欧美汽车营销中的文化因素研究.doc

东北财经大学硕士学位论文欧美汽车营销中的文化因素研究姓名：王琳琳申请学位级别：硕士专业：国际贸易学导教师：孙宁20071201IV化营销的成功和失败的例子,从中总结出中国汽车文化营销的有利和不利条件 brand culture and corporate culture in the consumers mind. The purpose of this thesis is to make a systematic analysis on of occidental automobile cultural marketing, so as to give inspiration to the Chinese automobile marketing.In this thesis the author first gives a brief introduction of the history of automobile industry. Then in the first part of Chapter Two, the author explains the marketing from cultural perspective to stress the cultural factors in marketing. In the second part of Chapter Two the impact of cultural element on marketing is addressed. Chapter III is focus of this paper which introduces occidental automobile cultural marketing in terms of automobile culture、brand culture and corporate culture. In the fourth chapter, author provides Buick branding strategies to illustrate automobile cultural marketing. Through the study of Buick, we can draw lessons for China automobile marketing. Finally in Chapter Five author sets two examples of Chinese automobile cultural marketing. One of them is success, the other is failure. The purpose is to find out the advantage and disadvantage conditions for China automobile cultural marketing. In the end the personal thoughts are introduced.Key Words: Automobile, Cultural Marketing, Automobile Industry, Culture东北财经大学研究生学位论文原创性声明本人郑重声明：此处所提交的博士/硕士学位论文 欧美44管#1中銷是本人在导师指导下，在 东北财经大学攻读博士 /硕士学位期间独立进行研究所取得的成 果。据本人所知，论文中除己注明部分外不包含他人已发表或撰 写过的研究成果，对本文的硏究工作做出重要贡献的个人和集体 均已注明=本声明的法律结果将完全由本人承担。作者签名：王 导师签名：曰期年 日期i/年作者签名-王Jjj曰期：月J伯东北财经大学研究生学位论文使用授权书系本人在东北财经大学攻读博士 /硕士学位期间在导师指导下完成的博士 /硕士学位 论文。本论文的硏究成果归东北财经大学所有，本论文的研究内 容不得以其他单位的名义发表。本人完全了解东北财经大学关于 保存、使用学位论文的规定，同意学校保留并向有关部门送交论 文的复印件和电子版本，允许论文被查阅和借阅。本人授权东:i匕 财经大学T可以采用影印、缩印或其他复制手段保存论文，可以 公布论文的全部或部分内容。A Study on the Cultural Elements of Occidental Automobile MarketingChapter I Brief History of Automobile Industry 1,1 The Evolution of Automobile IndustryIn 1886 the end of the 19th century, German Carl Benz has produced the worlds first steam powered vehicle which had three wheels. Gottlieb Daimler also produced the worlds first steam powered vehicle which had four wheels. The Benz and Daimler were both recognized as the inventors of modem internal combustion engine-powered automobile. Although the first automobile was invented in Germany the automobile industry was flourished in America. The significant person of that time was Henry Ford who revolutionized the industry by coming up with the idea of assembly line. In the assembly line each worker was responsible for putting one part, or doing a piece of work on each automobile. This allowed workers to perfect one area of building, and greatly reduced the production time of automobiles. He also came up with the idea of standardizing a single model of car. First he marketed Model-T which sold for $650.00 and was discontinued in 1907.The Model-T was invented in 1908, and changed the automobile industry ever since then. This very basic model was black and had very few added features. This standardization allowed Henry Ford to make the Model-T quickly, and keep the cost of production very low. The Model-T became the car of the common man, mid started the American bond with the automobile. Between 1908 and 1928, the year the Modei-T was discontinued; fifteen million Model-Ts were sold. In the early 20 century, the automobile industry was booming in the United States. America became the development centre of the automobile.In the ensuing 30 years, the European auto companies developed a wide variety of new models of cars aimed to get rid of the weakness of American automobiles. At that time American automobiles had the weakness as single model, large volume, high fuel consumption and so on. European companies diversified the products and gave the car more cultural character traits. By 1966, the European vehicle production broke through 10 million, more than North America. It became the second largest automobile development center in the world. The automobile development centre of the world transferred from the United States back to Europe,In the late 20也 century, the Japanese used two new management mechanism, total quality management and timely production system, for automobile production. They tried to develop low-cost cars vch met the needs in the community under the situation of world oil crisis. In 1980 Japanese auto outputs reached 11.04 million. For the first time it surpassed the United States to become the worlds largest automobile producer. Japan has become the third largest auto development center in the world.Automobiles were definitely the fruits of modem technological progress and reflected cultural development in human society. The vehicle was the magic gift of 19th century, presented to the twentieth century when the world developed on wheels. Now，in the 21 century autos become the inseparable part of life.1.2 The Necessity of Marketing AutomobilesAt first the new automobile was owned by a little people who were rich and full of energy. After years the mass accepted the new product, the product developed with the