碩士 / 國防大學管理學院 / 運籌管理學系 / 99 / In recent years by rising oil prices and financial turmoil, the United States, Europe and other major industrial countries and financial institutions have suffered a serious blow, major companies are facing reorganization, bank-ruptcy or even fate. Taiwan has also been badly hit the industry, the automo-bile industry is no exception. Although the domestic brand vehicles from 2005 to 2008 sales are down, but in 2009 under the influence of the financial crisis, domestic car sales growth contrarian indeed, especially in a downturn, TOYOTA is still among the sales first, Deep-depth study of the value of I.This research is the impact of financial crisis in 2009, Taiwan's auto industry mar-keting strategy of the theme, and made Yulon NISSAN and TOYOTA cars for ex-ample.
The automobile industry marketing strategies, this research will focus on automotive industry, the competitive environment, the use of Porter Five Forces model to examine the current competitive environment of the domestic auto industry, the influence of the five threat levels; the other to SWOT analy-sis matrix, the company implemented internal and external environments of the advantages and disadvantages, opportunities and threats analysis and evaluation, to examine the case company in 2009 under the influence of the financial crisis, what marketing strategy to cope with, and through domestic public sector, automotive industry or academia relevant sales report, sales management literature and government policy analysis and comparison, and then search the entire network supported by the automotive industry market-ing strategies related to the message, to be analyzed, integrated whole out of the final conclusions and recommendations, to provide automotive industry, public sector or the use of academic references.
| Identifer | oai:union.ndltd.org:TW/099NDMC1715008 |
| Date | January 2010 |
| Creators | Liu-Chi Chun, 劉濟春 |
| Contributors | 林鵬舉 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 99 |
Page generated in 0.0015 seconds