汽车营销策略毕业论文(含外文翻译)

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汽车4S店营销策略分析毕业论文

近年来，汽车企业不断变革营销手段，除了在传统的媒体和门户网站进行广告宣传，还尝试多种营销手段，收效也非常明显。一方面，能够更有效地寻找到目标用户，提升销售；另一方面，对于用户而言，这也是一种售前效劳。用户可以轻松便捷、无障碍的获得有关品牌4S店以及产品的信息。
针对各个4S店的不同特点，汽车企业要求经销商在统一的效劳理念下，发挥各自特长，利用店面周围有利环境进行关联营销，还借助时下流行的网络搜索引擎开展关键词营销以及114导航营销。这些销售措施4S店在品牌与用户之间搭建起一个信息沟通的渠道，让汽车品牌的营销与传播有了扎实的“根据地〞。
2汽车4S店的概念及优势
我国汽车工业经过几十年的建设和开展，取得了举世瞩目的成就，尤其是进入21世纪后，汽车消费的兴起，大大促进了我国汽车市场开展。但从整体而言，我国汽车工业的建设规模、营销手段和效果等与世界兴旺国家还有很大的差距；我国的现代汽车市场营销理念、营销体系、营销方法、售后效劳、汽车配件质量等均比拟落后；汽车融资消费也刚刚兴起，难以满足消费者的需求，汽车销售市场还很不完善。
“4R〞理论。
4R营销理论以关系营销为核心，注重企业和客户关系的长期互动，重在建立顾客忠诚。它既从厂商的利益出发又兼顾消费者的需求，是一个更为实际、有效的营销制胜术。艾略特·艾登伯格(Elliott·Eden Berg)——2001年在其?4R营销?一书中提出4R营销理论。唐·舒尔茨〔Don·Schultz〕在4C营销理论的根底上提出了4R营销理论。
汽车4S店的概念
4S店是集汽车销售、维修、配件和信息效劳为一体的销售店。4S店是一种以“四位一体〞为核心的汽车特许经营模式，包括整车销售〔Sale〕、零配件〔Spare Part〕、售后效劳〔Service〕、信息反响〔Survey〕四局部。它拥有统一的外观形象，统一的标识，统一的管理标准，只经营单一的品牌的特点。汽车4S店汽车专卖店是由汽车经销商投资建设,用以销售由生产商特别授权的品牌汽车,其渠道模式可以表述为:厂商--专卖店--最终用户。汽车4S销售模式目前成为我国轿车市场上主流的渠道模式。

