【摘要】：保時(shí)捷作為德系高端乘用車(chē)的代表,進(jìn)入中國(guó)市場(chǎng)不久,就取得了較好的業(yè)績(jī)。雖然中國(guó)現(xiàn)今的汽車(chē)產(chǎn)業(yè)發(fā)展還不夠成熟,但是中國(guó)的汽車(chē)消費(fèi)者對(duì)于德系高端乘用車(chē)卻是極其親睞的,所以研究德系高端乘用車(chē)保時(shí)捷在呼和浩特汽車(chē)市場(chǎng)發(fā)展和營(yíng)銷(xiāo)策略就顯得有很強(qiáng)的研究?jī)r(jià)值。本論文圍繞著“以市場(chǎng)為導(dǎo)向”,從高端乘用車(chē)所處行業(yè)的大環(huán)境出發(fā),并且結(jié)合呼和浩特地區(qū)高端乘用車(chē)行業(yè)各大品牌高端乘用車(chē)營(yíng)銷(xiāo)策略的具體情況,對(duì)其發(fā)展變化和未來(lái)趨勢(shì)進(jìn)行了有效的預(yù)測(cè)估計(jì),尤其是對(duì)呼和浩特高端乘用車(chē)市場(chǎng)進(jìn)行了較為全面的分析和研究,根據(jù)行業(yè)特點(diǎn)和大品牌自身的特點(diǎn),深入了解在同行業(yè)如此激烈的市場(chǎng)競(jìng)爭(zhēng)環(huán)境下,運(yùn)用了4P、4C理論結(jié)合SWOT分析方法,對(duì)保時(shí)捷在呼和浩特高端乘用車(chē)市場(chǎng)目前的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅進(jìn)行了深入剖析,相應(yīng)的對(duì)呼和浩特保時(shí)捷銷(xiāo)售中心的營(yíng)銷(xiāo)策略進(jìn)行總結(jié),為下一步的市場(chǎng)營(yíng)銷(xiāo)策劃提供了可靠依據(jù)。在創(chuàng)新保時(shí)捷營(yíng)銷(xiāo)策略的同時(shí),明確品牌的目標(biāo)市場(chǎng)和市場(chǎng)定位,以其現(xiàn)有的產(chǎn)品策略、定位策略、分銷(xiāo)渠道策略,品牌傳播策略進(jìn)行了詳細(xì)的闡述,創(chuàng)新關(guān)系營(yíng)銷(xiāo)和服務(wù)營(yíng)銷(xiāo)的新方法作為補(bǔ)充,系統(tǒng)的闡明了保時(shí)捷的營(yíng)銷(xiāo)組合策略。汽車(chē)在現(xiàn)今社會(huì)已經(jīng)作為一種普通的交通工具被廣大百姓所接受,隨著國(guó)民經(jīng)濟(jì)收入的逐年增長(zhǎng)和消費(fèi)需求的不斷升級(jí),在過(guò)去的幾年中,具有百年歷史的德系三大高端乘用車(chē)占據(jù)的市場(chǎng)份額高達(dá)76%,在這種日益激烈的市場(chǎng)競(jìng)爭(zhēng)中,會(huì)使高端乘用車(chē)汽車(chē)品牌進(jìn)入門(mén)檻提高。論文分五部分進(jìn)行分析,對(duì)呼和浩特高端乘用車(chē)行業(yè)市場(chǎng)的現(xiàn)狀進(jìn)行研究分析如:2013年呼和浩特汽車(chē)市場(chǎng)產(chǎn)銷(xiāo)量同比增長(zhǎng)分別為0.78%和3.2%,與2011年的2.9%和3.7%相比出現(xiàn)大幅下降,但在2013年高端乘用車(chē)市場(chǎng)依然保持了高增長(zhǎng)的勢(shì)頭,3.9%的增速達(dá)到了乘用車(chē)整體增速的4倍。這似乎預(yù)示著呼和浩特汽車(chē)行業(yè)進(jìn)入了一個(gè)新的階段,展示了高端乘用車(chē)汽車(chē)品牌銷(xiāo)售進(jìn)程,而高端車(chē)乘用車(chē)細(xì)分市場(chǎng)的爭(zhēng)奪也日趨激烈。保時(shí)捷高端乘用車(chē)呼和浩特地區(qū)宏觀營(yíng)銷(xiāo)環(huán)境(PEST)分析主要從以下幾個(gè)方面展開(kāi):政治環(huán)境,經(jīng)濟(jì)環(huán)境,社會(huì)文化環(huán)境,技術(shù)環(huán)境。并且對(duì)其在優(yōu)勢(shì)、劣勢(shì),機(jī)遇以及威脅方面進(jìn)行了分析,通過(guò)SWOT分析可以判斷出,呼和浩特市保時(shí)捷公司面臨的內(nèi)部劣勢(shì)較嚴(yán)重,同時(shí)外部機(jī)會(huì)多,因此應(yīng)當(dāng)初步考慮減少內(nèi)部劣勢(shì),抓住機(jī)會(huì)取得進(jìn)一步發(fā)展。
[Abstract]:Porsche as the representative of German high-end passenger cars, soon after entering the Chinese market, has made good performance. Although China's current auto industry is not mature enough, Chinese automobile consumers are extremely fond of German high-end passenger cars. So the study of Porsche in Hohhot auto market and marketing strategy is of great value. This paper revolves around "taking the market as the direction", embarks from the big environment of the high end passenger car industry, and unifies the Huhhot area high end passenger car industry each big brand high end passenger car marketing strategy concrete situation, This paper makes an effective prediction and estimation of its development, changes and future trends, especially makes a more comprehensive analysis and