论文总字数：15284字

摘 要

近年来我国的汽车市场和汽车行业不断发展成熟，销售体系也愈发完善。同时伴随着消费者消费观念的转变，单一的营销手段已经不能满足汽车行业或者说汽车市场的发展。随着整合营销传播理论的提出、研究和发展，更多的企业似乎意识到这将是一个不错的突破，而纷纷加入整合营销传播的实际应用的研究上来。而上海大众作为中外合资企业，凌渡作为一款新概念轿跑车，它的问世与发展，更应该结合整合营销传播理论，开拓新的市场切入点。

本文将通过分析汽车市场的SWOT模型和其竞争对手的竞争策略来制定上海大众-凌渡的整合营销传播推广策略。首先，从文化着手深化品牌定位，将年轻动感作为时尚卖点继续推广品牌，强化凌渡在整合营销传播过程中的品牌效应；在目标市场的定位方面，考虑到差异化竞争的需要，我们选择进军高端中级市场，填补上海大众在A 轿车市场的空白；其次，在营销传播组合方面，主要从产品策略、促销策略、经销商策略、传播策略和服务策略这5个方面着手，开展对凌渡的整合营销传播策略的论述，即传播定位、传播强化和传播效果维护改进凌渡现有策略，这是整个策划中的重点。

【关键词】上海大众-凌渡 整合营销传播 营销策略 品牌策略

Integrated marketing communications—Shanghai Volkswagen-Lamando case study

Abstract

In recent years, Chinese auto industry is developing rapidly, and Chinese auto market is gradually mature; at the same time, as the change of consumers` consumption idea, single marketing already cannot satisfy the development of automotive industry or the market. With the development and researches of integrated marketing communication, more and more enterprises start from this perspective to seek new breakthroughs. And Shanghai Volkswagen as a sino-foreign joint venture, Lamando as a new concept coupe, it should be combined its advent and development with the theory of integrated marketing communications, and open up new market entry point.

This article through the analysis of the SWOT model of the auto market and its rival competition strategy to develop integrated marketing communications of Shanghai Volkswagen - Lamando promotion strategy. First, deepen the brand positioning, starting from the culture of the young dynamic as fashion selling point to continue to promote the brand, strengthen the ling cross in the process of integrated marketing communications, brand effect; In terms of target market positioning, consider the needs of the differentiated competition, we choose to enter the high-end intermediate market, fill the blank of the Shanghai Volkswagen in A car market; Secondly, in terms of marketing communication mix, mainly from the product strategy, promotion strategy, dealers, communication strategy and service strategy, the five aspects, integrated marketing communication strategy on Lamando, in other words,the communication position, the enhancement and the dissemination effect maintenance to improve the existing strategy of the traverse, this is the key to the whole planning.

key words: Shanghai Volkswagen - Lamando; Integrated marketing communications; Marketing strategy; Brand strategy

目 录

摘 要 I

Abstract II

第一章 引言 3

1.1研究背景与意义 3

1.2研究内容与研究方法 4

1.3研究结论 4

第二章 文献综述 3

2.1整合营销传播概述 3

2.2汽车行业的IMC研究 3

第三章 上海大众凌渡的市场与竞争者分析 5

3.1企业运营及品牌概述 5

3.2主要竞品分析 6

3.3 上海大众-凌渡的市场分析 7

第四章 凌渡整合营销传播现状、问题及改善策略 10

4.1 凌渡整合营销传播现状及问题 10

4.2改进策略 11

结束语 16

致谢 17

参 考 文 献 18

第一章 引言

1.1研究背景与意义

1.1.1研究背景

整合营销传播(IMC)源于20 世纪80 年代的美国，几十年前传至中国。随着这一理论的提出与传播，中外各国企业也相继掀起了营销改革浪潮。近几年来，中国大多数学者致力于整合营销传播理论与中国实际相结合的研究，争取实现整合营销传播的本土化。

面对全球经济一体化趋势，更多的企业实行数字化生产与销售，商业竞争也愈发国际化，企业重心也逐渐从以生产为中心转向以消费者为中心。这一形势的转变使得企业的营销方式也向着市场化发展。随着中国市场经济体系的不断完善和发展，过度强调产品、价格、服务等单一竞争因素或简单的营销工具组合应用的传统营销手段，已经逐渐不能适应市场需求。在这种情况下，整合营销传播理论则为企业的进一步发展打开一个突破口。

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