丰田卡罗拉(【2011款】1.6LGL自动天窗版).doc

丰田卡罗拉
【2011款】 GL 自动天窗版
营销策划书
汽车与交通学院
汽服1002班
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目录
一、营销背景····································1
二、竞争分析····································1
1、竞争对手··································1
2、SWOT分析································1
三、消费者分析··································2
四、市场空间····································2
五、营销4P策略·································2
1、产品策略··································2
2、价格策略··································2
3、分销策略··································2
4、促销策略··································2
六、广告········································2
1、广告表现··································2
2、广告预算··································2
七、市场调查
····································3
1、调查时间、地点及对象(年龄30-35岁)·······3
2、调查方式··································3
3、具体问卷··································3
4、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