文档介绍：摘要随着逐步增高,我国的汽车市场保持快速发展的势头,人们的汽车消费多元化使生产皮卡和多功能车( SUV )的汽车生产厂商看到了希望。另一方面,钢铁价格上涨,石油资源短缺,城市皮卡限行等因素使这些厂商在发展的路上充满了挑战。长城汽车股份有限公司作为全国最大的皮卡生产厂商如何才能在激烈的市场竞争中保持领先地位,本文通过对长城汽车进行宏观环境分析、微观环境分析和企业内部环境分析,运用 SWOT 分析方法,找出长城汽车存在的优势和劣势,面临的挑战和机遇,并针对其劣势和挑战提出了一系列的营销策略。关键字长城汽车;环境分析; SWOT 分析;营销策略 Abstract W ith the quick ly development of national economy, the e level of people increase the high automobile market ofour country step by step maintain the impetus of fast development, the automobile consumer diversity of people make production skin block with multifunction vehicle (SUV) automobile manufacturer business have seen hope. On the other hand, steel price rising, petroleum resource shortage, city leather card limit to trip etc. factor make these manufacturers be developing have filled with challenge on the road. The automobile inc. of the Great Wall block manufacturer business as nation-wide biggest skin how to then can keep in intense petition is in the lead position, This paper utilizes SWOT analysis method through carrying out macroscopic environmental analysis, micro-environment analysis and enterprise internal environmental analysis for the automobile of the Great Wall, finds out the inferior position and advantage that the automobile of the Great Wall has, is faced with, challenge and good fortune, and according to its inferior position and challenge, have put forward a series of sale strategy. Key words the automobile of Great Wall Environmental analys is SWOT analysis Sale strategy 目录摘要........................................................................................................................ I Abstract .................................................................................................................... II 绪论........................................................................................................................ 1 (一)课题研究背景......................................................................................... 1 (二)课题