寶來轎車上海市場(chǎng)的營銷策略研究.pdf

1、復(fù)旦大學(xué)碩士學(xué)位論文寶來轎車上海市場(chǎng)的營銷策略研究姓名：鄭飛申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：工商管理指導(dǎo)教師：劉剛20030430012025353鄭飛寶來轎車上海市場(chǎng)的營鋪策略研究WithChina’sentryintoWTO，theinternationalautomotivemagnateswillacceleratetoenterintoChineseautomarketandenhancetheforceofmarketpenetra

2、tionactionsThiswilldramaticallychangethecompetitionsituationofChineseautomotivemarketAtthesametime，itwillbringChineseautomotiveindustryandmarketintotheglobalautomotiveindustrysystemandmarketsystemUndertheseconditions，the

3、Chineseautomotiveproducersmuststudytheadvancingautomotivemarketingtheoriesandexperiencestodeveloptheirowncolecompetence，whichwillhelpthemtohavetheinitiativeinfuturecompetitionIn2002”ar，alltheautomotiveproducersputinagrea

4、tdealofhumanresource，materialrcgourceandmoneytomarkettheirproductsTheFaw—Vwcompanylaunchedanewcar_BomItwascalled‘TheFirstDrivers’CarinChina’ThiscarhasgreatdifferencesfromotherexistingcarsBecauseithasanewconceptofprivatec

5、arandprovideanewchoiceforcustomerswhohaveindividualneedsInthefirstpartofthisthesis，themarketingandcompetitionenvironmentofShanghaicarmarketareintroducedandanalyzedInthesecondpart，themarketingstrategyandactionsofBorainSha

6、nghaiin2002yearareintroduced，studiedandanalyzedAndthreemainproblemsofthestrategyareconcluded：notappropriatecriterionsofpositioningnotexacttargetingandpositioningtoabstractconceptofbrandFinallyaccordingtothebasicconceptof