞争对手··································12、SWOT分析································1三、消费者分析··································2四、市场空间····································2五、营销4P策略·································21、产品策略··································22、价格策略··································23、分销策略··································24、促销策略··································2六、广告········································21、广告表现··································22、广告预算··································2七、市场调查····································31、调查时间、地点及对象(年龄30-35岁)·······32、调查方式··································33、具体问卷··································34、附件······································3八、营销目标····································3九、备注········································3一、营销背景在不久的将来,开车将会是人们普遍掌握的生活技能,轿车也不再是特权人士的标志,而将是人们出门的代步工具。随着汽车工业的迅猛发展以及汽车消费的迅速普及,汽车终究会成为一种代步工具进入千家万户,就像冰箱、彩电一样成为我们生活的必需品。二、竞争分析1、竞争对手:竞争对手仍然是来自大众速腾、本田思域、斯柯达明锐等车型,新卡罗拉比较偏向于家用、偏重舒适性的三厢紧凑级轿2、SWOT分析:优势:外观方面,新车和海外改款卡罗拉基本相同。中网采用镀铬材质、雾灯附近的造型、大灯以及保险杠的造型也略有不同;车尾部分尾灯(增加镀铬装饰)和后包围也有了不同。在车身颜色方面新车也新增加了一种银色,变为6种颜色;另外新车的轮毂样式也有增加。配置方面,新车最大的变化就是全系标配了刹车优先系统。低配车型上也配有了USB等接口。劣势:电动天窗、手动式后窗遮阳帘、VSC车身稳定性控制系统、大灯自动控制系统、带倒车影像的倒车雷达、定速巡航控制系统等配置低配车型上不全。机会:外观好看、省油、舒适,这几点是买车人一般较看重的地方威胁:没有后防撞钢架,车