汽车营销中国汽车流通体制的发展趋势毕业论文中英文资料对照外文翻译文献综述

中英文资料对照外文翻译文献综述附录China's automobile development trend of the circulation systemFirst, brands and brand marketingBrand is the business of sustainable development one of the most important resource. In the Chinese automotive market development and the process of development, the concept of brand is being more and more attention, but, for many vehicle operators, the brand concept is very vague, they often attach great importance to corporate image of the shape, attention Product promotion, to the neglect of the brand value and role. On a business, the corporate image in the first level, at the second level of brand image, product image in a third level. A brand must exist in the enterprise, must depend on the tangible products (services), but the brand can be independent of the companies it represents, independent of the products it relies on the outside. Because enterprises can be mergers, joint or reorganization, bankruptcy may, for type or products can be updated, but the value of brands is eternal, is the value-added. With a product, for a brand can be worth 100 times, which fully demonstrates the important value of the brand. "Lamborghini" sports car in both the public by the German company acquired before or after the acquisition, brand image of the core values and not because of inter-enterprise mergers and change. Therefore, development, shape and brand management, corporate image is the fundamental, is the personification of product value.In the car with a strong personality of the car, the brand means that the market position means that the product quality, performance, technology, equipment and services and the value of its ultimate manifestation of the company's business philosophy. Brand recognition from its consumers, "are being added," the value chain and not "Canada is negative." This value chain by the people "reputation spread" and "the effect of" double drive. If consumers do not establish communication channels, can not obtain the trust of consumers, brand value is equal to zero.Brand is a soul, personality, environmental characteristics, is alive. Brand and the end result is the core of customer satisfaction. User satisfaction with the largest direct driving force comes from the use of the product results were satisfactory level. Products derived from the value of location and thus generate the feelings of value for money, it is these factors prompted enterprises have continuously develop new products, increase the technology content of technology and equipment, and continuously reduce costs, in other words continue to technological progress. The car is different from general merchandise, it has high prices, re-use, repeatedly put characteristics. Therefore, the user satisfaction of a more important drivers of marketing system is the level of services and functions of diversity, that is, dealer branding is a concrete manifestation, not only with the sale of products and achieve the interests of a single Function, should also have the market development, supply of spare parts, maintenance, vehicle beauty, insurance, licensing, leasing, hire purchase, old cars by then the whole transaction, information feedback, and many other features. Marketing channels is to build brand users to communicate directly with the bridge is to improve customer satisfaction in important areas.The traditional marketing system can not improve customer satisfaction and create brand image. Because they are horizontal, pluralistic, non-integrated. On the dealers, no brand or brands must be the result of the horizontal development of a single function, extended to other areas of business management, this way, the risks are great, difficult to manage, no image.The importance of vehicle brand marketing is the brand value chain from the decision, it must guide the distributors to develop in depth, through multi-functional integration and integration services to create more value and interest. The car companies, brand marketing, to concentrate manpower and energy market research, market development and is conducive to the planning, development and management of sales and marketing networks and distributors to increase the service functions and is conducive to market with product development and production of Convergence and cooperation is conducive to the market for forward-looking planning, to develop flexible marketing policy, and so on. It can stabilize the market, the development of the market, can be divided into regional, control prices, dealers can become a powerful helper competition in the market.Currently, Buick, Honda, Audi's sales and marketing networks are developing in depth. Their basic characteristic is the exclusive distributor operating on it, that is, specific franchise brand products, with independent distributors or independent legal person status,with independent financial accounting function, multi-function integrated, unified image of the entire network System showed a flat structure, directly facing the ultimate user sales.Second, China's automobile distribution system - from non-brand marketing brandmanagement to changeOne. China's automobile circulation system generally has experienced four stages of development:The first stage is planned economy period (1953-1979), during this period the basic characteristics of the automobile market is highly centralized management. State vehicle for centralized allocation of resources.The second stage is two-pronged period (1979-1985), and sales of motor vehicles into the management of the guidance and market regulation scheme of combining the operation system, the allocation of resources of "national market regulation, market guidance of the" model.The third stage is market-oriented period (1985-1997), enterprises will gradually become market-oriented production and operation, showed regional market demand, a buyer's market began to emerge. This phase is divided into two periods, the early cars is a seller's market, the latter part of a buyer's market.Several stages over the most essential characteristic of all non-brand management, especially market-oriented period, dealers, institutions are not independent, accounts unclear, features a single, market confusion, the layers of the wholesale market when the strong rush headlong into mass action , For resources, market weakness,competition.The fourth stage is to brand management transition period (1997-present), China's car market has started to brand management people into the initial stage, especially in 1999 to Shanghai GM Buick, Guangzhou Honda Accord, FAW - the public, such as Audi City people brand marketing system after the building as the hallmark, China's car market to accelerate the pace of development of brand marketing. Their dealer network from the appearance of the image to the internal layout, and input from hardware to software management, pre-market sale of after-sales service and a series of procedures, have a unified standard, uniform logo, the image of unity, unified management and Strict implementation of the training. Brand management can not only regulate the market order, strengthen market management, to avoid over-or vicious competition is more important to establish a brand image.FAW Group Corporation is China's largest automobile manufacturer of. 1997, the Jetta as a pilot, started a brand marketing attempt. Taste sweetness, the red flag, liberation and Audi have also started marketing brands, has achieved very good results. Jetta sedans to as an example, in the implementation of brand management asked the previous five years, always in annual sales from 10,000 to 20,000 between wandering, the establishment of the FAW in 1997 - after the public sale of the company, was on the more than 40,000 Vehicles, after an annual rate of 20,000 increase in 1999 from January to October, has sold 62,896 Jetta sedans, the market share of 13.51 percent, while brand management in 1997 before the market share of only about 5%. Especially over the past few years, the car market is completely transferred to a buyer's market, increasingly competitive, the results achieved this more difficult, that the great role of brand marketing.Of course, the FAW Group Corporation of brand management is still in its initial stage, in the process of development there are still various historical burden and the many contradictions and problems. This is the future to overcome the difficulties. The Jetta sedan, the network operators to brand marketing has just begun, the next to go a long way to go.From the results of brand management, compared with non-brand management, marketing, quality improved markedly. Specific performance in the following areas:1. To solve the previous after-sales service and spare parts supply and sale of the state of separation, on the other service functions such as licensing, insurance, beauty, and other vehicles to be strengthened. Separation of these links is the result of interest difficult to coordinate, through different sectors of the lack of a smooth channel for feedback, the lack of specific brands of concern.2. Delineation of the regional scope of the operation, unified price policy, and is conducive to the depth of its business development. The past in a region scattered with many dealers, leading to price, service and other disorder, not on specific brands to market development.3. By the end of the multi-layers of wholesale sales sectors, directly to the people of the ultimate user-oriented sales, reducing the supply chain, lower transaction costs.4. The end of a "small window dressing" and "stall" mode of operation, steering procedures, high input of the business. This is undoubtedly the tangible car market has posed a challenge.5. Cash transaction or a guarantee that the pledge, to avoid the risk.6. The end of a single new car sales, hire purchase, on the 1st car replacement, leasing and other financing vehicles began attention.7. Initially set up customer management systems, track users, improve customer satisfaction.China's automobile industry faces the challenges of the next century, the car market in constant change of the division and trespassing. We believe that the structure of a brand marketing at the core of the vehicle circulation system framework, the cross-century China's auto market is the basic marketing model and the inevitable choice. Brand management is based on the establishment of the new Trade and Industry, Trade and Industry to form an appropriate division of labor between the positioning of the vehicle turned into enterprises under the leadership of the participation of financial institutions to brand marketing at the core of the circulation system. Trade and Industry should be between a bite very close gear, the car companies is an active round, and the dealers are driven round and round it should take the initiative driven by a stable and harmonious functioning.Two. China's car sales managementCar manufacturers of domestic marketing network management, many from foreign parent companies or technology transfer from the copy, but, because of the domestic car market some of particularity, copies began aliasing, which makes car sales and marketing network confusion. At present the domestic car manufacturers sales management problems are basically the same, because of marketing and management methods and policies for the car market caused by the confusion and car dealers in speculation, dealers and intensified the contradictions and production enterprises so that users The decline in product satisfaction.1. Distribution centres and regional centres and the construction site manager. SAIC Sales Corporation, the country gradually built 24 distribution centers, its intention is to strengthen the management of local dealers to promote sales. Shenlong company's regional centres (business offices) is Shenlong companies throughout the country a regional management center, but because too few officers in each region, in particular the lack of after-sales service professionals, makes too much work span, but also because of management Function is not clear, the task had passed Wuhan headquarters, leading to poor coordination with the dealer, not really a big area of management functions.In addition, the current domestic car production enterprises with specialized regional manager of the site, devoted to tour the scene, such as Shanghai Volkswagen, FAW-Volkswagen, the Shenlong Company. However, the survey found that most managers at the scene because the scene could not solve the problem, coupled with the sitemanager and the issue of coordination between headquarters, sales and service network makes the problem can not be resolved in time, causing the backlog problem, thus increasing the network management Difficult.2. The support of dealers and evaluation. For a long time, production enterprises with the support of the dealers are mainly embodied on the end of the year, sales of major distributors of assessment criteria, making dealers do not pay attention, focus only on sales, many dealers at a low price Sales, thanks to more sales, they often look to the huge annual sales corporation, a loss of even out, once the company not to sell, most dealers will be a huge loss, resulting in the loss of sales force and Competitors into the sales network. After sales management policy changes, all enterprises and the loss of basic sales channels to stop, but the profit cycle only about 500 to 2,000 yuan, far less than the sales network of foreign profits.At present, aware of the shortcomings of the end of Fan Li policy, domestic car manufacturers basically have all abolished the end of Fan Li policy and a comprehensive index of small-scale examination after the award. Enterprises for comprehensive examination including sales, financial return, feedback and hardware facilities. However, its core content and in terms of sales and capital returns, the hardware facilities of the assessment did not change to the planning and encourage dealers to invest, such as Dragon's Award is the most important indicators of monthly sales evaluation is completed, the extent of the return of funds. FAW-Volkswagen examination indices, in addition to the assessment of sales, also increased the feedback on the evaluation (mainly referring to new users file feedback), failed the examination of the maintenance stations to cancel their sales commission. The introduction of these policies, to a certain extent, improve the assessment indicators, but the intensity of this examination norms for the conduct and dealers are still not enough direction.In 1999, SAIC Sales Corporation in learning the German public sales network management methods, introduced a system of franchisees and the "three Maori" policy. Shanghai Automotive Industry Sales Corporation brand franchise through the idea of transforming the traditional distributor for the franchisees, through "three Maori" policy to promote the transformation of dealers. Apart from considering the franchisees sales Maori, but also in accordance with its investment in hardware and services in the corresponding gross margin and investment services to Maori. Although this policy comprehensively on the various dealers and investment to the guide, however, due to the lack of detailed study, launched the "three Maori" policy of the lack of other supporting management policies,will not be able to contain a good distributor, And the speculative dealers will soon find the existence of speculative opportunities.3. Of after-sales service management. Domestic car manufacturers are faced with after-sales service network management difficulties. The main problems: the supply department of spare parts and after-sales service sector manufacturing enterprises can not control the outflow of accessories, especially the system of supporting parts enterprises. In many parts production enterprises without the permission, accessories will be sold directly to the maintenance business, coupled with the impact of counterfeit parts, maintenance service stations operating conditions deteriorate. At present, Shanghai Volkswagen, FAW Volkswagen and ShenLong companies such as after-sales service companies are facing these problems, thus also means that the maintenance of the control points lower.4. Of dealers and repair stations intelligence management. Domestic car manufacturers marketing departments began to attach importance to the management of intelligence, such as FAW-Volkswagen dealers will require all new car sales to return to the user files, and as an incentive assessment of one of the key indicators. SAIC sold the company to all authorized dealers in a unified software system planning，it also requires dealers will sell new cars to return to the user files. Shanghai Volkswagen in the maintenance stations across the country to promote reunification of the computer management system, then you can repair station repairs, claims, the user files, and accessories sales, inventory and other information for all, maintenance and analysis of the situation and stop the operation of the market Situation.Although the domestic car manufacturers to begin sales and service network of information management, but many of these systems or just started, many enterprises in urgent need of basic database have not yet completed, the computer management is still in its initial stage, and so on. In addition, intelligence collection and transmission of the dealer is a huge cost, the effect of slow business, the majority of dealers in China do not attach importance to this, there are a lot of raw data big problem.5. Franchise brand awareness. Since the domestic car manufacturers and dealer network's overall environmental situation determines the domestic car sales method is relatively backward, and foreign brands compared the current concept of the concept of brand competition and did not form, making manufacturers, retailers and service stations operating without a unified Planning, not standardized, so all sales outlets fragmentation, irrelevant, and bidding each other, leading to confusion in business scope, quality ofservice decline, increased costs and falling profits, this situation is all the car factory there are problems.Third, marketing and management analysis concluded1. The level of management is not clear. Regional management and maintenance of the retailers at the lack of control efforts, this makes the level of retailers, most retailers and wholesalers are a retailer, but because the results of the auction each other, making great profits fell.2. Retailers on the assessment is not comprehensive enough. At present, domestic car manufacturers to focus on the assessment indicator sales volume, but not revenue from sales and profitability of the two areas to conduct a comprehensive evaluation, especially quality of service for assessment, guide retailers to improve service quality is negative.3. Brand the concept of the poor. Manufacturers and retailers are not the business of brand planning, manufacturers and retailers are not under the name of the scale, it is an increase of the internal friction among retailers.4. Retailer's intelligence network is not perfect. At present, China's car manufacturers to retailers intelligence network has not been perfect, but retailers were not seriously, this will affect manufacturers to retailers were operating as intelligence.中国汽车流通体制的发展趋势1 品牌与品牌营销品牌是企业可持续发展的最重要资源之一。

汽车营销策略论文

浅谈汽车营销策略目录引言．．．．..．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．2 内容摘要．．．．..．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．3一、汽车服务营销理论 (4)二、汽车营销服务的作用 (4)三、如何开展服务营销 (5)3.1建立汽车服务营销新观念 (5)3.2树立汽车服务品牌观念 (5)3.3服务内容更丰富 (5)3.4加强客户关系管理CRM即客户关系管理 (6)3.5提高服务人员素质，重视内部营销 (7)四、结论 (7)论文主要参考文献 (8)引言改革开放以来，随着计划经济向市场经济的转变，社会逐步的繁荣起来，人们对物质的需求越来越强。

而汽车作为一种高端产品、快捷的交通工具同样也不断地吸引人们的目光，拥有一辆家庭轿车已成为一种追求。

于是，我国的汽车工业在短短的十几年中得到了飞速发展，产品从单一的中型载货汽车发展到货车、客车和轿车等多种系列，产品结构基本得到缓解并日趋合理；汽车产品和制造技术水平得以不断提高，建成了一汽、上汽、东风、天津、广州、北京等几大集团和一大批零部件骨干企业。

再加上加入世贸组织，进口关税的下降，进口汽车的大量涌入。

几乎一夜间，有近百个品牌，近千种车型一下子提供给消费者选择。

几年间，不少有能力的家庭有了属于自己的轿车。

但是，汽车营销市场经过前几年的“幸福时光”后，忽然降了温。

究其原因，首先是由于大部分有购车能力的人已经买好了自己的汽车，购车已进入了一个调整阶段；其次，小部分有买车欲望的人，苦于城市交通的拥堵，停车的不便，而忍痛割爱；第三，也是最重要的一点：由于品牌的众多，各个企业不断加大投入、增加产量，在部分空间上供大于求，造成竞争空间变小，于是各企业开始打价格战，使场外观望气氛浓厚，等策略性失误造成了当前的形势。

汽车市场营销策略分析毕业论文

汽车市场营销策略分析毕业论文学校代码： 10128学号： 200721501031题目:学生姓名：学院:系别：专业:班级：指导教师：指导教师:白宝光教授指导教师：××× 教授二〇一年六月内蒙古工业大学本科毕业论文摘要随着中国加入WTO，中国的汽车市场迎来了一个新的时代。

