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来源：百度知道 编辑：UC知道 时间：2024/06/06 02:40:11
随着经济的快速发展，汽车行业面临着无限的机遇，同时也面对着无数的挑战。顺德新协力作为顺德目前专业的汽车的4s企业，在近几年顺德的轿车市场占有率等指标有上升却销售量呈下滑趋势，处于不利境地。为此，本文针对顺德新协力轿车出现的问题，运用现代营销理论，作了研究如下：
首先是问题提出，简单介绍公司情况，回顾和展望行业发展历程，明确顺德新协力轿车目前存在的困难；其次是问题的分析，对市场宏观环境分析、行业竞争环境分析、SWOT分析等手段，找出造成困难的原因；再次是实施目标市场营销策略（STP），重新市场细分、确定目标市场、市场定位决策，明确顺德新协力要取得竞争优势的努力方向；最后是围绕目标市场和营销目标，制定经营战略、竞争战略及其营销组合策略（4Ps），编制详细的营销方案。
本文重在实务，旨在该行业中，进行现代营销理论与企业管理实际结合的尝试。在营销组合上，尤其强调定位与决策的关系。从正确定位出发，制定与公司资源匹配的操作性强的营销方案，对完成顺德江铃营销工作具有指导性意义。

关键字：汽车 ；市场定位 ；营销战略 ；营销组合

With the rapid economic development, the automobile industry faced with unlimited opportunities, but also faced with numerous challenges. Shunde new Shunde current professional work together as a vehicle of 4 s enterprises in Shunde in recent years the market share of cars and other indicators have increased but sales were declining trend in a disadvantageous position. Therefore, this article Shunde new third car for emerging issues, use of modern marketing theory, a study are as follows:
First is the issue, briefly introduce the company, Recalling the history and prospect of development of the industry, clearly Shunde new cars together the existing difficulties, followed by the analysis of the market analysis of the macroeconomic environment, industry competitive environment analysis, SWOT analysis and other means, to find To create difficulties for the cause once again is the goal of the implementation of marketing strategies (STP), re-market segmentation, target market, mark