《别克汽车文化营销研究》-毕业论文设计（学术）.docVIP

PAGE l 摘　要 当前的中国汽车行业竞争己进入白热化的阶段，汽车厂家为了争夺一份市场，使尽浑身解数。但是，我们清晰地从市场上看到，整个汽车营销活动仍旧处于一个高成本、低水平的现状，降价、促销是主流，但得到的效果却不尽如人意。对于汽车企业来说，都在呼吁一种低成本，持久有效的，并且能让厂家领先市场的营销模式。这就是我在这篇论文中介绍的文化营销。 文化营销作为一种新的营销观念是以文化分析为基础，以满足消费者的文化需求为目的，为实现组织的目标而营造、实施、保持的文化渗透过程。文化营销从战略意义上讲是企业为满足消费者差异需求而制定的实施强有力文化渗透的战略性营销。文化营销从适应顾客的价值观入手，通过对汽车文化知识的介绍，各种与汽车相关的活动等形形色色的模式，培养顾客对厂家及其产品的忠诚度，从而达到市场拓展和企业持续发展的目的。 整篇论文的编写过程中，我翻阅了大量的资料，结合文化经济学、消费者行为学等观点，在论文中主要论述文化营销的两种模式，并从企业文化营销、产品文化营销、品牌文化营销三方面对汽车行业文化营销的论题进行了阐述，并以通用轿车为例，对该论题加以佐证。同时，在论文中，我也借鉴了许多国外著名汽车企业的文化营销理念，来论述国内汽车行业文化营销的必要性。 关键词: 汽车行业,文化,文化营销 Abstract Today’s Chinese Auto Industry competitive has been in the perfervid status, our Company is trying to do their best to get the more marketing share .But the marketing Activity is still being in poor way, which it has taken high cost and been in lower level, and the marketing response is very different from our companys expectation even though the product depreciation and product promotion had been forcefully focused on by our company. A new marketing mode, which takes lower cost with long-term influence on the marketing, has being appealed our auto line. This is Culture Marketing that I will be introduced to you in this thesis, and this marketing mode can also make our company become the marketing division leader. The Culture Marketing is a new marketing conception, it’s base is culture analysis, its purpose is contenting customers culture requirement. And it is the culture infiltration process of building, actualizing, holding for carrying out the organise’s object. The Culture Marketing is the stratagem marketing of contenting customers different requirement by establishing the strong and powerful culture in filtration. The Culture Marketings purpose is that meet our customer valve concept deposited in our customer mind, and focus on b ringing up our customer loyalty to our enterprise and their products. It can be carried out in spreading Auto knowledge and a series of popularizing activities. Our company hopes