本科毕业论文-汽车广告中的品牌诉求点研究.docVIP

汽车广告中的品牌诉求点研究 学 生：xxx The brand rank research in Car Advertisements Student’s name: xxx [内容摘要] 目前我国汽车市场的竞争已经从产品竞争过度到了品牌竞争，广告诉求作为展现汽车品牌核心价值，帮助品牌完成与竞争品牌的有效区隔，赢得目标消费者认同的有效手段，在汽车品牌参与市场竞争中的作用越来越明显。汽车广告中的品牌诉求应随着社会的进步而不断改变，但是这种改变应该始终围绕着品牌的核心价值定位来展开。不同档次的汽车对应不同的消费群体，不同的消费群体又有不同的消费心理，所以，汽车广告中的品牌诉求的侧重点也有所不同。从纵向时间来看，汽车广告中的品牌诉求点经历了由政治诉求到产品诉求，由创意诉求到有效诉求，由理性诉求到感性诉求的转变，这种变化反映了社会生活、经济状况、文化观念以及人们消费心理的变迁。 [关键词] 汽车广告 品牌核心价值 品牌诉求 [Content Abstract] The competition of the automobile market of our country has already reached the competition of brands from the competition of the products excessivly at present, the advertisement demands as representing the key value of automobile brand, help brands to finish separating in the effective district with the competition brand, gain the effective means that goal consumers admit, it is more and more obvious to participate in the function in the market competition in the automobile brand. The brand in the automobile advertisement should be changing to demand constantly, but this kind of change should make a reservation to launch around the key value of the brand all the time . Corresponding and different consuming groups of automobiles of different grade, different consuming groups have different consumer psychology, so, emphasis points that the brand in the automobile advertisement demands are different to some extent. According to vertical time, the brand among the automobile advertisement has demanded and clicked and gone through and demanded demanding to the products from politics, demand from intention to demanding effectively, demand from reason to the perceptual transition that demanded, this kind of change has reflected the changes of social life , economic situation , culture idea and peoples consumer psychology. [Key Words] Car Advertisements Core value focus of brands Brand rank. 目 录 一、 汽车品牌的核心价值定位与品牌诉求点的关系………1 （一） 汽车品牌的核心价值定位…………………………………1 （二） 汽车品牌核心价值定位与品牌诉求点的关系………2 二、 不同档次汽车的品牌诉求点分析…………………………4 高档汽车品牌的广告诉求点分析………………………4 中高