摘要摘要随着国民经济的迅速发展,人们的收入水平逐步增高,我国的汽车市场保持快速发展的势头,人们的汽车消费多元化使生产皮卡和多功能车(SUV)的汽车生产厂商看到了希望。另一方面,钢铁价格上涨,石油资源短缺,城市皮卡限行等因素使这些厂商在发展的路上充满了挑战。长城汽车股份有限公司作为全国最大的皮卡生产厂商如何才能在激烈的市场竞争中保持领先地位,本文通过对长城汽车进行宏观环境分析、微观环境分析和企业内部环境分析,运用SWOT分析方法,找出长城汽车存在的优势和劣势,面临的挑战和机遇,并针对其劣势和挑战提出了一系列的营销策略。关键字长城汽车;环境分析;SWOT分析;营销策略I摘要AbstractWiththequicklydevelopmentofnationaleconomy,theincomelevelofpeopleincreasethehighautomobilemarketofourcountrystepbystepmaintaintheimpetusoffastdevelopment,theautomobileconsumerdiversityofpeoplemakeproductionskinblockwithmultifunctionvehicle(SUV)automobilemanufacturerbusinesshaveseenhope.Ontheotherhand,steelpricerising,petroleumresourceshortage,cityleathercardlimittotripetc.factormakethesemanufacturersbedevelopinghavefilledwithchallengeontheroad.Theautomobileinc.oftheGreatWallblockmanufacturerbusinessasnation-widebiggestskinhowtothencankeepinintensemarketcompetitionisintheleadposition,ThispaperutilizesSWOTanalysismethodthroughcarryingoutmacroscopicenvironmentalanalysis,micro-environmentanalysisandenterpriseinternalenvironmentalanalysisfortheautomobileoftheGreatWall,findsouttheinferiorpositionandadvantagethattheautomobileoftheGreatWallhas,isfacedwith,challengeandgoodfortune,andaccordingtoitsinferiorpositionandchallenge,haveputforwardaseriesofsalestrategy.KeywordstheautomobileofGreatWallEnvironmentalanalysisSWOTanalysisSalestrategyII目录目录摘要........................................................................................................................IAbstract....................................................................................................................II绪论........................................................................................................................1(一)课题研究背景............................................1(二)课题研究的目的和意义....................................1(三)课题研究的结构和方法....................................2一、长城汽车简介..................................................................................................3(一)企业规格................................................3(二)产品品种................................................3(三)发展历程................................................3二、长城汽车营销环境分析..................................................................................5(一)宏观环境分析............................................51.法律政策因素...........................................52.经济因素...............................................63.自然因素...............................................74.技术因素...............................................85.文化因素...............................................8(二)微观环境分析............................................91.消费者.................................................92.竞争者................................................103.分销渠道..............................................124.公众..................................................13(三)内部环境分析...........................................141.制造能...