沈阳工学院毕业设计（论文）题目：沈阳国产SUV销售现状分析及营销策略制定——以长城品牌为例学院：机械与运载学院专业：汽车服务工程学号：1310110303学生姓名：马佳彤指导教师：戚基艳2017年4月摘要作为一个细分的汽车产席市场，我国SUV产销量自2012年起就出现了高位增长的形势。无论是国产品牌还是合资品牌，每一家整车生产企业都无不例外地推出SUV，并且不断地涌现出新的产品。基于市场需求应运而生的SUV异军突起，与中国车市的微増长形成了强烈的对比，不断受到广大消费者的青睐，一跃成为我国汽车市场的中坚力量。要想在激烈的市场竞争中立于不败之地，无论是什么样的巧车生产厂家，都必须从研发、生产、销售、宣传等方面做到最优，但目前这些方面的同质化相对严重，如何做到鹤立鸡群，给消费者最深刻的印象从而影响到其选择与购买，营销的手段就显得尤为重要了。借此契机，款SUV产品的特点，率先提出打造＂SUV世家＂的概念，采取多种营销策略，陆续开展系列大型活动，用本土一步的改善，从而使效果最大化，则是本文所要讨论的主要问题。论文中首先对长城汽车列营销手段，及＂其他体验式营销活动进行细致的描述，对其进行案例分析。这些营销手段无疑让＂哈佛H6＂这款抓SUV的销售量得到了极大的提升，并为公司的品牌树立起到了很好的作用，但是营销创新内容相对单一、品牌价值不凸显、产品更新滞后等方面也直接影响产品的营销效果。因此，本文认为长城SUV世家＂的专业品牌形象和气质，并对包括潜客在内的客户资产进行进一步的细分管理，达到提升公司产品市场营销能力的目的。关键词：数字营销；体验营销；SUV；案例分析AbstractAsasubdivisionofthecarseatmarket,China'sSUVproductionandsalessince2012therehasbeenahighgrowthsituation.Regardlessofthedomesticbrandorjointventurebrand,eachvehicleproductionenterprisesareallwithoutexceptiontolaunchSUV,andconstantlyemergingnewproducts.ThemarketdemandofSUVbasedonmicroChineseandAnewforcesuddenlyrises.,increasecarlengthtoformastrongcontrast,constantlyfavoredbythevastnumberofconsumers,hasbecomethebackboneofChina'sautomarket.Tobeinaninvinciblepositioninthefiercecompetitioninthemarket,nomatterwhatkindofsmartcarmanufacturer,mustdothebestfromR&D,productionandsales,publicityandotheraspects,buttheseaspectsofhomogenizationisrelativelyserious,howtodothemostprofoundimpressiontoconsumersstandheadandshouldersaboveothers,andthusaffecttheirchoiceandpurchase.Marketingisparticularlyimportant.Takethisopportunity,theGreatWallAutomobileCo.Ltd.accordingtothecharacteristicsofonlyafewSUVproducts,firstproposedaconceptof"SUVfamily",takeavarietyofmarketingstrategies,tocarryoutaseriesoflarge-scaleactivitiesinsuccession,withthelocalizationofthegeneandexperiencemarketingmodeltoattractalargenumberofmediaandconsumerattention,andhasadigitalmarketingplatform,WeChatofficialtheofficialwebsite,Tmallmall,gatheralargenumberof"fans",wonpraise.Howtopromotethemarketingoftheseproductsasaspecificproduct,howtomakeitfurtherimproved,soastomaximizetheeffect,isthemainproblemtobediscussedinthispaper.Firstofall,thepapermakesadetaileddescriptionofaseriesofmarketingtools,suchastheGreatWallautomobileofficialWeChat,micro-blogandotherdigitalmarketingplatform,andotherexperientialmarketingactivities.Thesemarketingtoolswillundoubtedlymake"improves"theHarvardH6grabSUVsales,andforthecompany'sbrandhasplayedagoodrole,butmarketinginnovationcontentisrelativelysimple,thebrandvalueisnotprominent,productupdateslagetc.alsodirectlyaffecttheproductmarketingeffect.Therefore,theenvironmentoftheGreatWallautomobilecompanyinChinachangingautomarket,toobtainthedesiredeffectandcontinuestogrow,inadditiontothemeansofmarketing,the...
