摘要随着居民消费能力的不断提升，汽车价格降幅的逐步稳定，汽车行业盈利能力将得到进一步提升，在现如今的车市中，SUV车型市场占的比重越来越大，已然成为众商家必争之地。自SUV出现以来，中国汽车行业发展态势迅猛，销量持续上涨。SUV具有着一些越野能力，同时还有着较大的空间，使得其不但可以自由穿梭城市间，还能拉人载货在去郊游。正因为SUV车型有诸多的优势，SUV汽车深受大众喜爱，满足了消费者的需求。但近两年涨幅较缓慢，这与外部环境密切相关，本文以广东市SUV市场为中心，对哈弗SUV的发展进行分析，找出存在的问题并提出相应策略，以促进广东SUV市场更好的发展。关键词：哈弗SUV；五力模型；竞争策略ABSTRACT：Withthecontinuousimprovementofresidents'spendingpower,thegradualdeclineinthepriceofautomobileswillgraduallystabilize,andtheprofitabilityoftheautoindustrywillbefurtherenhanced.Intoday'sautomarket,theproportionofSUVvehiclemarketisincreasing,andithasbecomeamust-seeforallbusinesses.Ground.SincetheadventoftheSUV,thedevelopmentoftheChineseautoindustryhasbeenrapidandsaleshavecontinuedtorise.TheSUVhassomeoff-roadcapabilities,butalsohasalotofspace,sothatitcannotonlyfreelyshuttlebetweencities,butalsopullpeopletocarrygoodsontheouting.BecauseSUVmodelshavemanyadvantages,SUVcarsarepopularandsatisfytheneedsofconsumers.However,theincreaserateinthepasttwoyearsisrelativelyslow,whichiscloselyrelatedtotheexternalenvironment.ThisarticlefocusesontheDongguanSUVmarket,analyzesthedevelopmentofHavalSUV,findsouttheexistingproblemsandproposescorrespondingstrategiestopromotebetterSUVmarketinDongguan.development.Keywords:HavalSUV;Fiveforcemodel;CompetitiveStrategy目录一、研究背景及意义..................................................5（一）研究背景..................................................5（二）研究意义..................................................5二、理论知识概述及研究方法..........................................6（一）竞争环境..................................................6（二）五力模型..................................................6三、广东市场宏观环境分析............................................7（一）广东市人口环境分析........................................7（二）广东市经济环境分析........................................7（三）广东市文化环境分析........................................81.教育水平...................................................92.宗教信仰...................................................93.价值观念...................................................94.消费习俗...................................................9四、广东哈佛SUV竞争环境分析-五力模型...............................9(一)现有SUV汽车企业之间的竞争..................................91.行业集中程度..............................................102.对手数量..................................................103.产品差异化................................................10(二)新进入者的威胁.............................................101.行业相关规定..............................................112.行业准入分析..............................................11（三）替代品的威胁.............................................11（四）买方议价能力分析.........................................11（五）卖方议价能力分析.........................................11五、广东哈佛SUV营销现状及存在的问题分析...........................12（一）广东哈佛SUV营销现状.....................................12（二）广东哈佛SUV营销存在的问题...........................
