目录11.1研究背景2相关理论，2】市场营销概念…2.2SWOT分析理论与4P理论..23本田雅阁系列轿车发展现状及SWOT分析33.1雅阁轿车发展概述33.2雅阁轿车SWOT分析.…34雅阁轿车市场营销存在的问题4.1产品同质化严重…4.2产品性价比偏低.4.3促销力度不够.4.4缺乏有效营销渠道…>5雅阁系列轿车市场营销策略优化的建议75.1加强产品研发创新.…5.2提升产品性价比.…85.3加强促销力度5.4逐步开拓营销渠道96结论广州本田雅阁系列轿车市场营销策略优化黄康武摘要：中国经济已经保持了近40年的持续高速发展，特别是近十年，虽然发展速度有所下降，但经济总量不断增加且仍然有较高的稳定发展速度。中国人民在这个环境中，生活水平越来越高物质生活越来越丰富，同时消费能力和对生活品质的要求也在不断提高。随着消费能力提高和对生活品质追求的提高，对家用汽车的需求也在不断增长。中国人口众多，世界各国的世界品牌瞄准了中国这个无限的市场，纷纷入驻中国。本田雅阁轿车也发现了中国市场的潜力，近几年，中国的中高端汽车市场竞争越来越激烈，本田雅阁轿车的品牌竞争力、销售业绩和市场占有率等都有所下降，因此就有必要对它的市场营销现状和问题进行深入分析，并找出最优的解决方案。本文以本田雅阁轿车作为具体研究对象，利用SWOT分析法和4P分析，对本田雅阁系列轿车的营销情况进行分析，并在此基础上找到本田雅阁轿车市场营销的不足，继而提出优化建议。Marketing Strategy Optimization of GACHonda Accord Series SedanByHuang KangwuApril,2020Abstract:China's economy has maintained sustained and rapid development for nearly 40years,especially in the past ten years.Although the rate of development has declined,thetotal economic volume has continued to increase and still has a high and stabledevelopment rate.In this environment,the Chinese people's living standards are gettinghigher and higher,and their material lives are becoming more and more abundant.At thesame time,their consumption power and quality of life are constantly increasing.With theincrease of income level and the improvement of quality of life,the demand of Chinesepeople for household cars is also increasing.China has a large population,and worldbrands from all over the world have aimed at China,an unlimited market,and have settledin China.Honda Accord sedan has also discovered the potential of the Chinese market.Inrecent years,China's mid-to-high-end automobile market has become increasinglycompetitive.Honda Accord sedan's brand competitiveness,sales performance and marketshare have all declined.It is necessary to conduct an in-depth analysis of its marketingstatus and problems,and find the optimal solution.This article takes the Honda Accordsedan as a specific research object,uses SWOT analysis and 4P analysis to analyze themarketing situation of the Honda Accord sedan,and based on this,finds the lack ofmarketing of the Honda Accord sedan,and then proposes optimization suggestions.Keywords:Honda;marketing strategy;SWOT analysis