一汽奥迪客户群体分析及营销对策
目 录
摘 要 -- --------------------------------------------------------------------------6
第一章、绪 论---------------------------------------------------------------------7
第二章、奥迪品牌在中国的市场分析--------------------------------------------8
第三章、奥迪汽车各类车型的特性分析-----------------------------------------12
第四章、奥迪汽车各类车型客户群体特征分析---------------------------------14
第五章、奥迪汽车销售与宝马奔驰品牌销售的对比分析-----------------------16
第六章、奥迪汽车在目前市场遇到的问题和挫折分析------------------------- 18
第七章、奥迪汽车中国市场面对市场现状营销策略分析-----------------------20
第八章、奥迪车未来的发展方向分析--------------------------------------------22
第九章、总结----------------------------------------------------------------------25
第十章、参考文献-----------------------------------------------------------------26
第十一章、致谢--------------------------------------------------------------------27
摘要：近些年中国汽车市场风云变化。如今中国汽车市场规模已超过一千万辆，正式跃升为全球第一大汽车市场。高档车市场增幅显著，在表现低迷的全球高档车市场中一枝独秀。作为进入高档品牌奥迪来说，面对快速发展的中国市场，面对高档车市场日益激烈的竞争，如何继续保持甚至进一步扩大其在中国高档车市场的优势，奥迪面临着怎样的机遇及挑战，又会以什么营销战略应对？
本文从分析奥迪品牌的背景及其在中国市场的状况入手，对奥迪品牌在中国的处境展开论述，并解析了奥迪品牌在中国市场的优势和劣势以及其所面临的机遇和威胁，最后对奥迪在中国高档车市场所运用的产品、品牌、促销、价格、服务等基本营销策略及其所发挥的作用进行了分析，得出了相应结论以及奥迪品牌在中国未来的发展战略。
关键词：奥迪；品牌；营销策略；市场定位；
Faw audi client group analysis and marketing strategy
Abstract: in recent years, China's auto market situation changes. The size of the market has more than ten million cars in China now, formally to become the first in the world's largest car market. High-end car market growth significantly, in the performance of global high-end car market. As to a premium brand audi, facing the rapid development of the Chinese market, face the prestige car market increasingly fierce competition, how to continue to maintain or even further expand its the advantage of the luxury car market in China, audi is facing what kind of opportunities and challenges, and to respond to what marketing strategy?
Based on the analysis of the background of the audi brand and its status in the Chinese market, the audi brand and discussing the situation in China, and analyze the advantages and disadvantages of the audi brand in the Chinese market and the opportunities and threats faced by the last on the use of the audi in China high-end market place product, brand, promotion, price, service and other basic marketing strategy and its role is analyzed, the corresponding conclusion and the audi brand in China's future development strategy.
Keywords: audi; Brand; Marketing strategy; Market positioning;
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