汽车产业“饥饿营销”研究毕业论文.doc

毕业论文 （20_ _届） 汽车产业“饥饿营销”研究 摘 要 Abstract Every marketer’s dream is to create a “hot product” that customers would absolutely want to have, thus generating considerable profit to the marketer. According to one school of thought, marketers should make products hard to get in order to create really hot products. In this paper, using a game-theoretic model, we investigate if such scarcity strategies can indeed be optimal. While a scarcity strategy may appear to be a viable approach for making a firm’s product successful, further analysis raises some puzzling issues. In particular, it is not clear why a firm would not increase its price to get demand and supply in sync and increase its profit in the process. We therefore offer a signaling explanation for the optimality of such strategies and show that a high-quality seller may optimally choose to make the product scarce in order to credibly signal the quality of its product to uninformed customers. Our analysis indicates that a high-quality seller optimally employs scarcity as a signaling device in product markets that are characterized, ceteris paribus, by a small difference in marginal cost between high- and low-quality products, a low reservation price for a low-quality product, a greater heterogeneity in reservation prices for a high-quality product, and a moderate number of informed consumers. Our results provide a rationale for the fact that scarcity strategies are usually observed for discretionary or specialty products, but not for commodity products, staple products, or new-to-the-world products. Key words: marketing strategy; signaling; pricing research; product management 目 录 1 绪论 1 1.1 研究背景 1 1.2 研究目的和意义 2 1.3 研究方法 2 2 相关文献综述 3 2.1 “饥饿营销”理论 3 2.1.1 “饥饿营销”的概述 3 2.1.2 “饥饿营销”与传统营销的区别 3 2.1.3 “饥饿营销”的基础和特点 4 2.1.4 企业运用“饥饿营销”的步骤 5 2．2 汽车营销理论 5 2.2.1 汽车营销概述 5 2.2.2 我国汽车工业历史和发展 7 2.2.3 我国汽车市场运行特征 9 3 上海大众途观营销环境分析 10 3.1 途观介绍 10 3.2 消费者购车的影响因素分析 12 3.3 消费者购车决策行为分析 13 3.3.1 汽车购买决策过程：理性化与简单化的结合 13 3.3.2 五因素决策模式中的理性化