双龙汽车促销策略的有效性分析

I摘要在当今国内外市场激烈竞争的时代，汽车促销策略已成为汽车企业整个营销策略中最重要的一环。在实际的市场终端操作中，产品促销的形式是多种多样的，不同的产品采取的促销策略是不一样的，但万变不离其宗。对产品促销策略的分析,有利于使企业了解促销方式的优缺点,从而更好的针对市场情况制定促销方案。本课题主要针对双龙汽车的企业的自身特点，分析其企业促销策略的有效性，结合实际的运营情况来抓住实际促销策略的不足之处，从而加以改进。关键词：汽车；有效性分析；促销策略；分析举例AbstractThepromotionstrategyistopromotethesalesoftheproducts,topromotetherapidIIrealizationofproductfrommanufacturerstoconsumerschangestrategytotheconsumerbehavior,consumerspendinghabitsandtake.Themodernautomobilemarketingrequirementsanddevelopmentofautomotiveproductsexcellent,givingthecarpriceattractive,sothatthetargetconsumeracceptance.Inaddition,alsoaskedthecardealerandpresentandpotentialcustomers,automobileproductionenterprisesandpubliccommunication,stimulateconsumerdesiretobuy,therealizationofautosales.Therefore,theautomobilemarketingstrategyhasbecomeoneofthemostimportantinthewholeringautomobileenterprisesinthemarketingstrategy.Intheendthemarketoperatingpractice,productpromotionisintheformofavarietyofdifferentproducts,thepromotionstrategyisnotthesame,buteventually.Analysisonproductpromotionstrategy,toenableenterprisestounderstandtheadvantagesanddisadvantagesofpromotionmeans,soastobetterthemarketpromotionplan.ThistopicmainlyaimsattheShuanglongautomobileenterprise'sowncharacteristics,analysisoftheeffectivenessofmarketingstrategyofitsbusinessoperation,withtheactualsituationoftheactualpromotionstrategytoseizethedeficiencies,soastoimprove.Keywords:Automobile;effectivenessanalysis;marketingstrategy;analysis目录第一章绪论..............................................................11.1选题背景........................................................................................................................................1III1.1.1我国轿车市场消费模式缺失，市场还未真正成熟..........................................................11.1.2国产轿车降价不断，有力促进汽车市场产品分化..........................................................21.2研究意义........................................................................................................................................21.3研究内容及方法.............................................................................................................................21.4理论综述........................................................................................................................................3第二章促销环境..........................................................42.1促销现状分析...................................................................................................................................42.1.1公司简介..............................................................................................................................52.1.2促销组织与管理分析..........................................................................................................62.1.3双龙汽车市场促销存在的问题..........................................................................................72.2环境分析.........................................................................................................................................82.2.1国内汽车市场发展现状.......................................................................错误!未定义书签。2.2.2国家政策与法律环境..........................................................................................................82.2.3社会经济环境.....................................................................................................................82.2.4技术环境...........................................................................................................................102.2.5自然环境与汽车使用环境................................................................................................102.2.6社会文化环境....................................................................................................................10第三章双龙汽车促销现状..................................................113.1企业的促销策略分析..................................................................................................................113.2促销策略的效果分析.................................................................................................................123.2.1促销策略影响因素...........................................................................................................123.2.2促销策略的不足之处........................................................................................................133.3促销策略存在问题分析.............................................................................................................13第四章双龙汽车促销策略的有效性分析.....................................144.1双龙汽车STP分析........................................................................................................................144.1.1目标市场确定....................................................................................................................154.1.2双龙汽车市场定位............................................................................................................154.2促销策略的营销因素....................................................................................错误!未定义书签。4.2.1消费者因素....................................................