| With the high-speed development of our national economy recently, constant increasing of the average national income, the era of family car using is coming. Manufactures hope get more profits by increasing production and enlarging market share. Faw-Volkswagen has invested 15 billion RMB to establish No.2 plant since 2004. Its capability of production reaches 660000. And Faw-volkswagen plans to approach 960000 by the end of 2008. At the same time Faw-volkswagen renovate her products constantly in order to accommodate market requirement.However, the end of car market blowout from 2003, car sales tendency is slowing down and bringing new pressure, which we have never met to marketing business. Marketing management being the important composing portion of the corporation management is the key section of market competitive capability and changeable capability. In order to adapt the demand of car market development, further exploit new market in Dalian, it need to research fault and problem in marketing management in Dalian region of Faw-volkswagen, and then aim for change, improve regional marketing capability, which is adapt to diverse and confused market.This thesis begins with studying the marketing management in Dalian region of Faw-volkswagen. It researches carefully the practical situation and existing problems, and combines with the present status of market and corporation. It brings forward modified proposals in marketing management by further analysis to market and bringing to bear the modern advanced marketing theory. It strengthens the "change management concept, enhance response speed, pay attention to client relationship and extend service region" management idea. It intents to perfect marketing management system, improves the marketing management level of Faw-volkswagen, reduces the gap with foreign advanced vehicle enterprises, and finds a right way of regional marketing management which is adequate for the requirement of Faw-volkswagen's long term development plan. |
PDF Full Text Request