市场营销论文
奥迪在中国营销策略
The Marketing Strategy of Audi in China
专业班级：0000
学    号：1111
姓    名：2222

摘    要
近些年中国汽车市场风云变化。如今中国汽车市场规模已超过一千万辆，正式跃升为全球第一大汽车市场。高档车市场增幅显著，在表现低迷的全球高档车市场中一枝独秀。作为进入高档品牌奥迪来说，面对快速发展的中国市场，面对高档车市场日益激烈的竞争，如何继续保持甚至进一步扩大其在中国高档车市场的优势，奥迪面临着怎样的机遇及挑战，又会以什么营销战略应对？本文从分析奥迪品牌的背景及其在中国市场的状况入手，对奥迪品牌在中国的处境展开论述，并解析了奥迪品牌在中国市场的优势和劣势以及其所面临的机遇和威胁，最后对奥迪在中国高档车市场所运用的产品、品牌、促销、价格、服务等基本营销策略及其所发挥的作用进行了分析，得出了相应结论以及奥迪品牌在中国未来的发展战略。
关键词：奥迪；营销策略；高档车市场；品牌

Abstract
In recent years ,China's car market situation changes.Now China's car market scale has more than ten million vehicles,and become the world's first big automobile market.The luxury car market rise significantly,and outshine others in the sluggish performance of the global luxury car f800market.As it into premium brand,audi faces rapid development of the China market,and the increasingly fierce competition of the luxury car market,how to maintain and even further expand its advantage in the Chinese luxury德阳汽车 car market五菱之光6376cv雷克萨斯lx.How the opportunities and challenges audi is facing,and what marketing strategy will be taken 隔热膜to respond?This paper, from the analysis of the background of明锐1.8t audi and its situation of market in China, discussed the situation,and parse its advantages and disadvantages and the opportunities and threats of audi in the Chinese market.Finally it analyze the product, the brand, promotion, price, service and other basic marketing strategy audi takes and the effection of that,obtained the corresponding conclusion and the future development strategies of audi in China.
Keywords: audi; marketing strategy ; the luxury car market; brand