一汽马自达睿翼轿车营销策略研究

发布时间：2018-02-13 11:10

本文关键词： 马自达睿翼营销现状 STP 营销策略　出处：《吉林大学》2012年硕士论文　论文类型：学位论文

【摘要】：近几年，汽车产销量增势迅猛，从2001年至2011年的10年间，汽车产销量从234万辆激增到1800多万辆，汽车企业数量也快速增长，2010年一度达到13600家汽车生产企业，各汽车企业之间的竞争异常激烈，尤其是在市场前景广阔、利润空间较大的乘用车市场，各汽车厂商为了提高竞争力，通过合资、技术合作和自主研发等方式争相推出新车型，不断提高产品质量，与此同时，随着中国汽车消费者的成熟，汽车产品价格也回归理性。目前，在各细分市场，互相为竞争对手的品牌和车型在质量、价格方面都没有大的差异，各汽车企业意识到提升销量的有效手段是精确定位目标客户群，并通过恰当的营销策略将产品卖点传递到位，建立起产品和客户互通的渠道，使产品自身和客户需求合理匹配，这就把正确的营销策略摆在了空前重要的位置。本文以研究制定马自达睿翼轿车的营销策略为目标，结合STP等现代经典营销理论，运用SWOT、PEST等分析方法，，从研究马自达睿翼轿车产品特点和营销现状入手，分析客户购车消费行为，精准定位目标市场，综合考虑内、外部环境因素，为马自达睿翼营销活动提出有效的建议。本文将客户消费行为分析部分作为重点之一，对客户群人口统计学特征、购车心理特征、购车行为特征做了详细的论述，这也是符合现代营销工作更加重视前期调研、规律分析的总体趋势。研究结果表明：（1）马自达睿翼与同级车相比，在操控性、动力性、造型设计、安全性和燃油经济性几个方面表现出色；（2）马自达睿翼客户更偏好2.5L的大型车安全性，选车车辆时主要考虑安全性，制动性，维修质量和外观设计，促使客户做出购买决策的因素有外观设计，加速性和操控性；（3）客户购车最主要动机是作为代步工具；（4）绝大多数客户获取车市信息的渠道是互联网、报纸、杂志、亲朋好友和汽车销售人员，购车的最主要渠道是4S店；（5）马自达6是马自达睿翼的竞争对手之一，说明两个车型客户群有交叉，在后续产品规划及营销方面应重点解决此问题。因此，本文重点从产品定价、销售渠道、广告宣传、体验式营销、金融支持及服务营销六个方面，有针对性的提出营销建议，同时详细说明了所选营销策略的做法和依据，以期有效提升马自达睿翼销量，也希望本文能够为其它汽车厂商开展营销活动起到提示和借鉴作用。
[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.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F426.471

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