大众汽车生命周期分析及营销策略的选择

文档编号:YX047 文档字数:10909,页数:15 ,附任务书,开题报告,指导记录表

摘 要
 一种产品进入市场后，它的销售量和利润都会随时间推移而改变，呈现一个由少到多由多到少的过程，就如同人的生命一样，由诞生、成长到成熟，最终走向衰亡，这就是产品的生命周期现象。所谓产品生命周期，是指产品从进入市场开始，直到最终退出市场为止所经历的市场生命循环过程。产品只有经过研究开发、试销，然后进入市场，它的市场生命周期才算开始。产品退出市场，则标志着生命周期的结束。典型的产品生命周期的四个阶段呈现出不同的市场特征，企业的营销策略也就以各阶段的特征为基点来制定和实施。
 本文以产品生命周期相关理论为指导，以大众汽车作为研究对象，在对其发展历程加以概要回顾的基础上，着重分析了大众汽车在生命周期各阶段营销的表现特点及其对应的营销策略。
 
 关键词：生命周期现象，导入期，成长期，成熟期，衰退期，营销策略
 

Abstract
 A product into the market, its sales and profits will change over time, showing a little to much to little more than the process, just as the same as human life, from birth, growth to maturity, the final demise This is the product life cycle phenomenon. The so-called product life cycle refers to the product entering the market from the beginning until the final out of the market until the market has experienced life-cycle. Products only through research and development, test marketing, and then enter the market, its market life cycle be considered the beginning. Products from the market marks the end of the life cycle.Typical product life cycle showing the four stages of different market characteristics, business marketing strategy also anchored to the characteristics of each stage to the development and implementation.
 This article related to product life cycle theory as a guide to Volkswagen as the research object, in the course of its development to be based on the summary review, analyzes the Volkswagen sales in the life cycle performance characteristics and corresponding marketing strategies.

Key words:  Life-cycle phenomenon, import, growth, maturity, decline, marketing strategy

目 录
摘 要 I
Abstract II
前言 1
一、产品生命周期理论综述 1
（一）产品生命周期的含义 1
（二）产品生命周期各阶段的营销特点及策略 1
二、一汽大众的发展历程 4
三、一汽大众产品生命周期的分析 5
（一）导入期的分析 5
（二）成长期的分析 6
（三）成熟期的分析 7
（四）衰退期的分析 8
四、结束语 9
致谢 10
参考文献 11

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