一汽丰田营销策略的心理分析

学院本科毕业论文摘要Ⅰ一汽丰田汽车营销策略的心理分析摘要营销是个人和集体通过创造并同他人交换产品和价值以满足需求和欲望的一种社会和管理过程，是连接市场和企业的桥梁与纽带，营销工作直接反映企业在社会上的形象。营销策略则是通过各种方法为顾客提供满意的商品和服务而实现企业目标的过程。在营销环境颇为复杂的中国，一汽丰田汽车有限公司借助于与众不同的营销组合策略、价格策略、营销渠道策略和产品策略，始终占据着中国汽车销量榜的前列。通过探究，可以发现一汽丰田在营销组合策略和营销渠道策略方面做的很好，值得继续发扬；但是产品策略和价格策略方面仍存在不足有待改进。关键词营销,营销策略,一汽丰田学院本科毕业论文ABSTRACTⅡABSTRACTMarketingisaakindofsocietyandmanagementprocessinwhichapersonoracollectivityexchangingproductsandvaluebycreatinginordertomeettheneedsanddesires.,itbridgesandlinksthemarketandenterprises.TheMarketingworkdirectlyreflectstheimageoftheenterpriseinsociety.Marketingstrategyisthroughvariousmethodstoprovidesatisfactoryproductsandservicestothecustomerandatthesametimerealizethegoalofenterprise.However,acomplexmarketingenvironmentaschina,,FawToyotamotorCo.,LTDwithdistinctivemarketingmixstrategy,pricestrategy,marketingstrategyandproductstrategy,alwaysoccupyChina'svehiclesales.Thispaperthroughalargeamountofstudies,ithasfoundthatfawToyotaisdoingverywellinthemarketingmixstrategyandmarketingstrategiesandshouldcontinuetocarryforward,buttheproductstrategyandpricestrategiesneedtobefurtherimproved.Keywordsmarketing,marketingstrategy,FAWToyota,学院本科毕业论文目录1目录摘要..............................................................................................................................IABSTRACT........................................................................................................................II绪论..............................................................................................................................3（一）问题的提出.......................................................................................................3（二）本文基本思路与框架.........................................................................................3（三）研究方法与写作意义......................................................................................................3一、一汽丰田营销实践..................................................................................................3（一）一汽丰田市场营销组合策略..........................................................................................31、市场营销组合策略........................................................................................................32、一汽丰田的差异性市场策略........................................................错误!未定义书签。（二）一汽丰田价格策略..........................................................................................................31、价格策略........................................................................................................................32、一汽丰田的价格策略....................................................................错误!未定义书签。（三）一汽丰田营销渠道策略..................................................................................................41、营销渠道策略................................................................................................................42、一汽丰田的营销渠道策略............................................................错误!未定义书签。（四）一汽丰田产品策略...........................................................................错误!未定义书签。1、产品策略........................................................................................错误!未定义书签。2、一汽丰田的产品策略....................................................................................................4二、一汽丰田营销策略评价........................................................................................18（一）完美的营销组合策略....................................................................................................18（二）待改进的价格策略.......................................................................................................18（三）点面结合的营销渠道策略............................................................................................18（四）褒贬皆有的产品策略....................................................................................................181、成功的文化营销..........................................................................................................182、成功的公益营销..........................................................................................................193、成功的体育营销..........................................................................................................194、成功的体验营销..........................................................................................................195、成功的概念营销..........................................................................................................196、待改进的广告营销......................................................................................................19学院本科毕业论文目录2三、启示....................................................................................................................19参考文献..................................................................................................................19致谢............................................................................................................................20学院本科毕业论文一汽丰田营销实践3绪论（一）问题的提出在2008年整个中国车市一度出现了增幅同比下滑的趋势下，一汽丰田的销量却逆流而上，2008年，一汽丰田总销量为37.2688万辆，同比增长129%；一举跃升为中国汽车销量的第四名，仅排在一