江苏理工学院
毕业设计（论文）
作  者：          学  号：         
系  部：            车辆工程系           
专  业：          汽车技术服务与营销     
题  目：        奥迪A4L营销策略分析     
指导者：
 
评阅者：
                           
    年 5 月 

毕业设计（论文）中文摘要
 
进入21世纪以来，随着中国经济的蓬勃发展和加入WTO，以及中国汽车消费市场的成长和成熟,营销大战也在中国汽车营销领域中日趋激烈,各种先进的营销理念和营销方式也纷纷涌入中国。随着市场活动的日渐频繁,在营销中也出现种种新的问题和挑战,作为合资企业一汽奥迪也不能例外。汽车走入家庭已成为不可逆转的时代趋势。正是因为如此，才给汽车业发展提供了千载难逢的历史机遇。如何迎接这次机遇、如何充分利用市场机遇、发展与壮大奥迪 A4L 在市场竞争中实力，成为本文研究的中心问题。
中国已成为仅次于美国的全球第二大汽车消费市场，中国的豪华车市场拥有广阔的市场前景。在未来5～10年中中国汽车消费将保持10% ～20%的年增长率。在给中国汽车业发展提供机遇的同时，由于中国市场的巨大诱惑力，吸引全球各大汽车厂商纷纷到中国投资建厂，也使中国的汽车市场竞争日益加剧。
长期以来，奥迪在中国市场独占豪华车的霸主地位。奥迪 A4 L在奥迪家族产品中占据着举
足轻重的地位，现在奥迪的竞争对手宝马、奔驰、凯迪拉克及雷克萨斯已经在中国站稳脚，它们对奥迪 A4 L的单极统治构成了严峻挑战。
最后本文分析了奥迪 A4 L的营销策略，旨在通过实际的案例来解读销策略解析，可以看到奥迪 A4L 的每个营销环节的利与弊（SWOT)分析，进而总结出一套整合式汽车营销方法，制定汽车市场营销策略其实质是以消费者的一切喜好为前提，最大限度地满足消费者，为销售建立良好的基础，进而达到引导式消费模式，实现企业与客户的双赢。这是本文的重点，也是本文的创新之处。
关键词： 营销环境分析  SWOT分析  STP战略  营销策略                

毕业设计（论文）外文摘要
Title：         Audi A4L marketing strategy analysis     
Abstract：
(21st century) since entering the new century, with China's booming economy and accession to the WTO, as well as the growth of China's automobile consumption market and mature, in the field of marketing war also in China's automobile marketing becomes more intense, all kinds of advanced marketing concept and marketing methods also poured into China, along with the market activities of the increasingly frequent, also appeared a variety of new problems and challenges in marketing, as a joint venture with few Audi are no exception. Car to turn has already become the irreversible trend of era. It was because of this, which provides a rare historical opportunity to the development of the industry. How to meet the opportunity and how to take full advantage of market opportunities, develop and expand the Audi A4L in market competition strength, become the focus of this study.
    China has become second only to the United States of the world's second largest auto consumer 高档汽车market; China's luxury car market has broad market prospects. In the next 5 ~ 10 years China's automobile consumption will maintain annual growth rate of 10%-20%. I
n provide opportunities to the development of China's auto industry, at the same time, due to the tremendous temptation in the Chinese market, attracting the world's largest car manufacturers to invest in China and also make China's auto market competition is increasingly intensified.
    For a long time, the dominance of the Audi exclusive luxury car market in China. Audi A4 L in Audi family products occupies a pivotal position,               
Audi now rivals Mercedes, BMW, Cadillac and Lexus has takes hold in China, on the Audi A4 L unipolar domination presents a serious challenge.