广汽本田飞度轿车营销策略分析

PAGE \* MERGEFORMATII广东东软学院本科生毕业设计（论文）广汽本田飞度轿车营销策略分析Analysis on marketing strategy of Guangzhou Honda Fit中文摘要当前，汽车工业已经迎来了全球车企迸发的快速时代，中国本土的汽车消费市场同时是一个满藏着机遇和挑战的消费经济市场，网络技术的飞速发展，以及信息革命的浪潮已经将国内汽车市场的竞争融入到了国际化的大舞台，使得传统的汽车营销策略面临全新的挑战。对所有的企业来说，营销策略是整个企业营销体系的核心，所以构建正确的科学合理的营销策略是企业能否在这个市场中能够活下去的重要因素，这篇文章从国内外汽车市场营销现状入手，将广汽本田飞度的营销模式和策略作为研究对象，通过对广汽本田汽车有限公司的调研，在理论和实证方面对广汽本田营销模式、营销策略进行概括性的探讨，分析了我国汽车市场在营销策略方面存在的竞争劣势和需要规避的因素，归纳出一些立足汽车制造企业实际的汽车营销对策，尝试性地指出了我国汽车厂家在营销方面需要进行的改进措施。关键词：广汽本田飞度轿车 营销策略 营销模式AbstractAt present, the auto industry has ushered in a rapid era of global auto companies. Chinese local auto consumer market is also a consumer economy market full of opportunities and challenges. The rapid development of network technology and the wave of the information revolution have brought domestic competition in the automotive market has merged into the international arena, making traditional automotive marketing strategies face PAGE \* MERGEFORMATII广东东软学院本科生毕业设计（论文）new challenges. For all enterprises, marketing strategy is the core of the entire enterprise marketing system. Therefore, constructing the correct scientific and reasonable marketing strategy is an important factor for whether the enterprise can survive in this market. Starting with the current marketing situation, the automobile marketing model and strategy are taken as the research object. Through the Research on Guangzhou Honda Automobile Co., Ltd., it make...