联系我们

论文查询结果	返回搜索

论文编号：	8911
作者编号：	2120142838
上传时间：	2016/12/9 22:43:21
中文题目：	一汽-大众奥迪品牌整合营销传播研究
英文题目：	Research on Integrated Marketing Communication of FAW-Volkswagen Audi
指导老师：	任星耀
中文关键字：	一汽-大众奥迪，营销环境，整合营销传播
英文关键字：	FAW - Volkswagen Audi, marketing environment, Integrated Marketing Communication
中文摘要：	我国经济稳定持续发展，为汽车产业的发展提供了了良好的经济环境，国民经济的繁荣推动了汽车产业的发展，刺激了广大消费者的消费需求。据统计，在2009 年到2015年这七年之间，中国一直是世界汽车产销量最大的市场，至今为止仍在蝉联冠军宝座。直至2015年，中国的汽车产销量达到4250万辆之多，其中奥迪汽车的销量在豪华汽车市场一直高居首位，是名副其实的豪华车市场领跑者。然而，由于国内政策调整、产业升级等问题，国内营销环境发生变化，中国汽车市场整体放缓，并且奔驰、宝马等豪华车强势进入中国市场，发展迅速，一汽-大众奥迪在营销上面临困境。整合营销传播的特点是：时刻以消费者为核心，协调地使用各种不同的传播工具，塑造出富有差异化的品牌竞争模式，灵活有效地应对不断变化又难以捉摸的营销环境。整合营销传播的提升能够助力一汽-大众奥迪走出营销窘境。本文首先系统地梳理了整合营销传播的相关理论内容；然后对一汽-大众奥迪所处的环境进行了剖析，在这个过程中，本文运用了PEST方法、波特模型以及SWOT分析方法的科学分析方法；在对环境分析的基础上对一汽-大众奥迪的整合营销传播现状进行分析，从整合营销传播过程、传播媒体的选择以及评估三个方面进行介绍；本文最后提出对一汽-大众奥迪整合营销传播的不足及改进建议，并总结得出结论。本文通过对一汽-大众奥迪整合营销传播的分析，提出其值得借鉴的整合营销传播模式和改进的建议，希望能够对国内汽车产业提供一定的借鉴和启示。
英文摘要：	China's stable and sustainable economic development provides a good economic environment for the development of automobile industry. The prosperity of the national economy promotes the development of the automobile industry and stimulates the demand of consumers. According to statistics, China became the world's largest production and sales of automobile market in 2009, which lasted seven years. In 2015, China's automobile production and sales reached 24.5 million. And Audi, whose sales have been ranked first, acts as the leader of luxury car market in China. However, due to the adjustment of domestic policy and industrial upgrading, domestic marketing environment changes a lot. The overall slowdown happens in China's auto market. And other luxury cars, like Mercedes-Benz and BMW, entered the Chinese market and developed rapidly. Therefore, FAW - Volkswagen Audi faces difficulties in marketing. What’s more, the traditional marketing communications have been unable to adapt to the new marketing environment, so the innovation of marketing communications model is imperative. In this point, integrated marketing communication which takes consumers as the core can coordinate the use of a variety of communication tools, and then create differentiated brand competition model to help FAW - Volkswagen Audi get out of the marketing dilemma, and respond to changing marketing environment flexibly. This article reviewed the literature related to integrated marketing communications firstly. And then the author analyzed marketing environment of FAW - Volkswagen Audi. Through the method of PEST, Porter model and SWOT, the author analyzed the internal and external environment. Based on the analysis of marketing environment, the author analyzed the present situation of integrated marketing communications of the FAW - Volkswagen Audi, including the analysis of the process of integrated marketing communication, media selection and assessment. Finally, the author introduced the difficulties and provided suggestions for improvement of FAW - Volkswagen Audi integrated marketing communication，and drew a conclusion. Based on the analysis of integrated marketing communications of FAW - Volkswagen Audi, the author presented their integrated marketing communication models and suggestions for improvement, hoping to provide reference and inspiration for domestic automobile industry.
查看全文：	预览  下载(下载需要进行登录)