联系我们

论文查询结果	返回搜索

论文编号：	14863
作者编号：	2320223887
上传时间：	2024/12/4 21:32:18
中文题目：	保时捷在华跑车业务互动整合营销传播战略研究
英文题目：	Research on the Interactive Integrated Marketing Communications Strategy of Sport-car Business of Porsche Co. Ltd. in China
指导老师：	申光龍
中文关键字：	保时捷跑车；利害关系者；互动整合营销传播；互动传播媒体
英文关键字：	Porsche Sport-car; Stakeholders; Interactive Integrated Marketing Communications; Interactive Communication Media
中文摘要：	中国作为全球最大的跑车市场之一，对保时捷等高端跑车品牌具有重要意义。随着中国经济的快速发展和人民生活水平的提高，越来越多的中国消费者开始追求高品质、高性能的跑车产品，这为保时捷在中国市场的发展提供了广阔的空间。在中国市场，豪华跑车品牌众多，市场竞争日益激烈。为了在众多品牌中脱颖而出，保时捷需要采取更加全面和有效的营销战略，以提升品牌知名度和市场占有率。中国消费者对跑车的需求日益多样化，不仅关注车辆的性能和品质，还注重品牌文化、个性化定制以及售后服务等方面。 本文开篇便明确了研究的核心议题与架构蓝图，随后深入梳理了互动整合营销传播的理论脉络，为后续分析奠定了坚实的理论基础。在全面综述了互动整合营销传播的核心要素与实践应用后，研究聚焦于保时捷跑车品牌，通过系统性分析其在整合营销传播领域的现状，创新性地构建了一个专为保时捷量身定制的互动整合营销传播战略框架。借助保时捷跑车的经典案例作为研究载体，本文不仅深入剖析了其当前营销战略的优势与潜在空间，更在此基础上精心设计出了一套互动整合营销传播战略的优化战略。 本文研究的核心成果，紧密围绕保时捷跑车营销传播的当前态势，立足于互动整合营销传播理论根基，通过广泛借鉴国内外整合营销传播领域的先进理念与实践案例，对保时捷在互动营销领域的探索与应用进行了全面剖析。研究发现，保时捷跑车在运用互动整合营销传播战略方面已取得一定成效，但同时也面临着若干挑战与不足。针对这些问题，本文创造性地提出了一系列改进战略与推进思路。这些战略不仅旨在提升保时捷产品的市场认知度与美誉度，更着力于强化品牌与各类利益相关者（包括政府、经销商、顾客等）之间的深度互动与紧密联系。同时本研究还对时任保时捷CEO进行了面对面访谈，从保时捷中国战略制定上确认了笔者论文的研究方向的正确性。
英文摘要：	China, as one of the world's largest automotive markets, holds significant importance for premium automotive brands like Porsche. With the rapid economic development and rising living standards in China, an increasing number of Chinese consumers are pursuing high-quality, high-performance automotive products, offering Porsche ample room for growth in the Chinese market. In this competitive landscape filled with numerous luxury automotive brands, Porsche needs to adopt more comprehensive and effective marketing strategies to enhance its brand visibility and market share. Chinese consumers' demands for automobiles are becoming increasingly diverse, with a focus not only on vehicle performance and quality but also on brand culture, personalized customization, and after-sales services. Through integrated marketing communications(IMC), Porsche can better understand the needs and trends of the Chinese market, formulate marketing strategies tailored to the market, and achieve precise alignment between the brand and the market. Porsche emphasizes providing exceptional driving experiences and after-sales services, and IMC can further elevate consumer satisfaction and loyalty. IMC facilitates continuous innovation and optimization of Porsche's products, services, and marketing strategies, adapting to market changes and shifting consumer demands, driving the brand's sustained innovation and development. This paper commences by posing pertinent research queries and meticulously outlining a comprehensive framework, which systematically delves into and evaluates pertinent theories pertaining to interactive Integrated Marketing Communications (IMC). Following a comprehensive overview of the content of interactive IMC, it conducts a systematic analysis of the current status of Porsche's IMC strategy. The core achievement of this research, based on the current status of Porsche's automotive marketing communications and grounded in interactive IMC theory, examines and draws from relevant domestic and international theories. It summarizes Porsche's application of interactive IMC theories in practice, identifies prevalent issues in the field and subsequently offers corresponding improvement strategies, alongside innovative promotion ideas, aimed at addressing and enhancing the current situation. These efforts aim to help Porsche enhance product awareness, maintain harmonious relationships with stakeholders, and thereby increase its market competitiveness. Additionally, the author conducted a face-to-face interview with Porsche's CEO, confirming the correctness of the research direction from Porsche's China strategy perspective.
查看全文：	预览  下载(下载需要进行登录)