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1、ABSTRACTInrecentyears,withthedevelopmentofChinarseconomy,autoindustrygraduallyspecification,intosustainedgrowthphase,marketingbecomesmoreandmorecompetitive.Asfastestcarmakersinajointventure,BeijingHyundaiisconstantlyadjustingthemarketingideasinordertoreach

2、largermarkets.Atpresent,aftermorethan10yearsofdevelopment,BeijingHyundai,fromanunknownsmallbusinesssuccessfullyenteredthetopfiveindomesticcarsales,butweshouldalsoseeuscomparedwithotherautogiantstherearestillsomegaps.Onthisbasis,thispaperstudiestheBeijingmo

3、dernbusinessmarketingstrategy,hopingtoprovidehelpforBeijingHyundaismarketingdevelopment.Thisarticleisdividedintofourparts:Partone:introducestheBeijingHyundaicompanyprofile,developmentconcepts,scope,businessobjectives,andtherebyhaveanoverallideaofBeijingHyu

4、ndai.Thenmarketing,employeestatus,theperformanceofBeijingHyundaiwasintroducedinareassuchasmarketing,analysisBeijingmodernmarketingimplementation.Parttwo:BeijingHyundaifirstintroducedthetwoaspectsofthemicro-andmacro-environment,SWOTanalysisstrengths,weaknes

5、ses,opportunities,threats,fullyanticipatingtheBeijingmodernmarketingenvironment.Partthree:developmentandimplementationofBeijingmodernmarketingstrategythroughthepositioningofthetargetmarketandtargetcustomersofBeijingmoderntargetmarketrepositioning,buildinga

6、sustainablemarketingstrategy,wesplitthelastfouraspects:product,price,promotion,channeldescriptionshowtoimplementBeijingHyundai'smarketingstrategy.Partfour:highlighthowsuccessfulimplementationofbusinessstrategyofBeijingmodernsafeguards.Fromthemarketing,pers

7、onneltraining,financialguarantees,corporateculture,andseveralstrongsafeguards.Keywords:marketingstrategy,marketingenvironment,safeguardmeasures目錄第一章緒論11.1研究背景11.2研究目的21.3研究意義21.4研究內(nèi)容2第二章北京現(xiàn)代營銷現(xiàn)狀分析42.1北京現(xiàn)代基本情況42.2北京現(xiàn)代的營銷現(xiàn)狀72.2.1營銷組織72.2.2員工組織72.2.3營銷業(yè)績72.3營

8、銷戰(zhàn)略實施現(xiàn)狀92.3.1產(chǎn)品現(xiàn)狀92.3.2價格現(xiàn)狀92.3.3渠道現(xiàn)狀92.3.4溝通和促銷現(xiàn)狀10—3?匕彳弋￡肖刀H3.1北京現(xiàn)代微觀環(huán)境分析113.1.1同行業(yè)的競爭113.1.2潛在競爭者133.1.3替代新產(chǎn)品143.1.4消費群體143.1.5供應(yīng)商163.2北京現(xiàn)代宏觀環(huán)境分析173.2.1政治環(huán)境173.2.2經(jīng)濟環(huán)境183.2.3社會文化環(huán)境193.2.4技術(shù)環(huán)境203.3北京現(xiàn)代公司SWO