这个新时代充满挑战与机遇，而世界各大汽车企业纷纷进驻中国汽车市场，使中国的汽车市场更加风起云涌。

在各大世界汽车企业进驻中国市场的同时,国内的一些自主品牌也悄然而起，发展我国的自主汽车品牌。

在加入WTO的近十年中,先后涌现出奇瑞、吉利、华晨、比亚迪、长城、福田等多家自主汽车品牌企业.中国已经成为全球第一大汽车市场,在这个背景下自主品牌将遭遇更大的围堵和打压。

市场竞争愈加激烈、残酷，这对国内的自主品牌企业是一个巨大的考验。

因此，正确的经营管理理念和方法，合适的市场营销策略将成为能否在竞争中取胜的关键.作为中国汽车自主品牌领域的主力军，华晨汽车集团开创了“汽车产业与资本运作相互结合"的独特体制发展模式，始终坚定的走“高起点打造中国自主品牌”的发展道路，在时下竞争激烈的汽车市场占据了一席之地。

因此，通过分析和总结华晨汽车的营销经验对其他自主品牌汽车有重要的借鉴意义。

本文通过对华晨汽车的“营销环境”和“现有营销策略”进行研究分析，发现华晨汽车市场营销策略的不足之处，并提出具体的改进建议。

关键词:华晨汽车;自主品牌;市场营销策略内蒙古工业大学本科毕业论文AbstractWith China's accession to the WTO, China's car market enters into a new era。

This new era is full of challenges and opportunities， and the world—class automobile enterprises have been stationed in China's automobile market, China’s automobile market is blustery。

汽车营销策略分析毕业论文

汽车营销策略分析毕业论文《汽车营销策略分析》摘要：本文主要介绍了汽车行业的营销策略分析，通过对汽车市场的现状和发展趋势进行研究，结合消费者的需求和市场竞争情况，分析了汽车品牌的营销策略，探讨了汽车营销策略的现状和未来发展方向。

关键词：汽车营销；市场分析；品牌营销；消费者需求一、引言汽车是人们生活中不可或缺的交通工具，随着经济的快速发展，汽车市场也日益壮大。

在这个竞争激烈的市场环境下，汽车品牌如何制定有效的营销策略，成为了汽车行业面临的重要问题。

通过对汽车市场的现状和发展趋势进行深入研究，本文旨在分析汽车营销策略的特点和发展方向，从而为汽车品牌提供参考和借鉴。

二、汽车市场现状分析目前，国内汽车市场竞争激烈，各大汽车品牌纷纷在产品技术、价格、服务等方面展开激烈竞争。

新能源汽车、智能汽车等新型汽车产品不断涌现，给传统汽车市场带来了一定的冲击。

同时，消费者对汽车品牌、产品性能、售后服务等方面的要求也越来越高，汽车市场变得更加复杂和多元化。

三、汽车营销策略的分析1. 品牌定位：汽车品牌在市场中的定位非常重要。

品牌定位要根据消费者的需求和市场竞争情况来确定，不同的品牌定位会影响汽车产品的定价、推广和销售策略。

2. 产品差异化：在市场中，汽车产品的差异化是非常重要的。

汽车品牌要通过产品创新和技术提升来赢得市场的认可，以便更好地满足消费者的需求。

3. 市场推广：在汽车营销中，市场推广是非常重要的环节。

汽车品牌需要通过广告、促销、公关等手段来提高品牌知名度和美誉度，从而提升销量和市场份额。

四、汽车营销策略的发展方向1. 加强新技术和新产品的研发，推动汽车产业的创新发展。

2. 建设智能化、多元化的销售渠道，满足消费者个性化购车需求。

3. 积极开展线上线下的全渠道营销，提升品牌的市场知名度和美誉度。

五、结论汽车营销策略的分析对汽车品牌的发展和市场竞争具有重要意义，汽车品牌在制定营销策略时要根据市场需求和竞争情况来进行科学合理的规划和布局，同时关注消费者的需求和市场趋势，不断创新和完善营销策略，以谋求更大的市场份额和产品销量。

2023年汽车营销策划方案论文优秀5篇

汽车营销策划方案论文篇一(1)市场状况调查信息作为中国最早的汽车合资企业，上海大众已经走上了一条不一样的发展道路；不仅仅只是简单地引进车型和模仿，而是期望经过从德国大众得到最新的技术和产品平台，自主研发出到达市场水平的车型。

从朗逸、途观，到全新帕萨特，上海大众的设计研发本事已经得到了德国大众和中国市场的充分认可。

在产品格局方面，即将开始的与德国大众合作开发的c级高端轿车项目，不仅仅将填补我们上海大众的产品空白，同时也填补了德国大众的产品空白。

同时，上海大众还将更注重向新能源等科技方面发展，与德国大众合作开发电动汽车产品。

上海大众未来会根据中国市场的需求，结合中国消费者的元素来研发车型。

上海大众汽车已经深耕中国市场27年，全新帕萨特深刻洞悉中国社会精英阶层的用车需求，寻求人性化设计与先进技术的完美融合，从而让车主获得非凡的内心驾驭体验。

在竞争日益白热化的b级车市，在高端中高级车领驭，自20某某年全新帕萨特上市以来，全新帕萨特是今年中国消费者新车购买意向的车。

20某某年4月上海大众实现销售148338辆，同比增长17.9%;1-4月，上海大众实现累计销售660702辆，同比增幅达23.5%，位列国内乘用车市场第一、其中，在b级车市场，帕萨特表现抢眼，4月总计售出24381辆，同比增长13%，今年累计销售近10万辆，继续占据国内中高级车市的领军位置。

而上市三年以来，新帕萨特累计销量突破60万辆，不仅仅以不凡之势创下年销量连续突破20万辆的细分市场销量传奇。

更以驭之有道的。

卓越产品实力，不断引领着b级车市潮流，成为国内车坛中的王者。

(2)竞争状况调查信息(帕萨特对凯美瑞)参数比较(3)购车者查询信息帕萨特的消费者是：不断获得成功的中产阶级；城市中高档收入人士；25~45岁男性为主；年轻成功的企业家；合资、外企的高层管理人员；拥有家庭和自我的住宅。

他们是：成功者，各自领域的佼佼者；自信，一切尽在掌握中，学历并不重要，善于在实践中学习，不断提升自我；务实，排斥”虚“的东西；不满足现状，为更大的成功奋斗，懂得生活；追求生活品质。

4S店的汽车营销策略毕业论文

【摘要】自20世纪90年代以来，我国经济处于快速发展之中，作为身份和地位象征的汽车已开始大量进入家庭。

1999年后，汽车4S店在中国各地像雨后春笋般出现。

汽车4S店的竞争也越来越越激烈。

为了能在竞争中谋得生存和发展，对汽车4S店的营销策略研究显得尤为重要，通过对4S店的考察分析发现，4S店除了加强售后服务增加利润之外，形成规模效益和稳定的客户群体也成了目前4S店可持续发展的主要途径。

在短时期内提升销售人员和服务人员的素质，使其成为高素质的职业经理人和职业化的员工，和不断完善服务体系，不断推出新的优惠活动，提出相应的产品策略、价格策略、分销策略、促销策略、网络营销的发展策略、汽车售后服务策略和竞争策略是汽车4S店首要做好的工作。

