东风本田汽车营销策略研究 x完整论文讲诉.docVIP

东风本田汽车营销策略研究 班 级：汽销 11305 姓 名：尹 安 洋 学 号：汽销1130538 摘 要 2010年10月，东风本田汽车有限公司第二工厂乘用车项目得到了国家发改委的批准。东风本田项目总投资由原有的7亿4334万美元增加到16亿2189万美元。发动机项目的建成，标志着东风本田已具备了Honda发动机的核心制造技术。要在正处于飞速成长中的中国汽车市场大蛋糕中分到半壁江山，销售服务渠道的健全益日增长成为企业发展壮大的必要因素。尽管初期投入较大，汽车4s店凭借其以销售、服务为主，同时担负塑造品牌形象的终端优势，逐渐成为了国内汽车厂商的销售服务渠道主体。但随着东风本田产能的扩大和汽车市场的竞争加剧，东风本田需要从新审视市场细分方式，应针对不同的目标市场采取差异化的营销策略，加速营销创新，同时要注重汽车市场的开发和管理。 关键字：东风本田汽车； 营销策略； 营销分析 Abstract In 2010 October, Dongfeng Honda Automobile Limited company second factory passenger car project by the national development and Reform Commission approval. Dongfeng Honda projects with a total investment of from the original 700000000 to 1600000000 Engine project, marking the Dongfeng Honda has a Honda engine core manufacturing technology. To be in is in a rapid growth in the Chinese car market big cake is divided into half of the country, sales and service channel sound benefits growth become enterprise development and expansion of the necessary factors. Although the initial investment is larger, automobile 4S shop with its sales, service, at the same time take shape the brand image of terminal advantages, gradually become a domestic automobile manufacturers of the main channel of distribution services. But with the expansion of production capacity and Dongfeng Honda automobile market competition intensifies, Dongfeng Honda needs rethinking market segmentation methods, should be aimed at different target market take different marketing strategies, accelerate the marketing innovation, at the same time to focus on the development of car market and management. Keywords: Dongfeng Honda Automobile; marketing strategy; marketing analysis 翻译结果重试 抱歉，系统响应超时，请稍后再试 支持中文、英文免费在线翻译 支持网页翻译，在输入框输入网页地址即可 提供一键清空、复制功能、支持双语对照查看，使您体验更加流畅 售后服务调查分析 85 6.1 售后服务在成长中 86 6.2 东风本田售后优点 87 6.3 东风本田售后缺点 88 6.4 4S店9大重点项考核情况 89 结论 93 致谢 94 参考文献 95 第1章 绪论 1.1 东风本田简介 东风本田汽车有限公司成立于2003年7月16日，注册资本2.5