【作者】 陈斌；

【导师】 张薇；

【作者基本信息】 武汉大学 ， 传播学， 2005， 硕士

【摘要】 本文从轿车品牌营销传播的实务出发,分析了国内具有代表性的众多轿车品牌案例,其中既有以大众、通用为代表的国际品牌,也有以红旗、奇瑞等民族自主品牌。笔者结合有关的营销学、传播学、广告传播理论、整合营销理论,从我国轿车市场实情出发,分析轿车品牌建构及品牌营销推广的核心要素,试图从理论和实务两个角度,探讨有关轿车品牌传播的具有规律性及前瞻性认识,也为中国自主轿车品牌的发展提出策略性的思考。全文分为四部分,具体结构如下: 第一章是对国内轿车市场的整体环境分析。主要从分析轿车产品营销学属性出发,分析轿车的消费特性,并对国内轿车消费情况进行细分研究,从中整理出较为新兴和具有代表性的三大个性化消费群体进行全面阐释。最后,概括出轿车品牌建构的重要性。 第二章是对轿车品牌营销传播策略的本土研究。笔者试图从产品线策略、品牌定位区隔、品牌体验等四个维度讨论目前国内轿车市场上,各轿车品牌带有规律性及个性化的品牌推广策略,并在此基础上探讨轿车品牌的整合营销策略。 第三章论述轿车品牌广告传播策略。在分析了广告创意与品牌个性建构的关系之后,着重对轿车品牌网络行销进行分析。最后,通过实际的案例来分析轿车多品牌广告传播攻略。 第四章是前三部分析与论述的基础上,为自主轿车的现状及发展进行诊断。着重分析有关自主品牌的广告传播策略,并结合相关理论提出笔者有关自主品牌经营与发展模式的见解。更多还原

【Abstract】 From the angle of sedan brands’ marketing and communication, this essay has analyzed many representative sedan brands in Chinese market, including both brands from abroad like "GM motor", "Volkswagen", and China self-support brands like "Chery", "Southeast". By making association between marketing theory, communication theory, advertising theory and integrated marketing theory, the author was striving to figure out the essential factors in sedan brands’ construction and promotion on the basis of Chinese market. After having straightened out some normalized prospective recognition on sedan marketing, the author put forward some ideas on how to develop self-support brands. There are three parts in following essay.Chapter one: the summary discussion of civil sedan market. Sedan product was analyzed from marketing attributes, consuming features and civil sedan consumption aspects. Three personalized consumption groups were analyzed. Then the author emphasized the importance of brand construction.Chapter two: the strategic research on sedan brands marketing & communication within civil market. The author tried to discuss strategies on product line, brand position, brand experiencing, which lays foundation for making use of integrated marketing theory on sedan brand.Chapter three: the strategic discussion on advertising communication of sedan brands. Among it, the author attached importance to sedan brands ’ net marketing and communication. Finally, the author analyzed the strategies of multi-sedan brand through practical case.Chapter four: on the basis of previous interpretation, the author set out a therapy on civil self-support sedan brands, especially in the aspect of advertising communication. Then, by integrating particular theories, the author originally put forward the developmental modes of self-support brands.更多还原