摘要:面对蓬勃发展的中国车市，合资企业打造自主品牌渐渐成为趋势。东风日产的启辰就是其中的代表之一。启辰汽车作为一个全新的品牌，不仅承载着东风日产的产业梦想，更力图以中国消费者为基准，为中国主流用户打造高品质的国民用车。在通过越级的品质、富有冲击力的价位所形成的“品价比”，为消费者实现购车梦想打通坦途。通过对我国汽车营销现状分析以及启辰汽车的宏观、微观环境分析，swot分析，产品、价格、渠道、促销等一系列营销策略分析，从中发现启辰汽车市场还存在着很多问题、未知的挑战和不确定因素，加上各个汽车品牌的竞争的加剧，启辰汽车在打开中国市场还有很长的路要走。本文旨在也为东风日产启辰的营销策略提供一些建设性意见，帮助其更好的打开和适应市场。
关键词：启辰汽车 营销策略 分析 问题 营销建议
ABSTRACT:Facing the vigorous development of China's auto market, the joint venture to build its own brand gradually become a trend. Dongfeng nissan venucia is one of the representatives. Qichen car as a new brand, not only bearing the weight of the industry of dongfeng nissan dream, more tried to Chinese consumers as a benchmark, for China's national mainstream users to build high quality car. Went through the quality and price of great impact than \"product price\", which is formed by the dream cars for consumers through royal road to learning. Through analysis about the present situation of China's automobile marketing and venucia auto macro and micro environment analysis, swot analysis, product, price, channel, promotion, and a series of marketing strategy analysis, discovers the venucia car market, there are a lot of problems, challenges and uncertainties of the unknown, and various brands of the competition, qichen car in the open market in China is still a long way to go. The purpose of this paper is to also to dongfeng nissan venucia marketing strategy to provide some constructive Suggestions, help them better adapt to market and opened.
Keywords: Qi Chen automotive ；marketing strategy； analysis；Problem ；marketing advice
启辰汽车在市场细分化中应运而生，由于其主要诉求点是经济实用，所以得到了中国广大工薪阶层及城市白领新贵的青睐。伴随我国经济的发展，家庭收入的不断增加，汽车已逐步进入到很多家庭。在品牌众多的汽车行业里，消费者到底需求什么样的汽车、会选择什么样的汽车?启辰汽车生产企业又应制定什么样的汽车营销策略?这些问题，只有了解了汽车消费者的需求后，才能生产出符合消费者需求的产品、提供符合消费者需求的服务，才能真正达到汽车营销的目的，这样的营销售模式才是符合市场需要的。在本文中将重点分析启辰汽车的营销策略。本文以东风日产启辰汽车的营销策略为研究对象，通过对启辰汽车的宏观、微观环境分析，swot分析，产品、价格、渠道、促销等一系列营销策略的现状分析，旨在帮助该公司提出一系列的营销建议，让启辰汽车旗下的产品更好的适应和打开市场，同时让其具备更强的竞争力。
