宝骏宝马专营店营销策略及问题研究.doc

毕业论文
题目: 宝骏宝马专营店营销策略及问题研究系别: 工商管理系专业: 市场策划
学生姓名: 何嘉麒
学号: 091033059
导师: 高凯



二〇一三年四月
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宝骏宝马专营店营销策略及问题研究

[论文摘要]
近年来,在汽车总体销售发展低迷之际,豪华车市场一枝独秀。在豪车阵营当中,增长速度最快要数宝马。深圳是中国改革开放最早的城市,也一直是国内经济的方向标。在深圳地区最具影响力的宝马4S店要数宝骏。因此,通过剖析宝骏,进而了解宝马经销商的营销策略,成为本文的出发点。本文通过结合宏观经济环境和微观经济环境,综合分析、确定出宝骏宝马的强项,弱势,机会,威胁,进而剖析现行的营销战略及策略4P。最后,对营销策略的实施不足提出合理性建议。
[关键词]
定位;营销策略;营销问题
[Abstract]
In recent years, the downturn in the car overall sales development, the luxury car market is thriving. Among the luxury car camp, the fastest growing number of BMW. SHENZHEN is the first city in China's reform and opening up, the direction of the domestic economy has been marked. BMW 4S shop in SHENZHEN region's most influential number BAOJUN. Therefore, by analyzing BAOJUN then to understand the marketing strategy of the BMW dealer, became the starting point of this article. In this paper, bining the macroeconomic environment and micro-economic environment, prehensive analysis of the to determine BAOJUN BMW's strengths, weaknesses, opportunities and threats, and then analyze the current marketing strategy and strategy 4P. Finally, the implementation of the marketing strategy is insufficient to make reasonable suggestions.
[Key words]
Positioning;marketing strategy;marketing issues
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