Since 1990s, China's economy is in rapid developing, as identity and status symbol automobile have started mass into the household. After 1999, car 4S shops throughout China have mushroomed all. Auto 4S inn competition is also more and more intense. In order to be in the competition for the survival and development of automobile 4S inn marketing strategy research appears especially important, through the investigation of 4S inn analysis shows that, in addition to enhance after-sales service 4S inn outside, form to increase profit scale and stable customer groups also became currently 4S inn of sustainable development of main ways. In a short period of ascension sales and service personnel's quality, make it become high-quality professional managers and professional staff, and constantly perfect service system, and constantly introduce new favourable activity, and proposes the corresponding product strategy, price strategy, distribution strategy, promotion strategy, network marketing development strategy, auto after-sales service strategies and competitive strategy is car 4S inn primary good work.关键词：汽车；4S店；营销策略目录1 4S店的概念及现状分析 (1)1.1汽车4S店的定义 (1)1.1.1 4S店的发源地 (1)1.1.2其中的4个“S”是指 (1)1.2汽车4S店在当代中国汽车市场的地位 (3)1.2.1汽车4S店在当代中国汽车市场的地位 (3)1.3汽车4S店的市场优势 (3)1.3.1可靠的信誉度 (3)1.3.2维修技术专业 (3)1.3.3完善的售后保障 (3)1.3.4人性化的客户服务 (3)1.4汽车4S店的生存危机 (3)1.4.1高价带来高门槛 (3)1.4.2经营成本比天高 (3)1.4.3众人分蛋糕 (3)1.5汽车4S店的发展趋势 (3)1.5.1薄利多销的低成本战略 (3)1.5.2抢先尝试网络营销 (3)1.5.3注重汽车文化发展 (3)1.5.4开拓二手车市场 (3)2 上海大众朗逸的发展及背景 (3)2.1朗逸的简介 (3)2.1.1基本资料 (3)2.1.2朗逸特点 (3)2.2朗逸车型 (4)2.2.1车型及价格 (4)2.2.2lavida朗逸TSI运动版 (4)2.3朗逸的市场定位 (4)2.4朗逸优缺点 (4)3 4S店汽车营销策略介绍 (4)3.1卓越的4S店营销人员素质策略 (4)3.1.1行业知识 (4)3.1.2客户利益 (4)3.1.3顾问形象 (4)3.1.4行业权威 (4)3.1.5沟通技能 (4)3.2客户接待与开发策略 (4)3.2.1寻找潜在顾客 (4)3.2.2访前准备 (4)3.2.3初次拜访 (4)3.2.4记录客户信息 (4)3.2.5持续回访 (4)3.2.6消除成交障碍 (4)3.2.7成交 (4)3.2.8售后回访 (4)3.3汽车展示与介绍策略 (4)3.3.1明确目的 (4)3.3.2掌握方法 (4)3.3.3注意事项 (4)3.4交车与售后跟踪服务策略 (4)3.4.1提供满意的售后服务 (4)4上海大众营销策略分析 (4)4.1目前我国轿车市场营销的基本特征及发展趋势 (4)4.1.1国内轿车市场用户发生转变 (4)4.1.2新产品不断推出，新车型投放密集，国内市场国际化竞争 (4)4.1.3国内汽车降价不断，有力促进汽车市场产品分化 (4)4.1.4我国轿车市场消费模式缺失，市场还未真正成熟 (4)4.2上海大众当前市场营销状况及存在问题分析 (4)4.2.1市场状况 (4)4.2.2产品状况 (4)4.3上海大众市场营销策略的制定与实施 (4)4.3.1经销网络策略 (4)54S店中汽车营销策略前景预测 (4)5.1 4S店销售、配件、信息反馈的功能将发生变化 (4)5.1.14S店“销售、配件、信息反馈和维修”的功能将发生变化 (4)5.2 4S店异地售车成为可能 (4)5.2.14S店异地售车成为可能 (4)5.3 4S店将不再局限于只经营一个品牌困局 (4)5.3.1赢利点单一的非主流品牌4S店会被淘汰 (4)5.4 4S的优胜劣汰将有助于大型汽车经销商集团的出现 (4)5.4.14S店头上也有“三座大山” (4)结束语 (5)谢辞 (6)文献 (7)1.4S店的概念及现状分析1.1 汽车4S店的定义1．1．14S店的发源地德国是4S店的发源地。

汽车类(外文翻译)--汽车营销automotive marketing(译文+英文)—-毕业论文设计

Automotive MarketingFirst, the auto parts network management conceptAmerican auto parts of automobile fittings dealer Raymond is located in a suburban Atlanta, American and other accessories, this shop to shop and its characteristics, but is online transactions, and car accessories sales related services are available on the Internet. This distributior store of salespeople have extensive network of knowledge, they patiently helped no online trading experience of customer finish on the Internet. If the customer need, they also can be free of imparting knowledge of online transactions. In order to reflect the rapid and convenient online sales, they provide 24-hour services, if the customer questions, they always strive to reply in 15 minutes. The customer need, sitting at home before entering the store sells computer, then the website can complete all want to do, watch shop fittings, download the pictures, auto prices, orders, etc. Then, you can sit at home or in his own maintenance shop of door-to-door salesman received by car accessories.Online transaction does have many advantages. To save time, this is obvious. In this way, said dealers trade become a way to attract customers, people gradually accept it and approved. At the same time, the online trading reduced many expenses, including the staff, management, marketing, etc, and save the cost of expenses on auto parts price on the customer benefit.This is the foreign auto accessories sales of a networked management. This through the Internet and e-commerce fulfillment of our country, and online business, the auto parts marketing MVP has important significance. From the current situation of auto parts, auto sales network throughout the circulation of construction is not perfect, or in an internal network condition. The network Settings are mostly for enterprise internal coordination and daily management, instead of e-commerce.China's online accessories sales prospects from abroad, also can be the development of auto parts online sales of enlightenment. In the foreign auto accessories sales, how to do? "" zero kilometers sales How to provide the most satisfactory service to customers? With the Internet, these two problems can greatly alleviate. Now, especially developed countries around the world through the Internet to buy auto accessories are expanding quickly.Second, the auto parts network management advantagesOnline purchase of auto parts for car dealers and customers, whether for auto parts manufacturing enterprise, it is a good thing. First, for auto parts manufacturing enterprise, the Internet can more easily collect customers to buy auto parts in the process of the various issues, and timely information feedback to the auto parts manufacturing enterprises. According to the above analysis, the enterprise can produce customer purchase intention, thus producing according with market demand as the auto parts. This saves time and cost, and snatch market opportunities. Secondly, the use of Internet information and convenient services, manufacturing enterprises can promptly informed accessories vendors inventory and sales, thereby adjusting their production and auto parts allocation plan. Auto accessories vendors reduce inventory, accelerate the cash flow, obtained satisfactory returns. For users, they can through the Internet, like "menu" optional choose oneself need auto parts.The market information for auto parts manufacturing enterprise and the seller is important, and can be easily obtained through the Internet. Internet auto parts vendors canprovide customers to production enterprise of real-time field information. The demand of information can help to reduce automobile accessories sales production enterprise charges, which usually cost will account for auto parts price of around 15% final sales. If the promotion costs, the cost is higher proportion. In fact, the Internet can also play a role of advertising.Before that, the sellers of auto parts distribution has always sold in part, and another part of the poor. Money is part of the occupied fee is caused to sell the car accessories. Through the Internet, the production enterprises and vendors can be avoided in production and sales market sales bad auto parts. With the advent of the Internet and convenient service, not only saves time and cost, and more importantly, the Internet can cause a concept of change, auto parts manufacturing enterprise, distributors and customers to be stuck nearlier more.Third, China's automobile fittings network management development trendChina's auto accessories network management and e-commerce, has started to present development trend. Many of the current domestic large and medium-sized car repair enterprises established computer management system, realized the internal network. This covers the entire network maintenance services. To receive from business, dispatching material inspection. Computerized control can be made to understand the undertakings in real-time monitoring, which can form, and greatly improve the efficiency of the staff, more important is to replace manual accounting and management, strengthen accessories.Meanwhile, some large scale, the current operating performance good car accessories dealers also introduced a computerized management. Because of automotive products, so use variety of such management software, the personnel must be higher requirements after a period of training to mount guard. Such auto parts management network covers the whole process of operation. From the incoming, retail and wholesale price is determined according to the models, and such Numbers classified management, finally to do account settlement and delivery, and XiaoZhang. Chain-like management make better dealer has put the network management of the whole FenXiaoDian to it, formed a certain scale of network connection. Many automobile fittings all dealers from network management gained good returns. The most prominent feature is reflected in the commodity, through the network management allocations, can reach twice the result with half the effort.In addition, in recent years the old car accessories circulation system gradually broken, auto parts market, constantly mature vigorous development. Some far-sighted insight, the operator has felt the network era, and start a near the market network. Like changchun automobile fittings, west of Beijing automobile fittings, Shanghai auto parts market such as the city of virtual network construction and the development of the market for 2000. But the reality is that the network is quite childish, but certainly not realize online trading and service.With the quickening pace of "two", the personage inside course of study to commend "trinity" sales mode in the earth gradually. For example, in the choice of Shanghai general dealers, whether to have "trinity" sales ability to determine the object, such as a "trinity" whole car accessories sales mode is a microcosm of network flow field. Because it includes from truckload sale, spare parts supply and maintenance.Mention auto parts network management and e-commerce, somebody thinks, car accessories telephone shopping is actually e-commerce, because only communicationplatform between different, the operation is basically the same. Actually this kind of understanding is not accurate, phone business and e-commerce is more like Cousins, in many ways, phone business congenital deficiency. First, consumers from the phone in understanding the information is limited, can fully satisfy customer's requirements. Secondly, if advertisers, or printing accessories for customers, due to the directory of accessories sales, cost of printing more and more high, but slow renewal speed. In addition, on the telephone exchanges, due to the environment, voice, speaking, the influence of factors, make telephone service personnel difficulty and error rates increased. Just as phone business, management content in depth and breadth aspect further development will be limited.Fourth,Auto parts distribution system and network management of constructionAuto parts distribution system and network management of construction iis now a successful online trading tangible products such as books, audio and video products, clothing, etc., and auto parts as a certain scientific and technological content, some products are statemandatory standard industrial products, to achieve on-line transactions, compared with other industrial products, have their advantages, sellers and buyers as long as posted on the Internet and input information about auto parts, such as vehicles, cars, parts name, part number, manufacture, price, quantity, etc., you can sell online or purchase.To truly realize the concept of e-commerce online sales, buyers and sellers in addition to solving the "integrity" issues, but also must establish a complete set of efficient logistics distribution system.Speaking before the factors that limit development of electronic commerce, nothing more than a means of payment, security authentication, the real make up, will find car parts logistics and distribution system is the most difficult, the most facile, the most expensive one.Many auto parts e-commerce companies are trying to find the existing physical network, such as postal services, courier and even newspaper delivery company as a delivery system.However, a suitable auto parts distribution and e-commerce system should look like?The conditions of physical network can be transformed into an auto parts distribution system of e-commerce will be the lowest cost?Five, Auto parts network management is the only way for the development and reform of the road networkThe Chinese auto parts sales development should be appropriate for the situation in China, with Chinese characteristics, the way the Internet business. Indeed, the United States, network operators have achieved great success, but we can not ignore this brilliant behind the social basis of the United States strong material foundation. As early as 100 years ago, the U.S. has established a comprehensive road, rail, postal services, courier delivery system combining; today's society, Americans have been accustomed to "free currency trading." It can be said that today's Internet economy development in the United States should be a very natural result and is more than 200 years the United States as a free market economy based on natural product. Like a child to climb from the start with their bare hands, and then learn to walk, over time learned to run naturally. As the development of China, only two aspects of payment and delivery has become a fatal problem "bottleneck." How to combine the development of China's national conditions and characteristics of the Internet, be able to realistically do something practical auto parts network operators today is the development of priority. China'sauto parts e-commerce and enterprise network operators must follow the joint and it should be a very natural result is more than 200 years the United States as a free market economy based on natural product. Like a child to climb from the start with their bare hands, and then learn to walk, over time learned to run naturally. As the development of China, only two aspects of payment and distribution has become a fatal problem "bottleneck."How to combine the development of China's national conditions and characteristics of the Internet, Being able to realistically do something practical auto parts network operators today is the development of priority.汽车营销一、汽车配件网络化经营的概念美国汽车配件经销商雷蒙德的汽车配件店位于美国亚特兰大市的一个郊外，这个小店与别的配件店并无二致，但其特色是网上交易，任何与汽车配件销售相关的服务均可在互联网上实现。

