| ABSTRACT | 第1-5页 |
| 内容摘要 | 第5-9页 |
| Chapter I Brief History of Automobile Industry | 第9-12页 |
| ·The Evolution of Automobile Industry | 第9-10页 |
| ·The Necessity of Marketing Automobiles | 第10-11页 |
| ·The Purpose of the Paper | 第11-12页 |
| Chapter II The Cultural Perspective of Marketing | 第12-22页 |
| ·The Fundamentals of Marketing | 第12-13页 |
| ·Cultural Effect on Economy | 第13-15页 |
| ·The Theory of Cultural Marketing | 第15-22页 |
| ·Introduction of Cultural Marketing | 第15-16页 |
| ·The Characteristic of Cultural Marketing | 第16-18页 |
| ·The Types of Cultural Marketing | 第18-20页 |
| ·The Function of Cultural Marketing | 第20-22页 |
| Chapter III The Cultural Marketing of Automobile in the Occident | 第22-46页 |
| ·The Five Phases of Automobile Marketing | 第22-25页 |
| ·The Auto Culture and Marketing in Auto Industry | 第25-46页 |
| ·Auto Corporate Culture | 第25-31页 |
| ·Product Culture | 第31-38页 |
| ·Brand Culture | 第38-46页 |
| Chapter IV Case Study: Cultural Marketing for Buick in China | 第46-60页 |
| ·The Branding of Buick | 第47-49页 |
| ·Emphasize on the Cultural Design of Name | 第48页 |
| ·People-oriented Culture Design | 第48-49页 |
| ·Cultural Marketing for Buick Brand | 第49-51页 |
| ·Creative Advertising | 第49-51页 |
| ·Comprehensive Brand Promotion | 第51-56页 |
| ·Building a Brand Culture Within the Company | 第51-52页 |
| ·Publicizing the Brand Culture to the Outside World | 第52-54页 |
| ·Launching the Customized Product Conference | 第54-55页 |
| ·Developing Multi-brand Strategy | 第55-56页 |
| ·The Corporate Culture of Buick | 第56-60页 |
| ·Forming a Distinctive Corporate Culture | 第57-58页 |
| ·Establishing a Good Relationship with Customers | 第58-60页 |
| Chapter V Current Situation and Problem of Automobile Marketing in China | 第60-70页 |
| ·The Brief Evolution of Automobile Marketing in China | 第60-61页 |
| ·The Current Marketing Strategies of China Auto Market | 第61-62页 |
| ·Case Study | 第62-69页 |
| ·Case 1: A Success in China Auto Cultural Marketing\ | 第62-67页 |
| ·Case 2: AFailure in China Auto Cultural Marketing | 第67-69页 |
| ·Summary | 第69-70页 |
| Chapter VI Conclusion | 第70-72页 |
| REFERENCE | 第72-74页 |
| ACKNOWKEDGE | 第74-75页 |
