介休岩兴海马S店营销策略分析.docVIP

毕业论文 介休岩兴海马4S店营销策略分析 学生姓名： 学号： 系 部： 专 业： 指导教师： 二Ｏ一五年六月 诚信声明 本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。在完成论文时所利用的一切资料均已在参考文献中列出。本人完全意识到本声明的法律结果由本人承担。 学位论文作者签名： 日期： 年 月 日 介休岩兴海马4S店营销策略分析 摘要： 近年来，随着我国经济的飞速发展，居民生活水平的不断提高，汽车由原来的奢侈品变为大众消费品。消费市场的不断扩大致使我国汽车产业蓬勃发展，汽车行业竞争更加激烈。纵观海马、比亚迪等国产自主品牌汽车近年的发展，基本以中低端市场汽车为主，以高性价比来与合资品牌汽车相竞争，但在市场竞争中没有突出优势。而各品牌4S店经销商，作为厂家销售汽车的主要渠道，必须及时根据市场变化制定有效的营销策略，既要保证销量，又要提高品牌形象。通过在介休海马4S店的实践，运用4P营销理论对海马汽车的营销策略进行分析，给出有效建议，以期海马汽车在今后的发展中去取得更大的进步，也希望对其他国产自主品牌的未来发展有借鉴意义。 关键词：国产自主品牌，海马汽车，营销策略 Marketing Strategy Analysis of Jiexiu Yanxing Haima 4s Store Abstract： Recent years, with the rapid development of economy, the constantly improvment of residents living standards, the car has become a kind of mass consumer goods from the luxury.The continuous expansion of consumer market has caused the development of Chinas automobile industry, and the competition of the automobile industry is fiercer.Throughout the Haima, BYD and other domestic independent brand automobiles development in recent years, mainly in low-end car market, compete with joint venture brands in its high cost-effective, but havent show its advantages in the market competition . The brand 4S shop dealers as the main channels of the manufacturers sale cars, must develop effective marketing strategy according to market changes in time, both to ensure sales, but also to improve the brand image. This paper take the Jiexiu Haima 4S store as an example, using 4P marketing theory to analyse the Haima automobiles marketing strategy , give some effective suggestions, hope the Haima automobile can achieve greater progress and development in the future, also hope to have reference significance for the future development of other domestic independent brands. Key words:Domestic independent brands，Haima automobile，Marketing strategy 目 录 1 绪论 1 1.1 研究