廣州本田營(yíng)銷模式研究

論文編號(hào):YX172   論文字?jǐn)?shù):20498,頁數(shù):36

摘要              

 廣州本田在“十五”背景下發(fā)展壯大，成為中國(guó)中高級(jí)轎車生產(chǎn)的龍頭企業(yè)之一，其營(yíng)銷模式特色明顯，研究廣州本田的營(yíng)銷模式對(duì)整個(gè)汽車行業(yè)具有借鑒的意義。通過對(duì)廣州本田營(yíng)銷一線的調(diào)研和當(dāng)前主流營(yíng)銷模式的分析，結(jié)合國(guó)內(nèi)外成功的營(yíng)銷經(jīng)驗(yàn)，從營(yíng)銷理念、營(yíng)銷技術(shù)、營(yíng)銷組織三個(gè)方面在理論和實(shí)證方面對(duì)廣州本田營(yíng)銷模式進(jìn)行較為深入的探討；歸納并總結(jié)出一些具有指導(dǎo)意義的汽車營(yíng)銷理論和技術(shù):應(yīng)用PEST和SWOT分析方法，從流通與銷售體系、市場(chǎng)機(jī)會(huì)、營(yíng)銷環(huán)境威脅等四個(gè)方面分析了廣州本田營(yíng)銷環(huán)境，從理念、組織、策略三個(gè)層面分析了廣州本田營(yíng)銷模式，運(yùn)用目標(biāo)市場(chǎng)戰(zhàn)略理論為廣州本田提出了相關(guān)建議。
 廣州本田以“超期望值服務(wù)”為市場(chǎng)營(yíng)銷理念，以“4S”營(yíng)銷模式為基礎(chǔ)，以“4P+服務(wù)策略”為主要內(nèi)容，這是它在中高檔市場(chǎng)中取得競(jìng)爭(zhēng)優(yōu)勢(shì)的關(guān)鍵；但隨著廣州本田產(chǎn)能的擴(kuò)大和汽車市場(chǎng)競(jìng)爭(zhēng)的加劇，廣州本田營(yíng)銷需重新審視市場(chǎng)細(xì)分方式，應(yīng)針對(duì)不同的目標(biāo)市場(chǎng)，采取差異化的營(yíng)銷策略；需加強(qiáng)營(yíng)銷成本控制，加速營(yíng)銷創(chuàng)新；同時(shí)要注重汽車后市場(chǎng)的開發(fā)與管理。
 關(guān)鍵詞：廣州本田；汽車營(yíng)銷模式；營(yíng)銷模式；四位一體；營(yíng)銷創(chuàng)新

 Abstract     

 In the tenth five-year plan, the Chinese automobile industry developed rapidly, the consumption pattern had changed, automobile transformed from the producer goods to lives consumable, by individual consumption primarily. Guangzhou Honda grows strong under the background of “the tenth five-year plan", becomes the main item enterprise which produces senior passenger vehicle.
 ….
 Through investigating “4S” agency’s situation of Guangzhou Honda and other brands, collecting material about the Guangzhou Honda marketing pattern, from “three essentials” of marketing pattern (marketing idea, marketing organization and marketing strategy) launches to analyze the Guangzhou Honda pattern, the key introduction is the marketing strategy which has Guangzhou Honda characteristic, namely “4P and service strategy”. Analyze why Guangzhou Honda chooses the “4S” pattern with PEST and SWOT method; then point out the challenges Guangzhou Honda has to face which comes from the competitor, the industrial environment and its own, finally give the comment for innovating Guangzhou Honda marketing pattern.
Key words: Guangzhou Honda; marketing pattern; the quaternity;Marketing innovation

目錄
第一章 引言 1
第二章   廣州本田發(fā)張歷程 
第三章 廣州本田營(yíng)銷模式分析 4
 3.1 營(yíng)銷模式的概念 4
 3.2 中國(guó)汽車營(yíng)銷模式 4
 3.2.1 四種營(yíng)銷模式的特征分析 4
 3.2.2 四種模式的優(yōu)缺點(diǎn)比較 5
 3.3 廣州本田營(yíng)銷模式分析 6
 3.3.1 廣州本田營(yíng)銷模式選擇依據(jù) 6
 3.3.2 廣州本田營(yíng)銷理念分析 8
 3.3.3 廣州本田營(yíng)銷組織分析 8
 3.3.4 廣州本田營(yíng)銷策略分析 9

六章 結(jié)束語 25
致謝  26
參考文獻(xiàn) 27
附錄  28