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一汽大众公司捷达品牌2001年战略营销分析一.公司简介及品牌背景（1）公司简介一汽-大众汽车有限公司是由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，是我国第一个按规模起步建设的化轿车基地。
公司于1991年2月6日正式成立，1996年7月公司全面建成,1997年8月正式通过国家验收。
项目总投资为亿元人民币，注册资本为亿元人民币。
公司位于长春市西南部，占地面积116万平方米。
公司采用先进的技术和设备制造捷达、奥迪、宝来系列轿车，现已形成年产18万辆整车、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。
公司共有职工3800名，年生产能力达到15万辆轿车，27万台发动机和18万个变速箱。
(2); 品牌背景捷达系列轿车是处于黄金档次的普及型轿车。
在引进中国市场前，年销量曾14次在德国，6次在欧洲位居第一。
而在中国市场，自1991年第一辆CKD捷达轿车出厂销售以来。
捷达轿车就受到各界的欢迎，其动力性，可靠性，舒适性，经济性，安全性等性能在国内同类产品中具有明显的优势。
捷达轿车曾获得“中国名牌产品”，“中国公认名牌产品”等称号，并在国内举行的汽车拉力赛上多次夺冠，是具有赛车品质的轿车。
据统计，2000年捷达轿车销量创记录地达到万余辆，其市场份额为%，产销率达101%，高于同行业的产销率（%）。
2001年头两个月累计销售量达到13567辆，同比增幅达%。
;二.战略规划;过程;（1）使命; 捷达系列品牌的使命和构想是，以高性价比经营中低档轿车，满足快速增长的国内轿车市场，同时为员工提供具有挑战性的工作机会和为股东创造高于平均水平的回报。
;（2）目标在未来一年内，一汽大众捷达将努力实现下述目标：a)维持和提升捷达在轿车市场中高性价比的形象。
b)巩固北京、广东、和东北地区的成熟市场，开发中东部地区市场，关注西部地区市场。
2022捷达vs5使用说明书捷达VS5是一汽-大众捷达旗下的紧凑型SUV。
捷达VS5是捷达品牌首款SUV车型，前脸采用大众的X设计元素，并通过向引擎盖和下格栅的双向延伸，车身侧面线条的设计延续大众品牌设计，贯穿整个车身。
捷达VS5诞生于大众最先进的MQBA1平台，搭载大众、奥迪同款的EA2111.4T110KW发动机，并匹配MQ250手动变速箱和爱信AQ250六速自动变速箱，新车配备前麦弗逊独立悬架、后多连杆独立悬架、ESP电子稳定系统、ACC自适应巡航等核心装备，新车还加入KESSY智能无钥匙进入系统+第5C代智能在线防盗系统，智能多功能行车电脑，车联网功能等等。
大众捷达档位使用说明书图解1P驻车档：进入这个档位时，变速箱锁止机构开始工作，因此需要在车辆停稳后才能挂入。
2R倒车档：在车辆需要倒车时挂入倒车档，注意车辆需要先停稳才能挂入。
3N空档：液力变矩器处于空转状态，动力无法传递到行星齿轮，空挡用于短时间停车时使用。
4D前进档：自动变速箱在行驶过程中自动工作，驾驶员只需要控制加减速即可。
5S运动档：s档运动模式下，变速箱可以自由换挡，在汽车在行进过程中，直接将档把推入S档位，通常用于爬坡和超车。
6手动模式：在“D”档位置，将档杆往右推。
档把上移升档，下拉降档。
大众其他车系换挡操作技巧1、换挡拨片的使用刹车踏板先踩死，换入“D”档，而往右边推动档位把手。
这时开始就能利用换挡拨片进行手动加减档，“+”拨片代表加档，“-”拨片代表降档。
手动模式虽然繁琐一些，不过可以精确控制合适转速与扭矩时的档位切换。
2、不同路况的档位选择1上坡：坡道路段需要比平时更大的扭矩支撑，建议用“D-”降速升扭。
有时也会发现动力剩余的情况，可以临时使用“D+”进行升档。
遇到陡峭的坡道，即使已经降档还是可能遇到车辆无力的情况，这时请使用S档运动模式。
2下坡：建议使用“D+”升档，缓坡用3档，陡坡用2档，这样可以保护刹车片提早磨损。
The 2023 VW JettaThey say ‘never judge a book by its cover’. The same goes for the 2023 Volkswagen Jetta. Because this isn’t your typical ride. It’s a German-engineered icon, inside and out.Let’s start in the driver’s seat. The Standard Digital Cockpit with 8” digital display serves up driving info for you at a glance. Upgrade to the available 10.25” Digital Cockpit Pro and you can customize the full-screen display with the info you want. With the 10 colours of Interior Ambient Lighting, you can customize the cabin with the vibe you want, too. Intuitive design and ultimate comfort come together in the Jetta, with a driver-centric dash and premium leather materials that prove no detail is too small.When it comes to performance, the Jetta givesyou more get-up with fewer fill-ups thanks tothe 1.5 TSI® engine with class-leading torque and exceptional fuel efficiency.Pure thrillsThe fun-to-drive Jetta performance comes with peace-of-mind driving thanks to a full suite of active safety features. Like Front Assist with Autonomous EmergencyBraking * which acts as an extra set of eyes, and a quicker set of brakes to help prevent accidents before they happen.The 2023 Jetta is fully-connected with some impressive tech. With the available Car-Net® App, you can connect to your Jetta in over 20 ways, from your smartphone. From anywhere. Speaking of smartphones, with available wireless Apple CarPlay® and Android Auto™ and Wireless Charging , you can spend more time connected on the road and less time fumbling for cords. When it comes style, tech, and fun, there’s nothing like the Jetta.Connected and protectedThe 2023 VW Jetta*Driver assistance feature. Drivers must continue to perform manual checks and pay full attention to the road