摘要：随着科学技术的不断进步，国民经济的稳步增长，人民生活水平的不断上升，汽车已经越来越多的作为普通商品，进入到千家万户的生活当中。而中档家用汽车作为工薪阶层和普通家庭的第一购车选择，受到了越来越多的青睐。这也导致了中档轿车市场的不断扩大和持续火爆。本文针对目前杭州中档汽车市场上的品牌营销策略的分析和研究，以及对消费新心理的调查与分析，并根据研究的结果提出相关的营销策略与探讨，制定更加合适有效的营销对策，并最终引导观众消费者购买此品牌或产品，提高产品的销售量。

关键词：杭州；中档轿车；营销策略

Abstract:With the improvement of science and technology, the steady growth of national economy, the people's living standards are rising too. Car has been more and more as ordinary commodities, into people's lives. And intermediate household cars as working-class family first choice, buy by more and more popular. This has caused the market expanding intermediate-grade cars and lasts hot. Aiming at the car market in hangzhou middle-grade brand marketing strategy analysis and research of new consumption psychology, as well as the investigation and analysis, find the successful experience and the deficiencies, and on this basis, according to the research results of the marketing strategy, and more suitable for effective marketing countermeasure, improve the product sales.

Key words: Intermediate-grade cars;Hangzhou; Marketing strategy

主要从杭州中档轿车品牌营销现状着手，分析了杭州汽车市场上的中档轿车品牌在营销中所存在的各种状况，并对潜在的汽车消费用户进行了问卷调查研究，结合实际数据分析，深层次的探究了消费者的心理需求。根据这些分析的内容，对杭州中档轿车市场今后的发展趋势做了一定的判断和预测。也提出了一些新兴营销的策略，对今后杭州中档轿车品牌的营销方向指出了新的方向。希望这些建议能够对推动杭州中档轿车品牌良好健康的发展，以及推动杭州本地汽车市场和汽车产业的的成长稳定，起到一定的作用。