奇瑞QQ营销策略研究目录奇瑞QQ营销策略研究....................................................................................................................8摘要................................................................................................................................................8CHERYAUTOMOBILELIMITEDMARKETINGSTRATEGYRESEARCH................................................9ABSTRACT........................................................................................................................................91绪论..........................................................................................................................................111.1研究背景....................................................................................................................................111.2研究的意义................................................................................................................................121.3研究的思路和方法...................................................................................................................122理论综述...................................................................................................................................122.1营销策略基本理论....................................................................................................................122.1.14Ps营销战略计划..........................................................................................................132.1.27Ps服务营销(Service-Marketing).............................................................................132.1.36Ps大营销（Mega-Marketing）...................................................................................142.2创新性的营销观........................................................................................................................152.2.1网络营销...........................................................................................................................152.2.2个性化营销........................................................................................................................152.2.3创新营销............................................................................................................................162.2.4整合营销...........................................................................................................................163奇瑞企业内外部营销环境分析..................................................................................................173.1奇瑞外部营销环境分析............................................................................................................173.1.1宏观环境分析....................................................................................................................173.1.2行业环境和竞争对手分析................................................................................................213.2奇瑞内部营销环境分析...........................................................................................................253.2.1公司资源情况分析............................................................................................................253.2.2企业管理能力分析....................................................................................