study on the market of high-end passenger cars in Hohhot, according to the characteristics of the industry and the characteristics of the big brands themselves. Under such a fierce market competition environment in the same industry, using the 4PLi 4C theory combined with the SWOT analysis method, this paper makes an in-depth analysis of Porsche's current strengths, weaknesses, opportunities and threats in the high-end passenger car market in Hohhot. The corresponding marketing strategy of Hohhot Porsche sales Center is summarized, which provides a reliable basis for the next marketing planning. At the same time of innovating Porsche marketing strategy, the target market and market positioning of the brand are defined, and its existing product strategy, positioning strategy, distribution channel strategy, brand communication strategy are elaborated in detail. Innovative relationship marketing and service marketing as a supplement, a systematic explanation of Porsche's marketing mix strategy. Automobile has been accepted by the masses of the people as a kind of ordinary means of transportation in the present society. With the annual growth of national economic income and the continuous upgrading of consumer demand, in the past few years, The market share of Germany's three major high-end passenger cars with a history of 100 years is as high as 76. In this increasingly fierce market competition, the entry threshold of high-end passenger car brands will be raised. The paper is divided into five parts to analyze the current situation of the high end passenger vehicle market in Hohhot, such as: in 2013, the growth of the automobile market in Hohhot is 0.78% and 3.2% respectively, which is significantly lower than that in 2011 (2.9% and 3.7%). But in 2013, the high-end passenger car market maintained a high growth momentum of 3.9 percent, four times the overall growth rate for passenger cars. This seems to herald a new phase in the Hohhot auto industry, demonstrating the pace of high-end passenger car brand sales and the growing competition for a segment of the high-end passenger car market. The (PEST) analysis of macro marketing environment in Hohhot area of Porsche high-end passenger car is mainly carried out from the following aspects: political environment, economic environment, social and cultural environment, and technical environment. It also analyzes its strengths, weaknesses, opportunities and threats. Through SWOT analysis, it can be concluded that Hohhot Porsche Company is facing a serious internal disadvantage and many external opportunities. Therefore, we should initially consider reducing internal disadvantages and seize the opportunity to achieve further development.
【學(xué)位授予單位】：內(nèi)蒙古財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F416.471

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本文編號(hào)：2173096