本文關鍵詞： 馬自達睿翼 營銷現狀 STP 營銷策略　出處：《吉林大學》2012年碩士論文　論文類型：學位論文

【摘要】：近幾年，汽車產銷量增勢迅猛，從2001年至2011年的10年間，汽車產銷量從234萬輛激增到1800多萬輛，汽車企業(yè)數量也快速增長，2010年一度達到13600家汽車生產企業(yè)，各汽車企業(yè)之間的競爭異常激烈，尤其是在市場前景廣闊、利潤空間較大的乘用車市場，各汽車廠商為了提高競爭力，通過合資、技術合作和自主研發(fā)等方式爭相推出新車型，不斷提高產品質量，與此同時，隨著中國汽車消費者的成熟，汽車產品價格也回歸理性。目前，在各細分市場，互相為競爭對手的品牌和車型在質量、價格方面都沒有大的差異，各汽車企業(yè)意識到提升銷量的有效手段是精確定位目標客戶群，并通過恰當的營銷策略將產品賣點傳遞到位，建立起產品和客戶互通的渠道，使產品自身和客戶需求合理匹配，這就把正確的營銷策略擺在了空前重要的位置。 本文以研究制定馬自達睿翼轎車的營銷策略為目標，結合STP等現代經典營銷理論，運用SWOT、PEST等分析方法，，從研究馬自達睿翼轎車產品特點和營銷現狀入手，分析客戶購車消費行為，精準定位目標市場，綜合考慮內、外部環(huán)境因素，為馬自達睿翼營銷活動提出有效的建議。本文將客戶消費行為分析部分作為重點之一，對客戶群人口統(tǒng)計學特征、購車心理特征、購車行為特征做了詳細的論述，這也是符合現代營銷工作更加重視前期調研、規(guī)律分析的總體趨勢。 研究結果表明：（1）馬自達睿翼與同級車相比，在操控性、動力性、造型設計、安全性和燃油經濟性幾個方面表現出色；（2）馬自達睿翼客戶更偏好2.5L的大型車安全性，選車車輛時主要考慮安全性，制動性，維修質量和外觀設計，促使客戶做出購買決策的因素有外觀設計，加速性和操控性；（3）客戶購車最主要動機是作為代步工具；（4）絕大多數客戶獲取車市信息的渠道是互聯網、報紙、雜志、親朋好友和汽車銷售人員，購車的最主要渠道是4S店；（5）馬自達6是馬自達睿翼的競爭對手之一，說明兩個車型客戶群有交叉，在后續(xù)產品規(guī)劃及營銷方面應重點解決此問題。 因此，本文重點從產品定價、銷售渠道、廣告宣傳、體驗式營銷、金融支持及服務營銷六個方面，有針對性的提出營銷建議，同時詳細說明了所選營銷策略的做法和依據，以期有效提升馬自達睿翼銷量，也希望本文能夠為其它汽車廠商開展營銷活動起到提示和借鑒作用。
[Abstract]:In recent years, automobile production and sales have increased rapidly. In the 10 years from 2001 to 2011, car production and sales increased from 2.34 million to more than 18 million, and the number of automobile enterprises also increased rapidly. At one point in 2010, the number of automobile production enterprises reached 13600. The competition among automobile enterprises is extremely fierce, especially in the passenger car market, where the market has broad prospects and has a large profit margin. In order to improve their competitiveness, automobile manufacturers are scrambling to introduce new models through joint ventures, technical cooperation and independent research and development. At the same time, as China's auto consumers mature, the price of automobile products returns to rationality. At present, in all segments of the market, each other is for rival brands and models in quality. There are no big differences in prices. Automobile companies realize that the effective means to increase sales volume is to accurately target the customer base, and through the appropriate marketing strategy to transfer the selling points of products into place, to establish a channel between products and customers. Make the product itself and customer demand reasonable match, this put the correct marketing strategy in unprecedented important position. In this paper, the marketing strategy of Mazda Rui Wing car is studied as the goal, combined with the modern classic marketing theory such as STP, and the analysis method of SWOTT-PEST is used to study the product characteristics and marketing status of Mazda Rui Wing car. This paper analyzes the consumer behavior of customers, accurately locates the target market, synthetically considers the internal and external environmental factors, and puts forward effective suggestions for Mazda Rui wing marketing activities. In this paper, the analysis of customer consumption behavior is considered as one of the key points. This paper discusses in detail the demographic characteristics, the psychological characteristics and the behavior characteristics of the customer group, which is also in line with the general trend of the modern marketing work to pay more attention to the preliminary investigation and analysis of the law. The results show that the Mazda Rui Wing is superior in maneuverability, power performance, styling design, safety and fuel economy compared with its peers. Mazda Rui Wing customers prefer 2.5L safety to large cars. The safety, braking, maintenance quality and exterior design are the main factors in the selection of vehicles. The factors that urge customers to make purchase decisions are the design. The most important motivation for customers to buy cars is to act as a means of transportation. The vast majority of customers have access to information about the car market through the Internet, newspapers, magazines, relatives and friends, and car salespeople. Mazda 6 is one of the competitors of Mazda Rui Wing, indicating that there is a cross between the customer base of the two models, and the following product planning and marketing should focus on solving this problem. Therefore, this paper focuses on six aspects of product pricing, sales channels, advertising, experiential marketing, financial support and service marketing. In order to effectively promote Mazda Rui wing sales, but also hope that this article for other auto manufacturers to carry out marketing activities to play a role in prompting and reference.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F426.471

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