【作者】 张健；

【导师】 金晓彤；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2021， 硕士

【摘要】 随着时代的发展和进步,汽车行业蓬勃发展。虽然近年来我国汽车销量出现下滑的趋势,经济转型带来的压力使得市场竞争越来越激烈,自主品牌和合资品牌共同角逐市场,为了适应市场变化,抢占市场先机,汽车企业之间开始越来越重视市场营销策略。而2020年新冠疫情又为我国乃至全球市场造成了巨大的冲击,经济转型压力突出,人们消费观念逐渐改变。近年来,一汽-大众汽车在国内汽车市场一直处于领先地位,旗下的宝来MQB车型更是A级轿车市场最具代表性的几种主导车型之一。面对瞬息万变的市场,一汽-大众宝来MQB车型的销售压力也在不断增加。一汽-大众宝来MQB车型想要实现销量的突破,必须重视市场营销策略,推出具有针对性和差异化的市场营销策略,才能实现宝来MQB车型的长期健康发展。本文以一汽-大众宝来MQB车型作为研究对象,通过查阅文献和资料,首先分析了一汽-大众宝来MQB车型的营销现状,在肯定工作成绩的基础上指出了现有营销工作的问题,运用PEST方法对一汽-大众宝来MQB车型所处的行业环境进行分析,通过SWOT分析方法帮助宝来MQB车型扬长避短。同时还通过STP方法阐明宝来MQB车型在市场中的定位和目标群体,提出了具有针对性的营销策略和保障措施。研究结果表明:(1)宝来MQB车型作为明星车型,依托于一汽-大众庞大的销售网络以性价比和品牌优势等特点成为市场畅销产品。但是宝来MQB车型还存在产品和其他竞争者相比同质化情况比较严重,渠道经销商分布不均容易造成内部消耗,在新型营销方式上投入的力度还不够等问题都亟待解决。(2)从宏观环境上来说,目前汽车行业正处于转型发展的阶段,政策和经济发展都给汽车市场带来了发展机遇,新技术的应用和消费升级也给汽车发展提出了新的要求。从微观环境来看,汽车市场竞争激烈,消费者议价能力不断提升。宝来MQB车型必须抓住机遇,扬长避短,规避市场威胁,才能在未来的市场上立于不败之地。综上所述,本文在综合分析一汽-大众宝来MQB车型所处环境和自身能力的基础上,提出了以下营销建议:应该专注于A-middle级轿车市场,将年轻男性消费者作为重点目标群体。在产品策略上,宝来MQB车型应该扬长避短,强调动感和时尚设计;价格策略上,宝来MQB车型应该在采取高价进入市场的基础上,根据市场竞争情况,及时调整价格;渠道策略上,宝来MQB车型应该注重经销商综合服务能力的提升,在重视传统渠道的基础上实现线上线下的渠道联动;促销渠道上,一汽大众可以采取更加多样的促销手段不断提升消费者的品牌认同感。针对营销策略的保障措施,一汽-大众应该做到人员分工明确,激励人员积极性。同时优化质量管理办法,畅通线上线下销售渠道,实现对客户的全方位关怀,提供多种多样的售后服务。更多还原

【Abstract】 With the development and progress of the era,the automotive industry is booming.Although the country’s automobile sales have been declining in recent years,the pressure brought about by economic transformation has made market competition more and more fierce.Independent brands and joint venture brands are competing for the market together.In order to adapt to market changes and seize market opportunities,auto companies have paid more and more attention to marketing strategies.In 2020,the corona virus epidemic has caused a huge impact on China and the global market.As the pressure of economic transformation is prominent,people’s consumption concepts are gradually changing.In recent years,FAW-Volkswagen has been in a leading position in the domestic automobile market,and its Bora MQB model is one of the most representative leading models in the A-class sedan market.Facing the rapidly changing market,the sales pressure of FAW-Volkswagen Bora MQB models is also increasing.If FAW-Volkswagen Bora MQB models want to achieve a breakthrough in sales,they must attach importance to marketing strategies and launch targeted and differentiated marketing strategies in order to achieve the long-term healthy development of Bora MQB models.This article takes FAW-Volkswagen Bora MQB models as the research object.By consulting literature and data,this article first analyzes the marketing status of FAW-Volkswagen Bora MQB models,and affirm the work performance as well as points out the problems of existing marketing problems.By using the PEST method,this article analyze the industry environment in which FAW-Volkswagen Bora MQB models are located,and by using SWOT analysis methods to help Bora MQB models maximize their strengths and avoid weaknesses.At the same time,this article also clarified the positioning and target groups of Bora MQB models in the market through the STP method,and proposed targeted marketing strategies and safeguard measures.The research results show that:(1)Bora MQB model as a star model,relying on FAW-Volkswagen’s huge sales network,has become a best-selling product in the market due to its cost-effectiveness and brand advantages.However,the Bora MQB model still have problems like products are more homogenized than other competitors,uneven distribution of channel dealers which are likely to cause internal consumption,and the investment in new marketing methods is not enough,all these problems need to be resolved urgently.(2)From the perspective of the macro environment,the automotive industry is currently in a stage of transformation and development.Both policies and economic development have brought development opportunities to the automotive market.The application of new technologies and consumption upgrades also put forward new requirements for automotive development.From the perspective of the micro-environment,competition in the auto market is fierce,and consumers’ bargaining power is constantly improving.The Bora MQB model must seize the opportunity,maximize its strengths and avoid weaknesses,and avoid market threats in order to remain invincible in the future market.To sum up,based on the comprehensive analysis of the environment and its own capabilities of the FAW-Volkswagen Bora MQB model,this article puts forward the following marketing suggestions: It should focus on the A-Middle Market segments,and young male consumers should be focused as a key target group.In the product strategy,Bora MQB model should make use of its strengths and avoid weaknesses,emphasize the dynamic and fashion design.On the price strategy,Bora MQB model should take high-priced to enter the market,and should adjust the price in time according to market competition.In the channel strategy,Bora MQB model should pay attention to the improvement of the comprehensive service capabilities of the dealer,and realize online and offline channel linkage based on traditional channels.In promotion strategies,FAW-Volkswagen can take more variety of promotional means to continuously improve the consumer’s brand identity.With regard to the guarantee measures of the marketing strategy,FAW-Volkswagen should have a clear division of labor and encourage employees to be motivated.At the same time,it should optimize quality management methods,unblock online and offline sales channels,realize all-round care for customers,and provide a variety of after-sales services.更多还原