奥迪A6营销策略分析与探讨

奥迪A6 营销策略分析与探讨

目录

摘要-------------------------------------------------------------------------------1

Abstract---------------------------------------------------------------------------------------2第一章奥迪汽车的发展----------------------------------------------------------------3

1.1 奥迪汽车的发展历史背景-----------------------------------------------------------------3 1.2 奥迪车型的发展历程与未来的展望-----------------------------------3第二章奥迪汽车主要营销方式的研究-------------------------------4

2.1 广告-------------------------------------------------------------4

2.1.1 奥迪A6广告的特征-------------------------------------------4

2.2 顾客对产品信任了解认可度-----------------------------------------5 2.2.1 印象管理理论的提出及其营销涵义-------------------------------5

2.2.2 关键时刻与顾客关系的永恒性----------------------------------5

2.3奥迪汽车在中国市场营销攻略----------------------------------------5 2.

3.1 奥迪品牌建设有其做点与着力点--------------------------------6 2.3.2 公关行销：传播“软武器”-------------------------------------6

2.3.3 体验行销：贩卖一流体验---------------------------------------6

2.3.4 服务行销：打造忠诚度-----------------------------------------7

2.3.5 会议行销：营业推广主战场-------------------------------------7

2.3.6 论坛行销----------------------------------------------------7第三章奥迪A6汽车营销模式的分析与探讨--------------------------8

3.1奥迪A6在中国的市场销售的模式-------------------------------------8

3.2奥迪汽A6在中国的4S店的服务体系----------------------------------8第四章结论-----------------------------------------------------10参考文献---------------------------------------------------------10

摘要

奥迪在中国的市场是如此的巨大,在当今的中国名车销售的排行依次为ABB，即Audi（奥迪）,BMW(宝马),Benz(奔驰)，奥迪在中国的成功是如此的令人艳羡，2007年，总共有超过10万辆奥迪品牌的汽车被售出，有超过7成的国产中高级车市场份额被奥迪牢牢占据，中国已经成为奥迪除德国本土之外最大的海外市场。在中国的消费来看，奥迪中高档次汽车还是比较受年轻人欢迎的，在某4S店网站看到TT在中国销售近一半是80后的年轻人，现在的年轻人把目标是锁定在A6、A4上面的居多，所以奥迪可以不用在担心名车在国人的销售问题，以前人们总是以为奥迪是官车，政要、领导人的车子，现在当今社会的快节奏生活方式也致使奥迪走向了平民化，我个人认为未来的90%的奥迪消费群体来自于年轻人。

关键词：奥迪汽车在中国市场的营销策略；

未来汽车市场的展望

年轻人的销售意向

奥迪汽车在中国的销售

Abstract

Audi in China market is so huge, in today's China car sales ranking order is ABB,namely Audi (Audi), BMW (BMW), Benz (Mercedes), Audi in China success is soamazing, 2007, a total of more than 100000 vehicles Audi brand cars were sold,there are more than 7 domestic senior car market share is Audi firmly occupy,China has become the largest in Germany Audi outside the overseas market. InChinese consumer point of view, Audi in high-grade car is popular with young people, see TT in the China sales nearly half of 80 young people in a 4S shop website, now young people are the target is locked in the A6, A4 above, so Audimay not worry cars on sale the Chinese people, people used to always think Audiis the official car, leaders, leaders of the car, now nowadays society's fast-paced lifestyle has also led to Audi to civilians, I personally think that in the next 90%Audi consumer groups from the young man.

Keywords: Audi cars in the Chinese marketing strategy;

Looking to the future automobile market

The young man selling intention

Audi cars in the China sales