自从加入世贸组织那一日起，我国的汽车工业得到迅猛的发展，随之而起涌现的自主品牌更是收到了国民的深度关注，进而营销之战的硝烟也在中国汽车营销中弥漫着。各种先进的营销理念和营销方式借此也纷纷走入中国，随着市场同质化的日益加剧，在营销中自主品牌如何能够脱颖而出更是一个高难度的的挑战，作为民族自主品牌的瓜子二手车也不能例外。
本文首先阐述了文化营销的相关理论，从产品、品牌、企业三个角度来划分文化营销的层次，以及在汽车企业实施文化营销的运作模式。其次分析了瓜子二手车目前的营销环境和行业竞争状况，针对瓜子二手车现有的营销手段以及存在的问题，提出了瓜子二手车的文化营销策略。最后对瓜子二手车目标消费群体的选择以及市场的表述，提出在当前情况下的瓜子二手车从文化营销的产品文化、品牌文化、企业文化三个层次出发具体化实施文化营销的相关策略。
关键词 文化营销；瓜子二手车；文化营销策略
Since China accessed to WTO, China’s automobile industry has rapidly developed. Under this circumstance, some independent brands begin to spring up in market and get much attention. Then competition of automobile market becomes more fierce and a variety of advanced marketing concepts and models are introduced in China. With the increasing of market homogeneity, without exception it is a challenge for Roewe how to stand out in marketing with its own brand.
This paper firstly describes the theory of cultural marketing, including product cultural marketing, brand cultural marketing, and enterprise cultural marketing,and also talks about performance of cultural marketing in automobile industry. Secondly, it analyses current marketing environment of Roewe and its competition state in automobile industry, then outlines existing problems in marketing, which need cultural marketing to solve. Finally, basesd on characters of Roewe’s target customers and market, this paper focuses on practical strategies of product, brand and enterprise cultural marketing
Keywords Cultural marketing Roewe cars Cultural marketing strategy
目 录
摘要………………………………………………………………………………………………………………………………. II
Abstract………………………………………………………………………………………………………………………… III
1 绪论…………………………………………………………………………………………………………………………… 1
1.1 研究背景……………………………………………………………………………………………………………… 1
1.2 研究意义……………………………………………………………………………………………………………… 1
1.3 研究现状……………………………………………………………………………………………………………… 2
1.3.1 国外研究现状……………………………………………………………………………………………….. 2
1.3.2 国内研究现状……………………………………………………………………………………………….. 2
1.4 研究内容、方法和技术路线…………………………………………………………………………………. 3
1.4.1 研究内容………………………………………………………………………………………………………. 3
1.4.2 研究方法………………………………………………………………………………………………………. 3
1.4.3 技术路线………………………………………………………………………………………………………. 4
2 文化营销理论基础……………………………………………………………………………………………………… 5
2.1 文化营销的功能…………………………………………………………………………………………………… 5
2.2 文化营销的层次…………………………………………………………………………………………………… 6
2.3 汽车文化营销的运作模式…………………………………………………………………………………….. 7
3 瓜子二手车的营销分析………………………………………………………………………………………………. 8
3.1 瓜子二手车简介…………………………………………………………………………………………………… 8
3.2 瓜子二手车的营销环境………………………………………………………………………………………… 8
3.2.1 宏观环境分析……………………………………………………………………………………………….. 8
3.2.2 行业竞争分析……………………………………………………………………………………………….. 9
3.3 瓜子二手车营销方式现状…………………………………………………………………………………… 10
4 瓜子二手车营销中存在的问题………………………………………………………………………………….. 12
4.1 荣威企业内部系统不够完善……………………………………………………………………………….. 12
4.2 荣威品牌的推广策略不够全面……………………………………………………………………………. 12
4.3 荣威产品特色推广不完整…………………………………………………………………………………… 13
5 瓜子二手车的文化营销策略……………………………………………………………………………………… 14
5.1 荣威STP策略…………………………………………………………………………………………………….. 14
5.1.1 市场细分…………………………………………………………………………………………………….. 14
5.1.2 确定市场目标……………………………………………………………………………………………… 16
5.1.3 市场定位…………………………………………………………………………………………………….. 16
5.2 荣威企业文化营销策略………………………………………………………………………………………. 17
5.2.1 物质文化营销……………………………………………………………………………………………… 17
5.2.2 制度文化营销……………………………………………………………………………………………… 17
5.3 荣威品牌文化营销策略………………………………………………………………………………………. 18
5.3.1 品牌促销文化……………………………………………………………………………………………… 18
5.3.2 品牌文化事件……………………………………………………………………………………………… 18
5.3.3 品牌文化广告……………………………………………………………………………………………… 19
5.4 荣威产品文化营销策略………………………………………………………………………………………. 19
5.4.1 产品特性文化营销………………………………………………………………………………………. 19
5.4.2 产品形象文化营销………………………………………………………………………………………. 20
结论…………………………………………………………………………………………………………………………….. 21
致谢…………………………………………………………………………………………………………………………….. 22
参考文献……………………………………………………………………………………………………………………… 23
