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1、比亞迪汽車(chē)營(yíng)銷(xiāo)策略分析摘要21世紀(jì)以來(lái)，中國(guó)汽車(chē)行業(yè)隨著國(guó)內(nèi)經(jīng)濟(jì)的迅速發(fā)展和加入WTO，全面融入世界經(jīng)濟(jì)，出現(xiàn)了爆炸式的增長(zhǎng)。世界主要汽車(chē)跨國(guó)企業(yè)集團(tuán)紛紛全面進(jìn)入中國(guó)，國(guó)內(nèi)原有的以三大汽車(chē)集團(tuán)為首的汽車(chē)企業(yè)不斷增資擴(kuò)產(chǎn)。與此同時(shí)，民營(yíng)資本也毫不猶豫地投入到這個(gè)行業(yè)中，行業(yè)蓬勃發(fā)展。比亞迪公司就是民營(yíng)企業(yè)中的一員。隨著消費(fèi)者消費(fèi)行為的成熟，和行業(yè)競(jìng)爭(zhēng)的加劇，一個(gè)企業(yè)需要健康持續(xù)的發(fā)展，一個(gè)好的銷(xiāo)售策略能把其企業(yè)產(chǎn)品帶給消費(fèi)者，來(lái)創(chuàng)造企業(yè)的核心競(jìng)爭(zhēng)優(yōu)勢(shì)。比亞迪汽車(chē)公司業(yè)務(wù)正面臨迅速增長(zhǎng)的階段，營(yíng)銷(xiāo)策略的選擇和實(shí)施，對(duì)企業(yè)的發(fā)展起著關(guān)鍵性的作用。本文主要對(duì)比亞迪汽車(chē)公司業(yè)
2、務(wù)的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅進(jìn)行了SWOT方法分析，同時(shí)對(duì)其目標(biāo)市場(chǎng)，市場(chǎng)定位，產(chǎn)品策略，價(jià)格策略，分銷(xiāo)渠道策略，促銷(xiāo)策略進(jìn)行分析。通過(guò)分析發(fā)現(xiàn)其中營(yíng)銷(xiāo)策略的不足之處，并予以探討解決，提出建議；同時(shí)希望能夠?qū)ζ渌?chē)民族汽車(chē)企業(yè)的營(yíng)銷(xiāo)策略有一定的借鑒意義；更有利于我國(guó)民族汽車(chē)企業(yè)做強(qiáng)做大?！娟P(guān)鍵詞】：比亞迪汽車(chē)SWOT分析營(yíng)銷(xiāo)策略建議14Abstract21stcentury,theChineseautomotiveindustrywiththerapiddevelopmentofthedomesticeconomyandaccessiontoWTO,fullinte
3、grationintotheworldeconomy,therehasbeenexplosivegrowth.Theworld'smajorautomotivemultinationalconglomerateshavefullaccesstotheoriginalthreeAutomotiveGroup,ledbyautocompaniescontinuetoreplenishmentofexpansion.Atthesametime,privatecapitaldidnothesitatetoputintothisindustry,theindustryisbo
4、oming.BYDisaprivateenterprise.Withthematurityofconsumerbehavior,andincreasedcompetitionintheindustry,anenterpriseneedsahealthyandsustainabledevelopment,agoodsalesstrategycanitsenterpriseproductstoconsumers,tocreatethecompany'scorecompetitiveadvantage.BYDAutoCompany'sbusinessisfacingara
5、pidgrowthstage,theselectionandimplementationofmarketingstrategyplaysakeyroleinthedevelopmentofenterprises.Inthispaper,thebusinessadvantagesofBYDAuto,weaknesses,opportunities,threatsSWOTmethodofanalysis,whileitstargetmarket,marketpositioning,productstrategy,pricingstrategy,distributionc
6、hannelstrategy,marketingstrategyanalysis.Theanalysisshowsthattheinadequaciesofoneofthemarketingstrategy,andbetoexploresolutionsandmakerecommendations;alsohopetobeabletoreferencetheothercarnationalcarcompany'smarketingstrategy;moreconducivetoChina'snationalcarcompanyisbiggerandstronger.
7、Keywords：BYDAutoSWOTanalysisMarketingstrategyrecommendations14目錄中文摘要Abstract一、比亞迪汽車(chē)簡(jiǎn)介4二．汽車(chē)行業(yè)分析4三、比亞迪營(yíng)銷(xiāo)策略5（一）swot分析5（二）市場(chǎng)細(xì)分....................................................................................................................6（三）目標(biāo)市場(chǎng)6（四）市場(chǎng)定位..............................
