汽车赠品营销研究_市场营销.pdf

摘要:在众多汽车促销方法中，赠品营销方法是被许多企业所推崇并采用的一种方法。赠品营销是在企业在稳定价格的基础上，利用赠品来吸引消费者的注意，起到促进销售，提高销售量的作用。而且赠品营销在表现形式上也越来越多变，如何才能发挥赠品营销最大的效果，这是本文核心解决的问题。

随着油价的不断升高，交通拥堵不堪，加上金融海啸刚过去，世界经济正处于复苏时期，汽车销售面临的问题越来越多，如何能更好的说服消费者购买该产品，这对于汽车厂商、经销商无疑是巨大的挑战和机遇。而汽车赠品营销在汽车销售中起到较好的作用，本课题将围绕赠品营销开展研究分析。

对别克汽车专卖店基于汽车赠品营销策略进行研究，采取访谈法的方式分析其实施中存在的问题，运用观察法和相关理论归纳出构建赠品营销的相关理论基础，结合实例构建赠品营销的实施体系，并把赠品营销融入到销售中。

本课题也将对比赠品营销与折价策略之间的优劣，进行区别、组合，提出相关建议，为更好的提高汽车销售量做出贡献。

关键词：促销 赠品营销 折价策略

Abstract:Among the many methods of automobile marketing, marketing gifts is respected by many companies and used methods. Marketing gifts is price stability in the enterprise based on the use of gifts to attract the attention of consumers, promote sales, increase sales role, and gift sales take on in the form of more and more,how marketing gifts do its best, it will solve it in this topic.

With rising oil prices, unbearable traffic congestion, coupled with the financial tsunami is just over, the world economy is in recovery, car sales have more and more problems than early, how better to convince consumers to buy the product, The problems for automobile manufacturers and dealers are huge challenges or opportunities. The auto marketing gifts to play better in auto sales marketing role, this topic will focus on gifts of marketing research.

Based on the Buick car gifts marketing strategy research to interview, the use of observation and the theory of marketing, summarized the theory of building foundation gifts, gifts with examples constructed The implementation of marketing systems and marketing into the sales of gifts.

This issue will also be compared with gifts marketing and the price cut marketing between pros and cons, a distinction, combined, make relevant recommendations, in order to better contribute to improve cars sales.

Keyword : sales promotion marketing gifts depreciate marketing