武汉理工大学本科毕业设计（论文）题目色彩在汽车营销中的作用姓名专业学号指导教师武汉理工大学机械工程学院二○一三年五月色彩在汽车营销中的作用摘要本文以色彩在汽车上的作用研究为主线，阐述了色彩的本质、色彩心理的引导、暗示作用、色彩与汽车各因素之间的关系和色彩选择的调查分析，分析了色彩的特点和价值，详细的介绍了色彩在汽车营销中的作用，指出色彩在汽车营销中举足轻重的地位。在色彩营销过程中，汽车企业应该特别重视前期的市场调研和后期营销信息系统的建立。提倡汽车企业要正确制定和实施色彩营销方案。在国内色彩营销方案虽然还不够成熟，但是经过研究和学习，付诸于实践，终会逐渐成熟。关键词：色彩；汽车；色彩心理；色彩营销AbstractInthispapertheeffectofcolorinthecarasthemainline,describestheessenceofcolor,colorpsychologyguidance,suggestingthatanalysisbetweencolorandvehicle,therelationshipbetweenvariousfactorsandcolorselectioninvestigation,analyzesthecharacteristicsandvalueofcolor,introducestheeffectofcolorinthecarmarketing,pointedoutthatthecolorplayadecisiveroleinautomobilemarketingstatus.Incolormarketingprocess,automobileenterprisesshouldpayspecialattentiontoestablishthemarketinvestigationandlatermarketinginformationsystem.Promotetheautomobileenterprisestothecorrectformulationandimplementationofcolormarketingplan.Thecolormarketingplanthoughnotmature,butafterresearchandstudy,putintopractice,willgraduallymature.Keywords:Color;Car,Colorpsychology;Colormarketing目录1绪论.....................................................11.1课题研究意义.........................................11.2消费者习惯的购车注重点................................11.3色彩成为汽车的新卖点..................................41.3.1先行一步的国外色彩研究..............................51.3.2国内色彩行业沟通平台应运而生..........................52色彩营销及作用......................................72.1色彩的本质...........................................72.2色彩营销的概念及历史发展...............................72.1色彩营销的特点.......................................82.2色彩营销的作用.......................................93汽车色彩及作用......................................113.1色彩对汽车销售的影响因素..............................113.1.1色彩关系到汽车产品定位.............................113.1.2色彩起着细分市场的作用.............................113.1.3色彩关系到汽车的视觉形象和行车安全....................113.1.4色彩关系到汽车的品牌文化............................133.1.5色彩关系到汽车的综合素质............................143.1.6色彩影响着汽车的销售价格............................143.2汽车色彩选择的需求...................................153.2.1黑、银、白——三大主流色............................153.2.2红色——女性消费的新主流............................163.3消费者选择色彩的因素.................................173.3.1年龄层次........................................173.3.2性别...........................................173.3.3消费层次........................................173.3.4车主个性........................................193.4消费者对汽车色彩的选择趋势........................194对汽车企业色彩营销的建议..............................214.1合理定位色彩营销.....................................214.2开展汽车色彩营销活动.................................214.3建立色彩营销信息系统.................................215结束语............................................23致谢...............................................24参考文献:...................
