江淮汽车4S店开业策划方案.docVIP

江淮汽车4S店开业策划方案 篇一：江淮星锐商用车营销策划方案 摘要 正文：随着汽车行业的竞争日益激烈化， “不掌握核心技术，就只能永远受制于人；没有高附加值产品，就只能在低端市场徘徊；不走自主发展之路，中国的民族品牌江淮星锐商用车就没有未来”。 江淮星锐商用车发展要想寻求品牌突破，不管是通过整合全球资源进行创新研发,还是通过与国际顶级技术公司合作、都要站在巨人的肩膀上进行“四性创新”----- 安全性、舒适性、外观性、功能性。只有牢牢把握住“四性”这张王牌营销策划，才能为实现国际化发展奠定了良好的基础。 关键词：汽车 发展 品牌 四性 营销策划 Abstract Content：As the auto industry competition is becoming increasingly fierce, “do not master core technology, can forever heteronomy; no products with high added value, only in the low end of the market do not go wandering; independent development path, China national brand of Jianghuai stars Rui commercial vehicles have no future”.The stars Rui development of commercial vehicle brand to seek breakthrough, either through the integration of global resources for innovation and R amp; D, or with international top technology companies, have stood on the shoulders of giants “four innovation” - - - - - safety, comfort, appearance, functional.Only by firmly holding “four” this trump card marketing planning, in order to achieve international development has laid a good foundation. Key words: Auto Development Brand Four of Marketing planning 目录 1. 前言 ???????????????????????????????? 3 2. 汽车行业背景 ????????????????????????????4 2.1 国外汽车发展现状?????????????????????????4 2.2 国内汽车发展现状?????????????????????????4 2.3 江淮星锐商用车的发展历程??????????????????5 3. 江淮星锐商用车SWOT析 ???????????????????8 4. 江淮星锐商用车品牌策划中需要考虑的问题 ?????????11 4.1 谁？为什么要买江淮星锐商用车？????????????????11 4.2 江淮星锐商用车品牌代表什么？?????????????????12 4.3 江淮星锐商用车品牌如何传播 ?????????????????15 5. 江淮星锐商用车品牌整体公关活动策略和执行 ???????17 5.1 整体活动策略 ????????????????????????17 5.2 整体活动执行 ????????????????????????18 6. 传媒计划 ??????????????????????????19 6.1 媒体宣传目标 ????????????????????????19 6.2 媒体投放策略 ????????????????????????19 6.3 媒体选择 ??????????????????????????19 6.4 媒体投放排期 ????????????????????????19 总结 ??????????????????????????????20 参考文献???????????????????????????21 致谢?????????????????????????????22 个人简介 ??????????????????????????????23 1. 前言 决定江淮星锐商用车未来的营销纲领； 指导