文档介绍：汽车销售 成功汽车营销案例的分析与借鉴
毕 业 论 文(设 计)
成功汽车营销案例的分析论文(设计)题目:
与借鉴
所属系别
专业班级
姓 名
学 号
指导教师
撰写日期 2012 年 12 月
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摘 要
在今天经济全球化和信息化迅猛发展的时代，企业间的竞争更激烈，将与国外汽车企业巨头争夺国内汽车市场，而由于技术、体制、机制上因素，我国汽车企业普遍缺乏品牌竞争力。这些都要求我国汽车企业尽快建立起符合市场机制和国际规范的经营体制和管理模式，及时制定相应策略，提高企业的整体竞争力。
本文通过对营销管理理论的论述以及对一汽大众的营销管理工作进行了较全面的分析和研究，进行横向和纵向比较，深刻地认识到营销管理水平对企业的综合竞争能力的深远影响，同时也提到了一些营销管理的改进意见，它们对提高公司整体的营销管理水平有一定的帮助和借鉴意义。
关键词:大众汽车;营销策略;借鉴;改进意见
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Abstract
In today of economic globalization and information era of rapid development, the competition between the enterprise will be more intense, with foreign automobile enterprises tycoon to contend for the domestic automobile market, and as a result of technology, system, mechanism, automobile enterprises of our country are generally lack of brand competitiveness. All these require our automobile enterprises as soon as possible establishes conforms to the market mechanism and the international standardized management system and management mode, timely formulate corresponding strategy, improve the overall competitiveness of enterprises.
Based on the marketing management theory as well as the FAW-Volkswagen marketing management the job undertook more comprehensive analysis and research, for horizontal and vertical comparison, a profound understanding of the marketing management level to the enterprise 's comprehensive competitive ability of far-reaching influence, at the same time also mentioned some marketing management improvement, to improve the company's overall marketing management level has certain help and reference significance.
Key words: Volkswagen; marketing strategy; reference; suggestions for improvement
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目 录
1 引言 ...............................................................................................................................1 2 一汽大众的营销状况 ....................................................................................................1
一汽大众的简介 .......................................................