毕业设计说明书_方程式赛车营销策略分析.docVIP

毕 业 论 文 方程式赛车营销策略分析 方程式赛车营销策略分析 摘要：大学生方程式赛车是由国内外各高校自行组织的参赛车队按照比赛各项规则及对赛车制造限定的标准，花一年的时间亲手设计与打造的一辆在操控、加速、制动性等方面具有良好表现的小型单人座休闲赛车，且该赛车能够成功的完成全部或部分比赛项目。本文从掌握方程式赛车文化背景出发，分析影响赛车市场的宏观环境因素，包括：政治环境、经济环境、技术环境、社会文化环境等；制定一份市场问卷调查，其内容包括购买者态度、购车年龄分布、家庭年收入等，根据调查结果初步确定目标市场及进行价格定位；此外基SWOT、4P、4V、整合营销传理论等理论营销策略对产品特点进行分析；最终以结合汽车营销中常采用的“微”营销、“炫”营销、“互动”营销、“跨界”营销等方式为突破口，利用当代炙手可热的网络媒体、汽车展览会、各项汽车赛事为宣传媒介来推动本赛车的推广，以此形成一套完善的方程式赛车市场营销策略体系。此套营销方案调研过程中采用随机调查方法，根据调查结果及其数据分析初步定位市场为面向具有固定收入的中底薪阶层且对赛车具有一定兴趣的广大青年消费者，此方案能够弥补大学生方程式赛车在市场营销策略上的空白，同时能够填补中低收入家庭对于赛车追求的空白，调查数据具有真实性，策划方案简易，具有可行性，且有一定的事实依据。 关键词：宏观环境；问卷调查；产品分析；营销方式 方程式赛车营销策略分析 Analysis of car marketing strategy Abstract：Formula SAE car is composed of the competing teams under the competitionrules and the car manufacturing standards, to design and manufacture in a years time, a small single has excellent performance in acceleration, braking,steering and other aspects of the city leisure racing, and can complete all or part of the event link event in the project. This paper from the master formula car racing cultural background, analyzes the macro environment influence the carmarket factors, including: the political environment, economic environment,technology environment, social and cultural environment; to develop a marketsurvey, including buyers attitude, purchase a car distribution of age, family income, preliminary determine the target market and price positioning according to the results of the survey; in addition to SWOT, 4P, 4V, integrated marketingfrom theory analysis of marketing strategy based on the characteristics of theproduct; and ultimately to combine automobile marketing in the micro marketing,Hyun, interactive marketing marketing, cross-border marketing mode as the breakthrough point, the use of contemporary hot network media, automobile exhibition, each car races for media to promote the promotion of the car, in order to form a perfect car marketing strategy system. Random survey method usingthe marketing research process,