摘要:尼桑汽车品牌在中国市场上以东风日产合资企业形式出现以来，凭借着日系车良好的性价比，以及消费者不俗的口碑，获得了中国市场汽车消费者的普遍认可。短短十年时间，东风日产尼桑逐渐在中国汽车市场上有了自己的一席之地。但日本欲将钓鱼岛“国有化”之后，钓鱼岛问题逐渐恶化的势态开始蔓延到经济领域。这彻底波及到了包括东风日产在内的日系车企的在华销售，在中国市场的日系车品牌面临前所未有的公关危机。
面对中国汽车市场的需求增长与钓鱼岛事件之后民众对日系车品牌关注度大幅下滑趋势之间的矛盾，东风日产尼桑作为知名日系车品牌在面对中国这个充满海量消费潜力的市场时，进退两难。本文着重分析钓鱼岛事件对于东风日产尼桑的影响，运用营销4P理论研究分析东风日产尼桑在钓鱼岛事件发生后采取的营销策略所存在的不足，将这一时事与汽车营销应对策略、事件营销策略相结合，探索适合日产尼桑在钓鱼岛事件后的营销渠道的建设和方法，并提出建议。以此丰富日产尼桑及其他在华日系车品牌在面临不同公关危机下的营销应对策略的理论体系，促进其在实践中的应用与发展。
关键词：市场营销 尼桑汽车 钓鱼岛事件 营销策略
ABSTRACT:Since NISSAN brands in the Chinese market to the Dongfeng Nissan joint venture, with a Japanese car in good price, and word-of-mouth consumer good, gained widespread recognition of China's market automotive consumer. A short span of ten years, Dongfeng Nissan gradually have a space for one person in the Chinese car market. But Japan will Diaoyu Islands "nationalization" after the issue of the Diaoyu Islands, the worsening situation began to spread to the economic field. It spread to the Japanese car enterprises including Dongfeng Nissan's sales in China, Japanese car brand in the Chinese market faced with hitherto unknown crisis.
The face of China's automobile market demand growth and the Diaoyu Islands event after people on the contradiction between the Japanese car brand attention decline trend, Dongfeng Nissan as a well-known Japanese car brand in the face of China with the mass consumer market, be in a nice hobble. This paper focuses on the analysis of influence of the Diaoyu Islands event for the Dongfeng Nissan, based on marketing 4P theory to analyze problems take Dongfeng Nissan in the Diaoyu Island incident of the marketing strategy, the current and the automobile marketing strategy, the event marketing strategy combination, to explore the construction and methods suitable for Nissan in the Diaoyu Islands event marketing channel, and puts forward some suggestions. In order to enrich the theoretical system of Nissan and other in Huari car brand in the face of public relations crisis under different marketing strategies, to promote its application in practice and development.
Keywords: marketing；NISSAN； the Diaoyu Islands； event marketing strategy
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