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汽车产业关系国计民生,是我国重要的经济支柱之一,其营销传播活动也非常活跃3。进入21世纪,汽车行业在经历了超常规高速发展之后,2004年爆发了大规模的价格战,2005年又背负成品油和原材料价格上涨的压力,成本持续走高,竞争日趋激烈,利润持续大幅下滑,2006年个人消费税的提高更是给汽车行业企业带来更大压力。面对上述市场态势,汽车行业的两大阵营——合资品牌和自主品牌如何有效利用市场营销传播手段有效突围?面对利润摊薄带来的营销推广费用缩水,品牌传播的同质化带来的品牌形象混淆,如何探寻品牌传播的捷径?本文将在总结汽车企业目前营销传播现状及发展趋势的基础上,以汽车行业广告主营销传播活动中面临的困惑挑战为焦点,提出相应的策略、建议。
The relationship between the automobile industry and the people’s livelihood is one of China’s major economic pillars and its marketing and communication activities are also very active. Into the 21st century, the auto industry experienced a super-normal high-speed development, the 2004 broke out a large-scale price war in 2005 bear the pressure of rising prices of refined oil and raw materials, costs continue to rise, the increasingly fierce competition, profit continued to decline sharply In 2006, the improvement of personal consumption tax will bring more pressure to the automobile industry enterprises. Faced with the market situation, the two major camps in the automotive industry - effective joint use of brand marketing and marketing channels for joint ventures and brands to effectively break through? Facing the dilution of marketing and sales due to dilution of profits, the homogenization of brand communication How to explore the shortcomings of brand communication? This paper will summarize the present situation and development trend of the marketing communication of automobile enterprises, focus on the perplexity challenges faced by advertisers marketing activities in the automobile industry, and put forward corresponding strategies and suggestions .