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摘要：现在的生活节奏越来越快，物价飞涨，交通也越来越拥挤。电动车的出现，很好的缓解了这些问题。在多媒体数字时代，各个企业的广告攻势越来越强劲，想要获得消费者的喜爱，必须有合适的广告策略。爱玛作为电动车行业的佼佼者，也在不断改进自己的广告策略以适应时代潮流。本文主要从爱玛电动车历年的广告策略着手，通过对广告定位策略、广告媒介策略、广告促销策略、广告投放策略等方面进行对比。从中找到爱玛电动车广告策略中存在的问题，最后给爱玛提出了一些广告策略方面的建议和建设措施。希望爱玛电动车要深入了解产品本身的特点和内涵，电动车广告设计要体现消费者的利益。这样才能让消费者提高爱玛的品牌知名度，美誉度和信任感，让爱玛电动车成为电动车行业中永远的领先者。48613
毕业论文关键词：电动车;广告策略;消费趋势;效果分析
Research on Advertising Strategy of Emma Electric Vehicle
Abstract: Now the pace of life is faster and faster, soaring prices, traffic is also becoming more and more crowded. The emergence of electric vehicles, a good mitigation of these problems.In the multimedia digital age, each enterprise's advertising campaign is more and more strong, want to obtain the consumer's favorite, must have the appropriate advertising strategy.Emma as the electric vehicle industry leader, also constantly improve their advertising strategies to adapt to the trend of the times.The breakthrough point of this article is mainly about Emma electric bicycle's advertising strategy in calendar year.Through the advertisement positioning strategy, advertising media strategy, advertising sales promotion strategy, advertising strategy and so on aspect comparison.Find the problems in the advertising strategy of Emma electric cars, and finally put forward some suggestions and construction measures on the advertising strategy of Emma. I hope Emma electric vehicle have further understand the characteristics of the product itself and the connotation. Design of the advertising vehicle should reflect consumer's interests. In this way can we improve the Emma's brand awareness, reputation and trust, let Emma electric cars became the leader in the electric car industry forever.
Key words: Electric Vehicle;Advertising Strategy;Consumption Trend;Effect Analysis
目 录
摘 要 1
Abstract 1
一、爱玛电动车企业经营情况分析 2
（一）爱玛企业简介 2
（二）爱玛企业发展历程分析 3
（三）全行业现状分析 4
二、爱玛电动车产品市场分析 4
（一）市场总体规模及消费态势分析 4
（二）产业结构分析 4
（三）爱玛电动车产品市场分析及可替代品竞争态势分析 6
三、爱玛电动车的广告策略 6
（一）爱玛电动车近几年的广告策略 6
（二）爱玛电动车近几年的广告策略对比 8
四、爱玛电动车广告策略效果分析 9
（一）爱玛电动车广告策略效果分析 10
（二）爱玛电动车广告策略存在问题 10
（三）爱玛电动车广告策略影响因素分析