浅谈小排量汽车的发展 论文定稿.doc

毕业论文
浅谈小排量汽车的发展
学校:西安科技大学
院系:继续教育学院
年级: 2009级
姓名: 刘建
层次: 高起本
专业:机械设计制造及其自动化
内容提要
伴随能源环保与汽车消费税调整等政策的出台,我国小排量车型将成为国内汽车市场关注的焦点。本文在分析小排量汽车营销环境的基础上,主要从产品、广告和公关三个方面来分析如何采取有效营销策略,以促进小排量汽车的发展。
据中国汽车工业协会发布的数据显示,2007年,,%,与上年同期相比,%。,,%。这与我国大排量轿车销售量大幅度上涨形成鲜明对照,说明节油减排效果明显的小排量车型,市场占有率呈现逐年萎缩的态势。
为了更好地分析小排量汽车市场下滑的原因,制定相应的营销策略,有必要先分析小排量汽车的营销环境。
The development of small cars
SYNOPSIS
With energy environmental portection and car consuption tax adjustment e on stage,small,displacement models will e the focus of attention of the domestic automobile market,in,our on the analysis of small cars on the basis of themarketing envieonment,the main analysis from poducts,advertising and public relations how to take effective marketing stategy in order to promote the development of small cars.
According to the Chinese auto industry assocation released data showing,the cars of this model,displacement of which is less than ,are totally saled for 730200 vehicles,accounted for ﹪of the total of car paerd with the same period last year,the market share dropped by ﹪.And the cars of this model, displacement of which is less than ,only saled for 251700vehicles,dropped by year-on- is a contrastion in our country that the sales of large dispalcement car rose greatly,it shows that fuel reduction effect of small vehicles,market share present has atrophied situation.
In order to analyze the declining reasons of small cars market and formulate marketing strategy,,it is necessary to analyze the marketing environment ofsmall cars in the first.
目录
一、前言 1
1、论文选题背景及意义 5
2、国内外研究现状及不足 5
二、小排量汽车营销环境分析 6
1、经济环境对小排量汽车影响至关重要,利弊兼有 6
2、消费者对小排量汽车需求存在误区 7
3、政策没有真正惠及到小排量汽车 8
三、小排量汽车的产品策略 10
1、提高产品售后服务水平 10
2、提高小排量汽车的质量 12
四、小排量汽车的广告策略 12
1、慎重选择广告媒介 13
2、广告设计要有创意 13
3、广告投放地要以城镇为主,不断向城乡结合地带扩散 13
五、小排量汽车公关策略 13
1、有效进行政府公关 14
2、提升整体形象公关策略 16
结论 16
参考文献 18
谢辞 19
一、小排量汽车营销环境分析