汽车营销外文翻译文献编辑

汽车营销外文翻译文献编辑文献信息：文献标题：Planning of marketing communication strategies by car dealerships（汽车经销商营销传播策略的策划）国外作者：Makgopa S. Sipho文献出处：《Problems and Perspectives in Management》,2016,14 (4-1):212-220字数统计：英文2683单词，16642字符；中文4723汉字外文文献：Planning of marketing communication strategiesby car dealershipsAbstract Effective marketing communication strategies and campaigns are of much importance in many organizations in informing, reminding and persuading current and potential customers to support the organization by buying organizations product offerings. Organizations in planning of marketing communication strategies and campaigns, organizations in theory need to conduct micro-environmental analysis determining organizations’ strengths and we akness. The purpose of this paper was to investigate the planning of marketing communication strategies and campaigns of car dealerships in practice with more emphasis on micro-environmental factors of consideration. In achieving the purpose of this paper, a qualitative research approach using semi-structured in-depth interviews with marketing personnel of different car dealerships in Gauteng Province, South Africa was followed. In this paper a qualitative content analysis was used to analyze primary data using Atlas ti version 10 computer software. The results revealed that there are key micro-environmentalfactors of consideration during the planning of marketing communication strategies and campaigns. Based on the results of this paper, the author provided recommendations to stakeholders in the motor vehicle industry, specifically, car dealerships and future research directions.Keywords: marketing communications, marketing communication objectives, marketing communication strategy, mediatypes, micro-environment.IntroductionMarketing communication as a marketing mix element is one of the most difficult but crucially important component of contemporary marketing. In recent years this challenge has been made even more complicated by the explosion of new digital media options. These options offer new opportunities and hold much promise for marketers of organizations, but also bring great difficulty to managerial decision making. To highlight just a few of the benefits of marketing communications, marketers can choose to do some or all of the following with their brands: To use marketing communications to draw attention to their organizational brands, marketers can reach consumers through mass or targeted advertisements on social media networks such as Facebook, Twitter, Youtube or other social networks; banner or display advertisements on thirdparty websites; and paid or search engine advertisements. T o shape brand preference, they can send timely e-mails and use their own websites to provide detailed content. To drive short-term sales, they can offer promotions and other incentives through tweets, texts, and targeted e-coupons. And to reinforce long-term brand loyalty, they can form online brand communities through their own or third-party social media. Given so many different new andtraditional communication media options available to marketers of organizations and so many different ways to combine these options, Keller (2016) argued that marketers struggle with how to make good marketingcommunication decisions. Therefore, it becomes imperative to investigate the planning of marketing communication strategies and campaigns with more emphasis on microenvironmental factors of consideration.1.The purpose of the studyThe purpose of this research was to investigate the planning marketing communication strategies and campaigns in practice with more emphasis on micro-environmental factors of consideration. The stated research purpose requiresin-depth theoretical background on micro-environmental factors, marketing communications and its benefits of it thereof. This paper will start by explaining the concept of marketing communications and followed by literature review of previous studies on the topic.2.Theoretical background and literature reviewIn this section theoretical background and literature review on marketing communication is provided, focusing on micro-environmental analysis, the marketing communication concept, components of marketing communication mix, and conclude by reviewing previous studies on the topic.2.1.Micro-environmental analysisPerforming the situation analysis involves analysing the microenvironment of the organization. The microenvironment represents the internal environment of the organization. When analysing the internal environment, marketing managers need to analyze the organization’s mission, business objectives and strategies, its resources, skills and capabilities (Van Schie, 2012).According to Van Schie (2012) marketers should consider the organization’s targets or goals, services to be provided and synergy to be exploited, as no single management is expected to have all the talents and other qualities essential for planning, direction and control.Organizations can establish what its strengths or weaknesses are in terms of resources to be used during the planning stage (Helms and Nixon, 2010). These strengths or weakness may be in the form of resources, such as the skills and competencies of the marketing personnel (Morgan, 2012). From the marketing point of view, marketing resources refers to resources available to marketers that can be turned into marketing capabilities that can create value to customers (Morgan, 2012). According to Morgan (2012), the marketing resources within the micro-environment that can be used to the advantage of the organization include: tacit knowledge resources, physical resources, human resources, organizational resources, informational resources, relational resources, and legal resources.2.2.Marketing communicationsMarketing communication is a crucial part of the organizational activities of many organizations. Marketing communication initiatives are aimed at informing, reminding and persuading present and potential customers to support the organization by purchasing its products (Keller, 2009). Keller (2016) emphasized that marketing communications is a oneof the most difficult but crucially important components of modern marketing.Keller(2016) added marketing communications plays a crucial role when organizations aim to influence consumer decision-making, draw attention to organizations’brands,andshapebrand preferences. Marketingcommunication is also an important marketing tool which provides customers with information to help them make purchasing decisions. The result of a successful market ingcommunicationcampaigncanleadtosales growth, an increase in market share, and subsequently to increased profitability (Ahn, Lee, Lee and Paik, 2012).There are many elements of marketing communication at the marketers’ disposal; for example, advertising, direct marketing, personal selling, sales promotions, public relations and sponsorships may all be employed to maximize the impact of promotional activities (Keller, 2016). Many different marketing communications options exist that can play different roles and have different objectivesin the marketing of a brand (Batra and Keller, 2016). One popular distinction made by many marketers and academic researchers (e.g., Stephenand Galak, 2012) is between communications which appear in paid media (traditional outlets such as TV, print, and direct mail), owned media (company-controlled options such as websites, blogs, mobile apps, and social media), and earned media (virtual or realworld word of mouth, press coverage).2.3.Previous studies on marketing communicationMany studies have explored the economic impact of advertising on sales, and various other studies have examined the relationship between advertising expenditure and its influenceon achieving the marketing communication objectives. However, few researchers have focused on planning of marketing communication strategies in realising the marketing communication objectives of organizations, specifically, micro-environmental analysis during the planning stage. These studies haveoverlooked the internal environmental factors of consideration that during the planning marketing communication strategies and campaigns of the organizations in practice, specifically, car dealerships and they have focused more on advertisi ng such as (Buil, de Chernatony and Martínez, 2013; Feng and Purushottam, 2012; Singh, Sharma and Mahendru, 2011; Ventoura-Neokosmidi, 2011).3.Contributions of the studyIn reviewing the secondary research available, it is clear that the planning of marketing communication strategies and campaigns is not widely covered in the South African context and other parts of the world, specifically in the car retail sector. This study contributes to literature on the topic. Furthermore, this study further benefits car dealerships operating within the motor vehicle industry by revealing microenvironmental factors considered in planning of the marketing communication strategies and campaigns of car dealerships in practice. This study will help marketers make better marketing communication decisions, more on decisions associated with paid and owned media, as those are the areas over which marketers have the most direct control and therefore are responsible for making the most decisions.4.Research methodologyThis section outlines the research methodology followed to realize the research purpose of thisstudy starting with the research design, target population, sampling frame and technique, data collection, and data analysis method used.4.1.Research designAn exploratory qualitative approach was followed in order to address the research objective. Malhotra (2010) pointed that anexploratoryresearch design is useful when the researcher requires more information about a specific problem, an opportunity or a phenomenon. The qualitative research approach was chosen for a number of reasons: participants’ perspectives and experiences were emphasized, it took into account participants’ interpretation and it allows for flexibility. More specifically, the aim of using a qualitative approach was to collect data moreeffectively and to gain richer information by enabling participants to also express their opinions, and share their experiences with regard to the online social media platforms used in conveying marketing communication messages to their current and potential customers.4.2.Target populationThe target population of interest for the current study was the car dealerships operating in Gauteng province. Gauteng province was chosen due to its convenience and accessibility for the researcher. In addition, one province was selected, as the aim of the study was not to be representative, but rather to enable other researchers to gain understanding into the marketing communication practices of these dealerships. Marketing personnel or executives of dealerships were chosen as the unit of analysis considering their involved in planning of marketing communication strategies and campaigns. In this study, dealership principals, dealership assistant managers and senior sales managers of car dealerships were interviewed since they were holders of the data needed to answer the research questions.4.3.Sample frameIn the current study, the Retail Motor Industry (RMI) memberlist was used as a sample frame to select accredited dealerships included in the study. The dealerships operating within the borders of Gauteng were contacted. Tustin et al. (2005) indicated that the sample frame may be a telephone directory, customer list, and research company databases, a list of e-mails addresses or even geographic maps. The researcher used Google, which is a well-known search engine on the Internet and search for list of accredited dealership in Gauteng from Retail Motor Industry (RMI) organization website (Retail Motor industry, 2014). RMI member list contains the contact details of accredited dealerships operating in nine provinces of South Africa. The researcher used the e-mail addresses and telephone numbers obtained from RMI member list to contact car dealerships to get contact details of marketing personnel (involved in planning of marketing communication strategies and campaigns). Based on the contact details provided by the dealership managers or principals, other participants were contacted via e-mails to request their consents to participate andin-depth interviews were scheduled.4.4.Sample techniqueA purposive sampling method was used in this study. Purposive sampling method means that participants are selected because of some defining characteristics that make them the holders of the data needed for the study (Tustin et al., 2005). The population can be defined as the total group of persons or entities from whom information is required (Tustin et al., 2005). The target population refers to the collection of elements that possess information sought by the researcher (Malhotra, 2010).A purposive sampling method was used in order to concentrate on the participants, in this case marketing personnel who possessthe richest information based on their positions in their respective organizations, which presented a possibility to answer research questions.4.5.Data collectionIn-depth semi-structured interviews were used to collect the primary data in the current study using audio recorder. The primary data was collected using semi-structured in-depth interviews. According to Malhotra (2010) an in-depth interview refers to an interaction between an individual interviewer with a single participant, and the semistructured depth interviews allow the interviewer to uncover underlying motivations and probe on a particular topic. The researcher used a research guide containing research question topics during the interviews with participants. The researcher had to arrange a time and date most suitable for an interview with participants. All participants were briefed telephonically about the research objectives and the research topic was emailed to the participants. This was done to ensure that the researcher, as well as the participants, was at ease, and prepared for the interview, as well as to build rapport and relationship before the data collection began. Before the interviews could begin, the motivation for the research was explained to the participant to put participants at ease.4.6.Data analysisIn the current study the use of qualitative content analysis was followed, as it ideally suited the purpose of this study, which aimed to establish an understanding ofthe online social media tools used by car dealerships in their marketing communication strategies and campaigns. In addition, Atlas ti version 10 computer software was used to generate themes. During the data collection period, the transcriptions ofthe interviews were analyzed, to enable any decisions to be made relating to what and how to probe for more detail during further interviews. The trustworthiness or validity of the qualitative data can be assessed by the care taken and practices employed during the data collection and analysis procedures. Following these techniques, the length and depth of the interviews, as well as the level and experience of the participants, resulted in rich information discussions.5.FindingsThe following dimensions of the microenvironmental analysis were found to be of consideration in planning the marketing communications strategy of car dealerships, namely, the marketing communication budget, the marketing communication objectives, th e dealerships’ available products and services offerings.5.1.Marketing communication budgetParticipants identified the marketing communication budget as a primary internal factor that is considered in planning marketing communication strategies and campaigns. The majority of the participants indicated that it is necessary to ensure that the marketing communication budget is allocated in order to support the attainment of the dealer ships’ marketing communication objectives. In addition, dealerships use different marketing communication budgeting methods. The budgeting methods pointed out by participants include the percentage of sales, affordability and objective-and-task methods.5.2.Marketing communication objectivesIn general, the participants pointed out that they engage in marketing communication campaigns to achieve specific marketing communication objectives from target audiences,which in turn, can lead to responses or reactions from the target audiences. These marketing communication objectives aim to convey messages about the locations of the dealerships, available products on offer, brands and existence, and to convince target audiences to visit these dealerships for further information. Some participants also indicated that their dealerships maintain continuous communication with existing customers as a part of the marketing communication retention strategy.Conclusions and discussionsThe research study sought to investigate the planning the marketing communication strategies and campaigns of car dealerships with more emphasison micro-environmental factors of consideration. The results of this study indicated that during the planning of marketing communication campaignsthe available marketingcommunicationbudget, and marketing communication objectives are of much consideration. The participants pointed out that the marketing communication budgetremains a major consideration in planning marketing communication strategies and campaigns of car dealerships. Car dealerships plan different marketing communication activities in efforts to achieve various marketing communication objectives. These marketing communication objectives include increasing sales, creating awareness about the product offerings and the dealerships’ locations. In addition, this study uncovered the marketers of car dealerships use different marketing communication budgets in planning marketing communication strategies and campaigns.RecommendationsMarketers of car dealerships should consider the seasons ofthe year, marketing communication objectives and available marketing communication budget when planning marketing communication strategies and campaigns in order to guide allocation of budget, and allocate more budget to busiest seasons. In addition, marketers should considertheir internal stock in order to identify which products and old stock (in this case car models) that should be part of sales promotion campaign such as clearance sales, or alternately identify products that must be market aggressively in marketing communication campaigns.Directions for future researchThis study explored micro-environmentalfactorsof consideration in planning marketing communication strategies and campaigns. Therefore, it is recommended that a future study could be conducted to explore further on how microenvironmental factors’ influence on the decision related to the selection of traditional and new media types used in marketing communication strategies and campaigns of car dealerships in practice.In addition, future research study could investigate market and macro-environmental factors of consideration in planning marketing communication strategies and campaigns of car dealerships in real scenario. Furthermore, a study focusing on all environmental factors, namely: micro, market and macro-environmental factors at car manufacturer level could result with different findings.中文译文：汽车经销商营销传播策略的策划摘要有效的营销传播策略和活动在许多组织中非常重要，可以通知、提醒和说服当前和潜在的客户，通过购买组织产品来支持组织。

