阿克苏猎豹汽车的营销分析
摘要：阿克苏猎豹是猎豹汽车公司在阿克苏首投资项目：本文介绍了阿克苏猎豹的销售模式和销售现状，认为该销售模式不合理，广告宣传效果不足，外扩模式不合理，内部管理较混乱，员工积极性低，和公关效率低问题，提出了改善公司管理，改变单一宣传模式，提高员工积极性，创新销售模式等建议。
关键词：汽车销售；阿克苏猎豹：销售管理
Akshu cheetah auto marketing analysis
Abstract: Aksu cheetah is cheetah automotive company in Aksu first investment projects: this article introduces the sales model and status quo of Aksu cheetah, don't think the sales model is reasonable, the advertising effect is insufficient, outside enlarge pattern is unreasonable, the internal management is chaotic, employee motivation is low, and low efficiency of public relations problem, put forward for improving the company management, change the single propaganda mode, improve staff motivation, innovative sales model.
Keyword：Car salsea; Aksu cheetahs; marketing analysis
目录
摘要、关键词 ············································································2
一、阿克苏猎豹汽车公司的概况·······················································2
二、阿克苏猎豹汽车市场竞争力分析·················································3
（一）阿克苏汽车市场分析··························································3
（二）阿克苏汽车消费者分析·······················································3
（三）猎豹汽车竞争力分析··························································3
三、阿克苏猎豹的销售模式·····························································4
（一）客户来源·········································································4
（二）洽谈成交·········································································5
四、阿克苏猎豹公司员工管理现状····················································6
（一）员工缺乏工作态度·····························································6
（二）解决方案·········································································6
五、阿克苏猎豹营销管理中存在的问题··············································7
（一）广告投入效率低································································7
（二）外扩管理存在明显不合理之处··············································8
（三）内部管理混乱···································································9
（四）危机公关效率低································································9
六、建议·····················································································9
（一）增加宣传模式···································································9
（二）相对固定业务员外扩工作地点并加强监督······························10
（三）给予阿克苏分公司必要授权，建立高层监督机制·····················10
（四）妥善处理债务危机，并建立危机公关有效应对机制··················11
参考文献····················································································12
参考文献
[1]杨洪涛.现市场营销学 [M].厦门大学出版社.2011.
[2]菲利普.科特勒.市场营销原理[M].中国人民大学出版社.2010
[3]孟韬.营销策划[M].机械工业出版社.2012
[4]科兰.营销公司[M]中国人民大学出版社.2008
[5] 3汽车之家[Z] autohome.com.cn
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