一汽-大众高尔夫PA车型市场营销策略研究
Research on Marketing Strategy of
FAW-Volkswagen Golf PA
作 者 姓 名：关娜
领域（方向）：营销管理
指 导 教 师： 金晓彤教授
类 别： 工商管理硕士
答 辩 日 期： 2018年5 月25 日
I
摘要
一汽-大众高尔夫PA车型市场营销策略研究
近年来，我国经济不断发展,老百姓的生活水平不断提高,汽车，尤其是乘用
车一步一步地增加在居民消费领域的比重，汽车工业当前已经成为我国经济的
支柱产业之一。在过去的2016年中，中国汽车产销均超2800万辆，连续8年
蝉联全球第一，同比增长分别为14.5%和13.7%。近年来,SUV市场异军突起, 豪
华车价格下探,再加上二胎政策的放开,使得A级两厢车市场不断受到挤压。在
这一背景下，一汽-大众推出了高尔夫7的中期改款车型，即本文的主要研究的
对象—高尔夫PA车型。通过对高尔夫PA车型的市场营销策略的研究，可以为
其完成销量目标和实现企业战略提供重要的指导意义
本文以高尔夫PA车型为主要研究目标，通过文献分析法，SWOT模型和调查
研究法，先是对高尔夫车型历史和文化做了简要介绍，引出了高尔夫的车格和
形象，紧接着分析了高尔夫国产化以来的营销动作和现款高尔夫所面临的营销
问题。接下来研究了汽车市场当前的宏观环境，市场对于两厢车的需求以及高
尔夫核心竞争对手的优劣势等。通过以上分析研究得出，现款高尔夫的主要营
销问题是形象下降和细分市场萎缩。一汽-大众需要借助高尔夫PA车型的上市，
提升高尔夫的形象，巩固高尔夫在细分市场中的标杆地位，并通过合理的营销
策略组合，完成高尔夫的销量目标，实现一汽-大众的企业战略
在分析高尔夫PA车型的营销战略组合部分，主要运用了STP战略和4P理
论，通过STP战略，得出了高尔夫PA车型所在的目标市场和市场定位，找到了
高尔夫PA主要面向的目标客户群及客户群特征，之后推导出出了高尔夫PA车
型的产品策略、价格策略、渠道策略、促销策略和媒体营销策略
关键词：
一汽大众，高尔夫PA，营销组合策略
II
ABSTRACT
Research on Marketing Strategy of FAW-Volkswagen Golf PA
In recent years, under the stimulus of the goal of national comprehensive
construction of well-off society, national economy maintains sustained, healthy and
rapid development, common people especially the urban residents' income increase
rapidly, the process of cars entering into the realm of residents’ consumption is
greatly accelerated, automobile industry has become one of the pillar industries of
national economy. In the past six years, China's auto production and sales totaled
more than 28 million vehicles, ranking the first in the world for eight consecutive
years, with year-on-year growth of 14.5% and 13.7% respectively. In recent years, the
SUV market has risen sharply, and the price of luxury cars has been lowered, coupled
with the release of the two-child policy, the market of A hatchback has been
continuously squeezed. In this context, FAW-Volkswagen has introduced the
mid-range model of Golf 7, which is the main research object of this paper - the Golf
PA model. Through the research on the marketing strategy of the Golf PA model, it
can provide important guidance for achieving the sales target and realizing the
enterprise strategy.
With Golf PA model as the main research objective, through the literature
analysis method, SWOT model and research study, I have firstly introduced the
history and culture of Golf, suggesting the character and image of this model. And
then I reviewed the marketing activities of Golf since its localization and identified
the problems faced by current Golf. Next, I studied the current macro environment of
the automobile market, the demand of the hatchback segment and the advantages and
disadvantages of Golf core competitors. Through the above analysis and research, the
main marketing problem of current Golf is declining image and segmentation.
FAW-Volkswagen needs to improve the image of Golf and consolidate its benchmark
position in the segment with the chance of Golf PA launch and complete the sales
target of Golf and realize the corporate strategy through a reasonable marketing。