本文選題：SVW汽車 + 福建市場(chǎng)　； 參考：《南昌大學(xué)》2015年碩士論文

【摘要】：目前,我國(guó)汽車年銷量已經(jīng)突破2400萬(wàn)輛,蟬聯(lián)世界第一。巨大的銷量代表著我國(guó)汽車市場(chǎng)競(jìng)爭(zhēng)日益激烈。越來(lái)越理性的消費(fèi)者以及越來(lái)越多的汽車品牌使得傳統(tǒng)營(yíng)銷傳播模式在市場(chǎng)營(yíng)銷過(guò)程中困難重重。而作為乘用車領(lǐng)域著名汽車品牌之一,SVW汽車在區(qū)域營(yíng)銷中,所面臨的營(yíng)銷壓力受當(dāng)?shù)仫L(fēng)俗、消費(fèi)習(xí)慣等因素的制約而顯得更加巨大,創(chuàng)新營(yíng)銷傳播模式勢(shì)在必行。本文從SVW汽車福建區(qū)域營(yíng)銷現(xiàn)狀入手,闡述傳統(tǒng)區(qū)域營(yíng)銷傳播所帶來(lái)的局限性,同時(shí)提出在福建區(qū)域?qū)嵤┱蠣I(yíng)銷傳播的必要性及實(shí)施方法,也對(duì)實(shí)施過(guò)程中所面臨的困難及解決措施進(jìn)行說(shuō)明。最終發(fā)現(xiàn)整合營(yíng)銷傳播能有效減少傳播資源的浪費(fèi),建立品牌與消費(fèi)者溝通,并向消費(fèi)者傳遞明確統(tǒng)一的信息。隨著我國(guó)汽車行業(yè)由賣方市場(chǎng)向買方市場(chǎng)轉(zhuǎn)變,企業(yè)想要在營(yíng)銷競(jìng)爭(zhēng)中取勝就必須搶占消費(fèi)者市場(chǎng)。整合營(yíng)銷傳播理論的核心正是消費(fèi)者,SVW汽車在福建地區(qū)實(shí)施整合營(yíng)銷傳播能有效幫助品牌從福建汽車市場(chǎng)的營(yíng)銷困局中走出來(lái)。
[Abstract]:At present, the annual sales of cars in China have exceeded 24 million units, ranking first in the world. The huge sales volume represents the increasingly fierce competition in the automobile market of our country. More and more rational consumers and more automobile brands make the traditional marketing communication model difficult in the marketing process. As one of the famous automobile brands in the field of passenger car, SVW automobile in the regional marketing, the marketing pressure is more and more huge because of the local customs, consumption habits and other factors, so it is imperative to innovate the marketing communication mode. Starting with the current situation of SVW automobile regional marketing in Fujian, this paper expounds the limitations brought by the traditional regional marketing communication, and puts forward the necessity and implementation method of implementing integrated marketing communication in Fujian region. It also explains the difficulties and solutions in the process of implementation. Finally, it is found that integrated marketing communication can effectively reduce the waste of communication resources, establish brand and consumer communication, and deliver clear and unified information to consumers. With the change of auto industry from seller market to buyer market, enterprises must seize the consumer market if they want to win the marketing competition. The core of the theory of integrated marketing communication is that the implementation of integrated marketing communication of SVW automobile in Fujian area can effectively help the brand to emerge from the marketing difficulties of Fujian automobile market.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.471;F274

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