毕 业 设 计(论 文)
题 目:
广州本田营销模式研究
系 别:
经济管理学院
专 业:
市场营销
班 级:
Z0853-2
学生姓名:
钟某某
学 号:
22
指导教师:
魏仁干

摘要

"十五"规划,中国汽车工业迅速发展,消费结构发生了变化,汽车已由生产资料转变为生活消费品,以个人消费为主.广州本田在"十五"背景下发展壮大,成为中国中高级轿车生产的龙头企业.本文通过对广州本田营销模式的研究分析,得出结论——广州本田"四位一体"的营销模式(销售,服务,零配件和信息反馈为一体,即4S)是广州本田成功的关键因素;同时,广州本田作为中国汽车专营店销售模式的典型代表,研究广州本田的营销模式对整个汽车行业也有借鉴的意义.论文通过调查广州本田及其他品牌"4S"店销售服务情况,收集关于广州本田营销模式的资料,从汽车营销模式的"三要素"(营销理念,营销组织和营销策略)展开对广州本田模式的分析,重点介绍具有广州本田特色的营销策略,即"4P+服务策略";用PEST和SWOT分析方法分析广州本田选择"4S"模式的依据;指出广州本田来自竞争对手,产业环境和自身的挑战,最后提出广州本田营销模式创新的意见.
关键词:广州本田汽车;营销模式;四位一体
Abstract
In the tenth five-year plan, the Chinese automobile industry developed rapidly, the consumption pattern had changed, automobile transformed from the producer goods to lives consumable, by individual consumption primarily. Guangzhou Honda grows strong under the background of "the tenth five-year plan", becomes the main item enterprise which produces senior passenger vehicle.
Through researching the Guangzhou Honda marketing pattern, we draw a conclusion -- "the quaternity" marketing pattern of Guangzhou Honda (sales, service, spare parts and survey, namely 4S) is the key factor that Guangzhou Honda succeeds; At the same time, Guangzhou Honda is the typical representative of automobile exclusive agency, so studying the Guangzhou Honda marketing pattern also has the model significance to the entire automobile industry.
Through investigating "4S" agency's situation of Guangzhou Honda and other brands, collecting material about the Guangzhou Honda marketing pattern, from "three essentials" of marketing pattern (marketing idea, marketing organization and marketing strategy) launches to analyze the Guangzhou Honda pattern, the key introduction is the marketing strategy which has Guangzhou Honda characteristic, namely "4P and service strategy". Analyze why Guangzhou Honda chooses the "4S" pattern with PEST and SWOT method; then point out the challenges Guangzhou Honda has to face which comes from the competitor, the industrial environment and its own, finally give the comment for innovating Guangzhou Honda marketing pattern.

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