[营销星球]奇瑞2019品牌策略

奇瑞2019年品牌策略方案美施奥美2018.10.30Page22018年市场整体表现外部环境市场逐渐降温，近半年同比增长率连续下滑销量（万量）SUV市场：18Q3连续三个月大幅负增长销量（万量）轿车市场：9月创造历史同比跌幅记录数据来源：搜狐汽车201712345678977.556.3475.06999999999999362.9966.04000000000000668.15000000000000663.3370.3486.79201812345678997.8658.4582.6871.7567.9564.0556.1866.43000000000000778.930000000000007同比增长率1234567890.262000000000000013.6999999999999998E-20.101000000000000010.139000000000000012.9000000000000001E-2-0.06-0.113-5.6000000000000001E-2-0.092017123456789109.3273.05100.8584.6983.8588.7381.9392.53116.252018123456789117.8668.89104.3293.5394.0696.5181.0989.05100.97同比增长率1234567897.8E-2-5.7000000000000002E-23.4000000000000002E-20.1040.1228.7999999999999995E-2-0.01-3.6999999999999998E-2-0.13100000000000001Page3主流竞品现状及应对措施外部环境哈弗H69月同比-21.4%强势品牌业绩滑坡，大幅官降维持销量官方促销：直降20000元配置升级不加价+购车送礼传祺GS49月同比-40.9%新帝豪9月同比-19.9%官