| 东风风神汽车营销战略环境的SWOT分析 |
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| 引用本文： | 杨宇欣,杨立君. 东风风神汽车营销战略环境的SWOT分析[J]. 湖北汽车工业学院学报, 2011, 25(2): 62-66 |
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| 作者姓名： | 杨宇欣 杨立君 |
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| 作者单位： | 1. 上海海洋大学,上海,201306
2. 湖北汽车工业学院经济管理学院,湖北十堰,442002 |
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| 摘 要： | 运用SWOT分析法对东风风神的外部环境与内部环境进行了综合分析,通过对政策与法律、经济、社会与文化、技术等4个环境要素（PEST）的分析,归纳出外部环境的六大机遇与四大威胁,通过对企业自身实力的分析,明确了东风风神的4个优势与4个劣势,并列出了SWOT分析矩阵,提出了东风风神的营销战略。
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| 关 键 词： | 东风风神 营销战略 环境 SWOT分析 |
SWOT Analysis of Marketing Strategic Environment for Dongfeng Fengshen Automobile |
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| Yang Yuxin,Yang Lijun. SWOT Analysis of Marketing Strategic Environment for Dongfeng Fengshen Automobile[J]. Journal of Hubei Automotive Industries Institute, 2011, 25(2): 62-66 |
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| Authors: | Yang Yuxin Yang Lijun |
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| Affiliation: | 1.Shanghai Ocean University,Shanghai 201306,China; 2.School of Economics and Management,Hubei Automotive Industries Institute,Shiyan 442002,China) |
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| Abstract: | The external and internal environments of Dongfeng Fengshen were analyzed by the SWOT analysis approach.On the basis of the analysis on the four basic environmental elements,namely,policy and law,economy,society and culture,and technology,the six opportunities as well as four threats facing the external environment were summarized.The four advantages and disadvantages were given by analyzing the corporate strength of Dongfeng Fengshen.The SWOT analysis matrix was listed and the marketing strategy for Dongfeng Fengshen was proposed. |
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| Keywords: | Dongfeng Fengshen marketing strategy environment SWOT analysis |
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