汽车企业的营销策略研究.docVIP

哈尔滨石油学院本科生毕业设计（论文） PAGE I 摘 要 中国汽车市场呈现持续繁荣的趋势,国内外汽车品牌的竞争更加激烈,汽车行业作为自主品牌的杰出代表,对营销理论方面的需求日趋强烈。然而,中国学者对汽车营销的研究主要集中在汽车营销模式选择和营销策略等方面,对单个汽车品牌整体营销策略的研究并不多,尤其针对汽车行业品牌的研究更是局限于汽车行业的发展历程和汽车行业产品的介绍方面。因此,本文对汽车行业的营销策略进行了研究,通过对中国汽车市场发展概况和汽车行业营销环境的分析,制定了符合汽车行业发展状况和匹配目标市场的营销策略,为完善整个汽车营销理论体系做出探索。 本文采用定性分析和定量分析相结合的方法,对汽车行业的营销环境和营销策略进行了全面的研究。研究了汽车行业内外部发展的优势和劣势。通过营销战略设计模型,对汽车市场进行了定量性的细分,通过层次聚类分析,选择了汽车行业的目标市场;通过比较分析,确立了汽车行业的市场定位。本文通过研究,发现国内外汽车品牌在二三级市场展开了激烈竞争,逐步形成了自主品牌、合资品牌和外资品牌三足鼎立的局面。研究发现汽车行业自身优势没有完全发挥,在二三级目标市场的选择和市场定位方面有较大的改良空间,通过差异化、目标集中等营销措施可以获得细分区域的竞争优势。本文根据研究结果,结合中国汽车市场特点和汽车行业经营现状,针对目标市场营销策略的基础上提出了汽车行业在细分市场上的营销建议,以期为汽车行业营销策略的完善提供参考。 关键词:汽车行业；市场定位；营销策略； Abstract China auto market trend continued prosperity, domestic and foreign car brands more competitive automotive industry as an outstanding representative of its own brand, the demand for increasingly strong theoretical aspects of marketing. However, Chinese scholars focused on automobile marketing in automobile marketing mode selection and marketing strategies, the study of a single car brand overall marketing strategy is not much, especially for the automotive industry, the brands research is limited to the development of the automotive industry Introduction course respect and automotive industries products. Therefore, the automotive industrys marketing strategy has been studied through the analysis of the development of Chinas auto market overview and automotive industry marketing environment in line with the development of the automobile industry development and matching target marketing strategy for the improvement of the entire automotive marketing theoretical system making exploration. In this paper, qualitative analysis and quantitative analysis method, the auto industry marketing environment and marketing strategies for a comprehensive study. We studied the development of the automotive industry, external strengths and weaknesses. STP marketing strategy through the design model, the car market for a quantitative break