汽车营销策略论文

汽车营销策略论文摘要：随着中国汽车市场的快速发展，汽车行业竞争日益激烈。

在如此竞争激烈的市场环境下，制定有效的汽车营销策略尤为重要。

本文旨在探讨汽车营销策略的有效性，并提出一些建议。

首先，通过研究大数据和市场调研，了解消费者需求和竞争对手的情况。

其次，建立品牌形象和品牌价值，构建独特的差异化竞争优势。

最后，运用数字营销和社交媒体等新兴渠道，提高营销效果和用户参与度。

本文旨在帮助汽车企业制定更有效的营销策略，从而在激烈的市场竞争中取得成功。

关键词：汽车行业，营销策略，大数据，品牌形象，数字营销，社交媒体1.引言随着中国汽车市场的快速发展和竞争的日益激烈，制定有效的营销策略对汽车企业的发展至关重要。

汽车行业具有较高的投资风险和成本，因此市场营销策略的有效性将直接影响企业的发展和盈利能力。

2.汽车行业的市场分析在制定汽车营销策略之前，企业需要对市场进行全面的分析。

通过大数据和市场调研，企业可以了解消费者的需求、消费习惯以及竞争对手的情况。

了解这些信息将有助于企业制定更有针对性的营销策略。

3.品牌建设和品牌形象汽车品牌是消费者购买决策的重要因素之一、建立品牌形象可以帮助企业在市场中获得竞争优势。

品牌形象不仅包括产品的质量和可靠性，还包括与消费者的情感连接和品牌文化的传播。

通过品牌建设，企业可以创造独特的差异化优势，从而吸引更多的消费者。

4.数字营销和社交媒体随着互联网和移动互联网的迅速发展，数字营销和社交媒体成为汽车企业不可忽视的营销渠道。

通过数字营销和社交媒体，企业可以直接与消费者互动，提高营销效果和用户参与度。

例如，企业可以通过社交媒体平台发布产品信息、与消费者进行互动、解答疑问等，从而增加消费者的购买意愿和忠诚度。

5.汽车营销策略的实施和评估在制定汽车营销策略之后，企业需要将其付诸实施，并进行定期的评估和修正。

通过评估，企业可以了解营销策略的实施效果，并及时调整策略以适应市场变化。

此外，企业应建立有效的绩效评估体系，以确保营销策略的有效性。

车辆营销方案案例范文

车辆营销方案案例范文(中英文实用版)英文：In the competitive world of vehicle marketing, standing out from the crowd is essential.One effective way to capture the attention of potential customers is through a well-crafted marketing plan.This article will outline a sample vehicle marketing plan that can be adapted for various automotive businesses.中文：在竞争激烈的汽车营销世界中，脱颖而出至关重要。

吸引潜在客户的有效方法之一是通过精心设计的营销计划。

本文将概述一个适用于各种汽车企业的车辆营销计划样本。

英文：The first step in creating a successful marketing plan is to understand your target audience.Conduct market research to identify the demographics, psychographics, and buying behaviors of your ideal customers.This information will help you tailor your marketing efforts to resonate with their unique needs and preferences.中文：创建成功营销计划的第一步是了解您的目标受众。

