SVW汽车福建市场整合营销传播研究.pdf

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1、AbstractABSTRACTAtpresent,annualsalesofcarsinChinahaveexceeded24million,continuingtobethefirstintheworld.TremendoussalesrepresentanincreasinglyfuriousmarketcompetitionofcarsinChina.Increasinglymorerationalconsumersandagrowingnumberofcarbrandsmakethetraditionalmarketingcommunica

2、tionmodesdifficultinthemarketingprocess.Asoneofthemostfamousautomobilebrandsinthefieldofpassengervehicle,SVWAUTOisconfrontedwithhugemarketingpressuresinregionalmarketing.Itsmarketingpressuresarerestrictedbysuchfactorsaslocalcustoms,consumptionhabits.Animperativeistoinnovatemark

3、etingcommunicationmode.FromthemarketingstatusofSVWAUTOinFujian,thepaperelaboratesonthelimitationsbroughtaboutbytraditionalregionalmarketingcommunications.Meanwhile,thenecessityandimplementationmethodsofintegratedmarketingcommunicationareproposedinFujian.Thesufferingsfacedinthei

4、mplementationprocessandsolutionsshallalsobeexplained.Itiseventuallyfoundthatintegratedmarketingcommunicationcaneffectivelyreducethewasteofcommunicationresources.Brandsarebuilttocommunicatewithconsumers.Clearunifiedmessagesaresenttoconsumers.AsChina'sautoindustrychangesfromasell

5、er'stoabuyer'smarket,companiesmustseizetheconsumermarketiftheywanttowininthemarketingcompetition.Thecoreofintegratedmarketingcommunicationtheoryistheconsumer.TheimplementationofintegratedmarketingcommunicationofSVWAUTOinFujiancaneffectivelyhelpthebrandoutofthemarketingpredicame

6、ntofautomarketinFujian.KeyWords:SVWAUTOFujianmarketIntegratedmarketingcommunicationIII目录目录第1章绪论.................................................................................................................11.1研究的背景与意义..........................................................

7、...............................11.1.1研究的背景...........................................................................................11.1.2研究的意义...........................................................................................21.2研究内容与方法................................

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