汽车营销策略与消费心理的研究—毕业设计论文

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1、毕业论文毕业论文毕业论文汽车营销策略与消费心理的研究21毕业论文摘要随着我国改革开放的推进，国民经济的高速发展，居民的收入日益增加，愈来愈多的人已经具备了购买汽车的经济能力。人们对汽车的消费需求越来越来大，作为汽车营销人员，面对着汽车各大公司的激烈竞争，汽车市场中每时每刻都在发生着价格战、品牌战、服务战、促销战、广告战等，这时就需要研究消费者的消费心理、购车动机，并不断地提升服务层次，满足消费者的需求，最后提高企业在市场的占有率。本文首先研究汽车消费者的心理特征与个性倾向，然后针对每种情况，逐一作出汽车营销策

2、略，接下来分析营销策略与消费者心理的密切联系，汽车的各种类型产品，汽车分销与促销活动对消费者心理的影响，还有汽车的价格尤其是消费者的最为关心的重要因素。关键字：消费者购买行为，心理特征，个性倾向，营销策略21毕业论文AbstractWiththedevelopingofourcountry’sreformingandopeninguptotheoutsideworldandtherapiddevelopmentofnationaleconomy,theincomeofresidentsincreasedday

3、afterday,moreandmorepeoplehavetheeconomicabilitytobuycars.people’sincreasingconsumptiondemandoncar.Astheautomobilemarketingpersonnel,facingthefiercecompetitionintheautomobilecompanies,intheautomobilemarketallthetimeinapricewar,brandwar,farewar,servicepromot

4、ioncampaign,advertisingwarandsoon.thenitistheneedtostudyconsumerpsychologyandcarbuyingmotive,itistoimproveconstantlytheservicelevel,meettheneedsofconsumers,finally,itistoimprovetheshareofenterprisesinthemarket.Thispassagestudiesautomobileconsumerspsychologi

5、calcharacteristicsandpersonality,thenforeachcase,onebyonetomakethecarmarketingstrategy,thenextistoanalyzetheclosetiesbetweenmarketingstrategyandconsumerpsychology,varioustypesofproductsofautomobile,effectofautomobiledistributionandsalespromotiononconsumerps

6、ychology,andthepriceofthecarinparticular,itisthemostimportantfactorofconcernforconsumer.Keywords:Consumerbuyingbehavior,Psychologicalcharacteristics,Personality,Marketingstrategy21毕业论文目录前言.....................................................................

7、...........................................................11.绪论...........................................................................................................................21.1选题背景..............................................................

8、.............................................21.2研究意义...........................................................................................................21.3论文研究方法...............................