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论文编号：	2996
作者编号：	2220091897
上传时间：	2011/3/29 10:28:46
中文题目：	论东风本田汽车安徽区域市场营销策略研究
英文题目：	Theory of dongfeng Honda automobile anhui area marketing strategy research
指导老师：	许晖
中文关键字：	关键词：汽车营销 营销策略 客户关系 市场竞争
英文关键字：	Key words: auto marketing marketing strategy customer relationship market competition
中文摘要：	摘 要 21世纪是我国汽车工业飞速发展的时代，我国汽车企业正面临一个充满机遇和挑战的市场营销新时期。2009年我国汽车产业正式跨入1000万辆级时代，无论市场容量还是生产制造能力，中国都跃居世界第一位。与此同时，中国汽车市场的营销管理环境随之也发生重大变化，互联网技术的广泛应用，全球经济一体化、竞争无国界化的崭新格局，必将引发汽车市场营销的深刻变革。长远来看，以我国的人口规模和经济发展潜力，中国汽车市场必将长期稳居世界首位，成为世界重要的汽车消费市场。 本文以东风本田汽车安徽区域的市场营销为案例，从宏观和微观两个层面对东风本田的营销管理现状进行研究，首先梳理了汽车市场营销的相关理论和分析方法，对当前汽车行业的市场环境进行了分析，立足于中国汽车产业发展状况和市场特点，分析了当前安徽区域东风本田的市场营销现状和特点，指出了营销管理方面存在的问题和不足，为下文制定针对性的改进策略，提高区域的营销管理能力提供了理论和现实依据。 结合安徽区域汽车市场特点和消费者购买行为特征，通过数据分析和因素列举，借助STP分析，BCG矩阵、SWOT分析法、销售漏斗等营销管理分析工具，进行市场细分和定位，运用4P和4C等营销经典理论，制定区域营销组合策略，为各车型分别制定了产品差异化策略，提出了实施从客户满意到客户忠诚和创造服务品牌的改进策略。目的是完善安徽区域的营销管理体系，提高东风本田整体市场营销管理水平，提高市场占有率，缩小与国内外先进汽车企业的差距，探索出一条适合东风本田长期发展规划要求的区域营销管理模式。
英文摘要：	Abstract The 21st century is the era within which China auto industry will develop rapidly. The Chinese automobile enterprises are facing a new marketing situation which is full of opportunities and challenges. Even under the severe recession of the global automotive market in 2009, China's automotive industry still entered the grade of 10 million cars. China is ranking first both in terms of the auto market size and manufacturing capacity in the world. Meanwhile, significant changes have taken place in the marketing and management environment of China's auto market. With the wide application of Internet and IT technology, the integration of global economy, and the borderless competition, the auto industry will witness profound changes. In the long run, with the population and economic development potential, China's auto market will lead the world market for a long period and become the world's most important auto market. Based on a marketing case of Dongfeng Honda in Anhui region, this paper studies the marketing and management methods from macro and micro aspects. First, the marketing theory and analysis method are reviewed, then the current market environment of China’s automotive industry is analyzed. Based on characteristics of China’s auto industry, this paper investigates the current situation of marketing management level and characteristics of Anhui automobile market. It points out some problems in marketing management. To solve these problems, this paper will provide theoretical and practical suggestions and formulate specific strategies for the improvement of regional marketing management. Based on the study of the characteristics of auto market and consumer behavior in Anhui region which come from data analysis and factor list, this paper puts forward product differentiation strategies for all automotive models with market segmenting and positioning, designs the regional marketing mix strategy, and plans the improvement programs specifically to customer satisfaction, customer loyalty and service brand construction by using analysis tools such as STP analysis, BCG matrix, SWOT analysis, and marketing funnel. The purpose of this paper is to improve the marketing management system of Dongfeng Honda in Anhui region, to promote the overall marketing management level, to increase the market share and to shorten the gap between the domestic and foreign automobile enterprises. Finally this paper tries to explore a regional marketing management pattern for Dongfeng Honda in long-term development planning.
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