I五菱汽车营销环境及市场分析摘要经过数十年的发展,我国自主汽车品牌已经从自发模仿向自主创新阶段进行迈进,其产品品牌塑造和市场营销全面转型都已成为中国汽车工业的重大战略问题,特别是在国外汽车品牌“大举入侵”的关键时刻,我国自主品牌汽车更需要加大对市场营销战略的转变,不断完善市场营销策略。汽车制造企业是一个国家经济发展的支柱产业，汽车的产业链可以与钢铁、橡胶等产业耦合在一起。作为高端制造业的产业之一，汽车制造产业的发展与一个国家经济发展水平在一定程度上成正比。目前，中国已经成为世界第一大汽车市场，国内市场的竞争已经从单纯的价格、技术升级到了营销策略。五菱宏光集团进入汽车行业较早且发展较好，但是与国际汽车制造商相比还存在着一定的差距。因此，本文选取五菱宏光集团为研究对象，本文从五菱宏光汽车市场销售现状、汽车营销环境两方面进行分析。在进行分析五菱宏光汽车的营销策略，主要从产品策略、价格策略、渠道策略、促销策略等方面进行分析。并且分析五菱宏光在进行汽车营销的过程中销量份额出现颓势、渠道能力不足、客户关系管理不完善、产品线存在内部竞争等。严重的阻碍着五菱宏光汽车的发展。所以五菱宏光在进行营销的过程中应该优化多产品策略，坚持多品牌策略、提升现有渠道的软硬件水平和能力、合理选择和开发新的实体渠道、突出客户口碑优势的线下推广、调整自身产品线的价差，减少内部竞争。以期通过本文的研究的结果能够促进五菱宏光长久的发展。关键词：五菱宏光；营销环境；价格优势IIAbstractAfterdecadesofdevelopment,ourcountryindependentbrandcarsfromspontaneousimitationtoindependentinnovationphases,itsproductbrandingandmarketingcomprehensivetransformationhasbecomeamajorstrategicissueChinaautomobileindustry,especiallyinforeignbrands"invading"criticalmoment,ourcountryindependentbrandcarsneedmoreandmorechangeinmarketingstrategy,andconstantlyimprovethemarketingstrategy.Automobilemanufacturingenterpriseisapillarindustryofnationaleconomicdevelopment.Automobileindustrychaincanbecoupledwithsteel,rubberandotherindustries.Asoneofthehigh-endmanufacturingindustries,thedevelopmentofautomobilemanufacturingindustryisindirectproportiontotheeconomicdevelopmentlevelofacountrytosomeextent.Atpresent,Chinahasbecomethelargestautomobilemarketintheworld,andthecompetitioninthedomesticmarkethasbeenupgradedfromsimplepriceandtechnologytomarketingstrategy.Wulinghongguanggroupenteredtheautomobileindustryearlieranddevelopedbetter,butcomparedwithinternationalautomobilemanufacturers,thereisstillacertaingap.Therefore,thispaperselectswulinghongguanggroupastheresearchobject,andanalyzestheautomobilemarketsalesstatusandmarketingenvironmentofwulinghongguanggroup.Intheanalysisofwulinghongguangautomobilemarketingstrategy,mainlyfromtheproductstrategy,pricestrategy,channelstrategy,promotionstrategyandotheraspectsoftheanalysis.Inaddition,thesalesshareofwulinghongguangintheprocessofautomobilemarketingisdeclining,thechannelcapacityisinsufficient,thecustomerrelationshipmanagementisnotperfect,theproductlinehasinternalcompetitionandsoon.Seriouslyhindersthedevelopmentofwulinghongguangautomobile.Therefore,inthemarketingprocess,wulinghongguangshouldoptimizemulti-productstrategy,adheretomulti-brandstrategy,improvethelevelandabilityofsoftwareandhardwareofexistingchannels,reasonablyselectanddevelopnewphysicalchannels,highlighttheofflinepromotionofcustomerreputationadvantage,adjustthepricedifferenceofitsproductline,andreduceinternalcompetition.Itisexpectedthattheresearchresultsofthispapercanpromotethelong-termdevelopmentofwulinghongguang.IIIKeywords:Wulinghongguang;Marketingenviron...
