基于SWOT分析的大众朗逸的营销策略研究

Marketing strategy of Volkswagen Langyi based on SWOT analysis

2017年轿车销量排行榜中,惹人眼球的Top1依旧是上汽大众的朗逸。本文以SWOT分析为依据,对大众朗逸的“优势”、“劣势”、“机会”、“威胁”进行深入探讨,并在此基础上,对朗逸的营销策略进行研究,最大程度上发挥其在成长期的最大作用,使其可以获得较大的市场占有率和较长的竞争能力。

In the 2017 car sales ranking, the eye-catching Top1 is still the LaVida of SAIC-Volkswagen. Based on the SWOT analysis, this article conducts in-depth discussions on the “advantages”,“disadvantages”,“opportunities”, and “threats” of Volkswagen Lavida, and on this basis, researches the marketing strategies of LaVida, maximizing its effectiveness. The greatest role of growth, so that it can get a larger market share and a longer competitive ability.