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摘要自改革开放以来，我国的经济发生了翻天覆地的变化，汽车行业也随着经济的增长得到了迅猛的发展。如今，中国已经成为全球最大的汽车市场，越来越多的豪华车企业也将品牌的重心转移到了中国，豪车市场的竞争也愈演愈烈。如今中国的豪华车市场格局已由多年前的德国三大品牌高市场占有率变成了如今的多品牌竞争，相对较晚进入中国市场的豪车品牌也开始相继发力，力求在我国豪车市场的增长势头中得以快速发展。讴歌作为日系三大豪华品牌之一，早在06年便已进入中国市场，然而其8年多的营销之路却并不那么一帆风顺，在销量和市场占有率上不断的被竞争对手拉开差距。与北美市场的成功相比，讴歌在中国市场却陷入了前所未有的困境。本文将以本田讴歌为具体案例，对其市场营销环境和市场营销策略进行分析和研究，并根据其优劣提出具体的优化与改进方案，为本田讴歌在未来的市场营销策略制定提供建议和帮助。33156
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关键词 本田讴歌 豪华车市场 营销策略
毕业论文外文 摘 要
Title Honda Acura automobile marketing strategy research
Abstract
Since reform and opening up, great changes have taken place in economy of China. The auto industry has got swift and great development with the growth of economy. Today, China has become the world's largest car market. A growing number of luxury car companies will also shift their focus to China. The competition of luxury car market has intensified. Now China's luxury car market pattern has been many years ago from Germany's three major brands high market share became today's brand competition, relatively late luxury brands to enter the Chinese market also started one after another, makes every effort in the luxury car market in China's rapid development momentum. Acura as day is one of the three largest luxury brands, as early as 6 years has entered the Chinese market, but the way to more than eight years of marketing is not so easy, on the sales and market share gap away from his rivals. Compared with the success of the north American market, but Acura in the Chinese market into an unprecedented predicament. This paper will with Honda Acura for the specific case, the marketing environment and marketing strategy analysis and research, and put forward specific optimization based on its advantages and disadvantages and improvement scheme, for Honda Acura marketing strategy in the future to provide advice and help.
Keywords Acura Luxury Car Market Marketing strategy
目 次
1 绪论 1
1.1 研究的背景 1
1.2 研究的意义 2
1.3 研究的内容 2
2 相关基础理论 3
2.1 市场营销4P理论 3
2.2 STP理论 3
2.3 SWOT分析法 3
2.4 波特五力模型 4
3 本田讴歌汽车营销现状及问题分析 5
3.1 本田讴歌品牌简介 5
3.2 本田讴歌营销现状 5
3.3 本田讴歌营销策略存在的问题 6
4 本田讴歌中国汽车市场营销环境分析 7
4.1 宏观环境分析 7
4.2 行业环境分析 9
4.3 微观环境分析 12
4.4 本田讴歌的SWOT分析 17
5 本田讴歌STP战略的设计 21
5.1 市场细分 21