The Research On Sedan Brands' Marketing & Communication In Civil Market

From the angle of sedan brands' marketing and communication, this essay has analyzed many representative sedan brands in Chinese market, including both brands from abroad like "GM motor", "Volkswagen", and China self-support brands like "Chery", "Southeast". By making association between marketing theory, communication theory, advertising theory and integrated marketing theory, the author was striving to figure out the essential factors in sedan brands' construction and promotion on the basis of Chinese market. After having straightened out some normalized prospective recognition on sedan marketing, the author put forward some ideas on how to develop self-support brands. There are three parts in following essay.Chapter one: the summary discussion of civil sedan market. Sedan product was analyzed from marketing attributes, consuming features and civil sedan consumption aspects. Three personalized consumption groups were analyzed. Then the author emphasized the importance of brand construction.Chapter two: the strategic research on sedan brands marketing & communication within civil market. The author tried to discuss strategies on product line, brand position, brand experiencing, which lays foundation for making use of integrated marketing theory on sedan brand.Chapter three: the strategic discussion on advertising communication of sedan brands. Among it, the author attached importance to sedan brands ' net marketing and communication. Finally, the author analyzed the strategies of multi-sedan brand through practical case.Chapter four: on the basis of previous interpretation, the author set out a therapy on civil self-support sedan brands, especially in the aspect of advertising communication. Then, by integrating particular theories, the author originally put forward the developmental modes of self-support brands.