某微型乘用车品牌平面广告策略分析

发布时间：2018-03-17 17:51

本文选题：微型乘用车　切入点：平面媒体　出处：《复旦大学》2008年硕士论文　论文类型：学位论文

【摘要】： 随着我国经济的高速发展,国民生活质量的提升,汽车进入中国人的家庭成为一个普遍现象,根据中国汽车工业协会最新统计,2007年轿车市场需求继续保持较快增长,累计销量达到472.66万辆,同比增长23.46%。从细分市场来看,高级轿车和中级轿车的销售增长较快。但是唯有小排量车遭遇销量下滑的尴尬,近年来,国内大部分微车企业都难挽销量下滑的困局。这主要是因为国民经济持续快速增长,居民收入增加推动汽车消费结构向高端演进,而微型乘用车受国内企业生产水平和技术条件的限制,大多数微型乘用车安全性上未能得到中国消费者认可。同时,在消费习惯上没有能够得到爱面子的中国个人客户的支持。多种因素的影响,使得目前国内微型车市场份额逐年萎缩。尤其是微型乘用车中的部分品牌(雪佛兰SPARK),在拥有较高的生产水平和技术条件,同时拥有良好的品牌资产的前提下,也未能得到良好的发展,销售份额较低。中国轿车市场竞争不断加剧,广告投放策略在产品形象宣传、产品销售方面的作用进一步加重。本文致力于从营销管理理论出发,对产品所在的大行业宏观条件及产品的营销策略,尤其是平面广告投放策略这个维度,进行分析,评价结果,给出针对于产品的相关建议。希望能和平面媒体及从事平面媒体购买的同行分享。
[Abstract]:With the rapid development of China's economy and the improvement of the quality of life of the people, it has become a common phenomenon for cars to enter Chinese families. According to the latest statistics of the China Automobile Industry Association, in 2007, the demand for cars continued to grow rapidly. Cumulative sales reached four million seven hundred and twenty-six thousand and six hundred vehicles, an increase of 23.46% over the same period last year. In terms of market segments, sales of luxury cars and mid-class cars have grown faster. However, only small displacement cars have encountered the embarrassment of falling sales, and in recent years, Most of the domestic micro-car enterprises are struggling to pull down their sales volume. This is mainly due to the sustained and rapid growth of the national economy, and the increase in residents' income has pushed the automobile consumption structure to the high end. However, the production level and technical conditions of the domestic enterprises restrict the mini passenger cars, and most of the mini passenger cars are not recognized by the Chinese consumers in terms of their safety. At the same time, In terms of consumption habits, there is no support from face-loving Chinese individual customers. The market share of domestic mini-cars shrinks year by year because of the influence of many factors. In particular, some of the brands (Chevrolet Sparkie) in the mini passenger cars (Chevrolet Sparkie) have a high level of production and technical conditions, at the same time have good brand assets, but also failed to get a good development, the sales share is low. The competition in Chinese car market is becoming more and more intense, and the role of advertising strategy in product image promotion and product sales is becoming more and more serious. This paper is devoted to the theory of marketing management. The macro conditions of the big industry in which the product is located and the marketing strategy of the product, especially the dimension of print advertising strategy, are analyzed and evaluated. Give relevant suggestions for products. Hope to share with print media and peers engaged in buying print media.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8;F426.471

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