（毕业设计论文）《东风本田CR-V营销策略研究》.doc

精品 PAGE 哈尔滨工业大学毕业设计（论文） I- 摘要 东风本田CR-V这款车在“十五”的背景下发展壮大，成为中国中高级轿车生产的龙头企业之一，其营销模式特色明显，研究东风本田CR-V这款车的营销模式对整个汽车行业具有很大的意义，通过对东风本田CR-V这款车营销的研究和当前的主流营销分析，结合国内外成功的营销经验，从营销理念 营销技术营销组织三个方面在理论和实证方面对东风本田CR-V这款车营销模式较为深入的探讨，归纳并总结出一些具有指导意义的汽车营销理论和技术;应用PEST和SWOT分析方法 。东风本田以“超期望值服务”为市场营销理念，以“4S”营销模式为基础，以“4P服务策略”为主要内容，这是它在中高档市场中取得竞争优势的关键，但随着东风本田产能的扩大和汽车市场的竞争加剧，东风本田需要从新审视市场细分方式，应针对不同的目标市场采取差异化的营销策略，加速营销创新，同时要注重汽车市场的开发和管理。 关键词：东风本田; 营销分析; 营销模式 Abstract Dongfeng Honda CR-V the car in 15 under the background of the development and expansion, and to be the senior car production of one of the leading enterprises, its marketing mode characteristic is apparent, the research of dongfeng Honda CR-V the car sales model to the auto industry has a great significance, through to dongfeng Honda CR-V the car marketing research and the current mainstream marketing analysis, combining domestic and foreign successful marketing experience, from marketing idea marketing technology marketing organization three aspects in the theory and empirical aspects of dongfeng Honda CR-V the car marketing model is thoroughly discussed, induces and summarizes some constructive automobile marketing theory and technology; Application PEST and the method of SWOT analysis. Dongfeng Honda to super expectations service as the market marketing idea, 4 S marketing mode as the foundation, 4 P service strategy as the main content, this is it in the upscale market competitive advantage in the key, but as dongfeng Honda capacity expansion and automobile market competition, dongfeng Honda need to examine the new market segmentation way, should according to the different target market take differential marketing strategy, accelerate the marketing and innovation, also want to pay attention to the development of the car market and management. Keywords: dongfeng Honda; marketing analysis; marketing mod 第1章 绪 论 让越来越多的人去了解有关于东风本田CR-V这款车，2004年3月，东风本田第一辆本田CRV驶下生产线，本田CRV便开始了伴随中国SUV市场从无到有的成长。而当国内消费者对SUV的观念仍停留在“油老虎”、“越野玩具”的时候，20