东风本田汽车营销策略研究本科毕业.docxVIP

东风本田汽车营销策略研究本科毕业论文 本科毕业论文 东风木田汽车营销策略研究 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 渠道的健全益口増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人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 Tn 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 tech no logy. To be in is in a rapid grow th i n 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, gradual 1y become a domestic automobi1e manufacturers of the main channel of distribution services. But with the expansion of production capacity and Dongfeng Honda automobile market competition intensifies, Dongfcng Honda nccds rethinking markct segmentation methods, should be aimed at different target market take 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 abs trac t II 第1章绪论1 TOC \o 1-5 \h \z 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本田思域车系介绍 10 1.4思釦睿汽车的特点 11 1木田思钳睿车系介绍17 第2章东风本［D汽车目前市场定位18 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21 第3章 东风木田汽车营销策略分析 23 1产品策略23 1. 1汽车产品及组合23 3. 1. 2汽车产甜在不同周期上的营销策略24 3.2价格策略27 3. 2. 1影响汽车价格的因素27 3. 2. 2汽车产甜的定价策略29 TOC \o 1-5 \h \z 3. 3汽车分销渠道策略 32 3. 3.1汽车分销渠道的概念32 3. 3. 2汽车营销模式 3