秦皇岛别克汽车市场发展研究

发布时间：2018-03-25 06:22

本文选题：汽车市场　切入点：别克　出处：《河北科技师范学院》2014年硕士论文

【摘要】：随着我国经济的持续快速发展和人民生活水平的日益提高,汽车成为家庭生活的必需品,国内汽车市场的繁荣已经从畸形病态井喷式发展到现在的理性化消费占据主导地位。面对国内汽车市场群雄争霸的格局,作为通用旗下的别克品牌通过一系列的产品营销手段逐步站稳了国内的销售市场。本文从国内外相关的研究和案例以及国内汽车市场的发展和特性为着手点,可以看出针对秦皇岛地区别克品牌的市场分析,对于该地区的其他汽车品牌乃至全国各品牌的市场占有和发展具有极为重要的理论和现实意义。通过新世纪以来世界范围内各大汽车厂商的产能、市场以及产品结构的变化特性,分析大范围内汽车市场的趋势走向。再通过具体分析秦皇岛所代表的河北沿海地区的汽车行业以及别克在秦皇岛的发展现状,提出别克品牌汽车在秦皇岛地区继续发展的实际操作思路和方法。通过对秦皇岛别克的研究说明:优秀的管理人才和技术型人才是一个企业的成功的关键因素,同时也验证了企业形象、品牌形象的重要性,及企业形象概念推广的重要性。最后也总结出了秦皇岛别克品牌今后的其营销策略应该为:客户至上,注重广告宣传和品牌文化推广的方式方法,以及整合营销传播理论在实际当中的运用。
[Abstract]:With the sustained and rapid development of our economy and the increasing improvement of people's living standards, cars have become a necessity for family life. The prosperity of the domestic automobile market has developed from a malformed morbid blowout to a dominant position of rational consumption. As a brand owned by General Motors, Buick has gradually established itself in the domestic sales market through a series of product marketing methods. This paper starts with the relevant research and cases at home and abroad, as well as the development and characteristics of the domestic automobile market. We can see the market analysis of Buick brand in Qinhuangdao area. It is of great theoretical and practical significance for the market possession and development of other automobile brands in the region and even of all brands throughout the country. Through the production capacity of the major automobile manufacturers in the world since the beginning of the new century, The changing characteristics of the market and the product structure, the trend trend of the automobile market in a large area, and the automobile industry in the coastal area of Hebei Province represented by Qinhuangdao and the current situation of Buick's development in Qinhuangdao are analyzed in detail. The paper puts forward the practical operation thought and method of the Buick brand car continuing to develop in Qinhuangdao area. Through the research on Qinhuangdao Buick, it is shown that excellent management talents and technical talents are the key factors for the success of an enterprise. At the same time, it also verifies the importance of enterprise image, the importance of brand image, and the importance of promoting the concept of enterprise image. Finally, it concludes that the marketing strategy of Qinhuangdao Buick brand in the future should be: customer first. Pay attention to the ways and methods of advertising and brand culture promotion, as well as the application of integrated marketing communication theory in practice.
【学位授予单位】：河北科技师范学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471

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