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| 论文编号： | 13876 | |
| 作者编号： | 2320200338 | |
| 上传时间： | 2023/6/5 8:26:42 | |
| 中文题目： | 长城汽车公司汽车改装业务营销策略及其实施保障研究 | |
| 英文题目： | Research on Marketing Strategy and Implementation Guarantee of GWM’s Automobile Modification Business | |
| 指导老师： | 李桂华 | |
| 中文关键字： | 长城汽车；汽车改装；营销策略；实施保障 | |
| 英文关键字： | GWM；Automoblie Modification；Marketing Strategy；Implementation Guarantee | |
| 中文摘要： | 当前，我国汽车改装行业消费需求旺盛，90后、00后正逐渐成为汽车消费的主力军，他们追求个性、潮流，乐于将自己的车辆改装成为独一无二的专属品，为我国汽车消费理念带来根本性变化。同时，随着汽车企业自发进行的定制改装业务兴起，汽车改装行业迎来发展机遇期。以长城汽车为首的部分汽车生产企业顺应趋势，逐步开展改装业务，通过推出改装定制款产品为原车型产品提高附加值，并利用改装元素为品牌注入年轻化、潮流化，提升品牌活力、吸引年轻用户。在众多汽车企业中，长城汽车凭借坦克品牌、炮品牌旗下多款经典的改装产品走在了国内前列，吸引了众多消费者关注，引起其他企业纷纷效仿。 基于此，本文通过问卷调查、走访调研、深访等方式获取一手资料，对长城汽车改装业务的营销环境进行充分分析，并指出存在的主要问题；同时，运用成熟的营销理论深入、系统分析长城汽车改装业务营销策略，探索其成功的关键并归纳总结在实际实施过程中应当具备的保障条件，为其他汽车企业、改装行业各参与主体带来启发。 | |
| 英文摘要： | At present, China's automobile refitting industry has a strong consumer demand. The post-90s and post-00s are gradually becoming the main force of automobile consumption. They pursue individuality and trend, and are willing to refit their vehicles into unique exclusive products, bringing fundamental changes to China's automobile consumption concept. At the same time, with the rise of customized modification business spontaneously conducted by automobile enterprises, the automobile modification industry ushers in a period of development opportunities. Some auto manufacturers, led by Great Wall Motors, follow the trend and gradually carry out the refitting business. They increase the added value of the original model products by introducing customized refitting products. They also use refitting elements to inject youth and fashion into the brand, enhance brand vitality and attract young users. Among many automobile enterprises, Great Wall Motors has taken the lead in China by virtue of many classic refitting products under the tank brand and gun brand, attracting the attention of many consumers and causing other enterprises to follow suit. Based on this, this paper fully analyzes the marketing environment of Great Wall Motor's refitting business and points out the main problems by obtaining first-hand information through questionnaires, visits and in-depth interviews; At the same time, use mature marketing theory to deeply and systematically analyze the marketing strategy of Great Wall Motor's refitting business, explore the key to its success and summarize the guarantee conditions that should be met in the actual implementation process, which will bring inspiration to other automobile enterprises and participants in the refitting industry. | |
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