發(fā)布時間：2018-06-24 00:03

  本文選題：汽車營銷 + 市場細分��； 參考：《復旦大學》2008年碩士論文

【摘要】： 我國的汽車事業(yè)蓬勃發(fā)展,以每年超過20%的速度正在向千萬級進軍,即將成為僅次于美國的全球第二大市場;D級車市場已占有整個乘用車市場的20%,并呈現不斷擴大的趨勢,預計到2008年,市場規(guī)模將超過100萬輛。 通過研究發(fā)現,目前中國的D級車市場存在較好的市場空間,發(fā)展前景良好。與此同時D級車市場的競爭也越來越激烈,并逐漸從傳統(tǒng)的產品、渠道之爭過渡到品牌整合營銷傳播為主的全面競爭。因此品牌的傳播策略也日益受到重視。 在此背景下本文以A車品牌上市為例,在一定的數據和信息研究分析的基礎上,對D級車的市場、競爭品牌、消費者狀況及產品利益點進行綜合的考慮,利用相關的品牌研究理論及分析工具,從創(chuàng)新的角度,為D級車市場品牌的傳播發(fā)展提供可以參考的傳播策略開發(fā)思路及架構。
[Abstract]:The automobile industry in our country is booming and is advancing to ten million levels at an annual rate of more than 20%. It will soon become the second largest market in the world after the United States. The D class car market has occupied 20% of the entire passenger car market, and it is showing a trend of constant expansion. The market size is expected to exceed 1 million by 2008. Through the research, it is found that there is a good market space in the D-class car market in China at present, and the development prospect is good. At the same time, the competition of D class car market is becoming more and more fierce, and gradually from the traditional products, channel competition to brand integrated marketing communication of the overall competition. As a result, brand communication strategy is also increasingly paid attention to. Under this background, this article takes A car brand listing as an example, on the basis of certain data and information research and analysis, carries on the comprehensive consideration to the D class car market, the competition brand, the consumer condition and the product benefit point. By using the relevant brand research theory and analysis tools, from the angle of innovation, this paper provides the development idea and framework of communication strategy for the brand communication development of D class car market.
【學位授予單位】：復旦大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;F426.471

【共引文獻】

相關碩士學位論文 前5條

1 呂德厚;呼和浩特市土豆泥市場調研報告[D];內蒙古大學;2006年

2 陳卓;兒童家具設計的市場分析研究[D];南京理工大學;2007年

3 嚴朝寧;基于客戶需求的機電產品企劃方法研究[D];長安大學;2009年

4 張孝俊;任職資格在營銷管理中的應用分析[D];河南大學;2012年

5 耿子棟;諾亞舟產品營銷策略研究[D];西南交通大學;2011年

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本文編號：2059046