摘 要

本文对东风本田的市场营销策略中的产品策略、价格策略、分销策略、促销策略进行了综合的研究，并结合了当前的市场环境，对东风本田的市场营销策略提出了一定的改进建议，所得结果对于东风本田和其他企业对于市场营销策略的改进具有重要的指导意义。

论文主要研究了东风本田整体的市场营销策略，并根据目前市场状况提出了相应建议。首先分析东风本田所面临的市场环境，并结合公司背景进行SWOT分析；之后，分析了东风本田的产品策略，了解其投放的产品的特点和它们分别针对哪些细分市场，另外分析东风本田产品策略的变化；接着，分析了东风本田的价格策略，了解其产品价格和竞争产品价格的关系；在此基础上，分析了东风本田的促销和分销策略，了解其网点的布置状况和分布规律，另外了解其采用的促销手段和效果；最后，对东风本田的市场营销策略进行整合和总结，并结合市场营销学知识，为其营销策略初步提出改进思路。

研究结果表明：东风本田的市场营销策略十分具有整体性和远见性，它把营销策略中的产品策略、价格策略、分销策略和促销策略进行了很好的整合，每个策略之间都能很好的照应，但与此同时，在有些方面其策略也有一定的不足，可以进行一定的改变。

关键词：东风本田；市场营销；策略

Abstract

This paper has studied on the product strategy, price strategy, distribution strategy and promotion strategy of the Dongfeng Honda automobile company, and also combined with the current market environment to put forward some suggestions to the marketing strategy of the Dongfeng Honda. The results have important guiding significance to the improvement of the Dongfeng Honda and other companies’ marketing strategy.

This paper mainly studies on the overall marketing strategy of Dongfeng Honda and give some advices according to the current market environment. First, this article analyzed the market environment faced by Dongfeng Honda and combined with the company background to have a SWOT analysis. Second, this article analyzed the product strategy of Dongfeng Honda to understand the characteristics of their products and which market segments they are aimed at, then analyzed the change of the product strategy. Third, analyzed the price strategy of Dongfeng Honda to understand the relationship between the price of the product and the price of competitive products. Fourth, this analyzed the promotion and distribution strategy of Dongfeng Honda to understand the distribution and the law of the distribution network and understand the promotion means and what effect it has. In the end, this article summed up the marketing strategy of Dongfeng Honda and combined with the marketing knowledge to put forward the idea about how to improve its’ marketing strategy.

Research results show that, Dongfeng Honda's marketing strategy is very comprehensive and farsighted, it integrates the product strategy, price strategy, distribution strategy and promotion strategy in the marketing strategy and each strategy can be a good referenced, but in some ways, the strategies also have some disadvantages, so it needs some changes to improve it.

Key Words：Dongfeng Honda; marketing; strategy

目 录

第1章 绪论 1

1.1课题研究的背景 1

1.2研究目的及意义 1

1.3国内外研究现状 1

1.3.1国外研究现状 1

1.3.2国内研究现状 2

1.4研究方法及研究内容 3

第2章 东风本田市场环境及SWOT分析 5

2.1宏观环境PEST分析 5

2.1.1政治环境 5

2.1.2经济环境 5

2.1.3社会、文化环境 6

2.1.4技术环境 6

2.2 SWOT分析 7

2.2.1优势 7

2.2.2劣势 7

2.2.3机会 8

2.2.4威胁 8

第3章 东风本田产品策略 10

3.1主要产品 10

3.1.1XR-V 10

3.1.2思域（CIVIC） 10

3.1.3思铂睿（SPIRIOR） 11

3.1.4 CR-V 12

3.1.5艾力绅（ELYSION） 12

3.2产品定位及产品线策略 13

3.2.1产品定位 13

3.2.2产品线策略 13

3.3产品策略分析及建议 14

3.3.1成功之处 14

3.3.2建议 15

第4章 东风本田价格策略 17

4.1主要产品价格区间 17

4.2与竞品的价格比较 17

4.2.1 XR-V与竞品的价格比较 17

4.2.2 CIVIC与竞品的价格比较 19

4.2.3 SPIRIOR与竞品的价格比较 19

4.2.4 CR-V与竞品的价格比较 20

4.2.5 ELYSION与竞品的价格比较 21

4.3价格变化分析 22

4.3.1总体价格变化情况 22

4.3.2产品价格变化分析 23

4.4价格策略建议 25

第5章 东风本田分销策略和促销策略 26

5.1东风本田分销策略 26

5.1.1经销商分布 26

5.1.2经销策略分析 27

5.1.3经销策略建议 27

5.2东风本田促销策略 28

5.2.1东风本田促销策略分析 28

5.2.2促销策略建议 29

第6章 结论 31

6.1主要结论 31

6.2建议和展望 32

参考文献 32

致 谢 34