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大眾4S店競爭壓力研究+SWOT分析

時間:2019-05-05 21:59來源:英語論文
Research on New Passat’s Promotional Strategies in Xuzhou Huachang 4S Store,英語論文大眾4S店競爭壓力研究+SWOT分析

Abstract In the first decade of 21st century, China has met a rapid economic development, and the living standard of people in our country has been greatly improved. People now put more focus on “Shelter” and “Transportation” on the basis that the problem related to “Cloth” and “Food” was mostly solved. On the aspect of “Transportation”, people now pursuit higher joy of personal car purchase, which stimulates the prosperity of car manufacture and service. At the same time, the competition among cars is fierce. New Passat, the latest model of Passat, which occupies a leader place in domestic B-Class cars and causes profound and lasting effects on the B-Class cars’ market, is the flagship of Shanghai-Volkswagen. Facing the tense situation, how to make the New Passat continue keeping the leader position is of great importance. The research on its promotion strategy is desperate to be conducted.   35214
In this paper, the author conducts a research on Huachang 4S store. First, the Michael Porter Five Forces Analysis Model is applied to analyze the pressure of competition. This helps to recognize deeply further more to relieve the pressure which has more impact on Huachang 4S store itself, thus to achieve long term development. Then the author lists New Passat’s promotion activities according to top-down personal sales and sales promotion together with down-top advertising and public relations. Then the author differentiates the internal factors (advantages and weaknesses) along with the external factors (opportunities and threats). After that, the author makes a SWOT analysis of these four factors and match the factors of internal and external to obtain four strategies in the following: SO strategy, ST strategy,WO strategy and WT strategy. These strategies can be used as a model for other Shanghai-Volkswagen 4S Store to make and operate the promotion strategies. In such a way, the research really means.
Key Words:new Passat    4S store   SWOT analysis    promotion strategies

源¥自%六:維;論-文'網=www.aftnzs.live


摘 要21世紀頭十幾年,中國的經濟飛速發展,人民的生活水平也得到極大的提高,國民已基本解決“衣食”問題,并把更多的關注投向“住”與“行”。其中,在“行”這一方面,國民開始追求個人更高層次的購車享受,這催生了我國汽車制造業和服務業的繁榮。諸多汽車品牌在市場上的競爭也日益激烈。新帕薩特是上海大眾汽車品牌中的旗艦車型帕薩特的新款,帕薩特在國內B級車中占據地位并對B級車市場產生了深遠影響。面對激烈的競爭,如何讓新帕薩特繼續保持領先地位顯得尤為重要。所以對它的促銷策略的研究也就呼之欲出。
本論文以徐州上海大眾華昌4S店為例,首先運用波特五力分析模型對該4S店的競爭壓力進行分析。便于深入了解并緩解對自身有著更大影響的壓力,使其獲取長期發展。其次,從自上而下的人員銷售和銷售促進以及自下而上的廣告促銷和公共關系四個方面依次列舉新帕薩特在華昌4S店的促銷活動,并對其進行SWOT分析,并將優勢和劣勢兩內部因素的任一因素與機會和威脅兩外部因素任一因素進行匹配。得出SO、 ST、WO、WT四個戰略,所得到的戰略為其他上海大眾帕薩特汽車4s店的市場促銷策略的制定和實施提供一些參考,此舉具有重大的意義。
畢業論文關鍵詞:新帕薩特     4S店     SWOT分析     促銷策略
Contents
Abstract    i
摘要    iii
Chapter One   Introduction    1
1.1 General statement of the paper    1
1.2 Research objectives and research significance    2 源¥自%六:維;論-文'網=www.aftnzs.live
1.2.1 Research objectives.2 大眾4S店競爭壓力研究+SWOT分析:http://www.aftnzs.live/yingyu/20190505/33066.html
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