1中文摘要 在当前国内轿车市场竞争激烈的情况下，通过对竞争对手、企业营销现状和市场需求的全面分析，进行准确的市场定位，提出有效的营销策略，实现营销创新，对企业发展至关重要。本文采用理论联系实际的方法，在对企业进行深入剖析的基础上，综合运用营销管理理论，通过运用 SWOT 分析法对东风悦达起亚开展市场营销所面临的内外部环境的优势与劣势进行分析，对不足之处提出了解决措施。在全面分析轿车行业国内外市场环境的基础上，通过对企业营销现状的系统分析，进行市场细分和目标市场的选择，从产品策略、价格策略、渠道策略、促销策略等方面，提出适合东风悦达起亚轿车产品特点的市场营销策略，从而促进东风悦达起亚汽车有限公司的快速发展。关键词：轿车市场 SWOT 营销策略2AbstractIn the case of the current domestic car market competition is intense, through the competition, the enterprise marketing present situation and the comprehensive analysis of market demand, to carry on the accurate market positioning, put forward effective marketing strategy, make innovations in marketing is very important to enterprise development. This article adopts the method of theory with practice, the enterprise on the basis of in-depth analysis, the integrated use of marketing management theory, through the SWOT analysis of dongfeng yueda kia in internal and external environment facing the marketing advantages and disadvantages were analyzed, and the deficiency in solving measures are put forward. In the comprehensive analysis of the car industry at home and abroad on the basis of market environment, through the analysis on the current status of the enterprise marketing system, market segmentation and target market selection, from the product strategy, price strategy, channel strategy, promotion strategy, etc., put forward suitable for dongfeng yueda kia sedan marketing strategy of product features, so as to promote the rapid development of dongfeng yue...
