汽车广告文化及其在汽车营销中的应用

汽车广告文化及其在汽车营销中的应用

院 系： 姓 名：

学 号：XXXXXXXXXX 专 业：汽车服务工程 年 级：XXXXX 指导教师：XXX 职 称：XXX

完成日期：2014年5月16日

摘 要

我国汽车产业近几年快速发展，与此同时，伴随而生的汽车广告也迅速发展，从投放的规模上看，汽车广告在广告业中的地位也日益突出。而在此基础上逐渐形成一种无形的价值体系即汽车广告文化，对人们的影响很大。

本文通过比较近年来中外汽车营销中的汽车广告，分析了汽车广告文化的优势与缺陷。指出了中国元素在汽车营销中的作用，总结了适合我国汽车营销市场的汽车广告文化。给汽车生产商、广告商提供了参考。 关键字：汽车广告；汽车广告文化；汽车营销

I

Abstract

The automobile industry in our country has rapidly developed in recent years, at the same time, on which the auto market born now has been in the fierce competition . From the view of the launch point, the size of automobile advertising is increasingly prominent in the advertising industry. And on this basis, what gradually formed a kind of intangible value system is the culture of automobile advertisement, having a great influence on people.

This article analyzes the advantages and defects of the car advertisement culture by comparing the car advertisement of the Chinese and foreign auto marketing in recent years and points out the role of Chinese elements in automobile marketing.Then it summed up the car advertising culture, which is suitable for Chinese domestic auto marketing ,providing reference for the car manufacturers and advertisers.

Key words: Automotive advertising; Car advertisement culture; Automobile marketing

II

目 录

1 绪论...................................................................................................................................... 1 1.1 研究背景和意义 .......................................................................................................... 1 1.1.1 研究背景............................................................................................................... 1 1.1.2 研究意义............................................................................................................... 1 1.2 研究目的与研究方法 .................................................................................................. 2 1.2.1 研究目的............................................................................................................... 2 1.2.2 研究方法............................................................................................................... 2 1.3 主要内容 ...................................................................................................................... 2 2 汽车广告文化...................................................................................................................... 3 2.1 汽车广告 ...................................................................................................................... 3 2.2 文化 .............................................................................................................................. 3 2.3 汽车广告文化的概念与特征 ...................................................................................... 4 2.4 汽车广告文化的内容 .................................................................................................. 5 3 汽车营销中的汽车广告现状.............................................................................................. 6 3.1 汽车营销 ...................................................................................................................... 6 3.2 国外汽车营销中的汽车广告现状 .............................................................................. 6 3.3 国内汽车营销中的汽车广告现状 .............................................................................. 9 3.4 中外汽车营销中的汽车广告对比 ............................................................................ 11 4 我国汽车广告文化在营销中的问题分析及对策............................................................ 13 4.1我国汽车广告文化在营销中存在的问题及分析 ..................................................... 13 4.1.1 缺乏广告道德..................................................................................................... 13 4.1.2 缺乏新奇创意..................................................................................................... 13 4.1.3 缺乏鲜明主题..................................................................................................... 13 4.1.4 缺乏良好互动..................................................................................................... 14 4.1.5 缺乏人文关怀..................................................................................................... 14 4.1.6 中国元素误用、少用......................................................................................... 14 4.2我国汽车广告文化在营销中应用的策略 ................................................................. 14

III

4.2.1 以科技应用为支撑，丰富广告文化................................................................. 14 4.2.2 以广告目的为导向，正确开展广告活动......................................................... 15 4.2.3 以社会进步为心灯，引领健康消费观念......................................................... 16 4.2.4 以社会责任为载体，铸造企业品牌价值......................................................... 16 4.2.5 以中国元素为契机，促进文化自觉................................................................. 16 5 结论.................................................................................................................................... 19 参考文献................................................................................................................................ 20 致 谢.................................................................................................................................... 21 附录 中外汽车营销中汽车广告评分调查表...................................................................... 22

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