speed people could not image. After a century, nearly every aspect of our lives has developed around this technology. Owning and driving an automobile hasbecome a prerequisite for conformity in our popular culture. To not drive in America*was seen as aberrant behavior. Using mass toansit was for people too poor to own an automobile, or for big city dwellers that deemed the auto commute inefficient. People can not live without cars. Occidental countries especially America made their automobile industries quickly development. Every year more and more cars were designed and produced. For consumers they had more and more choice. They can buy cars which in their minds can show their own personality or status. Every company wanted the consumers to buy their own cars. Every company wanted to make its product sold. The competitions among automobile companies were more and more intense. So they found every method they thought useful to attract the consumers. Finally the marketing theory was founded. The successful companies share a strong customer focus and a serious commitment to marketing. Marketing seeks to attract new customers by promising superior value and to keep current customers by delivering satisfaction. So marketing is critical to the success of all organization, whether large or small, for-profit or nonprofit, domestic or global. As the time goes by, automobile marketing theories are added more content. More theories are used to accomplish sales-promotion objective. The automobile cultural marketing is one of them,1.3 The Purpose of the PaperToday the car buyers purchase not only the car or service provide by the makers, but also the automobile culture embed in the car by the makers. The different culture is widely accepted by the consumers. The cultural marketing greatly affects the consumer behavior. By recognizing this researchers in the Occident try to combine the automobile culture and marketing together. The new marketing conception is invented.In the thesis I will introduce a new marketing conception called cultural marketing. The new marketing mode emphasizes the cultural perspective of marketing. Its base is culture. Its purpose is contenting customers cultural requirement. The cultural marketing is the marketing strategy of contenting customers different requirement by establishing the strong and powerful culture infiltration.A Study on the Cultural Elements of Occidental Automobile MarketingChapter II The Cultural Perspective of MarketingBefore introducing the automobile cultural marketing in the Occident, I will introduce the cultural marketing. In the market, various marketing means are fully used. With the development of the society, people want to find a more powerful marketing means, This powerful means will be the cultural marketing. The new concept joins the marketing and culture together. There are cultural factors in the marketing process. Also the culture can affect economy.2.1 The Fundamentals of MarketingIt is hard for many to believe, but when compared to economics, production and operations, accounting and other business areas, marketing is a relatively young discipline emerged in the early 1900s. Prior to Ais time most issues that are now commonly associated with marketing are either assumed to fall within basic concepts of economics (e.g., price setting was viewed as a simple supply/demand issue), advertising well developed by 1900), or in most cases, simply not yet explored (e.g., customer purchase behavior, importance of distribution partners). Led by marketing scholars from several major universities, the development of marketing is in large part motivated by the need to dissect in greater detail relationships and behaviors that existed between sellers and buyers. Finally ma-keting is basically defined as social and managerial process by which individuals and group obtain what they need and want through creating and exchanging products and value with others.Marketing consists of the strategies and tactics used to identify, create and maintain satisfying relationships with customers that resulted in value for both the customer and the marketer. Also the concepts connected with marketing are wants, product, exchange and marketer and so on. Wants are the form taken by human needs as theyare shared by culture and individual personality. A product is anything that can be offered to a market to satisfy a need or want. The concept of product is not limited to the physical objects-anything capable of satisfying a need can be called a product. In addition to goods and service, products include persons, places, organizations, activities, and ideas. Most concepts connected with marketing have the relationship Willi culture. So marketing contains the sense of culture. Marketing pays attention to the value of the products. And in this forming process the most important point is the additional value. Such value can be formed by the certain culture. So it is easily seen that culture not only can directly impact the consumers demand, but also the products selling quantity. Culture and marketing can not be studied separately. They have firmly