现代汽车瑞纳营销策略分析
摘
要 ................................................................ I Abstract .............................................................
II
第1章绪论 ........................................................
1
1.1 汽车营销概述 ..................................................
1
北京现代汽车厂1.1.1我国汽车市场的特点 (1)
1.2 我国汽车营销的发展 ............................................
2
1.3 北京现代概述 ..................................................
2 第2章现代瑞纳的消费者行为分析 ......................................
4
2.1 现代瑞纳市场需求分析 ..........................................
4
2.2 现代瑞纳消费者购车的影响因素 ..................................
4
2.3 现代瑞纳消费者购车渠道 ........................................
4
2.4 现代瑞纳消费者产品配置 ........................................
4 第3章现代瑞纳市场营销策略 ..........................................
6
3.1 现代瑞纳营销模式 ..............................................
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3.2 现代瑞纳营销理念 ..............................................
6
3.3 影响轿车营销的因素 ............................................
6 第4章现代瑞纳的整合营销策略 ........................................
8
4.1 产品及价格策略 ................................................
8
4.2 渠道策略 ......................................................
8
4.2.1 渠道建设 (8)
4.2.2 渠道管理与考核 (8)
4.3 广告及公共关系策略 ............................................
9 第5章其它相关营销策略 .............................................
10
5.1 体验式营销 ...................................................
10
5.1.1体验经济时代汽车企业营销战略的调整 (10)
5.1.2汽车体验营销策略的制定与实施 (11)
结论 ...............................................................
13 致谢 ...............................................................
14 参考文献 .............................................................
15
摘要
进入新世纪以来，随着中国经济的蓬勃发展，汽车走入家庭已成为不可逆转的
时代趋势。正是因为如此，才给汽车业发展提供了千载难逢的历史机遇。如何迎接这次机遇、如何充分利用市场机遇、发展与壮大北京现代瑞纳在市场竞争中实力，成为本文研究的中心问题。
中国已成为仅次于美国的全球第二大汽车消费市场，中国的豪华车市场拥有广
阔的市场前景。在未来7,10年中中国汽车消费将保持10%,15%的年增长率。在给
中国汽车业发展提供机遇的同时，由于中国市场的巨大诱惑力，吸引全球各大汽车厂商纷纷到中国投资建厂，也使中国的汽车市场竞争日益加剧。
长期以来，现代在中国市场占着极重的地位。瑞纳这一款车是入门级家轿的车型，这一款车是北京现代成立8年来第一款全球首发车，这是在中国率先上市的。之后陆续在韩国、东亚、东南亚推出。
本文分析了瑞纳汽车的营销策略，旨在通过实际的案例来解读汽车营销理论与
方法，通过对营销要素来进行分析及竞争对手的营销策略解析，可以看到现代瑞纳的每个营销环节的利与弊，进而总结出一套整合式汽车营销方法，通过对现代瑞纳的实际营销案例，肯定了汽车整合营销的实用性，并且，对体验式营销和客户关系管理(CRM)应用到汽车营销中也给予肯定。制定汽车市场营销策略其实质是以消费
者的一切喜好为前提，最大限度地满足消费者，为销售建立良好的基础，进而达到引导式消费模式，实现企业与客户的双赢。
关键词:汽车营销营销环节客户关系营销策略
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Abstract
In the new century, with the vigorous development of China's economy, into the family car has become an irreversible trend of the times. Because of this, only the car industry provides a rare historical opportunity. How to meet this opportunity, how to take advantage of market opportunities, development and growth of Beijing Hyundai Reina strengths in the market competition has become the central issue of this paper.
China has become the world's second largest after the U.S. car market, China's luxury car market has broad market prospects. In the
next 7 to 10 years, China's auto consumption will remain 10% to 15% annual growth rate. In the development of the Chinese auto industry, while providing opportunities, due to the huge Chinese market,
attractive to attract the world's major automotive manufacturers have to invest and build factories in China, but also to China's auto market and intensifying competition.
Over the years, occupied most modern in the Chinese market weight position. Reina This car is a entry-level models Jia Jiao, which set up a modern car is 8 years Beijing's first world premiere car, which is listed first in China. After one after another in South Korea, East Asia, Southeast Asia launch.
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