东风本田汽车营销策略研究.doc

PAGE PAGE 1 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 目 录 摘要 Ⅰ HYPERLINK file:///F:\\毕业论文123\\宇哥毕业论文.doc \l _Toc311876495#_Toc311876495 abstract Ⅱ TOC \o 1-3 \u 第1章 绪论 1 1.1 东风本田简介 1 1.2 CR-V汽车的特点 3 1.2.1本田CR-V车系介绍 6 1.3 新思域汽车的特点 7 1.3.1本田思域车系介绍 10 1.4 思铂睿汽车的特点 11 1.4.1本田思铂睿车系介绍 17 第2章 东风本田汽车目前市场定位 18 2.1 国内汽车市场定位及作用 18 2.2 东风本田汽车市场定位战略 18 2.3 东风本田汽车营销目标模式 2