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1、四川师范大学文理学院本科毕业论文中国小排量汽车营销策略分析学生姓名樊鑫院系名称管理系专业名称市场营销班级2007级学号200712045112指导教师袁骏（讲师）答辩时间2011年4月23日中国小排量汽车营销策略分析学生：樊鑫指导教师：袁骏内容摘要：近年来环境保护不仅是在工业上开展，在人们日常生活中也不断的在提倡环境保护，减排、低碳。伴随着燃油价格上涨，能源环保与汽车消费税调整的政策出台，小排量汽车将成为我国汽车领域新的关注焦点。汽车产业新政策的推出令国内中小排量汽车生产企业看到了更为广阔的市场空间。国内车商纷纷推出各种新计划，希望借助于
2、降价、售后服务增值、农村计划等迅速拓展市场，长安、比亚迪、奇瑞、都是其中的佼佼者，那么我们小排量的汽车营销策略应该如何进行呢？本文在分析中国小排量汽车营销环境及发展趋势的基础上，主要从提高产品价值、广告策略和公关策略三个方面，并结合长安奔奔的特色营销模式，来分析如何采取行之有效的营销策略,以寻找小排量汽车的春天。关键词：小排量汽车经济环境政策营销策略China'ssmallcarsmarketingstrategyanalysisAbstract:Inrecentyearstheenvironmentalprotectionisnoton
3、lyinindustrydevelops,inPeople'sDailylifealsoisconstantlytopromoteenvironmentalprotection,lowcarbonemissionsreduction.Withfuelprices,energyandenvironmentandautomobileconsumptiontaxadjustmentpolicies,smallcarswillbecomeourcardomainnewattention.Thelaunchesofnewautoindustrypo
4、licytodomesticcarsproductionenterpriseseeabroadermarketspace.Domesticdealerinsuccessionlaunchavarietyofnewplan,wanttousedepreciate,after-salesservicevalue-added,ruralplanetcrapidlyexpandmarket,changan,byd,chery,allisoneoftheoutstandingperson,thenwesmall-enginecarsmarketin
5、gstrategyshouldhow?BasedontheanalysisofChinesesmallcarsmarketingenvironmentanddevelopmenttendency,thepapermainlyfromimprovingproductvalue,advertisingstrategiesandpublicrelationsstrategythreeaspects,andcombiningthecharacteristicsofchanganbennimarketingmode,thispaperanalyze
6、showtotakeeffectivemarketingstrategy,forsmallcarsspring.Inrecentyearstheenvironmentalprotectionisnotonlyinindustrydevelops,inPeople'sDailylifealsoisconstantlytopromoteenvironmentalprotection,lowcarbonemissionsreduction,.Withfuelprices,caronpolicyandenergyandenvironmentalp
7、rotectionpolicythatcarconsumptiontaxadjustment,smallcarswillbecomeourcardomainnewfocus,domesticdealerinsuccessionlaunchavarietyofnewplan,wanttousedepreciate,after-salesservicevalue-added,ruralplanetcrapidlyexpandmarket,byd,chery,changanrushrushisoneoftheoutstandingperson,
8、thenwesmall-enginecarsmarketingstrategyshouldhow?BasedontheanalysisofChinesesmallcarsmarketingen
