徐州润东集团铜山区北京现代4S店营销策划书.doc

徐州润东集团铜山区
北京现代4S店
营销策划书


团队: 猎手队
队员: 张婷沈凤祥马晓晓
学校: 徐海学院
专业: 市场营销09-2班
论文题目:徐州润东北京现代铜山4S店营销现状分析及对策研究
指导教师: 唐飞职称: 副教授


2011年6月徐州
摘要
随着全球贸易的发展,中的大幅度提升,而世界各国的轿车产业代表争相涌到中国来抢市场,韩国现代汽车公司就是其中之一。面对日趋成熟的汽车行业市场,各大品牌的竞争其实是相当大的,尤其是后来加入该行业的竞争者。
位于徐州铜山新区的北京现代汽车4S店,是徐州润东集团旗下的一家分店,是近二年才起步的,而早在七年前已有一家同品牌的汽车4S服务店立足于徐州两山口,亦属于徐州润东集团,因此新店的销售状况并不乐观,而它的地理位置也不佳,周围交通也不是很方便,总体知名度不高,为解决这些问题,本文特针对铜山新区4S店的营销模式进行了讨论研究,并尝试性的制定了一系列的营销策略。
本文第一部分是对市场的分析,第二部分是制定的营销策略,第三部分是行动计划的步骤及流程。
ABSTRACT
With the development of global trade, greatly enhance the level of the Chinese economy, and industry representatives around the peting cars rushed to the ing into the market, Hyundai pany is one of them.
Faced with increasingly mature market, the automotive industry, the major petition is actually quite large, especially the later joined the petitors.
Copper Mountain is located in Xuzhou New District, Beijing Hyundai Motor 4S shop, Xuzhou Rundong Group, a branch was started nearly two years before, and as early as seven years ago there was a service with the store-brand cars based on the Xuzhou 4S two Yamaguchi, also belongs to Xuzhou pany, it is not optimistic about the new store's sales, but its location is also good, is not very convenient to surrounding traffic, the overall profile is not high, to solve these problems, especially for the Copper Mountain Area 4S shop of marketing model are discussed, and try to develop a series of marketing strategies.
This first part is the analysis of the market, the second part is to develop marketing strategy, and the third part is the plan of action steps and processes.
目录
市场分析------------------------------------------------------5
(一) 企业目标和任务--------------------------------------------5
(二) 市场现状和策略--------------------------------------------5
(三) 主要竞争对手及其优势-------------------------------------5
(四) 营销外部环境分析-----------------------------------------5
(五) 内部环境分析---------------------------------------------6
二、营销策略---------------