基于顾客满意度的汽车营销策略研究——以一汽-大众奥迪汽车为例

Research on Automobile Marketing Strategy based on Customer Satisfaction——Taken The FAW-Volkswagen and Audi Cars as Example

随着我国经济社会的发展以及科技创新的进步,人民生活水平有了明显提高,私家车逐渐融入到普通家庭中,成为大众消费产品。在汽车不断普及的过程中,汽车厂商之间的竞争日益加剧,汽车营销策略的重要性开始凸显。基于顾客满意度视角,并以一汽-大众奥迪汽车营销经验为例,对汽车营销策略进行了针对性研究,最后总结了奥迪汽车营销策略对我国汽车企业的启示。

With the development of China＇s economic society and the progress of science and technology, and people＇s livelihood has increased obviously, the private cars gradually involved in the ordinary family and became common commodities. With the spread process of automobiles, the competition between the manufacturers aggravated, and the marketing strategy began to show its importance. Based on the perspective of customer satisfaction, and taking the Faw-Volkswagen and Audi Automobiles as examples, this paper takes targeted research on the marketing strategy, and summarizes the enlightenment of Audi Automobile marketing strategy to China＇s automobile enterprises.