欧美汽车营销中的文化因素研究

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1、东北财经大学硕士学位论文欧美汽车营销中的文化因素研究姓名：王琳琳申请学位级别：硕士专业：国际贸易学导教师：孙宁20071201IV化营销的成功和失败的例子,从中总结出中国汽车文化营销的有利和不利条件<由此为中国的汽车营销提出个人的建议。关键词：汽车，文化营销，汽车行业，文化IVABSTRACTSinceBenzemergedastheworld'sfirstautomobilebrandin1885,ithasbeenmorethanahundredyearsforthedevelopmentofautomobileindustry.D

2、uringthepasthundredyears,therehasneverbeenacommoditylikeautomobilesthatcancompletelychangeman'slife.Alsotherehasneverbeenacommoditylikeautomobilesthatcansymbolizethecertainhistoryandculture.Neatlyeveryaspectofourliveshasdevelopedaroundthistechnology.Carshavebecometheindi

3、spensablepartofpeople'slives.Besidestheconveniencesautomobilescanbringtopeople,theycanshowthestatusorpersonalityoftheconsumers.Thecarcultureiscreated.Nowadaysthecompetitionintheoccidentalautomobileindustryhasbecomeincreasingfierce.Automobilecorporationsdytheirbesttoincre

4、asetheirmarketingsharesbyusingvariousmarketingstrategies.Theypaymoreattentiontotheculturalelementsthatinfluenceconsumerbuyingbehavior.Therefore,culture-centricmarketingprogramshavebeenphenomenalinoccidentalcountries.Culturalmarketing,asthetermsuggests,referstotheuseofcul

5、tureorculturalmatterstoorganizethewholemarketingprocess.Theculturalmarketingisthemarketingstrategybresponsetoconsumers'differentrequirementsthroughestablishingthestrongandpowerfulculture.Intheprocess,thecommoditiesareregardedasthecarrierofculture.Atthesametimethecultureh

6、asbecomethecoresellingpointofthecommodities.Theconsumers'buyingprocesscanbetakenastheprocessofacceptingthecertaincultureembeddedinthecommodities.Automobilecompaniesusetheculturalresourcesorculturalideastocreate,transmitandenhancethevalueofautomobileandservice;tocreateand

7、satisfytheconsumers'needforcertainculture.Thatistheautomobileculturalmarketing.Usuallytheculturalmarketingstrategiesaredesignedtomeettheconsumers'valueconceptanchoredintheconsumers'mind.Theyfocusonbringinguptheconsumers'loyaJtytotheenterprisesandtheirproducts.Theycanbeca

8、rriedoutinspreadingautomobileknowledgeandaseriesofpopularizingactivities.Asthenewmarketingmode,cultural