《汽车品牌联合营销的研究及应用》-毕业论文（设计）.doc

PAGE 23 编号：1232130153 本科毕业论文 汽车品牌联合营销的研究及应用 院 系：电子科学与工程系 姓 名： 学 号：0832130153 专 业：汽车服务工程 年 级：2008级 指导教师： 职 称：讲 师 完成日期：2012年5月19日 PAGE III 摘 要 随着汽车工业的迅猛发展，汽车销售量和保有量大幅增加。在品种日益丰富，质量稳步提高，配置渐趋先进的竞争格局之下，汽车营销创新的步伐不断加快。汽车品牌联合营销作为一种新兴的营销方式逐渐兴起，并被人们所重视。汽车品牌联合营销可以使联合体内的成员，以较少的成本获得更好的营销效果，达到单独营销无法达到的目的。 从社会经济和营销环境的变革入手，分析汽车品牌营销的变革历程，进而研究其分类构成，从表象、深度和整合三个层次上归纳总结汽车品牌联合营销的模式和优缺点，根据其发展趋势提出具有针对性的应用策略；并通过比亚迪案例，分析汽车品牌联合营销的重要应用价值。 关键词：营销方式；品牌联合营销；营销环境变革  Abstract With the rapid development of automobile industry, car sales and the population increased substantially. Under the increasingly rich variety, quality has improved steadily, and the configuration gradually advanced the competitive landscape, accelerating the pace of the automotive marketing innovation. The joint marketing of the car brand gradually on the rise as a new marketing methods, and valued by the people. The joint marketing of the car brands can make a member of the joint body, and get better marketing results, with less cost to achieve the purpose of separate marketing. Start from the change of socio-economic and marketing environment, analyzing the course of change of vehicle brand marketing, and then study their classification structure, summarized from the three levels of representation, depth and integration mode and the advantages and disadvantages of the joint marketing of the car brands, according to its trend propose targeted strategies; and by BYD cases, analyzed the important value of the joint marketing of the car brands. Key words: Marketing; Co-branding marketing; Marketing environment changes 目 录 TOC \o 1-2 \h \u HYPERLINK \l _Toc875 1 绪论 PAGEREF _Toc875 1 HYPERLINK \l _Toc12412 1.1 研究背景和意义 PAGEREF _Toc12412 1 HYPERLINK \l _Toc18395 1.2 研究方法 PAGEREF _Toc18395 1 HYPERLINK \l _Toc26167 1.3 主要内容和结构安排 PAGEREF _Toc26167 1 HYPERLINK \l _Toc23849 2 汽车品牌营销环境的变革历程 PAGEREF _Toc23849 2 HYPERLINK \l _Toc17396 2.1 汽车品牌营销环境的变革历程 PAGEREF _Toc17396 2 HY