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Abstract In the first decade of 21st century, China has met a rapid economic development, and the living standard of people in our country has been greatly improved. People now put more focus on “Shelter” and “Transportation” on the basis that the problem related to “Cloth” and “Food” was mostly solved. On the aspect of “Transportation”, people now pursuit higher joy of personal car purchase, which stimulates the prosperity of car manufacture and service. At the same time, the competition among cars is fierce. New Passat, the latest model of Passat, which occupies a leader place in domestic B-Class cars and causes profound and lasting effects on the B-Class cars’ market, is the flagship of Shanghai-Volkswagen. Facing the tense situation, how to make the New Passat continue keeping the leader position is of great importance. The research on its promotion strategy is desperate to be conducted. 35214
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In this paper, the author conducts a research on Huachang 4S store. First, the Michael Porter Five Forces Analysis Model is applied to analyze the pressure of competition. This helps to recognize deeply further more to relieve the pressure which has more impact on Huachang 4S store itself, thus to achieve long term development. Then the author lists New Passat’s promotion activities according to top-down personal sales and sales promotion together with down-top advertising and public relations. Then the author differentiates the internal factors （advantages and weaknesses） along with the external factors （opportunities and threats）. After that, the author makes a SWOT analysis of these four factors and match the factors of internal and external to obtain four strategies in the following: SO strategy, ST strategy，WO strategy and WT strategy. These strategies can be used as a model for other Shanghai-Volkswagen 4S Store to make and operate the promotion strategies. In such a way, the research really means.
Key Words：new Passat 4S store SWOT analysis promotion strategies
摘 要21世纪头十几年，中国的经济飞速发展，人民的生活水平也得到极大的提高，国民已基本解决“衣食”问题，并把更多的关注投向“住”与“行”。其中，在“行”这一方面，国民开始追求个人更高层次的购车享受，这催生了我国汽车制造业和服务业的繁荣。诸多汽车品牌在市场上的竞争也日益激烈。新帕萨特是上海大众汽车品牌中的旗舰车型帕萨特的新款，帕萨特在国内B级车中占据地位并对B级车市场产生了深远影响。面对激烈的竞争，如何让新帕萨特继续保持领先地位显得尤为重要。所以对它的促销策略的研究也就呼之欲出。
本论文以徐州上海大众华昌4S店为例，首先运用波特五力分析模型对该4S店的竞争压力进行分析。便于深入了解并缓解对自身有着更大影响的压力,使其获取长期发展。其次，从自上而下的人员销售和销售促进以及自下而上的广告促销和公共关系四个方面依次列举新帕萨特在华昌4S店的促销活动，并对其进行SWOT分析，并将优势和劣势两内部因素的任一因素与机会和威胁两外部因素任一因素进行匹配。得出SO、 ST、WO、WT四个战略，所得到的战略为其他上海大众帕萨特汽车4s店的市场促销策略的制定和实施提供一些参考，此举具有重大的意义。
毕业论文关键词:新帕萨特 4S店 SWOT分析 促销策略
Contents
Abstract i
摘要 iii
Chapter One Introduction 1
1.1 General statement of the paper 1
1.2 Research objectives and research significance 2
1.2.1 Research objectives.2