我国汽车销售促销手段分析报告.doc

word格式文档 PAGE 专业整理 毕 业 论 文 论文题目：我国汽车销售促销手段分析 摘 要 随着人们生活水平以及汽车性能的不断提高，人们对汽车的消费和需求也越来越旺盛，近年来，中国汽车市场发展迅猛，以接近40％的速度增长。巨大的市场容量和可观的经济效益，引起各汽车厂家纷纷加大投资，汽车市场烽烟四起，汽车促销策略新招频出，竞争已是空前的激烈。由于促销有利于缩短汽车产品入市的进程、激励消费者购买欲望，达到销售目的、激励使用者再次购买想法,提高汽车产品销售业绩、带动相关汽车产品市场等作用，要在激烈的市场竞争中取得优势就必须注重促销策略，运用名人效应，提升品牌知名度的策略、集中产品优势，拓展优势市场的策略、出奇制胜，赢得客户的策略、充分利用广告效应，不断提升企业形象的策略、充分运用事件促销，塑造品牌良好形象的策略可以更好的在竞争中占取先机。 关键词：汽车销售，销售模式，促销手段，对策 Abstract Along with the people living standard and automobile performance continues to improve, the demand for the automobile is more and more strong, in recent years, Chinas auto market is developing rapidly, growth of close to 40% of the speed of. Huge market capacity and considerable economic benefits, caused the automobile manufacturers have to increase investment, the automobile market beacon four car sales promotion strategy, new tactics frequent, competition is fierce. Due to promotion to shorten the product into the market process, encouraging consumers to motivate the user initial purchase, purchase again use, consumption habits, establish, improve sales performance, aggression and anti-aggression competition, leading role of the relevant product market, the product can be made during the festival or business day during the icing on the cake. So I want to get the advantage in the competition must be to focus on promotion strategy, using celebrity effect, enhance brand awareness strategy, product advantage, expand market advantage strategy, a surprise move, to win customer strategy, make full use of the advertisement effect, continuously enhance corporate image strategy, make full use of event marketing, shaping good image of the brand strategy can better take advantage in the competition. Key Words:car sales, sales model, sales promotion means, countermeasures 目 录 TOC \o 1-3 \u 1我国汽车促销手段概述 4 2 .传统店面促销与网络促销分析 5 2.1汽车店面促销手段 5 2.2汽车网络促销手段 6 3汽车促销人员对促销效果的影响 8 3.1汽车促销人员的现状分析 8 3.2加强汽车促销人员的素质 9 4提高汽车促销效果应注意的问题 9 4.1建立适合消费者的