东风悦达起亚K3系列广告策略研究.doc

摘要:广告作为商业营销手段之一,对商品销售具有很强的促进作用。而广告作用的对象是消费者，因此一则成功的广告，必然要符合消费者的心理和行为特征。随着全球经济的发展，营销观念由产品导向转向顾客导向，对基于消费者心理的广告策略的研究越来越受到重视。 

　　　本文围绕基于消费者心理的广告策略这个主题，融合市场营销学、广告学、管理学等学科的相关知识，对东风悦达起亚K3的广告策略现状进行分析，发现其广告策略运用中存在的问题，并从目标消费者心理的角度出发为东风悦达起亚K3寻求更加优化的广告策略。K3主要面向年轻消费者，因此基于年轻消费者心理特征制定广告策略是其广告获得成功的关键，对于K3进一步开拓市场有着极其重要的意义。希望通过本论文的研究，可以为相关行业制定更为完善的广告策略提供一点借鉴和参考。

关键字  汽车广告；消费者心理；广告策略

Abstract: As one of the commercial marketing means, the pulling power of the advertising to the sale of goods is very important . The consumer is the advertising in the role of the object, so a successful advertising, must accord with the consumer psychology and the behavior characteristics. Along with the global economy development, marketing target by product orientation to customer orientation, the advertising strategies based on consumers' psychology gains more and more attention . 

　　　This article around the theme of advertising strategy based on consumer psychology, marketing, advertising, management and other related disciplines of knowledge, the analysis of current situation of DongFeng YueDa KIA's advertising strategy, find the problems existing in the employment of its advertising strategy, looking for the root of the problem, and from the perspective of target consumer psychology of DongFeng YueDa KIA K3 seek more optimized advertising strategy. K3 is mainly geared to the needs of young consumers, so based on young consumers psychological characteristics to develop advertising strategy is a key to the success of the advertising, for K3 is extremely important significance to further expand the market. Hope that through the study of this paper, which can be set more perfect advertising strategy for related industries to provide a little reference and reference.

Keywords  Automotive advertising  Consumer psychology  Advertising strategy