Integrated Marketing Of Family Car Market That Based On Customer Value---take The Case Of Nissan4s Store In H City

From1980s, the western scholors started to research and analyse the customer value. It made the customer value be discussed ardently in academic and business circles. In1990s, the concept of Integrated Marketing that raised by the western scholors attracted more attention. It concerns the family car market in China in the thesis and take the case of the products of Nissan4s store in H City to make the customer value evaluation index and system, it will find the problems of enterprise management and design marketing decision of the development in the future.There're four main parts in the thesis. In the first part, it introduces the research backgroud, the significance of this topic selection and the research thought and method.In the second part, it introduces the domestic automobile market in our country and regional market, that is the present situation and problems in Nissan4s store in H City.In the third part, it designs the index system of customer value evaluation according to the current situation analysis of Nissan4s store. Through the market rasearch of publishing and investigating the questionaires, it designs the questionairs for the customers using Likert scale and analyses the customer value through the investigating results using the Analsis Hierarchy Process.In the forth part, it analyses the results of customer value evaluation to get the integrated marketing strategy based on customer value. It also states the integrated marketing category based on customer value and designs the internal and external marketing strategy in this part.At the end of the thesis, it raises the point that domestic automobile brand should evaluate according to the customer value in the bussiness progress in the regional market.It is the chief innovative points to construct a customer value evaluation system in the thesis. The enterprise may apply the proper ways to get the information through the customer value evaluation, and make the marketing strategy to keep the competitive advantage.