本田汽车中国市场营销策略研究(修改完).doc

word完美格式 精心整理 学习帮手 本田汽车中国市场营销策略研究 摘 要 汽车营销直接关系到一个企业的未来发展，因此要在多样化的现代经济发展中采取有效的营销方式是至关重要的，国内在相关的市场营销中进行了积极的尝试，文章主要针对本田汽车在国内的市场营销进行分析，从市场发展的全面性出发，制定有效的现代意义上的营销发展方式，这样才能实现汽车营销的进一步提升。文章主要对本田汽车在中国市场的营销状况进行分析，明确了广州本田在发展的过程中采取的营销策略，从市场发展的角度出发，对营销风险进行研究，借助市场发展的有效性可以在多样化的现代经济发展中，创造一种良好的市场开发管理方式，进一步实现国内汽车行业营销有效性的目的。 关键词：本田；市场营销；风险；对策 Abstract Automobile marketing is directly related to the future development of an enterprise. Therefore, in order to in the diversification of the modern economic development to take effective way of marketing is one of the most important, domestic in related to the marketing of positive attempt. This article mainly for Honda in the domestic market marketing analysis, from the comprehensive development of the market of formulate effective modern marketing development way, so as to achieve further enhance the automobile marketing. This article mainly of Honda cars in the Chinese market marketing situation analysis, has been clear about the Guangzhou Honda has taken in the process of development of marketing strategy, starting from the angle of the development of the market, to the marketing risk research, with market development effectiveness can be in a variety of modern economic development to create a good market development and management mode, further to achieve the purpose of domestic auto industry marketing effectiveness. Key words: Honda; marketing; risk; countermeasure  目 录 TOC \o 1-3 \h \u HYPERLINK \l _Toc21323 1、绪论 PAGEREF _Toc21323 3 HYPERLINK \l _Toc9058 1.1研究背景及意义 PAGEREF _Toc9058 3 HYPERLINK \l _Toc29119 1.2研究方法及内容 PAGEREF _Toc29119 4 HYPERLINK \l _Toc25201 2、我国汽车市场现状分析 PAGEREF _Toc25201 4 HYPERLINK \l _Toc30190 3、广州本田公司营销策略分析 PAGEREF _Toc30190 5 HYPERLINK \l _Toc24557 3.1广州本田公司概况 PAGEREF _Toc24557 5 HYPERLINK \l _Toc29950 3.2广州本田营销策略 PAGEREF _Toc29950 6 HYPERLINK \l _Toc15180 3.2.1产品策略 PAGEREF _Toc15180 6 HYPERLINK \l _Toc7120 3.2.2价格策略 PAGEREF _Toc7120 6 HYPERLINK \l _Toc21544 3.2.3渠