基于产品生命周期理论的比亚迪速锐汽车广告策略研究.doc

摘要:汽车市场和宏观经济市场的走势紧密相连。从2008年起，全球经历了金融危机，汽车行业也无可避免的受到了一定的影响，在激烈的竞争环境下，汽车项目广告策略的研究，对汽车销售业绩的好坏乃至整个企业的生存和发展都有着巨大的作用。

　　　本文以比亚迪速锐汽车广告策略为研究对象，在对产品生命周期、广告策略的理论文献研究基础之上，运用案例分析、访谈等方法，对比亚迪速锐汽车广告现状及存在的问题进行深入的分析，认为比亚迪速锐汽车存在内容夸大、信息不实；广告投入不足，投放周期短；传播内容简单，缺少创意；广告突出产品，有明显的短期性；以传统媒体为主，新媒体利用率较低等问题。针对这些问题，本文提出了速锐汽车基于产品生命周期理论的广告策略：在导入期的USP策略；成长期的品牌形象策略；成熟期的差别化策略和衰退期的广告策略。通过本文的研究，可以进一步提升速锐汽车的广告传播效果，同时也为其他汽车产品的广告传播提供一定的借鉴意义。

关键词  速锐汽车；产品生命周期；广告策略

Abstract:The automotive market and macroeconomic trends are closely linked. Since 2008, the world has experienced a financial crisis, the automotive industry is also inevitable by a certain influenced, in the competitive environment, the advertising strategy of car has a huge affect of car sales and even the survival of the entire enterprise and development.

　　　In this paper, the advertising strategy of BYD surui is the object of study, research based on the product life cycle and advertising strategy, with analysis, interviews and other methods, depth analysis the current situation and existing problems of BYD surui ads, that BYD surui car exists exaggerated, false information; lack of advertising investment, the release period is short; dissemination of content, lack of creativity; advertising to highlight the product, the short-term; mainly traditional media, new media utilization low. To solve these problems, this paper presents the advertising strategy of surui car based on product life cycle theory: the import of USP strategy; growing the brand image strategy; mature differentiated strategies and recession advertising strategy. Through this study, we can further enhance the speed sharp the advertising campaign of car, but also for the dissemination of advertising for other automotive products to provide a reference.

Keywords   Surui car; Product life cycle; Advertising strategy