上海大众汽车有限公司的市场发展策略研究
关键字：上海大众；汽车；发展策略；启示
Analysis of SVW Marketing Development Strategy
Abstract: Shanghai Volkswagen automobile co., LTD is a Sino-German joint venture enterprise. It was founded in March 1985,which was the first car joint venture in after the reform and opening up, after a second three periods of technical transformation project and asset acquisitions, Shanghai Volkswagen now has formed five major production area and the layout of a technology development center .It Is one of the largest car companies. In view of the Shanghai Volkswagen in their own development and outstanding performance and great success in market competition, in 2002 Sino-German joint venture, both parties have to renew the extension of the joint venture contract ahead of time, the cooperation term extension to 2030.
This paper analyzes the Shanghai Volkswagen competitive advantage in the market development and the development of Shanghai Volkswagen in response to the solution of the problem, hope for the development of Chinese automobile industry and the growth of enterprises to provide reference.
Key Words: Shanghai Volkswagen, car, development strategy, revelation
目录
前言 1
一、上海大众市场发展策略相关理论综述 2
(一)市场发展策略相关概念 2
1、市场发展策略的基本内涵 2
2、实施市场发展策略的途径 2
3、市场发展策略的指导作用 2
4、市场发展策略的特征 3
(二)市场发展策略分析 4
1、稳定型策略 4
2、成长型策略 5
3、收缩型策略 6
4、淘汰型策略 6
二、我国汽车行业市场发展现状及调研分析 7
(一)汽车行业市场发展现状 7
1、全球汽车行业市场的发展 7
2、我国汽车行业市场发展现状 8
(二)上海大众的相关介绍 8
1、上海大众的简介 8
2、上海大众的产品特点 8
3、上海大众的企业文化和公司愿景 9
(三)上海大众市场发展策略的市场调研和分析 10
1、调研的方法和内容 10
2、调研结果分析 11
三、上海大众市场发展策略具体分析 14
（一）上海大众市场发展策略 14
（二）上海大众市场发展策略存在的问题 16
四、从上海大众市场发展策略中得到的启示 16
(一)上海大众市场发展策略的成功之处 16
1、稳定型市场发展策略的成功之处 16
2、成长型市场发展策略的成功之处 17
(二)启示 18
结论 20
致谢 21
参考文献 22
附录：调查问卷及数据结果 23
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