广汽本田营销模式研究

广汽本田营销模式研究摘要：广州本田是我国汽车市场中的一个强势品牌，广州本田在近几年的发展和成功都是有目共睹的。而它取得的成果取决于在中国独特的营销模式。基于此，本文对其营销模式进行研究。在日益激烈的市场竞争中，好的营销模式非常重要，成功的营销模式会让企业具有强有力的竞争优势，立于不败之地。本论文希望通过对广州本田营销模式的研究，给本田企业及国内其他汽车企业的发展提供参考意见，从而带来长远的效益。本文从前人的研究出发，通过对广州本田营销现状进行分析的基础上，指出广汽本田市场营销面临的挑战，然后针对挑战提出改进对策及建议。关键词：营销模式；营销；广汽本田HondamarketingmodelresearchAbstract：GuangzhouHondaisastrongbrandinChina'sautomotivemarket,GuangzhouHondainrecentyears,thedevelopmentandsuccessareobvioustoall.Anditsresultsdependontheuniquemarketingmodelinchina.Basedonthis,thispaperstudiesthemarketingmodel.Intheincreasinglyfiercemarketcompetition,agoodmarketingmodelisveryimportant,successfulmarketingmodelwillallowenterprisestohaveastrongcompetitiveadvantage,inaninvincibleposition.ThispaperhopethatthroughthestudyofGuangzhouHondamarketingmodel,toHondaandotherdomesticenterprisestoprovidereferenceforthedevelopmentoftheautomobile,thusbringinglong-termbenefits.Thisarticlefromthepreviousstudy,throughtheanalysisofthestatusofGuangzhouHondamarketing,pointedoutthattheHondamarketingchallenges,andthenputforwardcountermeasuresandsuggestionsforimprovement.Keywords：Marketingmodel；Marketing；GuangqiHonda目录1绪论.......................................................................................................................................11.1研究背景...................................................................................................................11.2研究意义...................................................................................................................22广州本田的营销现状分析...................................................................................................32.1广州本田概况...........................................................................................................32.2广汽本田的发展现状...............................................................................................32.3广州本田营销模式分析...........................................................................................52.4广州本田营销策略分析...........................................................................................62.4.1产品策略.......................................................................................................62.4.2价格策略.......................................................................................................72.4.3渠道策略.......................................................................................................72.4.4促销策略.......................................................................................................82.4.5服务策略.......................................................................................................93广汽本田市场营销面临的挑战分析.................................................................................103.1竞争对手的挑战.....................................................................................................103.2环境的挑战.............................................................................................................103.2.1新车型不断涌现.........................................................................................103.2.2汽车产业发展政策的要求.........................................................................113.2.3环境保护的挑战.........................................................................................113.3广州本田自身存在的缺陷.....................................................................................113.3.1“4S”店成本高.........................................................................................113.3.2质量存在问题.............................................................................................123.3.3自主创新研发投入几乎为零.....................................................................134广州本田营销模式创新.....................................................................................................144.1加强品牌建设.........................................................................................................144.2借助于美国新车污染管理体系.............................................................................144.3拓展汽车后市场经营.............................................................................................144.4降低4S店成本.......................................................................................................154.5完善质量管理体系.................................................................................................154.6提升自主研发能力.................................................................................................15总结.........................................................................................................................................17参考文献.................................................................................................................................1811绪论1.1研究背景随着我国国民经济的持续发展，人民生活水平不断提升，居民收入和消费水平越来越高，我国汽车行业进入前所未有的繁荣期，汽车也逐步成为中国百姓家庭的代步工具。自2002年开始，我国汽车行业进入井喷式增长阶段，我国私家车的拥有量越来越多，轿车的需求量不断攀升。庞大的中国汽车消费市场吸引的大量国外汽车品牌进入中国，在中国开厂建店。2000年，我国汽车市场销售量是208万辆，而到了2015年我国汽车市场的销售量达到2459.76万辆，连续7年蝉联全球第一，创历史新高（见表1）。表1我国2008-2015年汽车产销量统计表年份产量（万辆）销量（万辆）2008934.51938.0520091379.