【作者】 叶可；

【导师】 夏晓鸣；

【作者基本信息】 武汉理工大学 ， 传播学， 2006， 硕士

【副题名】以东风本田为例

【摘要】 汽车产业是发达国家的支柱产业，代表一个国家的综合实力和科技水准，是体现一个国家社会进步和步入现代化、工业化的重要标志。随着我国人民生活水平的不断提高，轿车市场的销量每年都以两位数的增长速度，私车消费成为拉动轿车需求增长的强劲动力，我国私车消费新时代已经来临。同时，全球经济一体化趋势的不断发展，中国与先进发达国家在汽车制造方面所存在的巨大差距正在不断缩小，特别是国际汽车品牌与中国企业合资建厂生产汽车之后，国内汽车市场已经与国际汽车市场接轨。中国也无可非议成为了制造业大国，但也是无可争议的品牌弱国。中国制造的汽车要成为国际品牌的组成部分，还要付出巨大的努力。 众所周知，跨国汽车企业在品牌战略规划以及品牌整合传播策略实施上把我们中国的企业远远的甩在了身后。虽然，目前我国有在品牌战略建设及品牌沟通方面较为先进的汽车企业，但在国际大企业的眼里，中国还并不存在一个真正意义上强势品牌，而只是一些商标。我们必须承认和跨国企业在品牌建设上有差距，但只要中国的企业家们更清楚的认识到品牌的重要性，更加注重实施科学的品牌战略规划，运用合理的品牌沟通策略，相信在不久的将来，中国企业创造的名牌一定会出现在全球最有价值品牌的光荣榜上，而且，被世界所承认的品牌也将会越来越多。 为了能够对品牌沟通策略有更深入的理解，在夏晓鸣老师的指导下本人对家用轿车本土化品牌整合传播进行了深入的研究，本论文主要是通过营销传播功能研究法，结合传播学中的效果研究和消费者行为学相关知识，运用了比较研究、系统实证数据等研究方法。 本文预期的研究成果和创新点：在消费者缺少纵向经验积累和横向的用户交流的情况下，深入的分析整合营销传播4C理论中的沟通策略，并研究家轿企业怎样通过整合品牌传播策略将自己的信息更有效的传播给消费者并达到企业最终确立品牌忠诚度的目的；在整合营销传播4C理论没有完善并深入家用轿车营销的整个过程中时，通过深入的分析品牌整合的传播方法，寻找最新方法，更有利于指导这个即将进入的消费者对信息“半觉醒”状态下的“后大众传播时代”的沟通策略实施。更多还原

【Abstract】 Automobile industry is a pillar industry in the developed countries, representatives of a country’s comprehensive strength and technological standards; it is embodied into a country’s social progress and modernization, and an important indicator of industrialization. With the continuous improvement of people’s living standards, the car market to double-digit annual sales growth rate stimulating ,and private has become a strong driving force for growth in demand for cars, a new era for China’s private car consumption is coming. Meanwhile, the constant development of the global trend of economic integration, China and advanced countries in the production of automobiles as the huge gap has been narrowing. Particularly international automobile brand and the joint-venture to engage in the production of automobiles in China, domestic auto market connects with the international auto market. China has become a major manufacturing country is beyond reproach, but it is also indisputable that the brand weak. China-made cars become an integral part of international brands, but also pay a great deal of effort.As well known to all, Chinese enterprises far behind Transnational auto brand in strategic planning and BIC(Brand Integrated communication)strategy. Although China is currently building the brand strategy and brand communication, but in the eyes of the international enterprises, China is still not a strong brand there is a real sense, but some trade marks. We must admit there is a gap between China and multinational companies operating in brand building. But as long as China’s entrepreneurs have a better understanding of the importance of brands, more care of brand strategy planning in scientific, rationally use of the brand communication strategy, I believe in the near future. Chinese enterprises will create some world’s most valuable brands on the honor roll, and brand will also be recognized by the world more and more.In order to have a better understanding of brand communication strategy, under the guidance of professor Xiaxiaoming, I conducted an in-depth localization integrated media brand, the main purpose of this paper is to study the marketing communications function. I studied it through the effect of combining更多还原