大众高尔夫商业广告策划书.pdf

《大众高尔夫商业广告策划书.pdf》由会员分享，可在线阅读，更多相关《大众高尔夫商业广告策划书.pdf（25页珍藏版）》请在得力文库 - 分享文档赚钱的网站上搜索。

1、1/25 大众高尔夫商业广告策划书高尔夫是一款性价比很高的汽车产品，与同类产品相比中有着明显的优势，在欧洲市场有着很好的销售成绩，受到消费者的好评。在打入中国市场后，在北京等城市，地区也有着不俗的业绩，本次策划是为了开拓更广阔的销售市场。我们选择了经济发达的苏州地区，苏州是外商集中，高级白领云集的地区之一，有着很大的潜在消费群体。由于高尔夫在苏州市场上还不为人所熟知，所以，我们本次策划的重点就是要将高尔夫打入苏州市场，策划的目标是占有市场 2%。一.市场分析随着中国经济的增长，人们生活水平的提高，中国的汽车消费市场也日益火暴起来。进口车的进入，国产车的发展都使中国的汽车消费市场进入了一个新纪元

2、。但是，综观整个汽车市场，进口车价位2/25 的持续偏高，国产车的质量参差不齐，人们真正期待的是一辆性价比高的汽车，高尔夫正是针对消费者的这一需求而设计生产的。二.企业与产品简况一汽-大众汽车有限公司是由中国第一汽车集团公司和德国大众汽车股份公司、奥迪汽车股份公司及德国大众汽车(中国)投资有限公司合资经营的大型轿车生产企业，是我国第一个按经济规模起步建设的现代化轿车工业基地。公司采用先进的技术和设备制造捷达、奥迪、宝来、高尔夫系列轿车，现已形成年产超过20 万辆整车、27 万台发动机、18 万台传动器的生产能力，同时实现部分整车、总成、零部件的出口。高尔夫诞生的背景很独特：作为一款贺寿礼物，庆

3、祝一汽集团 50 周年华诞。高尔夫从内到外都堪称经典：设计工作全部都是意大利乔治亚罗设计室操刀，在造型上代表着两厢家庭用。大众高尔夫自 1973 年问世以来，累计产量已达到2000 万辆，每年仅在欧文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA

4、7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G

5、3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编

6、码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N

7、10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5

8、O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1

9、J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1

10、Z10 ZA7E3W1G3A33/25 洲就销售 60 多万辆，从而多次荣膺“欧洲最受欢迎的家庭轿车”称号。高尔夫、借势大众在华根基，品牌优势明显。三.产品分析1997 年第四代高尔夫重新改进，外形流畅动感，粗旷的线条充满着力量，人们发现高尔夫不止是时尚，而成为两厢轿车的经典2002 年 6 月 25 日第 21,517,415 辆高尔夫下线，超过了甲克虫的生产量2003 年 7 月高尔夫进入中国，一汽高尔夫“出世”2003 年 7 月中旬一汽高尔夫下线，并上市产品的价格文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA

11、1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D

12、1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 Z

13、A7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1

14、G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档

15、编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2

16、N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M

17、5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A34/25 型号：高尔夫 1.6 5 阀自动舒适型价格：￥17.5 万元左右功能：GOLF 在全球同级轿车中率先实现12 年防锈车身标准，全车镀锌车体，激光焊接技术使车身间隙配合精细，清晰、顺滑的线条，使其风阻系数达到了同级车型的领先水平。外观、造型：1.GOLF的前脸设计延续大众风格，发动机

18、舱盖扁平、横条形进气格栅、黑色的防擦条和明显的大众车标。文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA

19、1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D

20、1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 Z

21、A7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1

22、G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档

23、编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2

24、N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A35/25 2.前灯经过了全新设计，圆形的大灯、雾灯以及转向灯集合在一个扁形灯罩内，简约而更显时尚。3.GOLF车

25、身侧面的线条比较平滑，与保险杠防擦条同高的位置布置有黑色的腰线，增加了车身的饱满感4.车身与尾部行李舱连接处的线条棱角分明，突出了其硬朗的个性。尾部与 P0LO相似，只是尾灯采用横向平行布置，菱形的设计与整车风格非常吻合。5.GOLF的内饰采用双色设计，前方表台为深色设计，其他部位则选用浅色系，黑白分明的对比可以增加人眼的可视度。中控台延续大众车系的风格，布局简洁合理，向驾驶员一边倾斜，各个按钮触手可及，方便驾驶员操控。仪表板上所有仪表指示灯均为现在流行的蓝底红针，并间或有黄色的报警灯，醒目同时又赏心悦目。文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档

26、编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2

27、N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M

28、5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA

29、1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D

30、1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 Z

31、A7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1

32、G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A36/25 6.GOLF转向盘为四辐式，可上下、前后4 方向调节，配合驾驶席可上下、前后以及椅背的角度调节，驾驶员可以选择最佳的驾驶姿态。7.整个 GOLF 的车内空间要比 POLO 大一些，可乘坐5 个成人，后排座椅还带有头枕，可以折叠起来以增加行李舱的空

33、间。8.ABS、前排双安全气囊、可调节角度前大灯以及5 座安全带等都能够保证 GOLF 的行驶安全性。9.GOLF还可提供众多的选装件，可以满足广大消费者不同的需求，适用面极其广泛。四.竞争品牌分析1.各品牌竞争对手情况文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J

34、4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z

35、10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7

36、E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3

37、A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码

38、:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N1

39、0Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O

40、2 HA1J4T7D1Z10 ZA7E3W1G3A37/25 夏利、富康，派力奥，威姿，POLO、高尔夫等目前国产两厢车大部分为合资品牌，和三厢轿车相同。中国的两厢车都有较坚挺的品牌背景，如大众、雪铁龙、菲亚特、丰田等，品牌背景为两厢车的发展提供了良好的开端。去年的中国年度车型POLO 是中国第一辆与世界同步推出的家庭轿车，吸引了无数中国年轻一代的目光。发展到高尔夫，中国两厢车生产上了一个台阶，2200万的销量和经典两厢车的理念是征服中国市场的杀手锏。如果说富康使中国消费者初步接受了两厢车的概念，POLO、派力奥、威姿等使两厢车有了时尚、休闲的内涵。高尔夫则让中国消费者完全理解并接受两厢车，并

41、使两厢车真正登上中国汽车消费的主流舞台。2.产品比较（略）系列：高尔夫文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7

42、M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 H

43、A1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7

44、D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10

45、ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W

46、1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文

47、档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A38/25 波罗(Polo)宝来凯越威驰文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10

48、 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3

49、W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3

50、文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:CH2N10Y7M5O2 HA1J4T7D1Z10 ZA7E3W1G3A3文档编码:C