本文選題：汽車(chē)營(yíng)銷(xiāo) + 市場(chǎng)細(xì)分　； 參考：《復(fù)旦大學(xué)》2008年碩士論文

【摘要】： 我國(guó)的汽車(chē)事業(yè)蓬勃發(fā)展,以每年超過(guò)20%的速度正在向千萬(wàn)級(jí)進(jìn)軍,即將成為僅次于美國(guó)的全球第二大市場(chǎng);D級(jí)車(chē)市場(chǎng)已占有整個(gè)乘用車(chē)市場(chǎng)的20%,并呈現(xiàn)不斷擴(kuò)大的趨勢(shì),預(yù)計(jì)到2008年,市場(chǎng)規(guī)模將超過(guò)100萬(wàn)輛。 通過(guò)研究發(fā)現(xiàn),目前中國(guó)的D級(jí)車(chē)市場(chǎng)存在較好的市場(chǎng)空間,發(fā)展前景良好。與此同時(shí)D級(jí)車(chē)市場(chǎng)的競(jìng)爭(zhēng)也越來(lái)越激烈,并逐漸從傳統(tǒng)的產(chǎn)品、渠道之爭(zhēng)過(guò)渡到品牌整合營(yíng)銷(xiāo)傳播為主的全面競(jìng)爭(zhēng)。因此品牌的傳播策略也日益受到重視。 在此背景下本文以A車(chē)品牌上市為例,在一定的數(shù)據(jù)和信息研究分析的基礎(chǔ)上,對(duì)D級(jí)車(chē)的市場(chǎng)、競(jìng)爭(zhēng)品牌、消費(fèi)者狀況及產(chǎn)品利益點(diǎn)進(jìn)行綜合的考慮,利用相關(guān)的品牌研究理論及分析工具,從創(chuàng)新的角度,為D級(jí)車(chē)市場(chǎng)品牌的傳播發(fā)展提供可以參考的傳播策略開(kāi)發(fā)思路及架構(gòu)。
[Abstract]:The automobile industry in our country is booming and is advancing to ten million levels at an annual rate of more than 20%. It will soon become the second largest market in the world after the United States. The D class car market has occupied 20% of the entire passenger car market, and it is showing a trend of constant expansion. The market size is expected to exceed 1 million by 2008. Through the research, it is found that there is a good market space in the D-class car market in China at present, and the development prospect is good. At the same time, the competition of D class car market is becoming more and more fierce, and gradually from the traditional products, channel competition to brand integrated marketing communication of the overall competition. As a result, brand communication strategy is also increasingly paid attention to. Under this background, this article takes A car brand listing as an example, on the basis of certain data and information research and analysis, carries on the comprehensive consideration to the D class car market, the competition brand, the consumer condition and the product benefit point. By using the relevant brand research theory and analysis tools, from the angle of innovation, this paper provides the development idea and framework of communication strategy for the brand communication development of D class car market.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F273.2;F426.471

【共引文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前5條

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