广汽传祺GS8产品营销策略分析与建议摘要近十几年来，汽车工业飞速发展，在汽车销量激增的同时，汽车生产企业数量也迅速增长，面对激烈复杂的汽车市场营销环境，各汽车生产企业通过不断推出新车型、提高产品质量的方式力争在汽车市场占据市场份额。随着消费者的消费观念逐渐走向成熟，仅仅依靠优质创新的产品并不能使企业在市场中占有一席之地，汽车生产企业还需要关注汽车市场营销管理的研究，精确定位企业的目标客户群体，将消费者的需求与企业产品相契合，提高企业的市场竞争力以及营销管理水平。本文以广汽传祺GS8的营销策略为研究主题，分析汽车市场营销环境，结合STP战略及相关营销理论，根据传祺GS8产品的特点，综合分析国内自主品牌汽车的市场现状，准确定位企业的目标市场，同时利用4P理论，从产品、价格、渠道和促销策略等方面对传祺GS8进行全面分析，了解目前传祺GS8在国内市场上营销战略及策略的表现，总结现阶段存在的问题，并结合实际，吸取对手的成功经验，对其今后的营销策略提出一些建议，借此提高传祺GS8的销量，提高企业的市场占有率，为其他汽车厂商开展上市营销活动起到借鉴作用。关键词营销策略传祺GS8STP分析4P分析1AnalysisandSuggestionsonMarketingStrategyofTrumpchiGS8AbstractWiththerapiddevelopmentofautomobileindustryinrecenttenyears,whilethecarsalesincreasesharply,thenumberofcarmanufacturersisalsogrowingrapidly.Infaceofthefierceandcomplicatedautomotivemarketingenvironment,theautomobilemanufacturesstrivetooccupythemarketsharebylaunchingnewmodelsandimprovingproductquality.Withtheconsumer'sconsumptionconceptgraduallybeingmature,inordertogetapieceofthemarket,automobilemanufacturersshouldnotonlymakehigh-qualityandinnovativeproducts,butalsoimprovetheirmarketcompetitivenessandmarketingmanagementlevel.Forachievingthat,theyshouldfocusonautomotivemarketingmanagementresearch,accuratelypositionthetargetcustomergroupsandmaketheproductsofenterprisesfitintotheneedsofcustomers.Inthispaper,takingthemarketingstrategyofTrumpchiGS8astheresearchtheme,analyzedtheautomobilemarketingenvironment,combinedwithSTPstrategyandrelatedmarketingtheories,tomakeacompositeanalysisofthemarketsituationofthedomesticself-brandcarandaccuratelypositionthetargetmarketaccordingtothecharacteristicsofTrumpchiGS8products.Atthesametime,using4Ptheory,analyzedTrumpchiGS8fromfourpartsofproduct,price,channelandmarketingstrategytounderstanditscurrentperformanceinthedomesticmarket.Atlast,summeduptheexistingproblems,combinedwiththeactual,andlearnedfromthesuccessfulexperienceofopponents,gavesomesuggestionsinitsfuturemarketingstrategytoimprovethesalesandthemarketshare.Moreover,playareferenceroletootherautomanufacturerswhilecarryingoutmarketingactivities.2KeywordsMarketingstrategyTrumpchiGS8STPanalysis4Panalysis3目录第一章绪论.......................................................51.1研究背景......................................................51.2研究目的及意义................................................51.3主要研究内容与方法............................................6第二章汽车市场环境分析.........................................72.1宏观环境分析..................................................72.1.1政治法律环境..............................................72.1.2经济环境..................................................82.1.3社会环境..................................................92.1.4技术环境..................................................92.2汽车市场行业内环境分析.......................................102.2.1我国当前SUV车型市场状态.................................102.2.2我...
