摘要:汽车从一个简单的由机器驱动的单纯交通工具进化为一个高科技的结晶体。高科技的运用让汽车更加舒适环保和智能。然而高科技武装下的现代汽车产业即蕴含着机遇，也隐藏着风险，例如丰田召回事件就是一个典型的例子。在高科技时代，如何让消费者科学、理性认识汽车，是汽车营销的一大难点。本文针对频频出现的汽车召回事件，将汽车构造等知识与4R 危机管理理论相结合，探讨适合新形势下的汽车营销方法与对策。论文的主要内容如下：
首先，本文研究了本课题的背景、意义以及汽车市场的发展状况和发展前景；介绍了本论文的研究内容和组成。
其次，详细地介绍和剖析了经典的汽车营销理论，为下一步的研究分析奠定了基础。
再次，为了了解现在不同年龄层的轿车消费群的区别，设计了一份与轿车营销相关的调查问卷，调查对象为身边的同学、老师和社会人士。问卷分析结果表明：消费者最关注轿车的安全和质量问题。
最后，运用上述的研究方法，针对“丰田召回门”案例进行深层次分析，找到问题产生的原因，并形成一套适合于危机处理的汽车营销方法和策略。
关键词：经典营销理论 调查问卷 案例分析
Abstract:The automobile has get evolution to be a high tech product which was developed from a simple transportation tool drived by the machine. High tech's utilization lets an automobile more comfortable, environmental protection and intellectualized. However, under the condition of modern automobile industry with high technology is not only containing the opportunity, but hiding the risk. For example,” The Toyota recalls", this event is a typical example. In the high tech age, let the consumer know the science and rational knowledge about automobile is a difficult point of automobile marketing. In view of the event-"repeatedly vehicle recalls"apprear, this article combine the knowledge of vehicle construction and the 4R management theory in crisis, and discuss the automobile marketing method and the countermeasure under the new situation.
The main content of the article as follows:
First of all, this article has investigated the background of this topic, the significance as well as the development condition and the prospects for development of the auto market; at the same time, this article has also introduced the research content and the construction of the essay.
Next, this essay has introduced and analyzed the classics automobile marketing theory in detail. And it also made a strong foundation for the next step research analysis.
What's more, in order to understand the disparity of vehicle expends among different age level's passenger nowadays. This essay has designed a questionnaire which is related to vehicle marketing, and the object of the investigation is schoolmate, teacher and the public figure. The questionnaire analysis result indicated that the most concerned question from the vehicle consumer is vehicle's security and the quality .
Finally, utilized the research method mentioned above, in view of the case of “Toyota company recalls the gate ” ,the essay has made a deep analysis and find out the reason which the question produces, and forms a set of vehicle marketing method and strategy to suit the crisis management.
Key word: Classical marketing theory, questionnaire research, case analysis
