SVW汽车福建市场整合营销传播研究

发布时间：2018-07-05 15:29

本文选题：SVW汽车 + 福建市场　；参考：《南昌大学》2015年硕士论文

【摘要】：目前,我国汽车年销量已经突破2400万辆,蝉联世界第一。巨大的销量代表着我国汽车市场竞争日益激烈。越来越理性的消费者以及越来越多的汽车品牌使得传统营销传播模式在市场营销过程中困难重重。而作为乘用车领域著名汽车品牌之一,SVW汽车在区域营销中,所面临的营销压力受当地风俗、消费习惯等因素的制约而显得更加巨大,创新营销传播模式势在必行。本文从SVW汽车福建区域营销现状入手,阐述传统区域营销传播所带来的局限性,同时提出在福建区域实施整合营销传播的必要性及实施方法,也对实施过程中所面临的困难及解决措施进行说明。最终发现整合营销传播能有效减少传播资源的浪费,建立品牌与消费者沟通,并向消费者传递明确统一的信息。随着我国汽车行业由卖方市场向买方市场转变,企业想要在营销竞争中取胜就必须抢占消费者市场。整合营销传播理论的核心正是消费者,SVW汽车在福建地区实施整合营销传播能有效帮助品牌从福建汽车市场的营销困局中走出来。
[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.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471;F274

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