D级车品牌传播策略规划

发布时间：2018-06-24 00:03

本文选题：汽车营销 + 市场细分　；参考：《复旦大学》2008年硕士论文

【摘要】： 我国的汽车事业蓬勃发展,以每年超过20%的速度正在向千万级进军,即将成为仅次于美国的全球第二大市场;D级车市场已占有整个乘用车市场的20%,并呈现不断扩大的趋势,预计到2008年,市场规模将超过100万辆。通过研究发现,目前中国的D级车市场存在较好的市场空间,发展前景良好。与此同时D级车市场的竞争也越来越激烈,并逐渐从传统的产品、渠道之争过渡到品牌整合营销传播为主的全面竞争。因此品牌的传播策略也日益受到重视。在此背景下本文以A车品牌上市为例,在一定的数据和信息研究分析的基础上,对D级车的市场、竞争品牌、消费者状况及产品利益点进行综合的考虑,利用相关的品牌研究理论及分析工具,从创新的角度,为D级车市场品牌的传播发展提供可以参考的传播策略开发思路及架构。
[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.
【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】：F273.2;F426.471

【共引文献】