起亚k5 范梦伟 李宏恩.doc

东风起亚k5

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目录

一．品牌历史························································3

1.品牌介绍·······················································3

2.品牌营销现状···················································3

二．环境分析························································6

1.宏观分析·······················································6

2.微观分析·······················································8

三．市场定位分析····················································9

1.外部条件的影响·················································9

2.市场定位·······················································10

3.使用者类型定位················································12

四.STP营销策略····················································13

1.产品的整体概念·················································13

2.生命周期······················································13

3.价格策略······················································13

4.渠道策略······················································14

5.促销策略······················································14

五．广告策划·······················································14

1.广告目标·······················································14

2.广告宣传方式···················································14

3.现场活动和广告费用预算········································14

一． 品牌历史

1.品牌介绍

起亚汽车品牌成立于1944年起亚汽车是韩国最老牌的汽车制造厂。起亚作为韩国汽车工业的驱动力，为使韩国挤身世界五大汽车生产国家发挥了积极的作用，东风悦达起亚汽车有限公司系由东风汽车公司、江苏悦达投资股份有限公司、韩国起亚自动车株式会社共同组建的中外合资轿车制造企业。主产品SOUL、Forte福瑞迪、赛拉图/欧风、RIO锐欧、狮跑、嘉华、系列车型均引自韩国起亚，以先进技术精心打造，竞争力极强。至2009年年底，东风悦达起亚已建成290家4S专营店，售后服务体系不断完善，以最快的速度、最佳的服务满足用户需求。2006年8月29日，东风悦达起亚将非营运车辆的发动机、变速器保修期延长为5年/10万公里，进一步提高顾客满意度和信赖度。秉承“挑战、精诚、和合、超越”的企业理念，东风悦达起亚全体员工将以顾客至上为宗旨，不断挖掘企业蓬勃的创造力，在“激情超越梦想”的品牌精神鼓舞下，向中国消费者奉献安全环保、超越期望的汽车产品以及完善的售后服务，为消费者创造更美好、更便捷的汽车生活。

2.营销现状

从起亚在