connection. Just like two beelines they finally join together. So the cultural marketing is developed. The mode of marketing is added.2.2 Cultural Effect on Economy.Culture has been called the way of life for an entire society, it includes of manners, dress, language, religion, rituals, norms of behavior and systems of beliefs (1991). More recently, the UNESCO(2002)described culture as “ . the set of distinctive spiritual, material, intellectual and emotional features society or a social group, and that it encompasses, in addition to art and literature, lifestyles, ways of living together, value systems, traditions and beliefs. As the important part of the society culture can profoundly affect tfie economy.First, culture is the soul of the company. Recently, more and more companies pay more attention to the corporate culture. Based on corporate culture many advantage tactics are developed. The more important tactics for the company include the advertising tactics for marketing, public tactics, production tactics and so on. Without tactics marketing seem more meaningless. Without culture tactics seem more meaningless. So the culture plays significant roles in the company. Truly speaking, the people who can decide the tactics are just the literates. They use their own knowledge to put forward or decide the tactics.Second, culture plays an important role in competition. When marketing was just developed, merchants used the primary sale promotion such as distribution with gifts. At that time the market was characterized by the hard selling. With the maturity of the consumers, the effect of promotion would go away. Then the marketing would focus on cultural elements in human life style, consumers preference etc. Usually the companies take varies action to confirm tiie public that ihey care about their consumers and society. The aim is to let the public understand their culture. The action strengthens the competitive position of the company.Third, culture is used to symbolize the figure of a company. More Mid more companies publish the book about their corporate culture. Maybe some people think they try to find another way to earn money. But their essential aims are to broadcast their corporate culture. The quality of the managers is showed by the cultm-e. When the good impression is branded in the mind of the consumer can they doubt the quality of their product? Probably the answer is no. It is easy to see that using culture to erect the good figure of the company is better than other ways. Take Ford for example. Henry Ford has the autobiography cdled My Life and Career. In the book, he introduces how he developed his career. Henry Ford leaves us not only the famous brand as Ford, but also his clinging sprite.Fourth, culture can provide facts and evidence for the managers to predict the future market. Culture shows tiie consumers consuming habit and consuming ways. People in different culture can have different consuming habit, consuming ways and so on. With the development of the automobile industry, there are more and more automobiles drove on the roads. Then the safety must be considered. That is the inevitable development of the culture. The automobiles with various equipments to prevent danger are produced. BMW has produced the safe chair especially for children in the automobiles. The products can be taken as the advantaged weapon to compete with others. So the manager must completely understand the culture of the certain consumers. Once the managers fully understand the certain character of thesocial cultiffe, they can develop the suitable product for the certain mket. Automobiles are the vehicles that bring convenience.2.3 The Theory of Cultural Marketing2.3.1 Introduction of Cultural MarketingIf marketers emphasize cultural elements in Ihe marketing strategies they can make customers consume in a more dedicated way, taking more pre-purchase actions with stronger motivation, and longer consuming process. This can be said as the result of cultural marketing. What is cultural marketing? There are many different understanding about cultural marketing in academic world. Generally speaking there are four major definitions.First, cultural marketing is a marketing method that satisfies the need of consumers. During the marketing, firm sets up a new product with culture. From developing the brand to forming its ads culture is embed into the new product At the same time consumers buy the material, they can acquire the satisfaction in mental. Consumers pay more attention to the cultural value in emotion, beauty, signs and jo on. Although the idea strengths the satisfaction that consumers gain from cultural marketing, cultural marketing not only merely satisfies the customers need of culture.Second, cultural marketing is a method to cooperate the cultural confliction. It is a series of cultural fitting strategies when firm faces the cultural environment of a target market. Cultural marketing is used to loose or prevent the confliction between marketing and culture. Also it is a marketing method that makes marketing action more suitable to the local cultural. It is consider as