我国汽车自主品牌营销广告存在的问题及对策-004VIP专享VIP免费

郑州交通职业学院毕业论文论文题目：我国汽车自主品牌营销广告存在的问题及对策所属系别：汽运工程系专业班级：10级营销2班姓名：刘新玲学号：201008010070234指导老师：梁丹撰写日期2013年4月摘要近年来，我国汽车自主品牌逐渐在崛起。为了能够吸引大量的顾客，需要企业通过汽车营销广告来调动顾客的注意力。但是，我国汽车自主品牌的营销广告存在目标不明确、缺乏差异化的创意、诉求方式与诉求定位不相适应、媒体利用不充分、费用浪费严重等问题。针对这些问题，文章提出了相应的对策。关键词：汽车，自主品牌，营销广告AbstractAutomobilemanufacturingpaperpublishedonthesensorsintheautomotiveindustryanditsdevelopmenttrend:Typesofautomotivesensorsanddetectionofobjects,andApplicationOverviewofthesensorsinautomotiveelectroniccontrolsystems,Describedthestatusofautomotivesensor,giveautomotivesensormarketandforecast,Describedintheautomotivesensortrendtowardminiaturization,integrationanddevelopmentofintelligent.Andconsidersthat,MEMSsensorswillbecomethemainstreamofthedevelopmentofautomotivesensor.Keywords:SensorInformationautomotiveSystem目录1引言.............................................................................................................................12我国汽车自主品牌营销广告存在的问题.................................................................12.1汽车广告目标不明确......................................................................................22.2缺乏差异化的广告创意..................................................................................22.3广告诉求方式与诉求定位不相应..................................................................32.4没有有效利用传统媒体并忽视新兴媒体......................................................32.5巨额广告费用的浪费......................................................................................43我国汽车自主品牌营销广告的对策.........................................................................43.1制定明确的汽车广告目标..............................................................................43.1.1新产品上市阶段.....................................................................................43.1.2竞争阶段.................................................................................................43.1.3成熟期.....................................................................................................43.2创意应新颖并显示实力，广告语琅琅上口..................................................53.3根据实际需要确立相应的诉求方式..............................................................53.4选择汽车广告媒体应综合考虑多种因素......................................................53.4.1目标消费人群的媒体习惯.....................................................................63.4.2汽车产品的品质与特征.........................................................................63.4.3信息的性质与特征.................................................................................63.4.4媒体成本.................................................................................................63.4.5新型传播媒体.........................................................................................63.5制定规范的汽车广告预算..............................................................................73.5.1产品在其市场生命周期阶段.................................................................73.5.2产品市场占有率的高低........................