汽车营销策略消费心理研究.docVIP

 山东交通学院毕业论文 汽车营销策略与消费心理的研究 院(部)别 高职学院 专 业 交通运输 届 别 2013 届 学 号 091711225 姓 名 张 怀 霞 指导教师　 高 青 山东交通学院教务处 二○一三年六月 摘 要 随着我国改革开放的推进，国民经济的高速发展，居民的收入日益增加，愈来愈多的人已经具备了购买汽车的经济能力。人们对汽车的消费需求越来越来大，作为汽车营销人员，面对着汽车各大公司的激烈竞争，汽车市场中每时每刻都在发生着价格战、品牌战、服务战、促销战、广告战等，这时就需要研究消费者的消费心理、购车动机，并不断地提升服务层次，满足消费者的需求，最后提高企业在市场的占有率。 本文首先研究汽车消费者的心理特征与个性倾向，然后针对每种情况，逐一作出汽车营销策略，接下来分析营销策略与消费者心理的密切联系，汽车的各种类型产品，汽车分销与促销活动对消费者心理的影响，还有汽车的价格尤其是消费者的最为关心的重要因素。 关键字：消费者购买行为，心理特征，个性倾向，营销策略 Abstract With the developing of our country’s reforming and opening up to the outside world and the rapid development of national economy, the income of residents increased day after day, more and more people have the economic ability to buy cars. people’s increasing consumption demand on car. As the automobile marketing personnel, facing the fierce competition in the automobile companies, in the automobile market all the time in a price war, brand war, fare war, service promotion campaign, advertising war and so on. then it is the need to study consumer psychology and car buying motive, it is to improve constantly the service level, meet the needs of consumers, finally, it is to improve the share of enterprises in the market. This passage studies automobile consumers psychological characteristics and personality, then for each case, one by one to make the car marketing strategy, the next is to analyze the close ties between marketing strategy and consumer psychology, various types of products of automobile, effect of automobile distribution and sales promotion on consumer psychology, and the price of the car in particular, it is the most important factor of concern for consumer. Key words: Consumer buying behavior, Psychological characteristics, Personality, Marketing strategy 目 录 前言............................................................................................................