进行市场研究，以确定理想客户的的人口统计学、心理画像和购买行为。

这些信息将帮助您根据他们的独特需求和偏好调整您的营销努力。

汽车营销模式外文文献

汽车营销模式外文文献Title: Marketing Models in the Automotive Industry: A Review Introduction:The automotive industry is one of the largest global industries, and marketing plays a critical role in its success. Over the years, various marketing models have been employed in this industry to attract and retain customers. This article aims to provide an overview and analysis of different marketing models used in the automotive industry.1. Traditional Marketing Model:The traditional marketing model in the automotive industry focuses on mass advertising through mediums such as television, radio, print ads, and billboards. This model aims to create brand awareness and reach a wide audience. Traditional marketing also involves the use of dealerships and sales teams to directly engage with customers. However, this model has its limitations as it relies heavily on one-way communication and lacks personalization.2. Relationship Marketing Model:Relationship marketing in the automotive industry focuses on building long-term relationships with customers. This model emphasizes customer satisfaction, loyalty, and retention. It involves strategies such as personalized communication, regular follow-ups, customer surveys, after-sales services, and customer loyalty programs. Relationship marketing aims to create a positive customer experience and increase customer lifetime value.3. Digital Marketing Model:With the advancement of technology, digital marketing has become a prominent marketing model in the automotive industry. This model involves various online channels, such as websites, social media platforms, search engine optimization, and email marketing. Digital marketing allows for targeted advertising, personalized communication, and real-time tracking of customer behavior. It also enables engagement with customers through interactive content, online reviews, and virtual showrooms.4. Content Marketing Model:Content marketing has gained popularity in recent years due to its effectiveness in building brand credibility and providing valuable information to customers. In the automotive industry, content marketing involves creating and distributing informative and engaging content, such as blog articles, videos, infographics, and buying guides. This model aims to educate customers, address their pain points, and establish the brand as a thought leader in the industry.5. Experiential Marketing Model:Experiential marketing focuses on providing customers with unique and memorable experiences that create emotional connections and drive brand loyalty. In the automotive industry, this model often includes test drives, interactive events, virtual reality experiences, and pop-up showrooms. Experiential marketing aims to engage customers on an emotional level, allowing them to connect with the brand's values and offerings. Conclusion:The automotive industry has witnessed the evolution of marketingmodels over the years, adapting to changing customer preferences and technological advancements. Traditional marketing, relationship marketing, digital marketing, content marketing, and experiential marketing are among the key models employed by automotive companies. Each model has its own strengths and limitations, and companies often employ a combination of these models to create a comprehensive marketing strategy. As the industry continues to evolve, it is crucial for automotive companies to stay updated with the latest marketing trends and adapt their strategies accordingly to effectively reach and engage customers.。

汽车营销策略毕业论文

汽车营销策略毕业论文随着汽车工业的发展和全球市场的竞争加剧，汽车营销策略已经成为汽车制造商的重要议程。

如何制定一个有效的汽车营销策略，这对汽车制造商来说至关重要。

本文将探讨汽车营销策略的特点和制定的重要性，以及一些常见的营销策略，如品牌营销、价格营销、促销、广告等。

汽车营销策略的特点汽车营销策略有其独特的特点。

首先，汽车是存在一定的生命周期的，在市场上的存在和市场份额都有其寿命的限制。

因此，制定汽车营销策略的关键在于不仅要满足当前市场的需求，还要考虑未来市场的变化和需求。

其次，汽车的购买过程通常是复杂的，消费者需要花费时间和精力研究和比较各种汽车品牌和型号的优缺点，这意味着制定一个有吸引力的汽车营销策略需要在消费者心目中树立品牌形象和信任。

制定汽车营销策略的重要性制定一个有机的汽车营销策略是汽车制造商的核心任务之一。

制定一个有效的营销策略有助于提高销售额和市场份额，促进品牌知名度的提高，增强消费者对品牌的信任和忠诚度。

此外，汽车制造商可以利用网络、社交媒体和其他营销手段与潜在客户进行直接交互，帮助消费者了解汽车品牌、模型和价格，提高客户转化和销售轻松度。

常见的汽车营销策略品牌营销品牌营销是汽车行业常用的一种策略，通过制定独特的品牌形象和宣传计划，帮助汽车制造商树立品牌知名度、提高消费者对品牌的信任感和好感度。

在品牌营销方面，汽车制造商可以利用公众形象广告、赞助活动和名人代言等方式扩大品牌影响力，提高品牌知名度。

价格营销价格营销是汽车制造商选择的另一个策略，通过制定不同形式的定价策略来吸引消费者购买汽车。

例如，汽车制造商可以通过制定不同的定价政策、销售优惠、促销和折扣策略来满足不同消费者的需求和预算。

此外，汽车制造商还可以采用不同价格策略，如阶梯定价、捆绑销售、租赁等方式，以吸引更多的潜在客户。

促销促销是一种有效的汽车营销策略，可以通过制定各种促销方式来提高销售，如免费保养、免费换油和免费保修等。

汽车营销毕业论文

汽车营销毕业论文在当今这个竞争激烈的汽车市场中，营销策略的制定和执行对于汽车企业的成功至关重要。

本文旨在探讨汽车营销的策略和方法，分析当前市场环境下汽车营销面临的挑战，并提出相应的解决方案。

随着经济的发展和人们生活水平的提高，汽车已经成为许多家庭的必需品。

然而，随着市场的饱和，汽车企业之间的竞争也日益激烈。

在这样的背景下，如何通过有效的营销策略吸引消费者，提高市场份额，成为了汽车企业必须面对的问题。

首先，汽车企业需要深入了解消费者的需求和偏好。

通过市场调研，企业可以收集到关于消费者对汽车性能、设计、价格等方面的信息。

这些信息对于制定符合市场需求的汽车产品至关重要。

此外，企业还应该关注消费者的生活方式和价值观，以便更好地满足他们的需求。

其次，汽车企业应该注重品牌建设。

一个强大的品牌可以为企业提供竞争优势，吸引更多的消费者。

企业可以通过广告、公关活动、赞助等方式来提升品牌形象。

同时，企业还应该注重产品质量和服务，因为这些都是品牌建设的重要组成部分。

在营销策略方面，汽车企业可以采取多种方式来推广产品。

例如，通过线上和线下的渠道进行产品展示，利用社交媒体和网络平台进行互动营销，以及通过举办试驾活动等方式来吸引消费者。

此外，企业还可以通过提供优惠、促销活动等方式来刺激消费者的购买欲望。

然而，汽车营销也面临着一些挑战。

例如，随着环保意识的增强，消费者对汽车的环保性能要求越来越高。

因此，汽车企业需要在产品设计和生产过程中注重环保，以满足消费者的需求。

同时，随着科技的发展，汽车行业也在不断变革，企业需要不断更新营销策略，以适应市场的变化。

总之，汽车营销是一个复杂而多变的过程。

企业需要不断学习和创新，以应对市场的变化和挑战。

通过深入了解消费者需求、注重品牌建设、采取多样化的营销策略，汽车企业可以在激烈的市场竞争中脱颖而出，实现可持续发展。

汽车的品牌营销策略研究论文

汽车的品牌营销策略研究论文摘要：汽车行业作为全球最具竞争力的产业之一，品牌营销策略的研究对于企业的发展至关重要。

本文通过分析汽车行业的市场环境、竞争对手以及消费者需求，探讨了汽车品牌营销策略的关键要素和有效实施方法。

研究结果表明，汽车品牌的差异化定位、整合营销传播、客户关系管理以及创新技术应用是构建成功品牌的关键因素。

关键词：汽车行业、品牌营销、差异化定位、整合营销传播、客户关系管理、创新技术应用1. 引言汽车行业是全球最重要的产业之一，随着国民经济的发展和人口的增长，汽车市场呈现出巨大的潜力。

