上海大众汽车营销策略研究本科生毕业（设计）论文.doc

本科生毕业设计（论文） 上海大众汽车营销策略研究 摘要 随着中国市场经济的逐步完善发展，不断提高企业管理水平。人们对市场营销的研究正在逐渐地深入，关于市场文化建设等问题的探讨越来越得到大众的关注与重视。人们已在市场文化建设过程中认识到，最关键的因素是公司的核心价值观。价值观对于整个市场或者是个人均有着相当重要的影响。 因此，如果市场文化建设可以从市场价值方面进行研究，结合个人价值观对市场营销的影响，和产生这些影响的原因，继而有针对性地进行总结与完善，无疑对加强市场营销文化建设、增强市场文化凝聚力、提高在市场营销中的竞争能力有着重要的意义；从而奠定坚实基础，稳定在激烈的市场竞争中的生存和发展。本研究以上海大众汽车有限公司Abstract Along with the development of Chinas market economy gradually improve, and constantly improve the level of marketing management. People to the marketing management research is gradually thorough, on the issues of enterprise culture construction to explore more and more get the publics attention and attention.It is known that in the process of cultural construction in the market, the most crucial factor is the companys core values. Values for the entire market or individual has the very important influence. Therefore, if the market culture construction can be studied from the market value, the combination of personal values influence on marketing, and the reason for these effects, then in a targeted manner to summarize and improve, no doubt, to strengthen the construction of marketing culture cultural cohesion, enhance the market is of great significance to improve in marketing competitive ability; so as to lay a solid foundation, stability in the fierce market competition in the survival and development. In this study, the Shanghai Volkswagen Co.Ltd as the object of investigation, observation and written survey of its brand, attitude, value orientation, the value analysis of influencing factors and the value of marketing influence. Finally, combined with the market and individual differences in values, internal relations and its influence factors, in order to strengthen the market value management, and provides some suggestions. Key Words: values; The marketing management; Competitiveness  目 录 第1章 绪论 1 1.1 选题背景 1 1.2 研究的意义与目的 1 1.3 研究内容 2 第2章 相关概念简介及文献简述 3 2.1 市场营销观念3 2.2 市场营销观念的相关研究 4 第3章