and safe driving at all times. See owner’s manual for important information and feature limitations.Fuel consumption figures are estimates based on Natural Resources Canada’s approved criteria and testing methods. Refer to the EnerGuide 2023 for Natural Resources Canada’s estimated fuel consumption figures. Actual fuel consumption will vary based on driving conditions, driver habits and the vehicle’s condition, weight carried and additional equipment.Paint & upholstery options by trimCustomize your JettaMake your Jetta your own with styles and features you’ll love.Wheel options0217" Viper(Comfortline)0317" Singapore(Comfortline Sport Package)0417" Single(Highline)0116" Kiwano(Trendline)√√√√√_√√√√√√_√√When compared to pay-as-you- go maintenance, VW Prepaid Maintenance isn’t just better for your Volkswagen, it’s better for your wallet too, with up to 26% in savings.2On top of our 3,-4, and-5 year plans, we now offer a new, comprehensive 2-year Prepaid Maintenance plan designed to give you even more savings and peace of mind.Why it pays to go Prepaid:• VW expertise• Genuine parts and fluids • Rigorous multipoint inspection • Comprehensive coverage • Lower cost of ownership • Regularly scheduled serviceLearn more at www.vw.caCost of maintenancePrepaid MaintenanceEasy to get into Easy to maintainThe Jetta is built to perform now, and down the road. With a longer-than-average warranty and world-class German engineering, owning and maintaining one is a lot more affordable than you think. In fact, it’s among the most cost-effective vehicles to maintain in its entire segment.1 Use the convenient third party Vincentric cost of maintenance tool at vw.ca to see for yourself.A whole lot less than you’d expectBased on a comparison to other 2023 vehicles available at the time of publication.Up to 26% savings compared to the cost of paying for maintenance, on a per service basis. Potential savings percentage determined using the average savings amount of all model/year plans vs. the retail cost of individual services in 2022. See dealer for details.© 2022 Volkswagen Canada. Items, specifications, availability, standard features, options, fabrics and colours are subject to change without notice. Volkswagen Canada is not responsible for errors in typography or photography. Some features may be unavailable when your vehicle is built or available at extra cost. Although we endeavour to ensure that the information is accurate, as errors may occur from time to time, customers should contact their local Volkswagen dealer for details. Tires are supplied and warranted by their manufacturer. The vehicle is sold equipped with four all-season tires. However, please remember that the use of winter tires may be mandatory in your province or territory. Airbags are supplemental restraints only and will not deploy under all accident scenarios. Always use safety belts and seat children only in the rear seats, using restraint systems appropriate for their size and age. The navigation system depends upon signals from the GPS network and is designed to provide you with suggested routes only. Discrepancies may occur between the mapping and the actual location due to changes in street names, construction or other road system changes which are beyond the control of Volkswagen Canada. Please rely on your individual judgment in determining whether or not to follow a suggested navigation route. “Jetta”, “4MOTION”, “Climatronic”, “TSI”, “Volkswagen” and