然而，汽车市场竞争激烈，各大品牌纷纷加大了在品牌营销方面的投入。

本文旨在研究汽车品牌营销策略，为汽车企业的品牌建设提供指导和建议。

2. 市场环境分析汽车市场环境包括宏观环境和微观环境。

宏观环境主要包括经济状况、政府政策和社会文化等因素，而微观环境则包括竞争对手、消费者需求和渠道商等。

汽车企业应该根据市场环境的变化，灵活调整品牌营销策略，以适应市场需求。

3. 品牌差异化定位差异化定位是汽车品牌营销的核心要素之一。

通过产品特性、定价策略、设计风格以及售后服务等方面的差异化，汽车企业可以在市场竞争中脱颖而出，树立独特的品牌形象。

4. 整合营销传播整合营销传播是指将各种传播方式和渠道进行整合，形成统一的品牌声音和形象。

汽车企业可以通过广告、公关、促销和网络等多种渠道进行品牌宣传，提高品牌知名度和美誉度。

5. 客户关系管理客户关系管理是建立长期稳定关系的关键。

汽车企业应注重与消费者的沟通和互动，提供个性化的产品和服务，以增强消费者的忠诚度和口碑传播效应。

6. 创新技术应用随着科技的不断进步，汽车行业也面临着技术创新的压力。

汽车企业应积极采用新技术，如智能驾驶、电动化和互联网应用等，提升产品的竞争力和市场份额。

7. 结论本文通过对汽车品牌营销策略的研究，分析了市场环境、差异化定位、整合营销传播、客户关系管理和创新技术应用等关键要素。

汽车营销论文英文文献

Foreign automobile marketing mode rare reference to the research for the automobile marketing mode, and also rare. After the existing data collection and found that foreign automobile marketing mode of literature concentrate on franchising (4S monopoly) in the field. John S Kiff (2000) view is that the car manufacturers, franchise model represents a low input, low-risk and control channel for the market. Franchise mode on the car because franchisees have many requirements, such as the minimum level of sales and service capabilities. Car manufacturers do not need to sell part of investment capital and management, these tasks borne by the dealer. Johny K Johansson McCrane / shaker (1998) that the franchise model is the most important features of manufacturers and distributors from the "zero-sum race" into a mutually supportive relationship between the "win-win" relationship. Abell, Mark (1993) found that consumers store to buy a car through the license, especially high-end cars, not only the purchase of the product itself, but more importantly a symbol of status, peer recognition and the reality of man's spirit so that if The expensive high-end cars with poor car market crowded together on the show, will greatly reduce the value of the former. On automobile marketing mode, many of our scholars from different angles, using different methods to make their respective contributions, mainly in the following areas: Sized Enterprises Jiang-hui, "Multinational Automobile Marketing Models" (2004) proposed: the current mode of the general framework of the car market is divided into three main elements: marketing ideas, marketing organizations and marketing. Construction of the network from the marketing point of view, the network marketing model into construction mode, and network by network models and patterns; from the marketing organization's point of view, the agent system into marketing mode, auto trading market system, distribution system of licensing, multi-brand specialty forms, etc.; from the marketing point of view, the agents and direct marketing model into other ways. Hanxue Chun in "System of China's auto sales and auto sales market structure model" (2002) that: a reasonable model would be automotive products as the main distributor for the leading all aspects of service features, the user at the core to the Automotive enterprises, automobile products (vehicles, parts and components), car dealers, car product users, car repair services, auto finance services, car insurance services, and business management together. He Jihong Yu country side and the "Reform and Reconstruction of automobile marketing mode," (2006), the proposed guidance based on ecological theory, marketing models of new cars: car sales Ecological Park. The park, car manufacturers, dealers, consumers and stakeholders to realize the value of the transfer and for the purpose of forming a value chain and value network, build a "living system" the interests of the community. WANG Yi Jun Wu submerge cases and the "development pattern of China's auto sales model the dynamic features of analysis" (2005) toconstruct a development pattern of China's automobile marketing mode of the system dynamics model, marketing model analyzes the dynamic evolution of various characteristics, and prediction within the next few years, China's overall vehicle sales model pattern trends. Mu Xiaoli and Li Yuan in "emerging automobile marketing mode," (2002) presented a paper on Cultural Marketing Model: Dalian University of arrest and Zhoukuai Bin Yu Duo also "E-commerce will be applied in the automotive marketing" (2002) article, detailed analysis of the e-commerce applications in the automotive industry opportunities and difficulties, and e-business transformation of Chinese auto industry made a preliminary study. Bear Country Dr. Qian Zaiqi thesis "based on the value of transferring the system mode selection of the Chinese car market evaluation" (2006), the use of fuzzy comprehensive evaluation model, from value creation, value added, value delivery and value of collaborative 4 categories 30 transferring the system to establish the value of indicators competitiveness evaluation index system of the car on the five main marketing mode were evaluated. In summary, the present theoretical model of vehicle service marketing research is lagging behind, the discussion on the practical level, more, there is a certain lack of theoretical depth; from a local point of view of many, but a comprehensive systematic infrequent. The rapid development of practice, an urgent need for our automotive service marketing model features, performance and its future pattern of running in-depth, Ji Tong analysis and research, so as to China's automotive industry to provide the sound development of the future theory of Jian Yi Zhi Dao and useful.原文：国外少有汽车营销模式的提法，对于汽车营销模式的研究也并不多见。

汽车营销英文作文

汽车营销英文作文英文：As a car marketer, I believe that the key to successful car marketing is understanding your target audience. You need to know what they want and what they need in a car. This means doing market research and analyzing data to get a clear picture of your audience.Once you have this information, you can tailor your marketing messages to appeal to your target audience. For example, if your target audience is young families, you might focus on the safety features of your cars and how they can protect their children. On the other hand, if your target audience is young professionals, you might focus on the technology features of your cars and how they can make their lives easier.Another important aspect of car marketing is creating a strong brand image. Your brand should be unique andmemorable, and it should communicate the values andbenefits of your cars. This can be achieved through advertising, social media, and other marketing channels.Ultimately, the goal of car marketing is to create a connection between your brand and your target audience. You want them to feel like your cars are the best choice for them, and that they can trust your brand to deliver quality and reliability.中文：作为一名汽车营销人员，我认为成功的汽车营销的关键是了解你的目标受众。

汽车市场营销论文(优秀7篇)

汽车市场营销论文（优秀7篇）汽车营销论文篇一[摘要]现代营销学认为，企业经营成败的关键，在于企业能否适应不断变化的市场营销环境。

通过对汽车企业面临的宏观环境和微观环境的分析，为汽车企业制定有效的市场营销策略提供科学的依据。

[关键词]营销环境；汽车企业；营销策略1前言这些因素或间接或直接的对汽车企业产生积极或消极的作用，称为营销环境。

绝大部分营销环境是不可控的，但并非意味着汽车企业只能被动的接受。

因此优秀的企业管理者要具备敏锐的市场嗅觉、卓越的市场远见，而有效的企业团队则应具备较强的执行力。

营销环境包括宏观环境和微观环境，两者的区别在于，前者间接影响汽车企业的营销活动，包括人口、经济、政治、自然、文化、科技等因素。

而后者直接影响汽车企业的营销活动，包括企业自身、供应商、营销中介单位、顾客、竞争者等因素。

汽车企业在制定营销策略时应审慎所处的环境，考虑环境因素带来的影响，这样才能制定出准确有效的营销组合策略。

2宏观环境分析2.1人口环境人口环境是指一个国家、地区的人口数量、人口质量、家庭结构、人口年龄分布及地域分布等因素的现状及其变化趋势。

市场是由具有购买需求和购买能力的人构成的，所以说人口是构成市场的首要因素。

人口数量的多少直接决定市场规模的大小，我国是世界上最大的汽车制造和消费国。

目前，人口发展呈现增长迅速、家庭小型化、老龄化三大趋势，这为汽车企业提供了空前的机遇，但也蕴藏着危机。

企业将面对越来越挑剔的消费者，不同性别、年龄结构、地理分布、家庭组成的消费者考虑购车的要素也不尽相同。

2.2自然环境自然环境是指一个国家或地区的自然物质环境、地形地貌和气候条件等。

对企业营销者而言，如何避免自然环境带来的威胁，最大限度的利用环境带来的营销机会，已成为一个迫在眉睫的问题。

目前，自然资源日益短缺，环境污染日益严重，这迫使汽车企业不断改进和创新。

例如，开发新型材料，提高原材料的综合利用率；开发汽车新产品，加强对汽车节能、汽车排放新技术的研究；积极开发新型动力和新能源汽车等。

汽车营销毕业论文范文

汽车营销毕业论文范文摘要，汽车行业是一个竞争激烈的市场，而汽车营销则是决定汽车企业成败的关键因素之一。

本文通过对汽车营销的相关理论和实践进行深入分析，探讨了汽车营销的策略与方法，以及未来汽车营销的发展趋势。

通过对汽车市场的调查和分析，本文提出了一些关于汽车营销的新思路和新方法，希望能够对汽车企业的发展提供一些借鉴和参考。

关键词，汽车营销；市场分析；策略与方法；发展趋势。

1. 引言。

汽车行业是一个充满竞争的市场，各大汽车企业不仅要面对国内市场的激烈竞争，还要面对国际市场的挑战。

在这样的市场环境下，汽车营销显得尤为重要。

汽车营销不仅是汽车企业获取利润的手段，更是汽车企业与消费者之间沟通的桥梁。

因此，汽车营销的策略与方法对汽车企业的发展至关重要。

本文将通过对汽车营销的相关理论和实践进行深入分析，探讨汽车营销的策略与方法，以及未来汽车营销的发展趋势。

2. 汽车营销的相关理论。

汽车营销是一门综合性的学科，它涉及到市场营销、品牌管理、广告传播等多个领域。

在汽车营销的相关理论中，最为重要的是市场分析、消费者行为分析和竞争对手分析。

市场分析可以帮助汽车企业了解市场的规模、结构、增长趋势等信息，从而制定相应的营销策略。

消费者行为分析可以帮助汽车企业了解消费者的需求和偏好，从而开发出符合消费者需求的汽车产品。

竞争对手分析可以帮助汽车企业了解竞争对手的产品、价格、营销策略等信息，从而制定相应的竞争策略。

3. 汽车营销的策略与方法。

在汽车营销的策略与方法中，最为重要的是产品策略、价格策略、渠道策略和促销策略。

产品策略是汽车企业最为核心的营销策略，它涉及到汽车产品的定位、定价、包装、品牌等方面。

价格策略是汽车企业获取利润的手段，它涉及到汽车产品的定价、促销、折扣等方面。

渠道策略是汽车企业将产品送达消费者手中的手段，它涉及到汽车产品的销售渠道、配送渠道、售后服务等方面。

促销策略是汽车企业推动产品销售的手段，它涉及到汽车产品的广告、促销活动、公关活动等方面。