第1页共62页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共62页目录_Toc292986949前言......................................................4第一部分：市场综述........................................6一、市场背景：..........................................61.1中国汽车市场大背景：............................61.2一汽大众速腾品牌汽车的市场背景..................71.3速腾历史........................................9二、竞争分析：........................................102.1产品状况.......................................102.2确定竞争对手...................................112.3五力模型.......................................112.4主要竞争对手基本情况：..........................32.5政策法规........................................32.6政策补贴........................................3三、市场空间..........................................14四、一汽大众速腾SWOT分析..............................15五、营销4P策略.......................................165.1产品策略.......................................165.2定价策略.......................................195.3分销策略.......................................205.4促销策略.......................................21第2页共62页第1页共62页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共62页六、消费者分析........................................236.1现有消费者分析.................................236.2目标消费者分析.................................23七、售后服务..........................................24第二部分:品牌宣传及活动..................................26一、品牌宣传及广告策划................................261.1广告目标.......................................261.2广告主题及广告.................................261.3广告对象及广告地域.............................261.4广告媒体策略...................................261.5广告媒体选择...................................27二、活动安排..........................................29活动一：一汽大众新年的第一声谢店头冷餐活动............291.1：活动简介......................................291.2：活动目标......................................291.3：活动内容及流程................................291.4：前期准备......................................301.5：费用预算......................................33活动二、2013一汽大众速腾携手中国人民银行大型团购活动.342.1：活动简介.......................................32.2：媒体支持.......................................3第3页共62页第2页共62页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第3页共62页2.3：商务政策及相关话术.............................32.4：活动目标.......................................32.5：活动流程.......................................32.6：前期准备.......................................32.7：费用预算：....................................46附表......................................................3附表1活动调查....................................47一、调查时间.................................3二、调查地点及对象（年龄25—50）.............3三、调查方式.................................3四、具体问卷.................................3附表2速腾车满意度调查............................51附表3业绩表......................................52参考文献...........................................53第4页共62页第3页共62页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第4页共62页前言随着家用汽车的实用性越来越为市...
