摘要：本策划方案主要通过前期的市场调查、收集资料、分析竞争对手、4S店实地调研、市场定位、活动进程跟进等系列准备进行方案策划。策划中，重点对广汽本田二手汽车产品目标客户群进行调研数据变量分析，根据分析结果，选择针对性较强的市场营销策略，充分利用媒体广告和现场场地布置，同时配合主题宣传活动及相应的报纸广告、软文宣传等广告手段达到活动策划目的。

目标：通过营销策划活动，促进学生掌握汽车营销专业设计方法，学会调查研究，完成毕业设计方案撰写，要求学生能够运用在校所学的基本知识、基础理论、技能与方法等，研究和探讨营销实际工作中的相关问题，并对实际工作做出具体计划，形成可操作的方案，并在撰写实践中提高分析和解决实际问题的能力，提升创新意识和专业综合素质，提升团队新工作环境的适应能力、合作意识、协调与沟通能力、良好的交际能力，较强的语言能力与文字能力。同时，促进团队成员进一步提高独立思考、自主学习的能力；获取信息的能力，决策与规划能力；自我评价、控制和管理能力。

关键词：广汽本田；二手车；营销活动

Abstract: this plan mainly through preliminary market research, collect data, analysis competitors, 4S shop field research, market positioning, activities, process follow-up and other series of preparation plan planning. Planning, focusing on the Guangzhou Honda second-hand car products target customer research data variable analysis, according to the results of the analysis, selection of targeted marketing strategies, make full use of the media advertising and site layout, at the same time with the theme of the campaign and the corresponding newspaper advertising, publicity and other means to achieve the soft advertising planning objective.

Objective: through marketing activities, promote the students to master the design method of automobile marketing professional, learn research, writing graduation design, require students to use the school of basic knowledge, basic theory, skills and methods, and research issues related to the actual marketing work, and make specific plans for practical work the formation, operational plans, and improve the ability of analyzing and solving practical problems in the writing practice, enhance the sense of innovation and professional comprehensive quality, enhance the ability to adapt to the new team working environment, cooperation, coordination and communication ability, good communication skills, language ability and language ability. At the same time, it can promote team members to improve their ability of independent thinking and self-learning. They can acquire information, decision-making and planning ability, self evaluation, control and management ability.

Key words: Guangzhou Honda; used car; marketing activities