the Volkswagen logo are registered trademarks of Volkswagen AG. The Bluetooth word mark and logos are registered trademarks of Bluetooth SIG, Inc. “SiriusXM”, the SiriusXM logo, channel names and logos are trademarks of Sirius XM Radio Inc. and are used under licence. “Tiptronic” is a registered trademark of Dr. Ing. h.c. F. Porsche AG. “Android Auto” is a trademark of Google LLC. “Apple CarPlay” is a trademark of Apple Inc., registered in the US and other countries. “MirrorLink” is a registered trademark of Car Connectivity Consortium LLC. For further information regarding any Volkswagen model, please call 1-800 DRIVE VW or just look us up at vw.ca. Before we sign off, drive responsibly and obey the rules of the road. Version date: September 7, 2022.The 2023 JettaTrims and optionsTrendlinePerformance• Start/stop system with regenerative braking – automatic transmission • ECO driving mode• Speed-sensitive power steering • Electronic parking brakeSafety• Hill Hold Assist • Alarm system• Front Assist with Autonomous Emergency Braking and Pedestrian Detection• Front and rear Side Curtain Protection® with front side airbags • Cruise control• Rearview camera with static guidance lines • Tool kit• Tire mobility set• Washer fluid level indicatorInfotainment & Technology• 6.5" touchscreen infotainment system• Volkswagen Digital Cockpit (8" instrument cluster)• App-Connect smartphone integration (Apple CarPlay® and Android Auto TM )• USB Type C port (x1)• Bluetooth® mobile phone connectivity • 4 speakersExterior• 16" Kiwano alloy wheels (6.5J x 16)• All-season tires, 205/60 R16 92H• Tire Pressure Monitoring System (TPMS)• Automatic headlights with coming and leaving home function • Power-adjustable, heated exterior mirrors • Body-coloured exterior mirror housings • Chrome window surrounds • Heated washer nozzles • LED tail lights• LED headlights with LED signature Daytime Running Lights (DRLs)Interior• 6-way manually adjustable driver seat • Cloth seating surfaces• Heated front comfort seats • 60/40 split-folding rear seats• Resistive heating element for cabin • Manual air conditioning• First- and second-row floor mats • Front centre armrest • Leather gearshift knob • Interior chrome accents • Decorative inserts: Fishbone • Leatherette door inserts• Multifunction heated leather steering wheelHighlineTransmission8-speed automatic with Tiptronic® onlyIncludes Comfortline equipment plus:Performance• Electronic differential lock XDS • Driving Profile SelectionInfotainment & Technology• Volkswagen Digital Cockpit Pro(10.25" configurable instrument cluster)• BeatsAudio® Premium Audio System – 6 speakers plus subwoofer • Satellite navigationExterior• 17" Single alloy wheels (7J x 17)• Rail2Rail power sunroof • Heated wiper park• Illuminated exterior design elements • LED headlights with LED signature Daytime Running Lights (DRLs)• Sport bumper• Power-adjustable, heated exterior mirrors with memory functionInterior• Overhead storage compartment• Interior ambient lighting – customizable up to 10 colours • 2 front and 2 rear LED reading lights • Illuminated vanity mirrors • Ventilated front seats • Leather seating surfaces• 6-way power-adjustable driver seat with memory function • Heated front and outer rear seats • Leatherette door inserts• Decorative inserts: Sliced Metal BrushComfortlineIncludes Trendline equipment plus:Safety• Light Assist (automatic high beam control)• Blind Spot Monitor with Rear Traffic Alert• Travel Assist (Adaptive Cruise Control and Lane Assist) – manual transmission• Travel Assist (Adaptive Cruise Control, Lane Assist and Emergency Assist) – automatic transmission • Adaptive Cruise Control – manual transmission • Adaptive Cruise Control with Stop and Go – automatic transmission • Tool kit and jack• Space- and weight-saving spare tire (18")Infotainment & Technology• Wireless App-Connect smartphone integration (Apple CarPlay® and Android Auto TM )• USB Type C port (x2)• Volkswagen Car-Net® (remote connectivity) • 8" touchscreen infotainment system • Emergency Call Service • Voice control• KESSY – keyless access with push-start button • SiriusXM® satellite radio • Wireless device charging • 6 speakers• Remote start – automatic transmissionExterior• Rain-sensing wipers• 17" Viper alloy wheels (7J x 17)• All-season tires, 205/55 R17 91H, low rolling resistanceInterior• Climatronic® dual-zone front electronic air conditioning • 60/40 split-folding rear seats with centre armrest • Auto-dimming interior rearview mirror • 2-way driver power lumbar support • Front sport seats• Decorative inserts: Technical Rain • Leatherette seating surfaces• 10-way power-adjustable driver seatOptional equipmentSport Package• Overhead storage compartment • “Rail2Rail” power sunroof• Interior ambient lighting – customizable up to 10 colours • 2 front and 2 rear LED reading lights • Volkswagen Digital Cockpit Pro(10.25" configurable instrument cluster) • Illuminated vanity mirrors • Heated wiper park• Illuminated exterior design elements • Driving Profile Selection• Electronic differential lock XDS • Black exterior mirror housings • Black headliner• Black window surrounds• 17" Singapore alloy wheels (7J x 17) • Sports suspension • Sport bumper。
捷达使用说明书(三)文档冲亿季，好礼乐相随mini ipad移动硬盘拍立得百度书包 5 手柄。
转向信号灯工作时，转向指示灯闪亮。
通过弯道后，转向信号灯自动熄灭。
变换车道：将手柄上拨或下拨至压力点，并保持在该位置，转向信号指示灯须同时闪亮。
前大灯变光：在车灯开关打开的情况下，朝方向盘方向将手柄抬过压力点，即可变换大灯灯光，指示灯即亮。
前大灯闪光：在车灯开关关闭的情况下，朝方向盘方向将手柄抬过压力点，即可使大灯闪光，远光指示灯同时亮。
驻车灯：点火开关关闭后，驻车灯方能工作：右驻车灯—上拨转向信号灯操纵杆左驻车灯—下压转向信号灯操纵杆使用上述信号灯和照明装置时，请务必遵守有关交通法规。
27、风窗刮水器及洗涤器操纵杆点火开关接通后，刮水器及洗涤器方能工作。
寒冷季节，使用刮水器前须检查刮水片是否冻结在风窗玻璃上。
风窗刮水器短时刮水：将手柄上拨至位置1前的压力点。
快速刮水：手柄上抬至位置1慢速刮水：手柄上抬至位置2间歇刮水：手柄下压至位置3，刮水器每6秒钟工作一次。
风窗洗涤器：朝方向盘方向拉手柄，并将其保持在该位置，系统即可持续工作。
自动洗涤/刮水：朝方向盘方向拉手柄，刮水器和洗涤器同时开始工作。
松开手柄，洗涤器停止工作，刮水器还将工作约4秒钟。
28、空调系统 6 本车空调器为制冷采暖综合空调系统，保证车内温度终年处于适宜状态。
处于下列条件时，空调器制冷系统方能工作：发动机处于运转状态，同时，环境温度高于+2℃。
制冷系统不仅能降低车内温度，并且能降低车内空气湿度，去除车外高湿度空气在车窗上产生的雾气。
○1为确保采暖及通风系统工作正常，风窗前端的进风口不得被冰、雪或树叶堵塞。
○2采暖效果取决于发动机冷却液温度，因此发动机达到暖态后，采暖系统方能充分发挥其效能。
○3后风窗台板处及行李箱侧壁上设有排气口，车内污浊空气经此口排出车外，注意，装载行李时切勿堵住上述排气口。
出风口：流经所有出风口(见左上图)的冷热新鲜空气的温度均由温度控制旋钮B调节，(参见下图左)出风口3和4可用滚花旋钮单独开启或关闭(见上图)：上旋滚花旋钮—打开出风口。
1.一汽大众新捷达 - 试车评测一台改变市场的车我还模糊地记得小时候第一坐上老捷达的经历，那时大约是1994年，一位亲戚买了一台老捷达（方灯、化油器）回来，带我去游车河。
当时感觉这是一款好棒的家庭车，没有皇冠3.0那样权贵，外观不大不小很紧凑，内饰简洁务实又不像夏利奥拓那么廉价，价格也比当时进口的思域和蓝鸟要便宜不少。
而且是一款德国车，有着和日系车完全不同的味道，随着在大街上越见越多，越觉得这是一部不简单的车。
捷达自1991年面市至今，虽然多次改款都是换汤不换药，但却不影响它的受欢迎程度，累计超过230万辆的销量令人称叹。
老捷达人所皆知的优点就是皮实耐用、维护费用低廉，新捷达是否有足够的能力延续和传承这一部富有传奇色彩的车，是大家对它最大的疑问。
这一次的试驾活动主办方安排了为期3天、行程长达1300多公里的试驾路线，途中会遇到多种不同状况的道路，对于新捷达来说是一次不小的考验，同时也让我们更深入更细致的体验它是否足够全面。
2.一汽大众新捷达 - 车型背景21年前，老捷达以CKD的模式被正式带入中国市场，推出后大获成功，可以说是我国A级车市场的先行者、开创者之一。
作为车坛常青树之一的捷达，虽然一直热销，并在A级车市场中有着举足轻重的份额，但车型老旧、技术落后、审美疲劳等因素导致竞争力越发低下，是时候需要新的替代者出现。
在经历了无数次改款后，终于在2012年迎来了它真真正正的换代产品——全新捷达，这也宣告了老捷达与老桑塔纳一样，成为了历史。
(想重温老捷达21年历史的朋友可以点击我们的汽车百科：《前世今生第二十八季一汽大众捷达全扫描》)新捷达将与新桑塔纳一起，作为大众集团全新的A级车战略的重要组成部分，形成新的“A-”级入门三厢轿车产品线，丰富及细化A级车市场。
这对兄弟就如宝来和朗逸、迈腾和帕萨特一样，基于平衡南北大众两家合资企业利益而生，同时又给两家企业根据自身想法细分化产品特性的空间，以达到平衡互补、共竞共赢的格局。
