汽车促销策略的探讨

黄河交通学院毕业论文论文题目：汽车促销策略的探讨所属系别汽车工程学院专业班级12级检测7班姓名游景奎学号1202020706指导教师孙玉凤撰写日期2014年11月摘要中国市场将成为全球汽车企业的参与全球竞争的战略性市场，市场的战略变化，有可能给中国汽车成为全球汽车制造中心提供机会.最近汽车产业三个变化，导致中国汽车市场的地位可能发生重大变化，中国汽车产业有机会成为全球制造中心甚至创新中心。随着社会的快速发展和人们生活水平的不断提高，汽车已逐步进入普通家庭，汽车产品的需求已逐步成为人们消费的一项重要内容。中国作为全球最具潜力的汽车消费大市场，竞争日益激烈。国际各汽车跨国公司纷纷进入中国市场抢占阵地，促使新的竞争格局基本形成国内市场已呈现国际化趋势。我国民族汽车缺乏先进合理的管理模式、科学的营销模式，导致他们在激烈的市场竞争中面临严峻的考验。汽车促销也成为市场激烈竞争中的重要手段之一，研究和运用促销策略也是各个汽车销售商家竞争的核心。关键词：汽车，促销策略，市场调查，营销模式AbstractChinawillbecometheglobalautomotivemarketcompaniescompetegloballystrategicmarkets,strategicchangesinthemarket,hasthepotentialtobecomeaglobalautomotiveChineseautomobilemanufacturingcenteroffersopportunitiesinthreerecentchangesintheautomotiveindustry,leadingpositioninChina'sautomarketmaycausesignificantchangesinChina'sautoindustryhastheopportunitytobecomeaglobalmanufacturinghubandeveninnovationcenter.Withtherapiddevelopmentofsocietyandimprovepeople'slivingstandards,thecarhasbeengraduallyintotheordinaryhousehold,thedemandforautomotiveproductshasgraduallybecomeanimportantpartofpeople'sconsumption.Chinaastheworld'smostpromisingautomotiveconsumermarket,competitionisbecomingincreasinglyfierce.InternationalautomobilemultinationalcompanieshaveenteredtheChinesemarkettoseizepositions,promptingtheformationofthenewcompetitivelandscapeofthedomesticmarkethasbeenshowingthebasictrendofinternationalization.China'snationalcarlackofadvancedmanagementmoderational,scientificmarketingmode,leadingthemtofaceaseveretestinthefiercemarketcompetition.Carsaleshavebecomeanimportantmeansofcompetitioninthemarket,researchandmarketingstrategyistheuseofvariousautomotivesalesbusinesscompetitivecore.Keywords:automotive,marketingstrategy,marketresearch,marketingmodel目录1引言...................................................................................................................................12目前我国汽车市场营销的基本特征及概述...................................................................12.1创新营销模式.............................................................................................................12.2满足顾客需求.............................................................................................................22.3以服务为根本的营销...................................................................................................22.4国内汽车市场用户发生转变........................................................................................22.4.1国产汽车降价不断，有力促进汽车市场产品分化...............................................32.4.2我国汽车市场消费模式缺失，市场还未真正成熟...............................................32.4.3营销网络和品牌竞争成为重点...........................................................................32.5企业管理者面临的困扰和挑战.....................................................................................32.6轿车进入家庭是大势所趋............................................................................................43目前我国汽车市场营销的发展趋势...............................................................................43.1加入WTO对国内汽车市场产生的影响.......................................................................43.1.1关税调整..........................................................................................................43.1.2投资与投资政策................................................................................................43.1.3产品技术和市场................................................................................................53.2国家政策的影响..........................................................................................................53.3国内轿车行业需求的基础............................................................................................54汽车促销市场调查...........................................................................................................64.1什么是汽车促销..........................................................................................................64.1.1汽车促销短期性的工具.....................................................................................64.1.2促销方式..........................................................................................................64.1.3如何使汽车企业与公众建立良好的公共关系......................................................64.2价格是消费者购车首要考虑因素.................................................................................74.3消费者还着重考虑驾驶的经济性.................................................................................75未来我国汽车营销策略的发展方向...............................................................................75.1环保型营销策略..........................................................................................................75.1.1树立环保营销的基本思路..................................................................................85.1.2积极研发环保低碳产品和机器零部件................................................................85.1.3改进传统生产习惯，建立清洁高效生产模式......................................................85.2建立以消费者为导向的营销模式.................................................................................85.3建立汽车营销的模块化战略发展模式..........................................................................86汽车促销的含义及其作用..................