汽车广告营销策略研究【毕业论文，绝对精品】.doc

湖北工业大学商贸学院毕业论文 I 摘要随着经济水平的不断提高,汽车逐渐走进千家万户,汽车产业方兴未艾,2011 中国汽车消费论坛上,国家信息中心信息资源开发部主任徐长明表示,我国的汽车产业已进入第二个高速增长期, 而且预计该增长期将会持续 15年左右的时间,年均增长在 13% ~15% ;同时,二三线特别是三线城市有着良好的发展前景与巨大的市场机遇。研究表明,我国汽车产业的发展正由“市场拉动型”向“市场拉动型”和“创新推动型”的双驱动方向转变,由满足国内市场向出口和“走出去”国际化发展方向转变。对于中国的汽车行业来说,深入研究在广告环境中品牌的建立和推广,具有重要的现实意义。基于此,本文将从市场营销的角度,通过对汽车广告营销表现形式和媒体组合等方面进行分析,总结出汽车广告策略中如何制定合理的广告策略,增强广告在汽车营销中的引导作用,并提出汽车广告策略在实施中的问题与对策。其主要目的在于一方面为汽车行业增强广告投放效果,不断满足消费者需求,扩大自身销售量。另一方面,为我国汽车广告营销策略的研究提供相应的参考。本文立足于汽车行业营销视角对其广告营销策略进行研究,对我国汽车行业宣传以及达到最后销售的目的具有重要的借鉴意义,同时,对我国广告营销的理论及实际运作具有一定的指导意义。关键词: 汽车广告营销策略湖北工业大学商贸学院毕业论文 II Abstract With the continuous improvement of the economic level , the car gradually into the tens of thousands of households , automobile industry is in the ascendant , 2011 China's auto consumption , said Xu Changming, director of the State Information Center, Information Resources Development Department , China 's auto industry has entered the second period of rapid growth , and expected the growth period will continue for about 15 years , average annual growth rate of13% to15% ; at the same time , the second and third line , especially the three lines of the city has good prospects for development and huge market opportunity. Studies have shown that the development of China's automobile industry isa "market pull " to "market pull " and "innovation -driven dual - drive direction to meet the domestic market to exports and to" goout " international development direction of change . For China 's automotive industry , in-depth study to establish and promote the brand in the advertising environment has important practical significance . Based on this, this article from the marketing point of view , through a form of expression and media mix on automotive advertising and marketing analysis, summed up the automotive advertising strategy to develop a reasonable advertising strategy to enhance the guiding role of advertising in the automotive marketing and proposed automobile advertising strategy in the implem